There are certain places that offer great skiing, and others that are steeped in history dating back centuries. But none in North America are at the crossroads of both—and more—like Taos and Taos Ski Valley. Skiing is just one small aspect of a visit to Taos. On the surface, it may seem surprising that Taos Ski Valley is still the only B Corp-certified ski area in the world. However, as we learned on our second trip, it makes a lot of sense.
Crossroads of Everything
As a casual visitor, you’ll notice that Taos Ski Valley is located high in the Sangre de Cristo Mountains, while down below in the valley lies the artistic, funky town of Taos. Separated by more than a thirty minute drive, the town is home to passionate artists, farmers, and locals who can trace their roots back to Spanish explorers and is the home of the UNESCO World Heritage Site of Taos Pueblo, established in the 14th century. In the mountains, you’ll find some of the rowdiest, most exciting terrain in the country. All created by a Swiss German with a vision for Alps architecture. That distance and their contrasting appearances may make it feel like two different worlds, but the truth is, they’re like two brothers who need each other.
Our Guide to Taos
It wasn’t until we met up with our guide for the day, Tomas Montoya, that we learned about this relationship. A jovial Hispanic man and native of Taos, he traces his lineage back to the first Spanish explorers of the 1600s. He was probably in his 50s, but you could tell that skiing had kept him as youthful and energetic as a 20-year-old—still just as stoked to be out skiing and making turns. Taking Lift 1, he regaled us with stories of his family’s history, like how they even owned part of the land that Taos Ski Valley sits on, and how his grandfather cut the first trails in 1952. He pointed down to Al’s Run and said, “He would climb up this mountain like a goat with a 50-lb chainsaw on his back and hand-cut trees from it.”
Water Is Life
Besides being a guide at Taos Ski Valley, Tomas Montoya is also the community’s spokesperson for the area’s water rights. Although Taos Ski Valley is a winter wonderland, receiving over 300 inches of snow annually, it is also surrounded by high desert. These mountains are a precious source of water for the entire community. What I didn’t realize is that Taos Ski Valley sits at the headwaters of the Hondo River, which flows down to the valley below, where it is used by the community for their livelihoods, including agriculture. As you would expect, when people’s livelihoods are at stake, arguments can become heated. Tomas’ unique ability to see both sides of the issue makes him the perfect candidate to talk to both parties and find common ground. A good example of this is the modernizing plans for the base-to-base gondola.
A Different Way of Looking At Skiing
Nearly all ski resorts focus on expanding their footprint, either by adding lifts, terrain, or even an entirely new village. Since Taos Ski Valley sits at the delicate headwaters of the Hondo River, expansion isn’t possible. Instead of following the typical ski resort strategy, they’re taking a different approach. As COO John Kelly stated, they’re aiming for “better, not bigger.”
What is Better not Bigger?
At its core, the way I understood it, it’s about how every person should live their life: don’t compare or compete against others, but become the best version of yourself. This philosophy means that everything you experience at Taos Ski Valley should compound, leaving you with the best possible experience—from the snow conditions all the way down to the Glühwein at the Bavarian.
Strategic Lift Upgrades
As part of this vision, one area of focus to improve the on-mountain experience is upgrading their lift network. We’re not talking about every lift, but the strategic ones. This process started in 2018 with Chair 1, a high-speed quad replacing two fixed-grip chairlifts out of the base village. Then, in the 2023-24 season, Lift 4 upgraded to a high-speed quad.
Glading
Another aspect many skiers and snowboarders don’t consider is glading. While the ski acreage remains the same, working alongside the U.S. Forest Service, they’re doing forest thinning and mitigation, which has opened up hundreds of acres that weren’t skiable due to forest density. This hasn’t been a one-and-done scenario, but an ongoing effort. In 2015, Wild West Glades opened. From a 2021 Snow Squall event, the Ponsse Scheme and Cache Stash were created. Then, in 2023, looker’s left of the notorious Al’s Run became Dadou’s, named after beloved Taos ski instructor Bernard “Dadou” Mayer.
Kachina Lift
No matter which ski resort you visit, nearly all locals will always pine for the “good ol’ days.” The snow was deeper, the lift lines shorter. Change is one of the few constants in life, and some of it isn’t what residents want. One example of this is the Kachina Lift. Once earned only by hiking, some grizzled vets don’t like that a lift now accesses Kachina Peak. On the flip side, we’ve heard that ski patrol often lets the lift stand still days after a storm, allowing those who yearn for the challenge to still get it the hard way. This is a good example of how Taos, while changing, tries to keep its character intact.
How do you Keep Score?
Saying you’re going to be “better, not bigger” is fine, but how do you track that with data? We learned from COO John Kelly that, for them, the B-Corp certification wasn’t the end of their journey but rather the perfect guideline for their motto. Key aspects such as environmental focus, being community-centered, and always looking for sustainability initiatives align well with the certification, holding Taos Ski Valley accountable for all their actions. While no system is perfect, becoming B-Corp certified is difficult and requires ongoing investment. It’s not a “one-and-done.” In fact, companies have lost their accreditation due to their actions—such as Etsy.
From our personal experience, Taos Ski Valley seems to be living up to that mantra and continues to push forward. Beyond the obvious changes, such as lift upgrades for a better experience, they’re examining all aspects of their business to continue improving. Many of these you wouldn’t even notice, like the Blake Hotel, which opened in 2017 and is heated and cooled with renewable geothermal power. The resort’s chairlifts and snowmaking operations are powered by daytime solar energy provided by Kit Carson Electric Cooperative. They’ve also deployed North America’s first 100 percent electric snow groomer. It’s no wonder that their latest B-Corp recertification boosted their score from 82.7 to a whopping 97.8.
As of today, Taos Ski Valley is walking the tight-rope of a company that cares and yet still profitable. We hope it continues in that direction.
