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customer to take the lesson to receive the package deal,” sug- can make the sport seem unattainable, but watching a kid
gested Hayes. “The package deal will entice a person to give shred makes it seem a lot less intimidating.
the park a try while the lesson will help them develop the As for those people that feel as if they don’t need a lesson
right skills and reduce the likelihood of injury.” because they “already know how to ride a bike,” the park can
Highland also breaks down the fear barrier by starting offer a guide or a coach to show them around and give them
all new riders in a skill development area that includes flat some tips. This is a good opportunity to get beginning or
surfaces, low grades, and features they may encounter on the new riders into a “clinic” versus a “lesson”—the primary dif-
trails, like berms and rollers. ference being the word itself. “Clinic” implies that the par-
Another barrier to entry is the matter of unrealistic ticipant has some skill and is looking to improve, whereas
expectations. Most people learned how to ride a bike when “lesson” may be viewed as having to start from scratch.
they were young, so they think, How hard can it be? I know Yes, it’s a semantics thing, but it may convince people to go
how to ride a bike. Then they head up to the top of the lift, ahead and place themselves in a learning environment where
expecting a gentle, maybe even paved bike path for the they are receptive to coaching—and where they can begin
descent. Surprise! Add to this the “macho” attitude of moun- to practice the nuances of how downhill is different from
tain biking from the early years, where “if you aren’t bleed- cruiser bike riding, road cycling, or cross country.
ing, you aren’t biking,” and the guest doesn’t stand a chance. Colorado’s Snowmass Bike Park is giving new riders spe-
Ultimately, neither does the bike park. cial terrain for this purpose: a skills park that is the equiva-
This is where branding, education, marketing, and even lent of “dirt terrain-based learning.” Here there are features
semantics come into play. Kara Chase, marketing manager that are isolated and off the trail to develop skills before ever
for New Jersey’s Mountain Creek Bike Park, says many of venturing onto the trail.
the images in their marketing collateral show riders with Trestle uses different strategies to help ensure everyone
both wheels on the ground. The same is true at Trestle, is on the right trail for his or her abilities. For example, the
which has used marketing videos of kids shredding the trails park’s controlled-access pro trail, “Banana Peel,” requires rid-
to appeal to new participants. After all, watching a pro rider ers to watch a video in order to get the separate pass for the

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