I think a lot of locals make Wirth out to be a whole lot bigger of a dick than he is. It's a ski resort, it's natural for a business to evolve. If anything, the Squaw locals should be grateful that a ski resort of that magnitude stayed under the development radar for even this long.
However, I do think that it was kind of demeaning how he posed as some dumbass with a mullet. Also, how his wife said that he's have to "dumb it down" to connect with the mountain employees. Not to mention this is just one big marketing scheme. Interesting nonetheless though, I guess.