The first step is to find these clubs. A logical place to start is schools that have existing ski clubs and find out if they also have snowboard clubs. Another good source is the internet. Many clubs have web pages that can be found through the various search engines such as “yahoo”. Once found, the page has valuable information about meeting places and dates.
Because snowboarding is still growing, many schools and universities are just beginning to start new organizations. Where snowboard clubs don’t exist, contact the student services department, and help start a club. Offer learn-to-snowboard incentives or other packages.
Once the snowboard clubs have been identified, the next step is to get someone on the sales staff who is knowledgable about snowboarding, who is young and who can convey the right message about the area. For example, at Mount Snow, Vt., the director of snowboarding, Chris Bluto, started the University of Vermont’s snowboard club. As a result, Bluto is able to communicate effectively with the clubs and is extremely aware of what will turn these kids on. Two more examples are Killington’s former snowboarding guru, Brett Smith, also founder of Boston University’s snowboard club, and Waterville Valley’s Matt Gormly, a former officer of the UMASS Lowell club. While not every resort has a founding member or officer in its ranks, most resorts do have young enthusiasts who can do a great job in solliciting snowboard club business.
Like ski clubs, snowboard clubs are looking for good ticket and lodging rates, a fun time and ease of accessibility. However, snowboard clubs are also looking for more rider-specific attractions such as halfpipes, parks, contests and demos. Riders are not usually persuaded by high-speed lifts, mulitmillion dollar base lodges and luxurious dining.
Besides locating snowboard clubs, the internet is also a good way to keep in touch with them. E-mail the clubs about different events and packages or even the weather. Or a visit or two before the season starts with coupons and trail maps in hand will make an impact. The key is stay in touch with the clubs and let them know that their business is valuable. Just as the credit card companies have learned, students respond when treated like adults and true consumers.
As with ski clubs, snowboard clubs are an important way to access the ever-important 13- to 24-year-old crowd. If they are attracted early enough, these members may go on as loyal clients for the rest of their lives.
