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Where Have All the Ski Journalists Gone?

By
March 31, 2006

NASJA board blames Canada for promising that nearby Cranbrook airport would be upgraded to international status by now, with expanded runway and bigger planes, but it wasn't. So nobody could get flights into there at reasonable prices.

Andy Cohen of Resorts of the Canadian Rockies, the host organization that owns Kimberley and nearby Fernie, blames Canadian federal and provincial governments for delays on the airport. He says groundbreaking on the expansion of the runway starts this month.

Johnson says low turnout is an "anomaly" caused by transport problems. Crested Butte -- site of the 2007 meetup -- will be huge, he predicts.

But NASJA faces challenges ahead. The 2008 gathering will be at Bretton Woods, N.H.; 2009--Lutsen, Minn. Neither are regarded as true ski destination resorts. Some NASJA members are already muttering about not wanting to go to either because their regular newspaper and magazines outlets won't be interested in stories about these places. Others say they will go "in the spirit of NASJA," as one put it, and because it is as much a business meeting as an opportunity for finding marketable material.

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Comments

	We elected not to send a resort rep to the convention bec there has not been enough active journalist attending other conferences. It's cheaper and more effective to invite journalists to visit our resort and region then taking a shotgun approach hoping to run into someone who may be interested in us.
	Posted by: Greg | April 1, 2006 08:15 AM

Attending the annual meeting of NASJA as a corporate member offers much more than a passive chance encounter with a journalist who might be interested in writing about my resort. It provides me with an opportunity to hear what journalists are interested in writing about and customizing my message to suit their individual needs. It allows me to reinforce existing relationships with writers who include my resort in their columns on a regular basis. Even with its reduced attendance, I met a dozen new journalists during the recent meeting in Kimberly and Fernie. No press release, e-mail or phone call can come close to the one-to-one exchange of ideas that takes place during a chair lift ride or over a cup of coffee in the base lodge. Equally as important is the interaction with other corporate members. Professional development sessions provide information for corporate members to perform their jobs better, plus the sharing of best practices benefits the industry overall. As far as costs go, I'm as eager as the next p.r. person to host a FAM of writers interested in my resort, but I just spent more on a dinner for six journalists visiting my resort than I did on the meeting registration fee for four days of personal interaction with 100 NASJA journalists and corporate members.

Posted by: Bonnie MacPherson | April 3, 2006 08:05 AM

	Bonnie, I think your comments highlight the best things NASJA can accomplish, at affordable cost. One major problem, though, is airfare. I hope those of my fellow journalists who were negative about traveling to distant or hard-to-reach spots will be able to come up with the bucks. Airfare can make a NASJA meetup a serious budget-buster, especially for freelancers.
	Posted by: Grace Lichtenstein | April 3, 2006 09:10 AM

	Bonnie is right on and besides, where else could one see John Naye with a black eye one day and his arm in a sling the next day. Who says we don't have excitement at the NASJA meetings. I love the interaction between the regions and purposely sit with non-ESWA folks whenever possible just broaden my horizons. BC rocks!!
	Posted by: David Barrell | April 3, 2006 02:40 PM

	The two professional development seminars and John Furlong's presentation covered compelling topics, and were worthwhile no matter where the venue. To suggest the on-hill product at Kimberley and Fernie weren't worth the trip would be abject nonsense. Great job by Andy Cohen's crew.
	Posted by: John Naye | April 3, 2006 06:00 PM

Only South Park blames Canada! When the meeting was bid several years ago, representatives from Resorts of the Canadian Rockies believed that the airport at Cranbook near Kimberley would be done by now and that the resort would be able to demonstrate its accessability as a vacation destination. Unfortunately, the project was delayed. What Andy Cohen and his colleagues at Kimberley and Fernie were able to demonstrate clearly to NASJA members who atended the annuial meeting is that when that airport expansion now scheduled for next year is complete, Cranbrook is going to be a hot spot for exciting destination ski travel.

Posted by: Phil Johnson | April 4, 2006 08:56 AM

Over the years NASJA has held its annual meeting at places as far apart as southen California and eastern Quebec. Next year we will be at Crested Butte CO., a very appealing Colorado destination resort with a great story to tell. The following year the board voted to accept a bid from Bretton Woods NH and the elegant Mt Washington Hotel. As an annual meeting site, it doesn't get any better than that, as attendees will see in 2008. The following year, we will be in the midwest for the first time since NASJA began holding anual meetings in 1962. The host site will be Lutzen MN which made a compelling case with a fascinating bid. People choose to attend NASJA's annual meeting fopr a variety of reasons and in my experience never go home disappointed. I believe we have great meetings scheduled for each of the next three years in three fine locations. I suspect NASJA members will look at each of those programs and make attendance decision based on what they see at the time. Given the enthusiasm of the hosts, I think the turn outs will be solid.

Posted by: Phil Johnson | April 4, 2006 09:10 AM

	Our National convention may have been small in numbers, but huge on info and good times. The only thing missing was Matt Mosteller. Hope that ear ache is history my man.
	Posted by: Jerry Hoffman | April 4, 2006 02:35 PM

Bonjour! A quick note to say how much I appreciated my visit in BC. I agree with Bonnie and I would also add that for corporates, it is a good way to learn from other resorts on how they do things and actually see it on site. As my job also include organising events and meetings, I learn every time I get to participate in one. We also have the time off our regular day to day work and see a portrait of the industry and the people who define it from another angle. I should also add that, let's admit, it is a fun event and we get time to enjoy a bit of skiing in the end... You know, sometimes, with our busy working schedule, we don't take time to enjoy our wonderful sport ourselves! I truly look forward to the next NASJA meetings and hope to see everyone soon.

Posted by: Martine Lizotte | April 5, 2006 06:55 AM

Hello ! As a first timer, I really enjoyed NASJA. I learned a lot, but I also met experienced people. Journalism can be complex and because part of my mandate is often to welcome journalists, it was important to know them better - to know more about the job. As Martine said, it's a very relevant event to see a portrait of the industry. Also, it was for me a great opportunity to met my colleagues from the west part of RCR. Thanks to them for the great time ( and the delicious maple sirop). I hope to see most of the members in a future NASJA meeting.

Posted by: Elisabeth Lessard | April 5, 2006 10:27 AM

Hello all, I would like to comment on the lack of interest in attending the event to be held at LUTSEN and hosting an event in the Midwest. I have skied in Colorado, Utah, Idaho, Montana, Vermont, New Hampshire, Ohio (yes, they do ski there), California, as well as the Midwest. They each offer a unique experience for the skier. As a journalist organization it is our duty to help EXPAND the general public's interest by showcasing these viable and outstanding resorts. To make assumptions that the general public would not be interested in reading about these alternatives is shameful. Isn't it our jobs as journalists to help CREATE interest instead of reporting on the same old, same old? The Midwest offers a wealth of experiences for skiers and families. Some of the BEST skiing can be had in the Midwest. Yes, we don’t have 1,000 plus of vertical, but I thought size didn’t matter... I guess it does in the ski industry, especially among journalists. I feel it is short sighted that Nasja has developed this negative opinion about the Midwest skiing, and already there is grumbling about not coming up to experience Lutsen. It was my first meeting this year, and I enjoy being a new member of Nasja, but quite honestly, I was shocked to find such a lack of creativity and interest in anything outside of the normal “bubble” of skiing experiences. On one hand I am proud to be a member, but on the other hand, I am disappointed in this attitude of Nasja. Before any of the journalists comment on the poor skiing in the Midwest, I challenge you to take the time and visit. It is the very least you can do before you form an opinion. As journalists we should know better than to demonstrate this behavior… remember, assumptions make an as… of us.

Posted by: Kaye Krapohl | April 6, 2006 03:38 PM

	Lets don't forget how many skiers and riders Midwest ski areas bring to the industry every season. As journalist we need to learn how they do it so successfully and maybe even pass along a few tips in the way of stories to our readers, listeners, and viewers? Thank you Lutsen for considering NASJA.
	Posted by: Rob Brown | April 7, 2006 03:15 PM

>Your NASJA piece illuminated an important point. NASJA > has been good for the whole ski world, not just the journalists and p.r. > people who work with them.I was a member before it was NASJA, or even USSA > and I can't even remember what it was before then, so I'm prejudiced. But > I think it is very useful for everyone to organize the kind of meetings > that give people a chance to get together, and to sample important resorts > they might not otherwise get to see. I think everyone would be better > served if the eastern resorts could offer a better sample than Bretton > Woods. Somebody should be prepared to sweeten the bait.People from other > regions are big snobs about east and midwest. > So I definitely don't think the NASJA piece was too``inside baseball." > Resorts should realize that publicity is their best buy in marketing. > Those lifts run whether the chairs are empty or have reporters with > cameras and notebooks sitting on them. And journalists should remember that it is the modest hills of the midwest are the customer farms, and goldmines of ski history.Anybody should be able to find good stories at Lutsen and even, I guess, at Bretton Woods. For the future,however, resorts and carriers must be willing to sweetn the invitation deals. roc skiers deser >

Posted by: Abby Rand | April 10, 2006 07:13 PM

Having coordinated press trips for several years and knowing what planning is involved, I would like to express a word of appreciation for all of the people “behind the scenes� that help put these meetings together. At the same time I would like to comment on the future NASJA meeting locations that are not “regarded as true ski destination resorts� by saying that they maybe smaller and lesser-known winter resorts, but the same ski resorts should also be regarded as “feeder areas� that benefit the ski industry as a whole by attracting new skiers to the slopes.

Posted by: Daniela Gugliotta | April 12, 2006 02:31 PM

No matter the location for our annual NASJA conference, I will make my best effort to attend. Resorts that go out of their way to welcome us--big, small or inbetween--are worthy of our attendance as there are stories to be told everywhere, regardless of "the money to be made from the story factor." My trip is based on the experience and not one annual NASJA conference has let me down. Thank you Kimberly, Fernie, Big Mt. and the gals from Banff/Lake Louise (Barb and Lori) for one hell of a trip...and one heck of a deal to boot!

Posted by: Larry Turner | April 13, 2006 09:41 AM

Grace, your article has generated enormous comment, mostly pro-NASJA and the importance of attending its meetings, wherever they may be. Personally, I think anyone who stayed away from Kimberley/Fernie missed two wonderful areas. They furnished me with a spring newspaper column geared toward NJ skiers. Why not? New Jerseyites, like Floridians, enjoy learning about new and different places to ski/ride. As far as Lutzen, or any other midwest area, is concerned, I'm reminded of the only woman from the midwest chosen for the 1980 Olympic Ski Patrol. Although she came from a mountain with a 500-foot vertical, she had practised so long and hard hauling toboggans on her hill that she was a shoo-in to patrol Whiteface. Waiting for an airport to be built--or for a mega-mountain to emerge--is a poor excuse for not attending a NASJA meeting.

Posted by: Gretchen R. Besser | April 17, 2006 07:39 AM

	NOT attending either Bretton Woods or Lutsen would only support the stereotype that NASJA members are only in it for the cheap big name ski trips. We need to look at these conferences as means to fostering strong relationships, exchanging ideas and promoting high standards (it's our mission) - not skiing the tallest vertical.
	Posted by: Name witheld | May 1, 2006 10:14 AM

Hi All I regret one thing. That I missed out on seeing all my NASJA Friends! I would like to offer a note of thanks and sincere appreciation for the BC Gov't, City of Cranbrook and the Canadian Gov't as construction began last month on the airport and the runway expansion will be complete in Jan 2007!! This is huge!! As many communities have tried and failed to make this happen! Cranbrook Airport (now known as Canadian Rockies International) will be the gateway to the National Parks and 5 Destination Ski Resorts. There have never been any delays from government on this project and in fact only hard work and lots of leadership to drive the process to make this happen. On a side note I agree that all resorts- large, small etc..- should have the opportunity to host NASJA members or events and feel that truly offers readers/public a real and genuine understanding of the diversity that our industry offers. The key is making sure that stories get written and that each of you tell the Great Story that the Sport of Skiing offers. Sorry I missed seeing you all and look forward to future events! Lets Go Skiing!

Posted by: Matt Mosteller | June 15, 2006 11:06 AM