Birthday bash gives snow business big promotion chance

Believe it or not, some people in Hemel Hempstead believe the town still has a dry ski slope in St Albans Hill.

Ian Brown, managing director of The Snow Centre, says it is not uncommon for people to come to the £23million four year-old attraction and stand aghast at the building that has been visited by 1million people since it opened.

Ian Brown, managing director of The Snow Centre, Hemel Hempstead

Ian Brown, managing director of The Snow Centre, Hemel Hempstead

Promoting the Snow Centre – the only facility of its kind close to London – to local people is one of the challenges and opportunities the business faces.

Another is persuading people who travel to a competing facility in Milton Keynes that there is no need to traipse 25 miles up the M1 when there is such a fantastic winter sports hub so close by.

The Snow Centre, which costs something like £250,000 to keep to chilled Alpine perfection, is also aiming to develop more of a summer trade and get itself known as a place to visit even among those who hate snow.

“We’ve seen more people come here to use the coffee shop and free wi-fi facilities,” said Mr Brown, who added that they have a steady trade in booking the two conference rooms to local businesses.

The Snow Centre, Hemel Hempstead

The Snow Centre, Hemel Hempstead

The venue, which is sometimes booked out by large corporate businesses, is also used as a pub by locals.

“We’ve a trade of local people who used The Snow Centre as a place to have a pint and watch the football,” Mr Brown added.

The birthday celebrations taking place from May 4 to 6 are being used by The Snow Centre as a way to promote everything the venue, which employs 300 people, has to offer.

Other events are being planned for hard core skiers later this year and a sledging run is being built for the summer.

For more details visit thesnowcentre.com/birthday