Page 58 - Early Winter 2014

Mountain in North Carolina, where Some LSS(M)/BAF offers are up from 45 percent just a couple of first time skiers and snowboarders statewide, such as those organized seasons prior. received one night’s lodging, equipment in Utah, New Mexico, Michigan, In addition to Kottke data confirm- rental, helmet rental for extra safety, a Vermont, Pennsylvania, New Hamp- ing that interest in LSS lodging packages full-day lift ticket, and a beginner ski or shire, and New York. Some LSS(M)/ will be strong, the lodging component snowboard lesson for $101 per person, BAF programs include a free offer. For also makes a ski area’s LSS news relevant double occupancy required. It was example, just outside Flagstaff, two to an entirely new publicity channel: offered all month Monday through Fri- hours from Phoenix, Arizona Snow- monthly, weekly, and daily columns in day to anyone age 8 or older. Beech also bowl’s 2014 program included 500 mainstream media focused exclusively on made registering for “Skiing 101” very free and 500 discounted packages, each lodging packages. Last season, LSS’s PR simple—including it as an option to one included a beginner-area lift ticket, effort for lodging packages resulted in all guests booking lodging with Beech’s full-day rental and a two-hour lesson. stories in The Washington Post, Newsday many participating lodging partners, Some LSS(M)/BAF programs (Long Island, NY), FoxNews.com, all of which were listed on the resort’s include a lodging package, as reported Chicago Tribune, OnTheSnow.com, and website. Upon check-in, a voucher previously in the Journal (see “Why other media outlets. was provided to be redeemed at the ski and How to Create and Publicize a Before November ends, contact resort for a lesson, equipment rental, Learn to Ski and Snowboard Month LSS(M)/BAF organizer Mary Jo helmet rental, and lift ticket. Lodge Package,” Summer 2014, Tarallo, at info@learntoskiandsnow- “The cool thing about our program p. 48). These areas were possibly board.org or 202-431-6950. Most is that we walk people through each motivated by the Kottke End of Season resorts can participate gratis if their step. They don’t have to worry about a Survey finding that 49 percent of state/regional association is participat- thing,” said Beech Mountain Resort’s all skier visits included overnight ing. Others can participate for a nomi- marketing director, Talia Freeman. visitation during the 2012-13 season, nal $200 resort fee. LSS(M)/BAF Organizers Revamp Consumer Website The Learn to Ski and Snowboard and Bring a Friend initiatives have an updated consumer “mega-website,” learntoskiandsnowboard.org, with several new features designed to help newcomers find learn-to offers and programs from ski areas and retail shops more easily. “The new LSS site is the most consumer friendly site we’ve ever had,” said Samantha Rufo, president of nxtConcepts, developers of the site and long-time supporters of the initiative. “We are providing customized and unique experiences for consumers and especially newcomers to snowsports.” Notably, the new site references “Learn to Ski and Snowboard” and “LSS” rather than “Learn to Ski and Snowboard Month” and “LSSM,” a subtle but important shift that gives partners more flexibility in how they promote learning programs throughout the season, not just in January. “Our goal is to encourage taking lessons from professional instructors,” said Raelene Davis, vice president of marketing for Ski Utah and chair of the initiative. “January still will be Learn to Ski and Snowboard Month, because many ski and snowboard areas like to offer their best learning deals then. It’s a great PR hook that enables us to focus on the public’s attention and the industry’s attention on a specific timeframe. However, lessons are available all winter and we want to make sure we’re getting that message across to newcomers as well.” The website continues to provide practical tips and basic information that a newcomer should know before, during, and after taking lessons. It also includes updated information on consumer shows and special kids programs, and a tab that will exclusively feature special January deals as they become available. (The skiandsnowboardmonth.org URL will link directly to January offers on the new site.) The bringafriend.org site, which primarily hosts the Bring a Friend Challenge, is now more closely integrated with learntoskiandsnowboard.org to expand the options to BAF partners who are crafting a “bring a friend” message, Davis said. Partners are encouraged to use the Challenge as an incentive for current skiers and snowboarders who help newcomers sign up for lessons from professionals. 56 | NSAA Journal | EARLY WINTER 2014 w w w. n s a a . o rg NSAA Early Winter 2014 prepressed v5b.indd 56 10/29/14 6:09 PM