Suggested PR Messages for Beginners Based on finds from the RRC Associates Beginner Conversion Study Introduction:
Typically, resorts are the first place beginners go to learn but letting them know more about today’s equipment and soft goods can be a key ingredient in trial and conversion.
First, we have to make it easy for beginners to get information and provide it in terms that beginners can easily understand. There are many ways to do that effectively.
For resorts, dedicating a section of a web site strictly for beginners would go a long way toward welcoming them and opening up a whole new word for them.
For shops, messaging can involve telling new customers, on their own terms, how and why clothing and accessories can help keep them warm and dry and the fact that they can save money over time by leasing products. Reaching out to beginners through current customers is an ideal tactic.
In general, getting in the habit of showing through visuals a diverse population goes hand in glove with messaging that is directed to an audience that is unfamiliar with snow sports.
Here are some suggested PR messages we are using to reach beginners. Feel free to use or adapt these messages for your own efforts. They are presented in a variety of broad topics.
More detailed information on the topics below are available at www.learntoskiandsnowboard.org in the menu tab called Adult/Kids Tips.
Feel free to use it as a resource.
Suggested PR Topics and Messages
Skiing and Snowboarding are Family/Friend Oriented Lifetime Sports
Skiing and snowboarding can be enjoyed by people of all ages from about 3 to 4 years old to “forever”.
Entire families or groups of friends can get together for a ski and/or snowboard outing. Ability levels may different but everyone can get together for lunch and at the end of the day to “compare notes”.
There are plenty of other family/friend benefits at resorts such as tubing or just enjoying something different. Some areas have alpine slides.
Ski/snowboard areas have cafeteria and/or restaurant facilities. Some allow brown bagging a lunch – an option that is popular among those trying to economize when just starting out.
Many ski-snowboard areas and town offer excellent food choices for those looking for a culinary adventure.
Some learning programs include overnight lodging with a wide range of choices.
Clubs located in metropolitan areas make it easy for an entire family to take a learning ski or snowboard trip that is organized primarily by trip leaders. Just pay the modest fee and follow the transportation instructions that may involve a bus or car pooling.
Learning is Easier and More Affordable than Ever
Taking beginner lessons from professionally trained instructors is the best way to learn. Friends shouldn’t teach friends – and neither should spouses.
Ski areas make it easy to learn because they provide instructors and also the equipment for lessons. Trained staff is on hand to help with sizing and other beginner questions.
Most ski and snowboard areas offer beginner lift, lesson, rental programs all winter long. Some of the best deals are available during the month of January –
Learn to Ski and Snowboard Month.
Staff at the learning center can guide newcomers through the first-time experience and that’s a good place to start.
There are a wide range of learning options for private and group lessons for families, children, women and other combinations of families and friends.
Going Mid-week is less expensive than weekends. Most areas have special learning programs that reduce cost.
Discount lift ticket vendors offer more affordable pricing.
Many ski areas have day care centers with trained staff for smaller children and they combine play with lessons.
Rental and leasing programs are available for newcomers at most ski areas and also at snow sports specialty shops.
Leasing is an affordable option especially for children who can outgrow their equipment during the winter.
Fall consumer shows and swaps organized by shops and other industry organizations offer early season deals or previously owned equipment at more affordable prices.
Ski and Snowboard Areas are More Accessible than You May Think
With more than 400 ski and snowboard areas in the U.S., many are close to metropolitan areas. The map/zip code locator at www.learntoskiandsnowboard.org helps beginners find nearby locations using their zip code. There are many locations in various parts of the country within a two-hour drive of home.
Ski and snowboard areas keep roads clean when it snows so consumers can get to their destinations more easily. Ski-snowboard area web sites typically provide directions.
When Mother Nature does not provide it, almost every ski-snowboard area makes “real snow” via snowmaking machines – especially on beginner terrain. Machine-made snow is the same as snow that falls from the sky. So, when it doesn’t fall from the sky roads are clear and there is snow on the slopes.
Ski and snowboard areas have ample parking for cars on the premises; some areas run buses from major cities like New York to the resort.
Clubs, located in many metropolitan areas organize affordable bus trips and vacation packages so all you have to do is choose dates, pay the fee and show up at the selected gathering spot.
Snow Sports are a Healthy/Active Alternative to “Winter Inactivity”
Skiing and Snowboarding offer great ways to get some exercise in the winter when there is a tendency to stay indoors and be sedentary. The sports help burn calories too.
Here is a calorie chart.
By the way, the calories you burn allow you to eat some of the great cuisine available at a resort or ski area.
Skiing and snowboarding contribute to balance skills and eye-hand coordination. They strengthen bones and joints, Increase cardiovascular endurance, strengthen lower body muscles, Improve flexibility, and much more.
Practice helps newcomers improve once the basics are mastered. Skiing and snowboarding are fun and exhilarating activities that can be enjoyed over a lifetime.
What to Know about Today’s Equipment/Clothing/Accessories
Snow Sports specialty shops - at ski areas and in towns or cities - employ knowledgeable staff trained to help you determine new customer needs. Shops offer a wide variety of products available for purchase as newcomers becom more proficient.
Many of the items that are important for keeping warm and dry can be found in one’s closet. Newcomers can always supplement.
You don’t have to be from cold weather climates to enjoy skiing or snowboarding Knowing what kind of clothing and accessories to wear will keep you warm and dry. Snow sports specialty stores can help guide you.
You have a much better chance of having fun if you dress appropriately. Besides movement, layering is the best way to keep warm outdoors in winter. Wearing gloves or mittens and a hat are crucial for keeping warmer. Wearing a helmet is even better from a safety perspective.
Boots may be the most important initial equipment investment for those planning to continue. There are many different styles and price points for boots, skis and snowboards.
Something New and Different: Ski/snowboard Areas Offer Environmental and Social Benefits and a Chance to Get Away from the Routine
Ski areas offer fantastic scenery from the top of a mountain and pristine nature all around. Learning how to navigate even an intermediate slope opens up a world of nature not accessible otherwise.
Snow sports provide something new and different to do – especially in the winter – whether the motivation is taking on a challenge or just curiosity. Skiers and snowboarders come from all walks of life. It’s easy to meet interesting people.
A day or two at a ski/snowboard area is unlike the day-to-day routine. Learning how to ski or snowboard offers an opportunity to get away from the grind and offers a sense of freedom.
Some ski-snowboard areas offer educational programs that talk about the environment and local wildlife.