The greatest threat to mountains and ski resorts is global warming. How can Jackson Hole, one of America’s most popular ski resorts, strive for a greener future until its owners and leaders make climate action a top priority?

As an avid skier and snowboarder from Colorado embarking on a long-awaited first visit to Jackson Hole, Wyoming, I had three preconceptions in mind.

Number one, that Jackson Hole Mountain Resort (JHMR) is rife with long, steep, technical slopes. Two, the area is a popular tax haven for the rich and famous and, as a result, it’s one of the most expensive ski town real estate markets in the world. And three, JHMR co-owner Jay Kemmerer had recently hosted a fundraiser for climate crisis-denying politicians.

In spite of this recent discovery of Kemmerer’s political leanings, what I observed and experienced during my visit revealed impressive sustainability efforts that stretched beyond greenwashing.

This impression was largely fueled by an event called the Natural Selection Tour, a multi-day competition founded by professional snowboarder and Jackson native Travis Rice in which the world’s top snowboarders are judged on riding and performing tricks over lightly enhanced natural features—think, cliffs, rocks and drops. “The mission of the tour is to inspire people to create a deeper connection with nature so they’re interested in saving it,” says Natural Selection communications director Lora Bodmer.