Page 52 - 84999_NSAA_W18_web

Growing the Sport
LEARN TO SKI OR SNOWBOARD DAY

Marketing Hook Emphasizes Celebration of Snowsports

BY MARY JO TARALLO, EXECUTIVE DIRECTOR, LEARN TO SKI AND SNOWBOARD

AS OUR FRIEND HALLEY O’BRIEN SAID in a recent video,
“If you have no plans for Friday, January 11… you do now!”
We are celebrating our sports on that day and we are
calling it “Learn to Ski or Snowboard Day.” This event
augments and does not replace Learn to Ski and Snowboard
Month (LSSM). It’s a day when we all can do something
special to motivate newcomers to try skiing or snowboarding.
Learn to Ski or Snowboard Day is a little like the World’s
Largest Lesson but without the restrictions. Partners can
plan their own unique approaches to attracting newcomers
by making the day a fun way to learn. Lessons can be pro-
vided any time—morning, afternoon, evening, or all three.
Multiple lesson time slots are encouraged.
Learn to Ski and Snowboard Month kicks off right after
the New Year. Ski/snowboard areas are invited to sign up
and send in Learn to and Bring a Friend (BAF) offers now
so we can post them on the learntoskiandsnowboard.org
website and start making some noise about your programs.
The only “requirement,” per se, is to take a group photo
(or photos, if multiple lessons are planned) and use the
images to show off via social and traditional media how
many happy newcomers took to the slopes to discover how
much fun winter can be when you can ski or snowboard.
Tap your instructors, patrollers, retailer colleagues, and
lodging partners to pull out the stops for the one-day cele-
bration and think about making it a weekend celebration.
Resort participation in LSS(M)/BAF is easy. No need
to dream up a new “learn to” program. Use the one you
have. There is no need to make it free either. It is totally Courtesy Squaw Valley | Alpine Meadows
up to you to determine your approach.
Partners can utilize all of the resources provided in the
Partner Toolkit, including a variety of assets—guidelines,
graphics, resources—to help you with your learn to programs
(visit www.ski-snowboard.org). Another new element this year: LSS(M)/BAF organizers
In addition to our ongoing resources for LSS(M)/ are working to better include cross-country skiing and even
Bring a Friend offers, we have a brand new set of January 11 snowshoeing. Nordic centers that belong to participating
graphics for partners’ use. Cultivator Advertising and Design state and regional associations are encouraged to join in on
(based in Denver, Colo.,) developed all graphics assets. the festivities.
One registration form is available for all program All LSS(M), BAF, and/or January 11 programs will be
offers. It takes just a few minutes to register. We try to posted on the learntoskiandsnowboard.org website, and the
make it easy for partners to promote programs that will entire effort will be supported with national and regional
be effective. PR and media relations outreach.

50 | NSAA JOURNAL | EARLY WINTER 2018