From May 2-5, 2010, a total of 814 winter resort industry personnel descended on Orlando, Florida, for inspiration, ideas and a little bit of sunshine at the NSAA’s National Trade Show and convention. Of the 814 in attendance, 117 ski areas were represented by 438 people and 137 supplier companies brought in 376 employees.
On Monday, May 3, a panel called In Print, Online, or On Air: The Future of Consumer Ski Media, moderated by Brian Fairbank, President & CEO, Jiminy Peak Resort, was held at the National Ski Areas Association 2010 Convention and Trade Show to discussed about the Ski Media. This panel included Steve Bellamy from The Ski Channel; OnTheSnow’s Craig Altschul; Adam Cozens from Transworld; Brad Fayfield from Freeskier; Mike Federle from Bonnier; and Ashley Otte from Powder. Each addressed the changing media landscape and the importance of not just message delivery, but branding through events, special sections, and digital media. Each media expert emphasized that they were as interested in building the sport as they were on reporting on it. When asked whether print was dead, they unanimously agreed that is far from it. In fact, response to print advertising still ranks higher than any other medium. As for social media taking over marketing, one of the experts explained that it is for PR, not marketing.