Former New Jersey Ski Area Gets a New Mission
Transcription
Former New Jersey Ski Area Gets a New Mission
ALTRUISM AND OPTIMISM: B Y I S E U LT D E V L I N Former New Jersey Ski Area Gets a New Mission “Angel” had a smile as bright as the sun glinting off the snow as he carefully skied to a stop next to his friends. Wearing his black North Face jacket, the 8-year-old had just made his way down the hill with slow, controlled turns. “Finally, I found something I am good at,” he said. “Great job! You’re so talented,” said his coach, Mr. Mike. A ngel and his friends were participating in a ground-breaking program piloted this past winter at the former Hidden Valley ski area in Vernon, New Jersey, which was forced to close its doors in 2012 due to economic hard times. The nonprofit organization National Winter Activity Center (NWAC) is currently in the process of purchasing the 140-acre property, renaming it to reflect an ambitious, altruistic goal: introduce thousands of kids to snowsports over the next three years in an affordable and welcoming way—many of whom might otherwise never have the opportunity to experience skiing and riding. New Purpose for an Old Ski Area Over the years resorts have rolled out some very enticing incentives to attract beginner skiers and snowboarders and encourage them to stick with the sport, and many have had great success, upping their own retention rates beyond the 17 percent national conversion average. There have been some pretty sweet deals, too, including Killington’s 4-Day Elan Discovery package with its ski giveaway incentive, 28 | NSAA Journal | CONVENTION ISSUE 2015 and the free season pass Sugarbush gives guests who complete its First-Timer-to-Life Timer program. But what is happening on the slopes of the former Hidden Valley ski area may become one of the most ground-breaking beginner learning and conversion programs of all. Aimed at kids aged 7 to 17 who are not familiar with (or able to afford access to) the world of winter sports, the new low-cost learn-to-ski/ snowboard center incorporates a little bit of everything, including learning programs based on specific terrain characteristics, to get newcomers hooked on the sport quickly—in six sessions for an all-inclusive fee of $450—and help transform them into dedicated slope sliders. What, exactly, is the National Winter Activity Center? It is a 501(c)(3) nonprofit facility recently formed by the National Winter Sports Education Foundation, whose mission is to improve the lives, health, and fitness of youths through participation in winter activities. Schone Malliet, NWSEF founder and CEO, said the organization accomplishes that goal by leading the collaboration of nationally recognized partner organizations, including PSIA, USSA, SIA, NSAA, FIS, and NBS. Powder Corp and HKD w w w. n s a a . o r g Snowmakers have been particularly supportive also, Malliet added. NWAC began the process of acquiring the Hidden Valley property after the ski area went bankrupt and failed to sell at auction in 2013, and is investing millions of dollars to add new lifts, snowmaking, and renovate the lodge. A lot is riding on the success of the new program, which has set three impressive benchmarks: introduce some 4,200 children to snowsports over the next three years, get 50 percent of them to stick with it, and get 10 percent to eventually enter the world of racing. NWSEF set up the NWAC program and plans to expand the concept to one day reach an even more ambitious goal: attracting 100,000 youths to snowsports each season. The Heart of the Matter NWAC is designed to take individuals from a neverever to a confident winter sports user incorporating safety skills and outdoor environment skills, but Kids at the National Winter Activity Center are taught and mentored by the same “coach” all season, with one-on-one instruction available if needed. PHOTO BY EDWARD CHASE w w w. n s a a . o r g CONVENTION ISSUE 2015 | NSAA Journal | 29 demographics to skiing and snowboarding, particularly in light of the industry’s relatively low overall conversion rate of 17 percent. Rather than focus on specific groups, however, the program is about access—regardless of ethnicity or whether kids are from urban or rural areas. “I love the sport and I want to take my experiences and make a difference in the lives of youth and family,” he said, noting his own diverse background as a CEO in the technology industry, a Marine pilot, and an executive in the financial industry. Malliet recognizes that learning to ski or ride is not just about the physical challenge of getting down the hill; it’s about how winter sports can be a life-changing activity. Eventually, you do get down the hill. But, as we all know, that is only the beginning. EDWARD CHASE there’s more to the program than the focus on skiing and snowboarding, said Malliet. “We will be improving kids’ lives by exposing them to a new environment,” he added, alluding to another important benefit: invaluable, positive self-development in kids who may need it most. “We want to take the sport beyond where it is and to other populations,” said Malliet, who has long been involved in the industry in many different facets, including as race coach and as an executive vice president of the National Brotherhood of Skiers (NBS). “Skiing has not always been an easy sport to get involved with, and many people don’t know how to come to the mountains.” Malliet sees this as an opportunity and hopes that NWAC will serve as a conduit for bringing broader 30 | NSAA Journal | CONVENTION ISSUE 2015 There are tremendous personal growth opportunities in becoming a skier or snowboarder, not the least of which is learning how to stick with something and push through challenges. Angel, mentioned at the beginning of this article, is a good example of how learning to ski or ride can set off a positive transformation in a child. Although he is burdened with ADHD and has trouble with coordination, he picked up skiing easily, and that success is helping him become more outgoing, said Stefany Navarro, youth “One of the most astonishing aspects of the National Winter Activity Center is that it will not be open to the public sold, operating strictly as a learn-to center and competition center.” w w w. n s a a . o r g and family director of the YMCA of Greater New York. Whereas Angel used to keep to himself a lot, he’s become much more outgoing, Navarro said. “He’s not just part of a group; he has become a leader within the group, encouraging others,” she added. Stories like these are what motivate Malliet most. When he discusses his goal of introducing kids to winter sports and getting them to become regular participants, it is clear he is a man with a mission, and he recognizes that one of the best ways to reach kids—and meet that goal of 50 percent retention—is to get into the psyche of youth. This entails not only making the sport more affordable and less intimidating, but also providing mentors and helping new skiers and riders tap into the sense of community and belonging that the sport can provide. Kids at NWAC have the same instructor (which the center likes to call “coach”) all season to offer mentoring and encouragement in addition to learning to ski or ride. And, if a child is struggling, expert “coaches” work one-onone to improve the outcome. 2015 Pilot Program After installing two Magic Carpets, making lots of snow, and partnering with nearby Mountain Creek for operational guidance and instructor assistance, NWAC held its 2015 pilot program over four weekends from mid-February to mid-March. All told, about 180 children participated each weekend, many from local clubs such as the YMCA of Greater New York, Boys and Girls Clubs of Hudson County, and a Girl Scout troop. The six-week learn-to sessions at EPR PROPERTIES IS A SPECIALTY REAL ESTATE INVESTMENT TRUST (REIT) THAT INVESTS IN SKI PROPERTIES ACROSS THE US AND CANADA. w w w. n s a a . o r g the subsidized price of $450 covered equipment, instruction, healthy meals, and transportation—for a total of 60 hours of winter activity. If the kids needed clothing and accessories, they were able to use donated items at the center, said Judie Aspinall, client business manager for the NWAC. “Our goal will be to continue to receive donations so the athletes are always dressed properly,” she said. When the kids started to improve, resort personnel built features like banks for them to turn on. “The kids hiked up and skied downhill on the bank turns we built,” said Aspinall, adding that their adventure and individual accomplishments helped build their confidence considerably. The YMCA of Greater New York sent 50 kids to the program, and they had an incredible experience, said Emil Ramnarinel, senior director of ANDREW LIMBOCKER (816) 472-1700 | [email protected] CONVENTION ISSUE 2015 | NSAA Journal | 31 youth health and fitness for the organization. “Watching how the students have gravitated towards skiing has been eye opening for the parents and the YMCA staff as well,” she said. “Mentally, the confidence levels in many of the children spiked. By lesson three, kids were skiing backwards, navigating turns on the slope and stopping on a dime.” Since the kids were new to skiing, they supported and encouraged each other, Ramnarinel added. “Regardless of the child’s physical abilities, skiing seems to even the playing field for them. We don’t hear the same teasing or bullying that you may hear when children start to play a sport like basketball or soccer,” he said. A New Learn-to Model? One of the most astonishing aspects of the National Winter Activity Center is that it will not be open to the public and there will be no lift tickets sold. It will operate strictly as a learn-to center and competition center. There isn’t any typical ski area food at the base lodge either, just a cafeteria that serves healthy meals. “This is a whole different business model,” said Malliet. For the industry it represents something that doesn’t currently exist either, because it doesn’t have the right price point or space to do it, he added. The goal is to run it like a business and be financially viable. Malliet believes they will breakeven operationally when they reach National Winter Sports Education Foundation The National Winter Sports Education Foundation (NWSEF) was founded in 2011 with a mission of assisting organizations in playing an effective role in improving the lives, health, and fitness of children through participation in winter sports. Its ultimate goal is to help more than 100,000 youth gain access to winter activities including skiing, snowboarding, cross-country skiing, snowshoeing, and more, each and every winter. Donations support the group and its partners, who include PSIA, USSA, SIA, NSAA, FIS, NBS, Powdr Corp, and other many other industry and non-industry groups. Since its inception four years ago, NWSEF has funded almost 10,000 kids for introductory cross-country programs through organizations such as the Girl Scouts, events like YouthFest in New Hampshire via funding to YES (Youth Enrichment Services), and Nordic Rocks, a cross-country program in the Midwest. There’s still a long way to go toward NWSEF’s 100,000 goal, but Schone Malliet, the organization’s CEO and founder, said he’s optimistic they’ll get there eventually. One of the bigger programs NWSEF sponsors is the YMCA’s Ted Ligety Learn To Ski program, also sponsored by Ligety and the U.S. Ski and Snowboard Association. Geared to kids who live in Utah and have never skied before, “the program is a great opportunity for kids to find a new, healthy passion to keep them active in the winter,” according to the Utah YMCA website. These sessions helped to inspire the creation of the NWAC program, which is also branded as a Ted Ligety Learn to Ski program, Malliet said. The Y sessions have been held at Utah’s Deer Valley and Snow Basin for five-week periods to teach 7- to 14- year-old kids skiing and riding skills, with rentals, transportation, and lift tickets included. The purpose of the program is to give all children the chance to learn to ski by offering tiered pricing for families that otherwise could not afford the opportunity.—ID 32 | NSAA Journal | CONVENTION ISSUE 2015 4,200 participants (noting that the nonprofit YMCA of Greater New York does well in this respect, with its 24 branches serving 250,000 kids). Malliet hopes the NWAC will become a model of best practices for the industry in terms of getting more urban youth and all kids involved in winter sports. “Another advantage of the program is that more activity in the winter can also have a positive health impact of lowering incidences of obesity and diabetes,” he added. Alpinall agreed: “It’s geared to kids in general who may not have someone in the family to take them to a ski resort.” The Plan for 2016 When NWAC opens again next January, it will host clubs on weekends and on Tuesday and Thursday nights, with a total of 1,400 participants expected. The plan is to have a ratio of six-to-one for instruction. The reason it opens after the New Year is to give the center time to organize its mountain operations beginning in late November. Then, there’s the matter of snow…since the weather in New Jersey can be iffy, Malliet said. By year three, the goal is to introduce 4,200 children, which will be NWAC’s total capacity for any given season. Of course, after participants learn to ski or ride they will need a place to go to practice and develop their skills further on more challenging slopes. Mountain Creek is a few miles away and has partnered with the National Winter Activity Center on the pilot program, with plans to be involved for the future. “We’d prefer to see them get out on the slopes and continue to ski and get invested in a lifetime sport,” said Bill Benneyan, president of Mountain Creek, who added that they would have a program in place for next w w w. n s a a . o r g w w w. n s a a . o r g Nearby Mountain Creek partnered with the National Winter Activity Center to provide experienced instructors who engaged the children in fun learn-to-ski activities. EDWARD CHASE winter that would move graduates of the NWAC to Mountain Creek with some sort of value package or introductory conversion program like the school passport deals. Now that the pilot program has proven to be a success, managers will organize the next steps to get the center ready for the three-month operation next winter. “We have a good idea of what we need going forward,” said Malliet, describing plans to re-grade a majority of the terrain for optimal learning, install new lifts, widen slopes, and add more snowmaking, thanks to help from HKD Snowmakers. With a successful pilot program under its belt, the team will meet during spring and summer to outline the future plans. “It’s new and unbroken territory, but NWAC has a passionate team working hard on the future prospects,” said Benneyan. “It’s going to deliver more skiers and we’re all for it.” When the new skiers and riders get to the bigger resorts, they will come prepared with slope etiquette and accomplished basic skills. “Our participants will come to the sport with a greater sense of how to participate and have fun, while doing it in a safe and efficient environment,” Malliet said. Some day NWAC protégés will no doubt be among the U.S. ski and snowboard industry’s most competitive Olympians. For now, Malliet says he’ll focus on the task at hand: introducing kids to winter sports, keeping them engaged, and giving them an opportunity to be part of something meaningful and positive for the rest of their lives. For all of those reasons, here’s wishing him every success. ■ CONVENTION ISSUE 2015 | NSAA Journal | 33