Skiing Is About Romance And Adventure
Monday, March 26th, 2007
Skiing is about romance and adventure, according to a marketing director.
Mountain News reports that 27-year-old Brad Larsen, marketing director of Snowshoe Mountain Resort in the US state of West Virginia, feels the most important aspect to "sell" in regards to skiing is its spirit.
"This sport is all about romance, adventure and sex appeal. The pioneers of skiing understood this spirit," Mr Larsen told Mountain News.
He added that skiers make up only two per cent of the population and that mass marketing to appeal to the other 98 per cent is an effective waste of money.
Furthermore, the marketing director told Mountain News that ski resort websites should be seen as unbiased and honest rather than sales pitching.
Mr Larsen also asserted that snowboarding removed some of skiing’s claim to cool, although he believes there has been a shift back to the origins of the snow sport and it is regaining its previous stature.
The Snowshoe marketing director received two National Ski Area Association’s (NSAA) awards in 2005 for marketing innovation and customer service, Mountain News claims.
NSAA is the trade association for ski area owners and operators in the US.
