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Northern California’s Mt. Shasta Ski Park in Shasta, Calif., took the prize for Best Learn to Ski and Snowboard Month in its category. Shasta, which celebrated its 25th anniversary during the 2010/11 season, is located about 60 miles south of the Oregon border and has a strong customer base in both states.
Affordable packages with free add-ons and discounts for future visits served as the foundation for Shasta’s Learn to Ski and Snowboard campaign in January. The Two for One Guaranteed to Learn package, normally offered at $70 per person, was available for $35 per person throughout the month. For that amount guests received two beginner lessons, rental equipment, and a surface lift ticket. Designed to help beginners progress to chairlift-accessed runs in the afternoon lesson, the package guaranteed that participants would either learn to ski or ride, or they received the same package for free the next day
Once participants completed the lesson package they received a $10 discount card toward the Marmot Level 3 package – a lesson, rental equipment, and a lift ticket for $70 – strong incentive for guests to come back and “get hooked,” says Jim Mullins, marketing director at Mt. Shasta.
The area also offered a 1-2-3 Learn to Slide package for first-time skiers and snowboarders, who only had to complete three full days of lesson packages by February 28 to receive a free spring season pass.
Using television, radio, and print advertisements as well as website updates, Mt. Shasta spread the word about Learn to Ski and Snowboard Month throughout the region – and the programs received a very strong response. Due in no small part to the areas various packages and specials, overall lesson numbers increased 79 percent over January 2010. Guarantee to Learn participation increased 120 percent, Marmot Level 3 increased by 218 percent, and the 1-2-3 enrollment increased by 60 percent in that same timeframe.
This is Mt. Shasta’s first marketing award.
Mt. Shasta’s “Guaranteed to Learn” program had excellent supporting I elements in radio, television, and print that created a seamless and effective consumer call to action:’ – Andy Hawk