Big White’s guiding light

Sponsored Content - Oct 11, 2024 - Think Local

Photo: Big White
Peter Plimmer rips down Big White Mountain in the summer.

The CEOs of most ski resorts are probably nowhere near the mountain.

They are likely wearing business attire, sitting behind a desk and crunching the numbers or something like that.

That is not the case at Big White Ski Resort, where you are more likely to see the CEO get off the lift or go whizzing past you on the slopes. Peter Plimmer is not your average chief executive officer, and that is why Big White is not your average ski resort.

Plimmer first arrived at Big White from his home in Australia in 1988 when he was 12 years old. His grandfather, Desmond Schumann, had purchased Big White three years earlier, and it’s safe to say young Plimmer was hooked from the start.

“It’s a memory I still cherish,” Plimmer says. “I remember stepping out of the car at my grandfather’s place and being awestruck that such a magical place could exist. The beauty, the snow … it was absolutely captivating.”

Plimmer came back to the Okanagan a decade later when he took a year off from his university studies to ride the Champagne Powder. He managed the resort’s website and snow reports, and he basically knew then that he didn’t want to be anywhere else. His uncle, Peter Schumann, predicted during a 1999 family Christmas party that Plimmer would one day run the resort, and that came true in 2013.

The family vibe continues to this day, as Big White offers a cozy, intimate skiing experience.

“We provide a vastly different experience compared to Whistler, which feels more like a bustling resort town,” Plimmer says. “For most skiers, I believe our skiing experience rivals Whistler’s. And while lift tickets at Whistler with an Epic Pass may seem more economical, any savings are quickly offset by the higher cost of accommodations.”

Plimmer’s leadership has been crucial over the last decade, as the ski resort industry has undergone transformational changes. He also lost the guidance of his uncle, as Peter Schumann passed away suddenly more than two years ago.

“The strength of our team and the supportive community around us have been crucial in navigating these times,” Plimmer says.

Plimmer’s strategy for navigating the path ahead includes enhancing family-friendly amenities and catering to advanced skiers through the development of the north-facing slopes and expanded summer activities, ensuring Big White remains a top destination for both local and international visitors.

The family feel that can be found at the world-renowned resort will continue.

“Big White is not for sale,” Plimmer says, “even though we’ve had inquiries from interested parties.”

More information about Big White, which celebrated its 60th anniversary last season, can be found on its website here.

This article is written by or on behalf of the sponsoring client and does not necessarily reflect the views of Okanagan Edge.


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