Killington Ski Resort won a national challenge to develop an outstanding program that converts first time skiers into lifelong enthusiasts. The program that Killington pioneered is an incentive which offered skiers and snowboarders their own pair of skis free of charge after they attend the 4 lesson program. In 2015, working with Elan and Burton, they gave away 500 skis, 200 snowboards and 200 youth snowboards.

 

Killington also embraced Terrain Based Learning (snow areas groomed in a way that make it easy for first timers to learn) and it stipulated a Max 5 policy that kid's classes did not exceed 5 participants to raise the bar on the beginner experience. Additionally, every Killington employee received two free learn-to-ski lesson packages, which they were encouraged to give to friends or family. These employees became active evangelists of the sport and have added to the overall trial and retention statistics at Killington.

 

The results showed 98% of participants completed the program and 96% said they are likely to continue to ski or ride. Graduates are also given incentives to get season passes and return for some days - 71% returned for additional ski days, while 94% purchased other equipment, clothing, or accessories (remember, they do not get boots or poles with the program offer).

 

Equally impressive is Killington's commitment to tracking and measuring the success of their programs. For six years in a row, Killington has seen an increase both in the number of participants in its beginner programs and in the return percentage. This commitment requires management support, planning, and resources. They've orchestrated a learn-to experience that is truly building lifelong skiers.

 

What does it mean for XC skiing? Are any of the product suppliers willing to get moving with this idea? Is there an area operator that will take the time to look at such a program? Can you net a profit when you provide such an incentive? How about selling last year's rental gear in this program? Would sales of future lessons, future trail passes, sales of food and beverage, retail sales or services, more regular customers justify investing the cost of a pair of skis with bindings?

According to a story in the Tahoe Daily Tribune, the Tahoe Cross Country (XC) ski area in Tahoe City, CA has had four consecutive winters with low snow amounts and asked for the community's help to open its doors next season without incurring debt. The Tahoe City-based ski area launched an $80,000 fundraising campaign and by the end of July it was reported that $52,518.30 in community donations have been raised.

 

"We are extraordinarily grateful for the support of our skiers, program participants and the public who are contributing to our ongoing fundraising campaign," stated a Tahoe Cross Country Ski Education Association July 8 newsletter.

 

In the winter of 2010-11, Tahoe XC was open for 150 days of operation and in contrast, this past winter, the ski area was officially open for only four days due to lack of snow" said Rafe Miller, a board member with the Tahoe Cross Country Ski Education Association.

 

To help cover fixed costs such as salaries, insurance and trail fees, the ski area has been dipping into reserve funds the past two years and the reserves are now "pretty much depleted," he said. Each of the 11 unpaid, volunteer board members has made a personal contribution of at least $1,000. Should $80,000 not be raised (the fundraising effort has no deadline), other potential revenue sources such as loans will be examined. "We are unsure what these (pass sales) will be as they have plummeted over the last few years," said Jim Robins, president of the Tahoe Cross Country Board of Directors. "We are unsure what these (pass sales) will be as they have plummeted over the last few years," Robins said. "We remain optimistic that our skiing public will also support us by buying an early season pass."

 

The nonprofit Tahoe Cross Country Ski Education Association's mission is to promote the sport of cross-country skiing through educational activities for children and adults. The ski area is located within a Tahoe City neighborhood and affords skiers with local skiing on snowcat-groomed XC ski trails. The operation has regular ski and snowshoe programs and services.

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