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Learn to Ski and Snowboard Month; Can’t We All Do Just One Thing?

10/10/2014

By: Jeff Harbough
Jeff Harbaugh & Associates 

logo_color_640Last week or so, SIA President David Ingemie sent out an appeal for support for the Learn to Ski and Snowboard Month bring a friend initiative. Check out the web site. Look under “The Challenge.”

While I’d love to say something strategically brilliant about the program and give you some blinding insights into its value, that should be pretty obvious. I’m afraid this is going to turn into a short commercial for the program.

If you take just a few minutes to wander around the Learn to Ski and Snowboard web site, you’ll probably figure out what I figured out- that’s there’s no reason a person planning a trip to a winter resort wouldn’t use this site. It’s full of deals and good information. Looks to me like you can pretty much plan your whole trip here.

I wonder if retailers point their customers to this site while they are in the store. Maybe they don’t like the deals on equipment part. It just seems to me that a retailer who can not only sell stuff but help the customer plan when and where to use it might have leg up. Kind of like scuba diving retailers acting as travel agents for diving trips. Of course, they make money on that.

As you all know, the snow sliding business faces the challenges of dependence on aging baby boomers, stagnating middle class incomes, an economy which, while strengthening, isn’t likely to go back to the way it used to be for a while, global warming, competitive from other leisure time activities, complete transparency (for better or worse) of pricing and costs, and the fact that our activities just don’t seem to be perceived by our potential customers (of which there are a lot) to be as cool as they once were. We aren’t alone. Other industries face some of these same challenges.

Meanwhile, among the good news I see from the winter resort is the extent to which those resorts are managing to sell summer products- hiking, mountain biking, golfing, water slides, zip lines, etc. You have no idea (well, some of you do) what a difference just getting 10 percent of your revenue during the summer makes.

Summer activities relate to winter ones because getting somebody to come to your resort in winter is a chance to convince them to come back during the summer.

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