Page 12 - Winter 2018 Journal

Safety

points of relevant information—an especially difficult “Mountain Safety is a Partnership,” and CSIA’s bold
challenge when less is usually more, particularly in the age of statement titled “Our Commitment to Safety.” The media
social media and shorter attention spans. repeatedly ignores the great lengths the ski industry goes
Reitzell knew that younger generations were a key target to for promoting safe mountain operations—including lift
of the guide, so offering the concept only on a piece of inspections and maintenance, avalanche mitigation, certified
paper would not have the necessary impact. In addition to ski patrol services, highly trained instructors and lessons, slow
the printed version, CSIA also created near-identical digital and family zones, and signage and guest education, to name
and poster versions (the former downloadable at skicalifor- just a few long-standing practices at resorts.
nia.org), and on member resorts’ websites, with the poster Perhaps most important is the guide’s recognition that
concept available for resorts’ use. And given that Millenni- safety is a partnership between resorts and guests. Ski area
als—along with the ski industry itself—strongly support owners, operators, and employees have long recognized that
sustainability, Reitzell sought to find an eco-friendly way to the overwhelming causes of injuries on the mountain are
share the printed safety message. typically the result of individual skier or snowboarder error or
At an NSAA convention, Reitzell came across one of misjudgment. Speed and reckless skiing, collisions, disrespect
the new vendors at the tradeshow who fit the bill nicely. The for others, and simply skiing out of control or above one’s
Mountain Safety Guide is printed on a product from Stone ability level—one, or a combination of these factors, are
Paper Solutions, which creates a paper-like material for print- typically involved in nearly all skiing/snowboarding injuries.
ing trail maps on reclaimed stone (yes, you read that right), As a result, improving the industry’s overall efforts to educate
and that does not use trees, water, or hazardous chemicals our guests takes on higher importance.
in its production. The material has a soft, comfortable feel; Given Millennials’ infatuation with YouTube and all
notably, Stone Paper is silky smooth, but it is also waterproof things video, CSIA also developed a series of safety videos
and tear-resistant. And the guide is not aggravating like past as a companion to the Mountain Safety Guide, highlighting
trail maps—the Mountain Safety Guide is easy to unfold local California talents. Jeremy Jones, a professional snow-
and refold in winter conditions. Best of all, the cost for Stone boarder in many Warren Miller and other industry movies
Paper’s sustainable material is about the same as traditional and founder of Protect Our Winters (POW), stars in one
trail map printing stock. video with his daughter, addressing mountain safety for
kids. In the second video, Maddie Bowman—the halfpipe
Creating the Message gold medalist from the Sochi Winter Olympics who counts
The CSIA team started with the guide’s overall format. Sierra-at-Tahoe as her home mountain—educates guests
Reitzell landed on a design that came in at 11 by 17 inches about terrain park safety and Park SMART. In the third
when laid out—a slightly smaller size than most trail maps, video, Jeanee Gonet, a longtime Squaw Valley ski instructor,
and that folds into a portable pocket-size map of 5.5 by 4.25 expands on components of Your Responsibility Code for the
inches. This size allows the guide to be easy to recognize at new skier or rider.
points of sales and ticket windows, small enough to carry but When CSIA launched the initiative in November, the
readable with good font sizes while allowing CSIA to capture media response was very positive.
a large variety of individual safety messages. “The response so far has been outstanding, with terrific
One side illustrates a generic mountain and trail system, stories from the media, both print and broadcast, from all
with a variety of on-mountain risk locations, taken from over California.” Reitzell emphasized. “I’ve heard from other
Cohen’s initial concept. This side of the guide has separate associations, ski patrollers, risk managers, and other col-
call-outs about pre-skiing safety recommendations, chairlift leagues who think it’s a great step for our industry.”
safety, deep snow advice, avalanche awareness, trail signage CSIA committed approximately $30,000 toward the
information, and general “on the slopes” tips for overall effort, with printing, graphic design, videos, and public
safety. The other side is broken into eight separate panels, relations. Overall, CSIA started with an initial print run of
including terrain park tips and NSAA’s Park SMART signage, 100,000 safety guides, which were immediately distributed
Your Responsibility Code, and a couple blurbs about leaving to its California and Nevada resorts. Reitzell expects to make
the scene of an incident or going into closed terrain (which another print run depending on how the season progresses.
are illegal in both California and Nevada). He also noted that what has been rolled out thus far is just
Two of the most effective components from the the beginning of the safety campaign.
Mountain Safety Guide are additional, separate panels “We’ve got plenty of other ideas to support the Moun-
designed to reinforce over-arching themes: one titled tain Safety Guide in the future,” he said.

10 | NSAA JOURNAL | WINTER 2018