Seasonal ski shops open for winter in San Mateo County

For Helm of Sun Valley, a Burlingame ski shop open September through May, the poor mountain conditions have some impact, but customers are still keen to come in and get their gear ready, manager Luke Longaker said. 

“Thankfully, interestingly enough, it doesn’t affect us as much as it affects the shops in Tahoe,” Longaker said. “It definitely has been a slow season — we’re not seeing as much snow as we would like — [but] every weekend, Saturday, Sunday, we are busy.” 

Climate change and variable winters are beginning to shorten ski seasons across the world, including Tahoe’s. Tim Muhic, owner of Tim Muhic Ski & Snowboard in Millbrae, said waiting for December snow is something he’s come to expect when he opens his shop, typically from November to April. 

“Everybody knows that winter is looking a little bit dry right now, but usually over the years, the snow does come,” he said. “Even if it doesn’t come in great supply, if we can get snow the second week in December, the week before Christmas, the industry is happy.” 

Typically, committed skiers and boarders will now purchase either an Epic or Ikon pass, which allows seasonwide access to a wide variety of resorts and allows them to bypass weather issues at local mountains by traveling to those with good snow, Muhic said.  

Because snow forecasts are always changing and difficult to predict this early in the season, many customers will come in and get their gear situated regardless of poor early weather, Longaker said. 

“Almost every year by the end of January, we are starting to sell out of boot models,” he said. “Everyone gets on it early regardless.” 

But skiing and snowboarding has become an increasingly cost-prohibitive sport for some, Muhic said, with families going up to the mountain less due to exorbitant lift ticket and accommodation prices. 

“Families don’t go up as much as they used to due to the cost. I’ve been in this industry a long time. Families would go up four to five times a year, now they’re lucky to get their one to two trips in,” he said. “It’s tough for families, and an expensive sport.”  

Still, even one or two trips a year requires either a gear purchase or rental. Both Helm and Tim Muhic Ski & Snowboard sell new equipment, offer tune-ups and repairs and rent gear on a seasonal basis or by week or weekend. 

Rising across-the-board tariffs have also raised the prices on ski equipment, much of which is manufactured in Europe, Longaker said. While that doesn’t affect American-made brands, like Longaker’s favorite snowboard manufacturer Never Summer, the price on a pair of German-made skis from popular brand Volkl may increase up to $100, for example. 

But that doesn’t mean customers aren’t buying. 

“I wouldn’t find that has deterred a lot of people from buying ski gear — that comes with how good of a skier are they … as long as they reassure them and encourage them they are getting something that’s worth their money,” Longaker said. 

Muhic, who has been in the ski and board industry for around 35 years, said he’s seen various shops come and go in that time, and acknowledged it can be a challenging industry in which to stay above water. 

Still, customers are continually drawn to the allure of the sport. 

“Just being up in the mountains, it’s really refreshing to folks, it takes a lot of stress [out of] their everyday lives,” he said. “I guess it’s something like dancing — people like to get out there and hone their skills.”