• Our Future Is Kids

    A return to the basics of keeping kids skiing. Demographic information indicates that 47 percent of skiers started skiing before the age of seventeen. To assume that they don't have the money is false, and as kids provide a great deal of support to the industry, it seems that they are one of the most enduring groups to target.

  • When Your Mother Is Not Your Date

    Statistics from the 1992-93 National Skier Opinion Survey could lead to strategies for effective target marketing. Topics covered are: regions and differences, gender-age-marriage, female skiers, beginning skiers, income, expenditure and average days skied by income. Author summarizes the data and relates the demographics to potential marketing plans. Includes charts, graphs and cover story.

  • Offbeat Advertising: A Campaign That Worked

    The surprise in-house advertising coup by Purgatory-Durango featured a targeted audience of back-to-basics general skiers. Vice-president of advertising for Purgatory explains the process that led to this very successful positioning campaign on a relatively small budget. Photos included

  • Pr Clutter Busters

    An extensive look at the busy world of public relations. Consists of background info and continues through all major levels of PR, with a guide to PR exposure as well as tips on how to reach the people who possess the exposure an area needs. Includes a guide to the different communications systems in the computer communications field.

  • Single Skiers Not Forgotten

    Two ski areas tested innovative programs to attract solos and got mixed results. Both Killington, Vermont, and Copper Mt., Colorado, tried reduced-rate, single-occupancy programs at the suggestion of Snow Country editor, John Fry. Neither program was fully marketed but at least one showed signs of feasibility.

  • Credibility? No Problem- Just Guarantee Snow

    Loon Mountain, New Hampshire, used a money-back guarantee to back up their claims on published ski reports. Battered by the media battle and a loss of confidence on the part of the skiing public, Loon offered a no-questions-asked free voucher. The results were very favorable for all involved. Includes results and percentages and a full outline of the program.

  • Skier Participation Studies

    A look at the new figures from National Sporting Goods Association (NSGA) and American Sports Data (ASD) surveys reveal some surprising snowboarding numbers.

  • Ramp Monitor Board

    For just a few dollars and a few minutes of installation time, Winter Park, Colorado, got peace of mind with a "Bottom-line, catch-all circuit guard against uncontrolled acceleration." The circuitry, designed by Stan Gabriels of Sabina Electric, is a service that allows for the constant measuring of the true velocity of a lift, including times of acceleration and deceleration.

  • The Environment And Your Customer

    A report on the 1993 Roper opinion survey that reveals that more Americans are conservationists than preservationists. Includes a sidebar of suggested actions for ski areas.

  • Shocking Problem

    A solution to the problem of static electricity that builds up in lift chairs. With just $50 and a few hours of their time, the mechanics of Arrowhead Resort, Colorado, have eliminated the shocking problem with an efficient, maintenance-free system. Includes an explanation of the problem and the process that fixed it.

  • To Lease Or Not To Lease, That Is The Question

    Leasing, as an alternative to buying, has some surprising advantages and is worth considering in the current tax environment. A financial approach to aid the decision-making process on whether to lease or get a loan for capital equipment.

  • NSAA Reborn With An Upbeat Mood And A New Look

    A report on the NSAA national convention in San Diego, Calif. Topics covered were: ethics, environment, the passing of bylaws for the new organization and a comment on the lack of attention given to marketing due to budget constraints.

  • PNSAA And Cwsaa Share Variety

    The Pacific Northwest Ski Areas Association (PNSAA) and the Canada West Ski Areas Association (CWSAA) met in Idaho for a joint session and trade show

  • Cross Country As Outdoor Entertainment

    Sunday River, Maine, played host to the Cross Country Ski Areas Association Continental Conference. Les Otten gave the keynote address that set the theme as "Participatory Entertainment." Topics covered were USFS, demographics, risk management and elections.

  • Buzz Words Highlight Travel Symposium

    A report from the 18th Annual Ski Travel Symposium from Vail, Colorado. Of interest is the changing demographics of skiing and the environmental lobbyists, as well as the emergence of snowboarding in the west.

  • Software Overkill

    Touches on the theme of software being too large and clumsy for today's quick little computers. Author suggests methods for creating space on current terminals and how to get by using yesterday's computers.

  • Computer Products

    New products include: hand-held point-of-service computer (Data General), Uninterruptible power system (Lortech Power Systems), Electronic transaction system, (Raycom systems).

  • Priorities For NSAA

    Area managers agree that environmental issues should be a top priority. They agree that environmental issues are where they need the most help from NSAA, whether in the form of lobbying or in providing an accurate interpretation of regulations and guidelines.

  • Needed: Evironmental Action Blueprint.

    An outline of what should be done to ensure a program that is designed not to fight protectionist environmentalists but to grow in spite of them. A call for cohesiveness within the industry.