Page 55 - Early Winter 2014

he program has taken off thanks to the s BAF incentivizes existing skiers and snowboarders strong commitments from so many in (and even newcomers themselves) to bring friends the industry and especially the chair, to the mountain and help enroll them in begin- TRaelene Davis of Ski Utah, said Mary ner lessons with professional instructors. Statistics Jo Tarallo, LSS(M)/BAF executive director. “The best, confirm that retention of first time skiers/riders and possibly the only, way our industry can succeed in is exponential when the first experience includes gaining new participants is for all aspects of the indus- professional instruction. Statistics also confirm try to cooperate with each other and collaborate where that most people first ski or snowboard at the possible,” she said. “There is so much competition for suggestion of friends or family. So, the BAF Chal- consumers’ leisure time today that we have to be very lenge offers fabulous prizes to those who intro- smart on how we communicate the joy of skiing and duce just one newcomer—so called Ambassadors riding to newcomers—and we advocate lessons of Snowsports. Those who bring multiple from professionals as the best route to learn- people for a lesson become competi- ing. We’re excited about our new website, tors in the “Ambassador of the Year” our new First Day Faces campaign, and contest. The grand prize is a season the return of the Bring a Friend Chal- pass to a selected venue for lenge” (see “LSS(M)/BAF Organizers 2015-16. This year’s Challenge Revamp Consumer Website,” pg. 56, runs from December 1, 2014, and “‘First Day Faces’ Campaign Bol- through February 28, 2015. sters LSS(M)/BAF Initiatives,” pg. 57). But time is ticking, so let’s take a look Within the industry, LSS(M)/ at how and why to create a LSS(M)/ BAF organizers encourage ski areas BAF offer, including examples of successful to offer and vigorously promote begin- LSS(M)/BAF offers and information on the ner lesson packages, ideally at discounted program’s web-based tools that can help resorts both prices, and it is up to partners to determine cost create and promote LSS(M)/BAF offers in their markets, and what works best. It’s a justified and needed invest- including being featured on LSS(M)/BAF’s new website. ment in populating tomorrow’s slopes with skiers and First some background. LSS(M)/BAF is organized snowboarders. by groups including NSAA, SnowSports Industries Simultaneously, LSS(M)/BAF organizers remind America, the Professional Ski Instructors of America/ ski area staff that many first-timers are actually a bit American Association of Snowboard Instructors, as well scared, or at least nervous, and need special customer as regional divisions, and, of course, the groups that service, lots of TLC—from the parking lot to après started the initiative in 2009—state and regional resort ski. After all, to the uninitiated, a ski area is a totally associations. USSA, SnoCountry and the National Ski foreign environment, particularly the equipment and Patrol support the initiative enthusiastically. Partners the rental process. The thinking is that more beginners also include product suppliers such as Head, Flow, Sei- will be converted to regulars as they become com- rus, the Rossignol/Lange/Dynastar brands, RAMP and fortable with boots, poles, helmets, skis/snowboards, other snow sports industry organizations such as the getting on and off a lift, reading a trail map, putting National Snow Sports Retailers Association, all retailer on lift tickets, etc. buying groups, rep associations, the trade media, and In response to partners’ recommendations, mes- clubs. Partners are posted on the website. saging about the initiative will be modified a bit, thus LSS(M)/BAF focuses on two things: the name change for the URL from “Learn to Ski and s It encourages the non-skiing and non-snowboard- Snowboard Month” to “Learn to Ski and Snowboard.” ing public to take beginner lessons at ski areas The previous URL, skiandsnowboardmonth.org, will throughout the U.S., offering free and reasonably now be directed to the newly updated site, learntoski- priced lesson programs, including lift tickets and andsnowboardmonth.org. equipment rentals, during January. Many ski areas “Our goal is to encourage taking lessons from pro- are extending their offers before and beyond Janu- fessional instructors,” said Raelene Davis. “January still ary (hence the parenthetical downplay of the word will be ‘Learn to Ski and Snowboard Month’ because “month” in references to the initiative). many ski and snowboard areas like to offer their best EARLY WINTER 2014 | NSAA Journal | 53 w w w.nsaa. org NSAA Early Winter 2014 prepressed v5b.indd 53 10/29/14 6:09 PM