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Safety
Building Momentum
for the #RideAnotherDay Campaign

BY EARL SALINE, NSAAA DIRECTOR OF EDUCATION PROGRAMMING

IT IS AMAZING how widely word spread after NSAA, in part- updates to the original video, the Johnsons have recorded spe-
nership with Kelli and Chauncy Johnson, first launched cial introductions for ski patrol, new instructors, and experi-
the #RideAnotherDay (#RAD) campaign in January 2017. enced instructors that areas can use with those departments.
Since that day at the NSAA Winter Conference in Steamboat Other items developed as a result of these visits include a pock-
Resort, Colo.—where the Johnsons shared their story with a et-sized #RAD card, buttons, and stickers. (Contact nsaa@
packed room and the video was first aired—the campaign and nsaa.org to receive any of the art files for these items. All of the
its core message of safety on the slopes has spread like wildfire. art is customizable if you would like to add your resort logo.)
For more than a year the Johnsons have worked diligently Also inspiring have been the pictures areas have shared
to promote the powerful safety campaign developed in part- showing how and where they are helping to spread the #RAD
nership with NSAA and Denver trauma center Craig Hospital message. The gallery alongside this article shows just a few
in order to honor their daughter Elise, who died in a colli- examples of how the campaign is being utilized. Encompassing
sion with an out-of-control 23 year old in 2010. (For the full everything from employee orientations to sandwich boards
story, read “#RideAnotherDay: Industry Launches Powerful and signage around bases areas and lifts, the images and
Safety Initiative,” summer 2017 messages of Be Ready, Stay Alert,
issue.) There is no question that and Plan Ahead are clearly getting
the initiative is meeting its objec- SKI AREAS THANK THE JOHNSON FAMILY out there.
tive: to elevate the conversation “What you’re doing for us and the industry as a Along with the ski areas across
about responsible skiing and riding whole is priceless. This message couldn’t come the country picking up on the
at a better time.”
behavior and help make the slopes - Mike Unruh, Director Mountain Operations, powerful #RAD campaign, NSAA
safer for everyone. Big Sky, MT has also received inquiries from
Since their appearance at “Thank you for your courage to start this campaign. organizations inside and outside
Our mountain is embracing it and eager to promote
Steamboat and at the NSAA 2017 #RideAnotherDay with staff and patrons.” the industry wanting to share the
National Convention in Scottsdale, - Shauna Bocksh, Director of Mountain Safety Patrol, video with their respective groups
Copper Mountain, CO
Ariz., several months later, the and audiences. Requests have come
Johnsons have been tireless cham- “Thank you for promoting safety through such a in from the US Navy, US Coast
difficult tragedy. Park City is on board and our
pions of the campaign, visiting dif- ski patrol appreciates the motivation from your Guard, retailers, and others. Most
presentation today.”
ferent areas to speak to management of these requests have come from
- Dana Edwards, Group Manager, Health & Safety,
groups, patrol and safety teams, Park City Mountain Resort, UT people that had seen or heard about
ski school, and front-line staff. the video through their affiliation
Their visits have included Copper with skiing and riding and wanting
Mountain, Colo.; Park City, Utah; Beaver Creek, Colo.; to share it through their other jobs. For example, one volun-
and Big Sky, Mont. In addition, they have spoken directly teer National Ski Patrol member is a safety trainer and wanted
to several industry groups, including the Intermountain Ski to show the video during her training events.
Areas Association, the Montana Ski Areas Association, and A few members of the media have also taken notice and
of course, NSAA. Invitations continue to come in to have the interviewed the Johnsons as part of articles and posts support-
Johnsons speak about Elise and the incident that led them to ing the campaign. Along with Colorado Public Radio, the
partner with NSAA on the #RAD campaign. Brave Ski Mom blog, SKI Magazine, and MTN Town maga-
One of the great outcomes of this personal outreach zine have all featured the #RideAnotherDay campaign.
has been the idea-sharing that led to development of several Support continues to grow for #RideAnotherDay. Thank
complimentary items that are now available to help spread you for sharing the initiative and its messages with your
the word #RAD. For example, there are now two versions of employees and guests. For more information about bringing
the video that areas can use—one tailored to area employ- Kelli and Chauncy Johnson to your area to speak with your
ees and the other aimed at the general public. In addition to employees, contact me at esaline@nsaa.org.

10 | NSAA JOURNAL | CONVENTION 2018