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Growing the Sport
GUINNESS GATHERS STEAM
Industry Reps Finalize Details on World’s Largest Lesson Attempt
BY MARY JO TARALLO, EXECUTIVE DIRECTOR, LEARN TO SKI AND SNOWBOARD (MONTH)/BRING A FRIEND
A CADRE OF INDUSTRY PROFESSIONALS GATHERED in target beginners, with a special emphasis on youths. Resorts
August at the NSAA office in Lakewood, Colo., to preview will determine their own programs so the details will vary
promotional materials for the industry’s latest effort to generate somewhat. All programs submitted will be listed on the
new customers: the attempt to set the largest ski and largest LSSM website, learntoskiandsnowboard.org, with links to
snowboard lessons for the Guinness Book of World Records. individual resort websites.
Denver-based Cultivator Advertising and Design created Resorts will not be organizing one giant lesson but
the visual look for the project and developed a full range of several lessons—for both ski and snowboard—all at the
graphics that can be used by participating resorts. Materials same time: 10 a.m. Resorts will be asked to submit their
range from full-blown customizable posters to banner ads for results immediately following the lesson. Special fun
websites. Resorts can utilize the materials gratis if they are activities surrounding the lesson are encouraged, and the
partners in the Learn to Ski and Snowboard Month/Bring event is open to all LSS(M)/Bring a Friend participants.
a Friend initiative. Everything is housed in an online toolkit
available to LSS(M)/BAF partners. A proactive PR campaign will dovetail with the new
creative materials also. MFA, a New York-based agency,
If the preview attendance was any indicator, industry- is working with industry organizers to secure high-profile
wide support is strong not only for the Guinness project but media attention nationwide. Participating resorts also
also for the overall LSS(M)/BAF program. Representatives are asked to utilize their own resources to attract media
from NSAA, SIA, PSIA-AASI, NSP, the U.S. Forest attention for the Guinness project and also for the rest of the
Service, USSA, RRC, the WWSRA rep group, Head LSS(M)/BAF initiative.
Tyrolia Wintersports, The National Ski Club Newsletter,
OnTheSnow.com, and Snow Operating attended. In addition, industry PR professional John Brice has
compiled a set of PR guidelines to help partners who plan
Staff from Boulder-based Action Sports Media, Zeal to run LSS(M)/BAF programs and also organize a World’s
Optics, and Krimson Klover—all dedicated partners— Largest Lesson event.
attended separate meetings with LSS(M)/BAF organizers.
The emphasis is on fun for beginners. If people don’t
Cultivator has worked with the LSS(M)/Bring a have fun on their first day, they probably won’t come back.
Friend team since the initiative’s roots in 2009. The agency We started the social media campaign First Day Faces last
also works with several industry and non-industry clients year to encourage beginners to share the good time they had
including PSIA-AASI and the New Belgium Beer Company. learning how to ski or ride.
“We totally support the industry’s efforts to develop “In general, people just want to have fun on the snow
new customers,” said Cultivator’s Matt Neren, who gave a and that is how we intend to promote the World’s Largest
presentation at the meeting on the supporting materials and Lesson project” said Joe Hession, president of Snow
how they might be used. “We’ve enjoyed working with the Operating. Hession said he is involving all his clients.
team and hope that many resorts take advantage of the tools
being offered to them.” Ski Utah resorts already have solidified their plans to
engage school children, even on a weekday. Several other resort
The World’s Largest Lesson initiative is the brainchild associations are making plans with their members as well.
of Snow Operating’s Hugh Reynolds, formerly marketing
director at Mountain Creek, New Jersey. The event is Resorts can register for the Guinness project and also
set for Friday, January 8, at 10 a.m. in local time zones for LSS(M)/Bring a Friend programs on-line through the
throughout the U.S. Helping kick-off the 2016 Learn to partner toolkit. All details for participation are there. If you
Ski and Snowboard Month, the Guinness project will do not know how to access the toolkit, contact me, Mary Jo
Tarallo, at mjt@learntoskiandsnowboard.org.
52 | NSAA JOURNAL | FALL 2015
