It’s a simple idea, really. A coloring book for pre-skiers and -riders, or for young riders on bad-weather days, or for a mountain-related activity while at home. But this one goes further: every page is about the Responsibility Code or practical advice about winter, so it communicates a safety message in a subtle, fun way.
“I have designed the book to first serve as a functional educational tool that helps kids visualize what each code actually means, and secondly, as a great coloring activity during down time at the mountain and at home,” says Senan Gorman, the new dad and creative mind behind the Responsibility Code Coloring Book and his company, North Pole Designs in Farmington, Conn.
The book uses two main characters, Guy Skis and Betsy Boards, to illustrate the points of the Code (ski in control, people ahead have the right of way). The pages also include advice on gear and clothing (dress in layers, take sunglasses and goggles) and some encouragement to just have fun (make snow angels with Guy and Betsy)—since fun is what skiing and riding are all about. For cerebral tykes, there’s a word search and crossword games, and for purely visual tykes, a maze (help Betsy find her way to Guy so they can hit the slopes).
The coloring book can also be a marketing and public relations tool. Not only does it create a good vibe with the kids, but it gives their coloring a purpose (whether they realize that or not is not important). And, Gorman says, “it’s a way of telling parents, ‘We’re dedicated to your child’s safety.’”
The book is set up so that resorts can customize the front and back covers, inside and out, to give it the resort’s identity. The front and back covers can be imprinted with a resort’s logo, along with key contact information (for ski school, day care, main number, website, snow phone, for example). Gorman initially thought that the inside covers could carry local or resort sponsor advertising, but areas have made it clear that they are not prepared to sell ads. Instead, many see the inside covers as a great place to put a trail map. Still, to help resorts offset the production costs, Gorman is seeking potential advertising sponsors himself.
The coloring book can also include a four-page Safety Contest. Initially, Gorman intended it to be used as a standalone pre-season mailer that would serve two purposes: to spark kids’ interest; and to generate a list of customer contacts, including names, addresses, phone numbers and e-mail addresses for the resort. The contest, like the coloring book, reinforces the Code, and adds the Smart Style terrain park safety message as well.
Gorman began developing his coloring book idea at the annual Snowsports Expo in Hartford, Conn., near his home. His idea was simply to create custom coloring books for resorts. But the Expo inspired him “to do something more practical,” he recalls. “I decided to focus on making the Responsibility Code visual.” Which makes sense when dealing with children who may not yet be able to read (let alone understand) words like “responsibility.” He then introduced the refined concept at the Eastern regional NSAA show at Killington last February.
Since then, Gorman’s been finalizing deals for the upcoming printing of the book. “It’s been tough in the off-season to get all the necessary people at each resort to sign on,” he says, as the decision often involves children’s center and ski school staff who are rarely around. In late August he had a handful of areas signed up, and several more working toward the mid-October deadline for submitting customizing materials. The printed books will be delivered in December.
Gorman says that the coloring book and Safety Contest are just the beginning of North Pole’s Responsibility Code products. He hopes to add shirts, stickers and trading cards soon, featuring images of Guy and Betty and a safety message. These items, too, will be customizable with a resort’s logo.
Printing costs for the book start at $850 for 1,000 books, $910 with the Safety Contest included, with additional charges for four-color imprinting on the covers. As with all print jobs, quantity discounts apply; they begin at 5,000 copies. For more information, contact North Pole Designs at (860) 677-4569, or visit (www.northpoledesigns.com) for a look at what Guy and Betty are up to.
