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SUNLIGHT MOUNTAIN, CO provide a platform for attracting the public’s attention during
a specific timeframe.
Sunlight worked with the US Forest Service to promote
its January program and especially its WLL event. The January is positioned as Learn to Ski and Snowboard
marketing department used the WLL logo to create T-shirts Month so that beginners can take advantage of great deals
for a group of 29 third-graders from Glenwood Springs and also have plenty of time to return during the rest of the
Elementary who participated free due to a grant from a winter for more lessons or on-snow experiences—hence,
company called Live Well. Sunlight and the USFS tweeted more business for partners. We also make it clear that
and posted on Facebook using hash tags provided through beginner lessons are available all winter long, and our social
the initiative, and the event got a considerable amount of media outreach remains strong well beyond January.
publicity thanks to an aggressive PR campaign.
Thanks to Our Colleagues
World’s Largest Lesson
Finally, thanks to NSAA for its leadership in the development
If you plan to participate in the WLL this coming sea- of the initiative. And, credit that original group of resort
son a variety of visual elements and messages related to this association colleagues, led by Ski Utah’s Raelene Davis, for
one-day effort will be available in the fall. We actively pro- having the vision to create a program dedicated to attracting
mote the WLL as the “unofficial kick-off” for Learn to Ski beginners—and for sticking with it. They have provided the
and Snowboard Month. Partners are encouraged to create a nucleus for attracting more than a quarter-million beginners
bridge between this highly visible media event and the rest of over the years.
their January or Bring a Friend learning programs.
But, they could not do this alone. Industry colleagues
Flexibility is Key including instructors, retailers, reps, suppliers, world-class athletes,
and industry media all have joined forces in the effort to appeal to
Flexibility is the beauty of the LSS(M)/BAF initiative more newcomers who may or may not appreciate what avid skiers
because partners decide the details. National organizers and snowboarders already know: the joy of snowsports.

n Technical UNIFORMS

n Functional Custom Built for the Industry

n Customizable

n Choose your own
colors and styles,
all designed
for comfort and
durability.

phone: 775.83 1.7670
web: MountainUniforms.com
email: info@MountainUniforms.com

SUMMER 2016 | NSAA JOURNAL | 17