Loveland gives it away
LOVELAND – The reward concept of teaching is familiar to any grade school instructor who enticed his or her charges through a promised treat. Do your times tables, earn extra recess time, for example. The approach is working at Loveland Ski Area, which has instructors trying to keep beginners on the slopes. The task: Take three ski or snowboard lessons.
The reward: A free season pass.The ski area expects to give away more than 500 season passes this year through its 3-Class Pass Program.The program rewards neophyte skiers and snowboarders who complete three lessons with a free season pass valued at $349 for adults and $169 for children.Research by the National Ski Areas Association shows that only one of 10 beginners stick with the sport. Loveland’s 3-Class Pass is modeled to address that issue, said ski school director Tracy Allred.
“We’ve found that the average first-timer needs three lessons to acquire the skills needed to really enjoy skiing or snowboarding,” Allred said. “So we have created a carrot to motivate beginners to progress to a point where their odds of sticking with the sport are increased.”The percentage of beginners Loveland’s ski school converts is outpacing the national average by more than 100 percent, the company said.Lessons cost $65 each for an adult half-day lesson and $73 each for a kids full-day lesson with lunch.The program began in 2001. Just less than 500 passes were given away during the 2002-2003 season, and just more than 500 were given away last year.
Lessons started at the ski area this season around Thanksgiving. So far, more than 70 passes have been given away.For more information call Loveland Ski Area at (303) 571-5580, ext. 170, or visit http://www.skiloveland.com.Kim Marquis can be contacted at (970) 668-3998, ext. 249, or at email@example.com.
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