While much of the country is in a snowmaking frenzy, capitalizing on cold temps, Liberty Mountain Snowflex (part of Liberty University) keeps on riding as they have every day for years: on bristles. Without the need for snow, they have the freedom to do not only ski and ride every day, but do some pretty unique stuff when it comes to promotions and marketing. Take for instance their recent “Trails to Rails” program, as described by Ski School Director, Brent Blakeney:

“We’ve taken 15 students from Liberty University that have never touched skis or a snowboard before, given them each an instructor and two months and entering them in their own division in our semi-annual, DeMoss Rail Jam. Now this is exciting for us because this is a completely original even that shows the results of proper training and dedication and training that can take place at our year round facility.”

It’s a surprisingly simple, yet powerful idea.

Reality Show
Unfortunately, the only coverage of this program I can find is the video listed above. What I would love to see next time around is coverage from day one showing the apprehension of the newbies, then making their first turns, progressing to their first box, jump, rail, and finally competing in the event.

Testimonial for the Ski School
A ski school is supposed to teach people how to ski. What better proof can you have than video evidence of 15 people, who had never been on skis or a board, linking turns and sliding rails in just two months?

Residual Effects
Not only do you accomplish the two items above, but you’ve also turned 15 people into lifelong skiers and boarders. Now that they have not only become confident, but competed and proved a respectable level of riding, they’re bound to keep it up.

The more I think about this idea, the more I like it. With how powerful the idea is on each of these levels, I’m surprised this kind of content isn’t being used at every resort, even if it were just taking a random (or randomly interesting/attractive person, for the content’s sake ;) that came for a few lessons and charting their progress. It shows off your ski school, proves to hesitant non-skiers that they can quickly become proficient, and has all the attraction of a reality show if the content is given the right treatment.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.