Lorenzo Delladio, chief executive of La Sportiva, and other local entrepreneurs are lobbying to turn the Rolle pass in the Italian Dolomites into an area for green tourism, favoring outdoor activities instead of snow sports. They are trying to prevent the planned rehabilitation of the local ski facilities, which are obsolete. The pass is located half-way between the factory of La Sportiva in Val di Fiemme and the beautiful resort of San Martino di Castrozza.