Keeping The Spirit Of Skiing Alive: Powderhorn’s Free Learn-To-Ski Program Honors A Pioneer
From the sparkle of the morning sun through snowcapped trees to the rush of carving through fresh powder, Bob Beverly cherished everything about skiing. Throughout his life, he shared that joy with anyone who would join him — from his wife and kids to countless friends and strangers who crossed his path.
“He just loved skiing,” says his daughter, Becky Beverly, “and he wanted to get everyone involved.”
Bob was one of Powderhorn Mountain Resort’s founders. In addition to serving for decades on its board — including a stint as president — he helped mark its very first trails.
When Bob passed in 2019, skiing lost a pioneer. But Powderhorn found the perfect way to honor him: an initiative in his name that makes skiing and snowboarding more accessible than ever.
The Bob Beverly Free Learn to Ski and Ride Program provides free lessons and gear rentals to first-time skiers and snowboarders, and graduates receive their first season pass for just $99.
Bob Beverly, as shown on the front page of the December 15, 2003 Grand Junction Free Press, accompanying an article about skiing on the Mesa before Powderhorn existed. Chris Froese/Free Press
Ryan Robinson, Powderhorn’s assistant general manager, says Bob “had an incredible amount of energy to spread the sport he loved,” and this program continues that spirit.
It’s Not Too Good to Be True
When it comes to skiing and snowboarding, Robinson says, “There are major barriers to entry.”
Gear, lessons and daily lift tickets are expensive. And for all that initial investment, people may not even like it.
The Bob Beverly program flips that norm on its head by teaching newcomers for free, with the goal of turning them into lifelong skiers and snowboarders who will call Powderhorn home for years to come. So far, it’s introduced over 4,000 people to the slopes and was recently recognized by the National Ski Areas Association as a finalist for the Conversion Cup, which honors innovative efforts to turn beginners into returning skiers and riders.
Here’s how it works: first-timers ages 8 and older can sign up for group lessons, with gear included, for a refundable $19 per session. To “graduate,” they must take three half-day lessons where they’ll learn basic skills like fundamental movements and loading a chairlift.
Then, they can put their deposit toward a $99 “rookie” season pass, and be eligible for a $199 “sophomore” pass their second season. Or, they can take their deposit back after any lesson and walk away.
Robinson says Powderhorn hosts as many Bob Beverly lessons as possible throughout the season, but suggests people sign up as soon as they can since spots go quickly.
While the program is unique in the industry, it’s a win-win for participants and Powderhorn.
For beginners, it's a chance to try the sport before making an investment. If they get hooked, the low-cost passes soften the blow of buying gear, and if they want to keep skiing, they’ll know the most affordable way is snagging season passes in the spring. For Powderhorn, which sees itself as a regional resort rather than a tourist destination, it taps a new audience and creates a larger customer base.
“Nine out of 10 people come right out of our backyard,” Robinson says.
The Bob Beverly Free Learn to Ski and Ride Program provides free lessons and gear rentals to first-time skiers and snowboarders. Powderhorn
“Dad Would be Thrilled”
While the program’s namesake isn’t around to see it flourish, Becky Beverly says, “Dad would be thrilled.”
A non-exhaustive list of his achievements includes starting Denver University’s (DU) ski program as a student, being inducted into the DU Athletic and Colorado Ski Hall of Fame and receiving the Halstead Award, the highest honor given by the Rocky Mountain Division of the U.S. Ski and Snowboard Association.
More simply, he was a pioneer who shared his passion in every way he could.
Becky Beverly remembers how he loved the crunch of snow under his skis, and how everyone who skied with Bob Beverly hoped to float through the snow as gracefully.
“You would watch him, and you would want to ski just like him,” she says.
She’s in her 70s now, and recalls the first opening days at Powderhorn and Aspen when lift tickets were less than $5.
“It was nothing like it is today,” she says.
Now, getting on the mountain can feel increasingly out of reach. But programs like the one dedicated to her dad make it possible.
“At Powderhorn,” she says, “families can still afford to start skiing.”
Originally published in the winter 2025-26 issue of Spoke+Blossom.