Page 61 - 77834_NSAA_Batch

the observance of World Snow Day in America is generally
concurrent with the Martin Luther King holiday. Because
World Snow Day occurs the weekend after the MLK holiday
in 2018, it can serve as its own distinctive marketing hook
for resorts looking to increase visits on otherwise relatively
slow days.
World Snow Day is a perfect opportunity to celebrate
skiing and snowboarding with an emphasis on the sheer
exhilaration and fun of being in the winter environment.
The Switzerland-based International Ski Federation (FIS)
launched the program in 2012 as the second phase of its
Bring Children to the Snow campaign, a key initiative ded- CANADA SNOW VALLEY
icated to the global promotion and development of recre-
ational skiing and snowboarding.
World Snow Day and its sister program SnowKidz (a A longtime participant in World Snow Day, Canada Snow Valley orchestrates
a variety of special activities to get kids jazzed about winter sports.
flexible year-round initiative) reach out to the future of
the sport: kids aged 4 to 14 and their families. The event in more than a few advertisements related to snowsports and
inspires children all around the globe, on the same day, to personal achievement.
celebrate winter activities, said Andrew Cholinski, coordi- History shows there is always an increase in skiing and
nator for the Bring Children to the Snow program. Resorts snowboarding participation after the Games (referred to as
participating in World Snow Day have the potential to gen- the “Olympic bounce”), meaning a great many viewers of
erate considerable media attention for their mountain as well the 2018 Winter Games are likely to become inspired to try
as nurture the love of snowsports among kids everywhere, or return to the sport.
Cholinski said. This brings ample opportunity for resorts through-
“There are over 1,000 Bring Children to the Snow out the country to leverage Olympics fever and the public-
Organizers in 52 countries around the world, including ity surrounding skiing and snowboarding this season, be
Sweden, Finland, Japan, Austria, and Australia as well as it hosting watch parties for major venues, adding a tempo-
the US,” he added. “World Snow Day is helping inspire the rary website page for the daily medals report, offering special
development of a new generation of skiers and snowboarders lift and lodging packages that somehow relate to the Winter
on an international scale.” Games, or ramping up marketing about learning programs
Resorts celebrate World Snow Day in a variety of ways, and NASTAR.
with most offering a free or discounted lift ticket for kids, Note: Only official sponsors of the Olympics Winter
a reduced lift ticket for parents, and a slate of fun activities Games are allowed to use the term and the rings for pro-
celebrating winter and snowsports. Several countries have motional purposes, said Mary Jo Tarallo, LSSM/BAF exec-
passport programs, and use World Snow Day as an opportu- utive director; however, LSSM/BAF organizers can help
nity to kids get signed up. “Once kids have their own pass- resorts avoid running into problems with the International
port card they’re more inspired to come back, and bring their Olympic Committee.
families,” said Cholinski.
Resort participation in the World Snow Day program FINISHING STRONG
is free, but resorts must register by December 15 to receive It’s not often that three major winter sports-related events
the support of the program. Visit www.world-snow-day.com coincide in one season. Whether your resort chooses to focus
for examples of how resorts are promoting this importance on one, two, or all three opportunities, don’t miss out on the
observance. chance to help elevate the focus on the sport, inspire more
guests to visit the slopes, and connect your resort to the cele-
OLYMPICS bration of skiing and snowboarding.
Just three weeks later, on February 9, the world will be For more information on the Triple Play concept, Bring
watching the Opening Ceremonies of the Winter Games A Friend, and Learn to Ski and Snowboard Month, con-
in PeyongChang. Over the next 15 days, millions of peo- tact Mary Jo Tarallo at lifes2shortmjt@gmail.com. For more
ple will be glued to their screens to see their favorite athletes information on World Snow Day contact Andrew Cholinski
compete, watch the compelling personal profiles, and take at cholinski@fisski.com.

EARLY WINTER 2017 | NSAA JOURNAL | 59