Over the last 18 months the conversations around how to grow skiing have gone from quiet whispers in the corner to the words on virtually everyone’s lips.
It’s awesome to see and I’m immensely grateful for the chance I’ve had to be part of it.
But if there’s one sentiment I’ve been pushing for again and again it’s simply this:
“We need to go bigger…much, much bigger.”
We’ve got stuff that we know is working, we’ve got ideas that have the support of the industry. Let’s take those efforts, and scale them 10x…maybe 100x. Because right now most of our stuff doesn’t make it much further than the group of skiers and riders we’ve been talking to for years.
Here’s a simple example of what I mean.
Us vs Blippi
If you add up the YouTube views of every resort-uploaded video that mentioned some form of the CTA “learn to [ski, snowboard, etc.]…” or “learn how to [ski, snowboard, etc.]…”, you’d end up with:
If you added in all the views of Learn to Ski & Snowboard Month’s YouTube channel (22,000) and all the views on PSIA-AASI’s awesome new “learn to ski/snowboard” series (77k), you’d end up with a grand total of about 260,000 views.
Now, compare that to this video filmed in partnership with the talented gang at Mountain Creek:
Blippi, if you were clueless like I was to his existence, has a simple goal. In the creator Steve John’s own words:
“My goal with Blippi was to bring positive emotions and memories to the act of learning.”
So what are some of his stats?
And how many views did that Blippi video get? So far, 3,575,000.
For those of you following along at home, that’s 14x the views of those combined efforts I mentioned above.
That’s what I mean when I say we need to go bigger.
We need to get outside of ski and let mainstream people tell the skiing story through their lens. I talk a bit more about that in my interview with Dave Gibson for Moving the Needle.
I really think we’re on the right track and that we’re having the right conversations. We’ve just gotta follow Mountain Creek and Blippi’s lead and think much broader and much, much bigger and much further outside our box.
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