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Courtesy Mountain Creek
Mountain Creek, NJ, used promotional materials provided by the LSSM website to drum up interest in the World’s Largest Lesson event in January.
The resort had a huge turnout of 212 participants.
Partner Benefits
Any resort in the US can be an LSS(M) partner—a
designation that provides full access to a variety of excellent
resources that support a resort’s own PR initiatives.
Becoming an LSS(M) partner is FREE for members of
participating resort associations. A nominal $200 “partner
fee” is an option for resorts not belonging to an association
or if they belong to one that does not participate.
Partners get a listing in the popular “Find Resorts”
section of the learntoskiandsnowboard.org website with
a link to a location’s website. This section contains a map
of each state and its resort locations. Listings include each
location’s name, address, phone number, and a link back to
the location’s website.
A second listing, in the “Special Offers” section, features
specific January lesson deals and Bring a Friend programs.
It includes the location’s logo, a short description of learning
offer(s), plus a link back to the location’s learning page. Partners the #firstdayfaces social media campaign and the Bring a
need to fill out a simple form to be included in Special Offers.
A third listing is available for those who want to host
a World’s Largest Lesson event (WLL). This past season,
more than 6,000 children and adults took a lesson on Friday,
January 8, at 150 resort host sites. The WLL page was the
most viewed page on learntoskiandsnowboard.org (other
than the home page). Involvement in the initiative’s PR out-
reach provides additional exposure. This past season the
effort generated a viewing reach of 34,000.
Partners may have press releases posted in the News
section of the LSSM website simply by sending a Word
document to web managers. They also have full use of the
Partner Toolkit, which offers branding elements such as
logos, banner ads, art for creating a variety of promotional
elements, PR tips, best practices, and more.
Also, partners may use content on the
learntoskiandsnowboard.org website. It was created with
beginners in mind. For example, the Glossary of Terms
is one of the most popular pages. Beginners may not
be familiar with ski industry jargon and the Glossary is
intended to help educate them.
Partners may take advantage of the promotions—
Friend Challenge. Both start in early December to create
awareness among consumers that lessons are available
all winter long.
First Day Faces encourages beginners to post “first day
on the slopes” photos on their favorite social media platform
SUMMER 2016 | NSAA JOURNAL | 13