As the economy lurches toward recovery, northern New England's ski industry is viewing the upcoming season with optimism, saying the amount of snow nature sends the region is a much bigger factor in determining how well the ski areas fare.

Improvements continued through the off-season at the three states' resorts, although not on a scale as when times are better. Like other businesses, the ski areas are finding new ways to feed their patrons' enthusiasm while being creative in luring potential schussers in.

New Hampshire ski areas, for example, are sending out text messages on the latest deals and promotions.

Ski areas are also banking on their proximity to bulging eastern markets that are within a day's drive of resorts in Maine, New Hampshire and Vermont, hoping to draw skiers who might hop on a jet in better times and wing it to slopes in the West.

"At the end of the day, it all comes down to snow," said Parker Riehle, president of the Vermont Ski Areas Association. Historically, when the snow is abundant, the ski areas do well, he said.

That's borne out as well in New Hampshire, where an all-time high as measured by skier visits was recorded two years ago. But even after the economy tanked last season, enough skiers showed up to give the industry its third-best winter, thanks in large part to the plentiful snowfall, said Karl Stone, marketing director for Ski New Hampshire.

"If it snows, it seems like we're doing pretty good," said Stone.

In Maine, the severe recession last winter sent many skiers and boarders to the smaller, family-friendly ski areas for which the state is known, said Greg Sweetser, executive director of the Ski Maine Association. While skier visits were down 2 percent in the state last season, Maine gained a little of New England's market share, Sweetser added.

Nationally, the outlook is positive, said Troy Hawks of the National Ski Areas Association. The industry drew 57.4 skier visits last winter even as the recession raged, accounting for the fourth-best season on record, NSSA said. Hawks said a lot of it has to do with the nature of skiers and snowboarders.

"People are passionate about skiing and riding. They still seek the sport out. It's really a lifestyle they choose," said Hawks. "Even during a poor economy, the ski industry holds up well."

Skier enthusiasm isn't everything. While ski areas try to outdo each other by opening first and strive to kick off their seasons by Thanksgiving, it's the back end of the season that's more critical to success, said Vermont's Riehle.

"In terms of any karma with the snow gods, I would gladly trade a Thanksgiving opening for a strong March," Riehle said.