World Snow Day (Part 2 of The Triple Play)
Last year, more than 400 locations hosted World Snow Day events including a few in the U.S. The next World Snow Day takes place on Sunday, January 21, 2018.
The program has been in existence for several years but it always has fallen on Martin Luther King weekend making it difficult for U.S. businesses to participate. NOT THIS YEAR. The international event is the weekend AFTER MLK so it creates a good follow-up opportunity to the Bring a Friend Challenge Weekend. We are positioning it as “Part 2” of our “Triple Play strategy to attract new skiers and snowboarders.
World Snow Day is part of the FIS Snow Kidz program for which organizers offer cash prizes for the “best programs”. So, resorts may want to target children-orients “learn to” programs for World Snow Day.
Here is a link to World Snow Day: It includes a link to Snow Kidz.
How Can I Get Involved?
Think of World Snow Day as another unique opportunity to focus a promotion in a specific time frame when snow sports will be getting media visibility. It is a chance to reinforce among newcomers the joys of learning how to ski or snowboard. Your resort members could create a second Bring a Friend Challenge day on January 21 or do something entirely different. It is up to you and your members to determine how organized World Snow Day can/should be in YOUR state or region.
Individual resorts are encouraged to celebrate World Snow Day by planning or being part of an event or activity meant to attract newcomers. These may or may not be targeted to children. Individual resorts can organize events on their own or via a partnership with their resort association or local retailers.
Retailers also are being encouraged to take advantage of and highlight World Snow Day.
Some of the same activities cited for the Bring a Friend Challenge Weekend (see Resort, Retailer Reps and Media suggestions) can apply to WSD.
Support your members’ involvement in WSD as an opportunity to bring back newcomers who took a first-timer lesson or lesson package during the Bring a Friend Challenge weekend. Resorts can consider a World Snow Day Weekend by creating a multi-day package with lodging partners.
Support your members who consider hosting a World Snow Day/Bring a Friend party on January 21, 2018. This may or may not be in collaboration with a retailer partner.
Find out what your members are doing and promote on your web site. Organizers of the national Learn to Ski and Snowboard/Bring a Friend initiative are doing the same.
Consider working with your members to organize a statewide or region-wide collaborative program.
Make sure that your members’ World Snow Day activities/events are listed on YOUR web site and help us post the info on the learntoskiandsnowboard.org web site (REGISTER HERE) and the World Snow Day web site. We want to increase visibility.
The LSS(M)/BAF organizers are working closely with WSD to coordinate efforts. Having a number of partners promoting the same thing helps make an impression on the public.
Several research-based PR messages are listed in the Partner Toolkit. These messages are intended to reinforce the reasons newcomers want to learn how to ski or snowboard and mitigate the deterrents that discourage them from doing so. Feel free to use this information.