Sugarbush First Timer to Life Timer campaign wins national ski industry award


WARREN, VERMONT (May 19, 2011) -- Sugarbush Resort was honored by their peers in the National Ski Areas Association for 'best marketing campaign' during last January’s 'Learn to Ski and Snowboard Month.'

Sugarbush’s award-winning campaign for the month centered around their innovative and unique 'First Timer to Life Timer' season pass program – which grants an All-Mountain season pass to true first-time skiers and snowboarders who complete three group or private lessons at the mountain.

'The 'First Timer to Life Timer' program has been an incredible success for its ability to create brand new skiers and riders, as well as to highlight Sugarbush’s ongoing commitment to life-long learning,' said Win Smith, president of Sugarbush.

An annual national initiative, 'Learn to Ski and Snowboard Month' is a combined marketing effort by regional ski associations, the leading snow sports media outlets, snow sports rep associations, the Professional Ski Instructors of America, the American Association of Snowboard Instructors, SnowSports Industries America, the National Ski Patrol, and the National Ski Areas Association. For 'Learn to Ski and Snowboard Month,' Sugarbush built on the 'First Timer to Life Timer' program by adding numerous other initiatives, such as VSAA's 'Share the Love' and 'Bring a Friend for Free' instructional specials, as well as partnering with Cabot Creamery and VSAA to bring in a cadre of influential women to participate and report on the program first hand.

Over the course of the 2010-11 season, more than 200 skiers and snowboarders were awarded free season passes for completing the Sugarbush 'First Timer to Life Timer' program. Since its inception in the 2009/2010 season, program participation has increased more than 80%. Sugarbush expects the program to double again this upcoming season.

The Sugarbush 'First Timer to Life Timer' program is open to skiers and riders ages 13 and over who have no prior experience with a snowsport.

The NSAA Marketing Award was presented to Sugarbush Marketing Vice President Candice White on May 5, 2011, at the group’s national convention. Sugarbush was judged in a category including other mountain resorts with 250,000 to 500,000 skier visits per year. The NSAA marketing awards recognize resorts for introducing successful marketing campaigns that promote visitation and encouraging sustainable growth.