Page 56 - Early Winter 2014

You could be really stressed out in January if all the first-timers in your market are buying your competitor’s LSS(M)/BAF offer because you don’t have one. learning deals then. It’s a great PR February, March and April—weather lift ticket for the skier or snowboarder hook that enables us to focus the cooperating. Everything is housed and a one day Learn to Turn Package public’s attention and the industry’s in the partner toolkit. If you aren’t a for the friend for $100 (a savings of attention on a specific time frame. partner or don’t know how to access the $47). The program had to be booked However, since lessons are available toolkit send an email to info@learn- online. Under the direction of new ski all winter, we want to make sure that toskiandsnowboard.org. and snowboard school director, Thom we are getting that message across to After all, if you are going to Norton, Wachusett’s instructors were newcomers as well.” borrow, borrow from the best. For well briefed on (and enthusiastic Back to creating a LSS(M)/BAF January 2014, NSAA gave its award about) the offer, which was well mar- program for your ski area: Just do it—if for Best Learn to Ski and Snowboard keted by the director of marketing, you have not planned one already. You Month Program to Wachusett Moun- Tom Meyers, via numerous channels could be really stressed out in January tain for its “Bring a Friend for Fun” including brochures, magazine ads, if all the first-timers in your market are (BFF) campaign. An hour west of direct mail, email, social media, and buying your competitor’s LSS(M)/BAF Boston, Wachusett succeeded with LSS TV ads. One of those spots even offer because you don’t have one. by creating “a strong offer and a well featured the Crowley family, owners For starters, review examples of thought-out plan,” according to Davis. of the resort, to encourage participa- award winning LSS(M)/BAF pro- Wachusett’s 2014 offer increased tion. The offer tied in with the national grams. Then look at the web-based participation in its LSS program five- Bring a Friend initiative by using the tools that LSS(M)/BAF organizers cre- fold over 2013 by focusing on BAF national Bring a Friend logo. ated to help ski areas and their partners and creating a “Bring A Friend For January 2013’s top LSS(M)/BAF have a successful January 2015—and Fun” program. The offer included a offer was “Skiing 101” at Beech G Preload. Reload. Repeat. One card can provide your guests unlimited flexibility. From season pass privileges to managing cashless balances, your guests only need one card for endless fun all season long with the fully integrated Siriusware® gift card solution. Visit us at siriusware.com or call us at 800.351.0633 to learn more. 54 | NSAA Journal | EARLY WINTER 2014 w w w.nsaa. org NSAA Early Winter 2014 prepressed v5c.indd 54 11/5/14 11:52 AM