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Growing the Sport Branding Is Important,
But Why Bother With All This?
using #firstdayfaces as well as your resort’s hash tag of choice.
We post all photos on the learntoskiandsnowboard.org web- The Learn to Ski and Snowboard snowflake logo has become
site. Photo winners are chosen and rewarded with prizes a widely used and recognizable visual element. So has the
from our product supplier partners. Bring a Friend logo. Using these logos on your websites and
in other communications helps consumers recognize the fact
The Bring a Friend Challenge rewards those who help that you are participating in a national program. The average
newcomers sign up for beginner lessons from a pro. Product consumer is bombarded by approximately 3,000 images
supplier partners also provide prizes for those selected. a day. Why make it hard for them to find the learning
program they’re looking for?
These programs give partners additional visibility via
press release announcements, notifications on the website, Creating a clear, concise and attractive learning
and postings on Facebook, Twitter, Instagram, and other page on your website—using provided elements—helps
social media. Resorts are asked to help promote the consumers who may start their learning journey on the
programs. Again, there is no fee. LSS(M) website but look to you for the details. Direct
links from the LSS(M) site to yours help create a smooth
It’s Easy to Get Involved transition. Using these provided elements on your home
page during January—with a link to your beginner
Step One: If your state/regional resort association is already programs page—also helps newcomers who may go
a supporting partner, you’re golden. If not, encourage them directly to your site.
to join. Almost all are, but if you happen to be an area
where that isn’t the case, the $200 “independent partner Consistency in graphics and messaging enables those
fee” applies. Resorts that do not belong to a state/regional who know little about skiing and snowboarding to catch on
association also can be an “independent partner.” quickly. Many media outlets that pick up a LSSM or BAF
story also use the logos and graphics in their layouts.
Step Two: There is no need to create a whole new beginner
learning program. Most partners use one that already exists, From Sea to Shining Sea—
but they price it at a “special January rate.” That said, they Some Success Stories
decide their own timeframes and pricing structures.
Many associations, such as PSIA-AASI, SANY, Ski PA,
The majority of LSS(M) offers are for a one-day program, and the Midwest Ski Areas Association, have jumped
but more and more resorts are offering multi-day packages on the LSS(M)/BAF bandwagon. Resorts from Vail
as an enticement for repeat business. Almost all partners run Resort and Powdr Corp properties to smaller beginner-
their programs throughout the month. oriented areas like Pats Peak and Paoli Peaks have
capitalized on the program, not to mention businesses
Step Three: Make sure the LSS(M)/BAF organizers such as Snow Operating. It would be hard to list them all,
and/or your resort association have your information. but partners know who they are and here are just a few
Resorts that already are partners are listed on shining examples.
learntoskiandsnowboard.org in the “Find Resorts” section
now and through September. Website traffic starts to pick up WACHUSETT MOUNTAIN, MA
in the fall so we want content to be current for the upcoming
season and not repeat content from the previous season since Wachusett has promoted its Bring a Friend for Fun program
that will confuse the consumer. Website content is updated for several years and always uses the BAF logo as part of the
during the summer each year with all resort listings due for promotion. Despite an “off year” for the East, Wachusett
completion by the end of September. experienced a triple-digit increase in its conversion rate,
partially due to this effort.
Decide Early for Best Results
MOUNTAIN CREEK, NJ
Most beginner lesson programs are relatively consistent
from year to year. Take advantage of the Learn to Ski and Despite a late opening the first week in January, Mountain
Snowboard initiative by deciding on your January program Creek utilized several of the provided graphics elements in
early in the fall. Your information will not be posted on a strong social media promotion for their World’s Largest
the LSS(M) website until you want it to be posted (we can Lesson event on January 8. They attracted the largest
always post a “coming soon” message), but knowing what turnout in the country with 212 participants.
you are doing helps us build a provocative and interesting
media story that will help generate publicity for your
location—particularly among long-lead media.
14 | NSAA JOURNAL | SUMMER 2016
