Listen up ski/snowboard industry, Jeremy Jones can’t save winter all by himself. For as much good as Protect Our Winters does the industry needs to toss some more coins in the bucket before we lose winter for good.

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In Europe, the cradle of ski culture, the problem is even worse. Half the glacial ice in the Alps has already melted; a study published two years ago in The Cryosphere, a journal of the European Geosciences Union,predicted 70 percent less snow in the mountains by the end of the century, threatening a $30 billion ski industry driven by more than 60 million tourists a year.

For the American ski industry, the impact has already been pronounced. Between 2001 and 2016, low-snow years cost the industry more than $1 billion and 17,400 jobs compared with an average season, according to a study commissioned by the nonprofit group Protect Our Winters.

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Click to THE NEW YORK TIMES for Why Can’t Rich People Save Winter?

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