NATIONAL SKI COUNCIL FEDERATION. Friday 10th September 2004

Transcription

1 NATIONAL SKI COUNCIL FEDERATION Friday 10th September 2004

2 SKI CLUB OF GREAT BRITAIN Founded 1903 Aims: To promote skiing To share information To ski together in the mountains (then mostly Switzerland)

3 SKI CLUB OF GREAT BRITAIN Now still strong in Switzerland, but also worldwide, including five US resorts: Aspen Breckenridge Heavenly Jackson Hole Vail

4 SKI CLUB OF GREAT BRITAIN Patron: HRH The Duke of Kent Council: 12 elected members, including President, Chairman and Treasurer 25 staff headed by Caroline Stuart-Taylor 450 volunteer on-snow Reps/Holiday Leaders

5 SKI CLUB OF GREAT BRITAIN 100 years old Centenary celebrations 2003/2004 Party at Café Royal in presence of HRH Duke of Kent Northern Ball Manchester Southern Ball - London Dinner for ex. Presidents and officers New Generation Party Centenary Ski and Board magazine Centenary video/dvd Snow Crazy book Events in Verbier and Zermatt

6 A BIT OF HISTORY Until 1963 governing body in the UK for skiing Arnold Lunn was not the founder, but a key early member who invented slalom racing as we know it. He and the Kandahar Ski Club also started the famous Inferno race in Murren, not far from Engelberg as the crow flies, 62 years ago. His son Peter and his children and grandchildren all race in the Inferno now. In 1963 the National Ski Federation was founded to run racing. In 1963 The Club as we know it for recreational skiers - began

7 MISSION To be the leading snowsports Club appealing to snowsports enthusiasts by providing high quality services promoting safe, fun skiing and snowboarding for all standards

8 AIMS AND OBJECTIVES To increase membership of the Ski Club (now 27,500 English speaking members) To quantifiably improve the value of the membership package To enhance the image of the Ski Club To continue to increase the proportion of Club income that is levied from non-subscription source To promote and enhance the safety of skiing and boarding

9 THE WAY WE VIEW THE CLUB

10 SNOWSPORTS INFORMATION

11 THE SKI CLUB OF GREAT BRITAIN NOW INFORMATION Ski and Board magazine, free four times a year to members, edited by Arnie Wilson Ski and Board drastically improved content and design. ABC - 19,000 in 1998 up 26% to 23,970

12 THE SKI CLUB OF GREAT BRITAIN NOW INFORMATION Information department Telephone and s on travel resorts accommodation anything to do with snowsports

13 THE SKI CLUB OF GREAT BRITAIN NOW INFORMATION Website development funded by income from affiliated UK industry organisations, sale of content (e.g 250 snow reports), and advertising and sponsorship Vauxhall Land Rover 107,000 edge newsletter subscribers Unique Tour Operator search engine

14 THE SKI CLUB OF GREAT BRITAIN NOW INFORMATION Website 700,000 unique visitors last year Most informative, useful website in the UK, perhaps the world!! 250 worldwide daily snow reports Snow reports cover Southern Hemisphere Chile, Argentina, Australia and New Zealand

15 THE SKI CLUB OF GREAT BRITAIN NOW INFORMATION Members only section on Membership benefits and much more information

16 SNOW EXPERIENCE

17 THE SKI CLUB OF GREAT BRITAIN NOW SNOW EXPERIENCE Emotive Exciting Aspirational

18 THE SKI CLUB OF GREAT BRITAIN NOW SNOW EXPERIENCE On snow Reps based worldwide in 44 resorts, including USA: Aspen Heavenly Vail Breckenridge Jackson Hole

19 THE SKI CLUB OF GREAT BRITAIN NOW SNOW EXPERIENCE Volunteers take members skiing. Pool of 400 volunteers from totally diverse backgrounds Trained on two week training course group management and safety on snow snowcraft, including avalanche safety leadership first aid The Ski Club

20 THE SKI CLUB OF GREAT BRITAIN NOW SNOW EXPERIENCE Repping service Great service for US visitors to Europe!

21 THE SKI CLUB OF GREAT BRITAIN NOW SNOW EXPERIENCE Ski Freshtracks our specialist and extensive holiday programme for members On and off piste holidays

22 UNIQUE SELLING POINTS Holidays by standard Leaders, mountain guides, instructors Being with a group of like-minded people Being able to go on your own Adventurous, aspiring, sport rather than a holiday

23 THE SKI CLUB OF GREAT BRITAIN NOW SNOW EXPERIENCE Instruction Weekends Families Off piste holidays Ski safaris Ski tours New Generation Under 20 s Peak Experience the most extensive programme of holidays for 050 S Including USA: Aspen, Heavenly, Jackson Hole

24 ACHIEVEMENTS TO DATE CLUB HOLIDAYS Club holidays increased to 2,000 pax, from 1,741, up 14.8%. Over 50 s rebranded to Peak Experience 2002/03. Club holidays rebranded as Ski Freshtracks 2004/05

25 SKI CLUB OF GREAT BRITAIN NOW SAFTEY Transceivers, Shovels, and Probes Reps training professional, on-going Safety on line Risk management

26 BENEFITS AND EVENTS

27 SKI CLUB OF GREAT BRITAIN NOW BENEFITS AND EVENTS Products Insurance Ski Club Travel Service - 5% off tour operator packages SnoweXtras Credit card Merchandise

28 SKI CLUB OF GREAT BRITAIN NOW BENEFITS AND EVENTS Discounts Tour operators Trains, planes etc Resort shops UK shops Iglu villas (on-line) Other

29 SKI CLUB OF GREAT BRITAIN NOW BENEFITS AND EVENTS Events UK wide In resort Exhibitions

30 SKI CLUB OF GREAT BRITAIN NOW BENEFITS AND EVENTS Events Clubhouse Library and museum

31 ACHIEVEMENTS TO DATE MARKETING Raised marketing now invest 200,000 per year (6% of turnover 3.3 million) Increased Marketing activity drastically. raised profile/improved image Ski Club Brand respected by well-known brands and ski industry In-house, effective, P.R. raised awareness. First contact for press. More involvement in industry (eg SIGB committee, Snowsport Forum chairman, ski tests ) Snowsports analysis independent research.

32 ACHIEVEMENTS TO DATE IT Invested considerably in IT bespoke database could take 100,000 members on-line update facility for members. CRM for collection of data for future CRM work, on and off line.

33 ACHIEVEMENTS TO DATE MEMBERSHIP Membership - increased by 26% since 1997 to 27,500 members

34 ACHIEVEMENTS TO DATE MEMBERSHIP Direct debits 50% of all new joiners Annual calendar membership Charge full rate for membership (not introduction rates)

35 ACHIEVEMENTS TO DATE Investigated but not actioned due to good reasons Insurance in membership fee Travel agency in house Club Chalet Youth/Snowboard Club National Ski and Snow week

36 CHALLENGES/OPPORTUNITIES 2005/08 Increasing membership numbers, whilst maintaining specialist holiday programme (small enough to maintain relationships with UK tour operators) Need co-operation of ski industry in order to help us grow

37 CHALLENGES/OPPORTUNITIES 2005/08 MEMBERSHIP Reduce resignations 20% annually Improve value and understanding Younger members

38 CHALLENGES/OPPORTUNITIES 2005/08 INFORMATION Develop and co-ordinate content Ski and Board Website Information Department Independent, well informed and knowledgeable content Maintain and develop across different channels (magazine, telephone, website) Develop content sales and advertising

39 CHALLENGES/OPPORTUNITIES 2005/08 Maintain independence whilst : Maintaining relationships with UK snowsports industry Maintaining relationships with resorts worldwide Raising income from sources other than subscriptions

40 CHALLENGES/OPPORTUNITIES 2005/08 MARKETING/PR CRM data collection and use More and more statistics Do more PR in resorts to build on profile further Sponsorship

41 ENVIRONMENTAL POLICY Be aware of your environmental impact as skiers and boarders. 2. Do not leave litter on the slopes. 3. Respect the natural habitat of mountain animals and plants 4. Choose a resort which uses environmentally friendly practices 5. Encourage your tour operator to adopt green policies 6. Do you bit to reduce global warming on holiday and at home 7. Reduce CO 2 emissions

42 NATIONAL SKI COUNCIL FEDERATION Friday 10th September 2004