This is very true, I’m always surprised how many people work in a ski town who have no desire to ever actually ski.
We are at Sunday River for an event this weekend and saw signs that new this season you can choose a $1000 bonus OR free pass. Hopefully that might help entice the non skiers.
I've worked at Okemo on and off for a number of years and it was always surprising to me how many employees didn't ski and/or had no use for the free season passes or free dependent passes. The bonus sounds like a great idea. Hopefully that'll help.