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Growing the Sport

THE TRIPLE PLAY APPROACH FOR GROWING

SNOWSPORTS PARTICIPATION IN 2016–17

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

IT DOESN’T GET MUCH BETTER than drinking a cold beer and during the weekend after MLK, and takes place on Sunday,
watching a good baseball game on a beautiful summer eve- January 21, 2018.
ning—especially when there’s a triple play in your team’s World Snow Day is very popular in Europe, and now
favor. In a matter of just a few seconds, the entire game can we have a chance to involve U.S.-based locations. Think of
suddenly change. it as a companion program to LSS(M)/BAF. Participation is
If only growing the sport were that easy. Our attempts optional. Resorts can use World Snow Day as an “extension”
to develop new skiers and riders is an ongoing, occasionally of their Bring a Friend Challenge program or as a stand-
tedious, and even frustrating process, but we realize it’s nec- alone event. Make it fun and celebrate World Snow Day.
essary to the future of the skiing and snowboarding industry. Give newcomers another chance to experience our sports.
We may not always see immediate results, but we can always The third “play” is the Winter Olympics. We can-
draw inspiration from the knowledge that ultimately we can not “officially” use the rings or specific references to the
“change the game.” Olympics; however, we can develop creative ways to tap into
The organizers of the Learn to Ski and Snowboard the increased media coverage of skiing and snowboarding.
(Month)/Bring a Friend initiative already are gearing up this Again, participation in all or part of The Triple Play
summer for an exciting new approach to attract new skiers is optional. Partners may do as much or as little as they
and snowboarders, called… as you might have guessed… wish (or, nothing). More details are forthcoming and
“The Triple Play.” This three-pronged strategy capitalizes on organizers will be promoting all aspects of the LSS(M)/
research that indicates most people are exposed to skiing and Bring a Friend initiative.
snowboarding through a friend or family member. All beginner January learn-to and Bring a Friend pro-
The first “play” is the Bring a Friend Challenge grams (including those related to The Triple Play) will
Weekend scheduled for January 5–7, 2018. That weekend be listed on the learntoskiandsnowboard.org website,
(after New Year’s and before Martin Luther King weekend) assuming resorts send the information. A simple registra-
th
will be positioned as the kick-off for the 10 annual Learn to tion form will be available for this and programs will be
Ski and Snowboard Month. Typically, it is a slower one for listed by state.
many locations. The BAF Challenge offers a unique oppor- LSS(M)/BAF organizers are developing a strategic PR
tunity for resorts to attract newbies early in the season and at and social media plan and updating the partner toolkit to
a time when business usually dips. include Triple Play materials along with standard LSS(M)/
Resorts are encouraged to develop clever and customer- BAF information. The toolkit also will include suggestions
friendly “learn to” programs that motivate both current and recommendations for resorts, instructors, retailers, reps,
participants and newcomers to bring friends and family and product suppliers on how to leverage all or part of The
members for beginner lessons from a pro. Let’s see how many Triple Play. The toolkit is free for partners’ use.
newbies we can sign up for lessons and beat our own one- There are many ways to increase participation before,
day industry record with a record-setting weekend! Specific during, and after January. Partners are encouraged to con-
details will be posted in the partner toolkit. tinue with ongoing efforts to attract newcomers and capi-
The second “play” focuses on the international event talize on partnerships with retailers and preferred product
called World Snow Day. This FIS-organized promotion suppliers/reps.
usually falls on MLK weekend, making it difficult for US Since it began in January 2009, LSS(M)/BAF initia-
locations to participate. This year, World Snow Day occurs tive partners have provided lessons to more than 870,000

24 | NSAA JOURNAL | SUMMER 2017