THE QUESTION: “I’ve never skied before, and I read an article about a ski area that offers free lessons. Do you offer anything like that?”

We were surprised, and disappointed, at how impatient and disinterested staff members—including those in snowsports school—were when talking to someone new to winter sports. Increasing participation in skiing and snowboarding might not seem like a high priority to some staff, especially after a couple of record seasons. But recruiting newcomers remains important for the long term. That being so, resorts should take special care to welcome first-timers. If this month’s sample is any indication, that’s just not happening.

Been asked an interesting question this season? Send it to jordyn@saminfo.com for the Spy to pose to other mountains! We won’t tell anyone the question came from you. Plus, if we use it, your resort will be immune for that issue. 

MOUNTAIN 1, MI

First Contact: Female.

SAM: Stated question.

Staff: We do not offer free lessons. It is $50 for a one hour group lesson and I want to say it’s $80 for a private lesson, but I am not a hundred percent sure. You can go on our website and go under ski school or snow sports school. I am really not sure what it is, but it has all of the prices and lessons that we offer (seems unsure about that).

SAM: OK. Does that include rentals?

Staff: No. You would need to purchase your lift ticket and rentals in addition to a lesson.

SAM: Oh wow, that gets pricey then.

Staff: Yes, it is (awkward silence). Um, I would check our rental and lift ticket pricing, as our lift tickets do change depending on the day of the week and if it’s a holiday. Monday through Friday the tickets are $XX and Saturdays and holidays are $YY and then Sundays are $ZZ. 

SAM: OK, thank you.

Staff: Also, before you come, I always recommend checking the website, because sometimes we have to close due to weather.

SAM: Thank you. Is there anything else I should know before I come?

Staff: Umm, you can reserve anytime for a lesson but we only sell tickets and rentals same day in person.

SAM: OK, great thank you.

Staff: You’re welcome. Goodbye. 

Score: 4

Comment: The call didn’t start off great, directing me to the website, but she made up for it by providing additional information. However, this area is part of Michigan’s season-long, $60 Discover Michigan Skiing learn-to promotion. Minus points for not mentioning it.

MOUNTAIN 2, WI

First Contact: Female.

SAM: Stated question.

Staff: Um, not that I know of. I can connect you over to ski school. They would know more about that.

SAM: OK, great. Thank you.

(transferred to ski school and restated question)

Staff: (snippy) Um, no, we don’t offer free lessons. Did you look at our website for the lessons we offer?

SAM: No, I have not. That’s why I am calling.

Staff: Oh, OK. (long pause) We offer an adult learner ski program on Saturdays and it includes a lift ticket, rental equipment, and a one hour lesson which is $XXX. There are also group lessons or private lessons that don’t include rental and lift tickets.

SAM: OK, thank you. Do you offer any other deals on lessons?

Staff: (still snippy) Yes, that Saturday lesson I spoke about earlier. That is quite a deal for all of that for $XXX. 

SAM: OK, it’s just more expensive than I thought it would be.

Staff: Yep, and look at our website, and it will show you all of the other lessons that we offer.

SAM: OK. Thank you.

Staff: Yep, goodbye.

Score: 3

Comment: It’s an issue when the people responsible for introducing others to the sport are snippy with a newbie. “Look at our website” is not an answer to a question. Note: The website shows that this resort participates in the Ski Wisconsin Learn to Ski Week, when lessons and rentals are significantly discounted. This would have been a great opportunity to mention that. 

MOUNTAIN 3, UT

First Contact: Female.

SAM: Stated question.

Staff: Um, we don’t offer free lessons, but we do have a discounted Sunday lesson.

SAM: OK, what is that?

Staff: (becoming curt) You get a group lesson, rentals, and a lift ticket for $XX.

SAM: OK, how long is the lesson?

Staff: Two hours, and you get a three-hour lift ticket. Have you been to our website? There is a lot of information on there.

SAM: No, I haven’t yet. I just wanted some details from you first.

Staff: OK, well, yeah, there is a lot of information there, and we offer many different lessons.

SAM: OK, are there any other lessons you would recommend if I cannot make the Sunday one?

Staff: (talking way too fast) Well, we have group lessons, private lessons, a custom private lesson, and then an eight-week-long lesson. But again, I would check out our website for all of the information. I still recommend the Sunday lesson as that is our best price.

SAM: Alrighty. Thank you.

Staff: Yep, goodbye. 

Score: 3

Comment: It seemed she didn’t want to be on the phone. Isn’t anyone willing to talk anymore? Instead of redirecting me to the website, take the extra five minutes to explain my options, and maybe you will launch a lifelong customer. 

MOUNTAIN 4, NM

First Contact: Female.

SAM: Stated question.

(muffled, loud beep, then hold music)

(transferred to snowsports school)

Second Contact: Female.

SAM: Restated question.

Staff: Um, for somebody who’s never skied?

SAM: Yes.

Staff: (annoyed) So that’s what your question is?

SAM: Yes, I was just seeing if there are any discounts for beginners.

Staff: (still sounding annoyed) Um, I mean we have a beginner ticket, which is just a discounted ticket, but restricts you to one lift and the lower green run. 

SAM: OK.

Staff: And then what I would recommend is taking a lesson.

SAM: Alright, is there a certain lesson?

Staff: Yeah, there is one called the “never ever,” which means you have never ever skied. And that gets you on the beginner lift. Um, have you looked at our website?

SAM: No, not yet.

Staff: OK. Well, all of this information is right on the website, and you can see all of the prices. Then you can book rentals and stuff on there.

SAM: OK, thank you.

Staff: (brightly) Yep, come up and ski, it’s great! 

Score: 1

Comment: A snowsports school staffer speaking to a never-ever like this is unacceptable. As a newcomer, I don’t know what I don’t know. Dismissing me and pointing to the website is not helpful—it’s annoying. She gets one point for the glint of not being a miserable person at the end. 

MOUNTAIN 5, VT

First Contact: Female.

SAM: Stated question.

Staff: One second. (on long hold) 

(transferred to skier services and repeated question)

Staff: Do you have a specific date in mind?

SAM: I don’t, but I think it would be on the weekend.

Staff: (sounding chipper) OK. We don’t offer free lessons, but we do offer a discounted adult group lesson. It does depend on the date, as our prices do change.

SAM: OK.

Staff: The lesson is an hour-and-a-half and starts at 11 a.m. Were you interested in rentals or just the lesson?

SAM: Yes, I would like rentals, too.

Staff: OK, so with the lesson and rental it would come to $XXX. 

SAM: OK, does that come with the lift ticket?

Staff: No, with the lift ticket it would be $YYY.

SAM: Whoa. That does get pricey. Are there any other options?

Staff: Yes it does get expensive, but it is the most discounted lesson that we offer. 

SAM: OK, thank you for your help.

Staff: You are welcome. Goodbye.

Score: 7

Comment: Wow—I didn’t get directed to the website right away! Am I dreaming? I appreciate her positive attitude, and taking the time to explain the lessons. 

Identity Revealed: Jay Peak

Debrief:

 These calls were made in early December when ski areas are busy promoting—and media outlets are busy reporting on—the most attractive offers for the upcoming season, including several North American operations that offer free lessons. But lessons don’t need to be free to attract newcomers.

After the plug was pulled on Learn to Ski and Snowboard Month several years ago, there’s a void in the promotion of learn-to efforts. Elementary and middle school programs remain relatively strong, but they’re limited to kids of that age. Resorts can do more to acquire new customers.

It’s worth noting that a few states have picked up the mantle from LSSM and created their own learn-to programs. For example, a majority of Michigan ski resorts offer a $60 lesson/lift/rental package through a promotional partnership with McDonald’s restaurants, with specifics clearly communicated on the Discover Michigan Skiing website. 

Wisconsin resorts offered a one-week-only learn-to package Dec. 13-17 for a discounted price. Though the online info was sparse, the few prices we could easily find ranged from $49 to $55.

Right now, Quebec is leading the way in making it easy and affordable for never-evers to learn to ski/snowboard. Led by the Quebec Ski Areas Association, the province’s resorts offer—and actively promote—a variety of beginner programs. Très bien!