In the flat, dry terrain that encompasses West Texas including Amarillo, Lubbock and the surrounding area, it seems unlikely snow skiing and snowboarding could be an avalanche of a factor in the economy.

But according to Amarillo Convention & Visitors Bureau Executive Director Kashion Smith and entrepreneur Bobby Lee, owner of the Big Texan and Starlight Ranch, the truth is in the numbers.

Ski travelers' impact on Amarillo and Lubbock hotels and motels

According to local figures and statistics, we have local ski buffs who buy ski apparel here, but more importantly, we get people from the Houston, Austin and Dallas/Fort Worth and more areas traveling through the Lubbock and Amarillo areas who stop here to eat, shop or stay overnight.

Amarillo CVB's Smith said that if the snowfall is goo

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