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interchangeable—think of how many social network and experiences. The kind of experiences can only happen in
messaging apps are minor variations on the same themes, a physical place. Skiing and snowboarding, sure, but what
and each is just a tap away in the same rectangular frame as other experiences do you offer?
all the others. Second, customers appreciate mindful presence in their
Fortunately for us, the human brain is uniquely designed environment. The wise purveyor knows there is absolutely
to respond to place. The opportunity for the ski industry is a meaningful benefit to watching the sun set on a beauti-
to delve deep into this idea. ful horizon. Where can you create opportunities for mind-
For starters, the act of skiing itself requires a true ful presence? SERVING THE SKI INDUSTRY SINCE 1962
place—both the proper physical location and the proper And finally, customers desire human connection.
attentional mindset of the skiers (unlike our protagonist at Whether the connection is inward, like a family reunion, or
the beginning of the article). outward, like a group of friends just getting out of town, the
But we must not stop there. Assemble a small team, desire for human connection is foundational. How can you
grab a journal, and walk through your property together. design spaces and events to encourage humans to put down
Ask yourselves the question: “How can we transform this their phones and engage with each other?
space into a place?” Technology’s influence sets a high bar. With unlimited
How can you add meaning and purpose to the areas you access to an infinite variety of virtual scenes, your customer’s
manage? How can you create opportunities for the things attention is, by default, unavailable. But perhaps this is for
that matter most to your customers? the best. A high bar means more hard work, but higher divi-
dends are paid to those willing to go the distance, who create
What Matters Most places for memorable, mindful, connected experiences.
And, for that matter, what does matter most to your custom-
ers? Within the answers to that question lie the best business Curt Steinhorst is the founder of Focuswise, a consultancy that
opportunities. Answers will vary, of course, but there are equips organizations to overcome the distinct challenges of the con-
three main categories to keep in mind. stantly-connected workplace. He was a keynoter at the NSAA’s
First, customers want memorable, personalized Convention and Tradeshow in May at Marco Island, Fla.

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866-ENTEGRA 1 877 632 8592, poste 33310
LEISURE
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40 | NSAA JOURNAL | SUMMER 2018