Attracting Participants to Ski for Light Events

ATTRACTINGPARTICIPANTSTOSKI FORLIGHTEVENTS

Table of Contents

I. Summaryof Findings II. Howparticipantsfirst learnedaboutSFL III. Lengthof timefromfirst learningaboutSFL to first attending IV. Thereasonsfor first attendingSki for Light V. Suggestionsfor attractingnewparticipantsto SFL

I. Summaryof Findings a. More than half of those respondingfirst heard about Ski for Light froma friend or acquaintance59 ( of 106). Braille or audio newsletters accountedfor 12 responses , with no other single source accountingfor morethan7 responses . b. More thanhalf of thoserespondingattendedtheir first SFL event within one year of first hearingabout the program ( 61 of 109 ). For 20respondents , however , it wasfive or moreyears beforetheyfirst attended . c. Amongthe 44 respondingGuides , the most commonly mentionedreasons for first attendingwere that it soundedlike a goodopportunity to help others ( 35 ), that they liked to ski ( 35 ) and that the locationof theeventsoundedappealing ( 33 ). d. Amongthe 5 respondingMIPs , 4 said that it soundedlike a goodplace to learn howto ski , and 3 said that a friendgaveSFL a strongrecommendation . e. Among the 58 responding VIPs , the most commonly mentioned reasons for first attending were that it soundedlike a good place to becomemore physically active ( 45 ), that it soundedlike a good place to learnhowto ski ( 43 ), andthat it soundedlike a goodplaceto meetnewfriends ( 38 ). f. Among Guides , the most important reason for first attending , as measured by a keyword - count of qualitativeresponses , were the desire to help others ( 15 ), followedby likingto ski ( 8 ), that a goodfriend wasgoing ( 7 ), andthe appeal of thelocation ( 5 ). g. Amongthe 5 respondingMIPs , the most importantreasonsfor first attendingcenteredon the love of skiing andthedesireto learn . h. AmongVIPs , the most importantreasonfor first attending , as measuredby a keyword - count of qualitative responses, were the opportunity to learn howto ski ( 12 ), that a friendrecommendedthe program ( 9 ), the opportunityto becomemorephysically active ( 7 ), andtheappeal of the location ( 6 ). i. Many ideas and suggestions were offered by respondents about how to attract more new guides and

1 participants. These will be useful for the Publicity and Public Affairs and Recruitment committees as they developfutureprogramsto attract newpeopleto Ski for Light .

II. Howparticipantsfirst learnedaboutSFL

Question: Howdid youfirst hear aboutSki for Light?

Among106Total responses 59 Froma friendor acquaintance 12 Fromreadinga braille or audionewsletteror newspapermagazinearticle / 7 At oneof theSFL Regionalevents 5 Froma ski club 4 Fromreadinga print newsletteror newspapermagazinearticle / 3 At a Sonsof Norwaylodgemeetingor in theViking 3 At a consumerconvention 13 Someotherway

Question: If youselected " other " above , pleaseindicatehowyoufirst heardaboutSki for Light .

Guide: a mailedrequestfor moneytargetingeye doctors

Guide: At a MidwestMountaineeringExpowhereSFL hada booth

Guide: I was skiing at Snow Mountain Ranch , and saw the guidesparticipants / skiing . It captured my interest.

Guide: I workedas a SalesManagerat theInnat SilverCreekwhenyoucamein 1992

Guide: Internet

Guide: Our local ski area at deer mountainwas puttingin a bid at that timeto have the programso we put togethera slideshowbeforegoingto Vermontto do the presentation .

Guide: Public Radioad

Guide: Wasrecruitedat myHighSchoolin Woodstock

VIP: froma public serviceannouncementon theradio readingservice

VIP: HinesVABlindCenter

VIP: i attendeda pressconferenceconductedby the norwegianembassy .

2 VIP: Internetsearch

VIP: ThroughWork

III. Lengthof timefromfirst learningaboutSFLto first attending

Question: Howlongdid it takeyouto attendan Internationaleventafter youfirst heardaboutSki for Light?

Among109Responses 60 Oneyear or less 29 Twoto four years 20 Five or moreyears

IV. Thereasonsfor first attendingSki for Light

Question: WhatwerethereasonsyouattendedSFL thefirst time?Pleasecheckall that apply .

Among44RespondingGuides 35 I like to crosscountryski - 35 It soundedlike a goodopportunityto help others 33 Thelocationof theeventwasappealingto me 23 A friendgaveSFL a strongrecommendation 16 A goodfriendwasgoing 15 It soundedlike a goodplaceto meetnewfriends 8 It seemedlike a reasonablypricedvacation 8 It soundedlike a goodopportunityto becomemorephysically active 3 I receiveda stipend 1 It soundedlike a goodplaceto learnhowto crosscountryski -

Among58RespondingVIPs 45 It soundedlike a goodopportunityto becomemorephysically active 43 It soundedlike a goodplaceto learnhowto crosscountryski - 38 It soundedlike a goodplaceto meetnewfriends 31 A friendgaveSFL a strongrecommendation 28 It seemedlike a reasonablypricedvacation 28 Thelocationof theeventwasappealingto me 20 I like to crosscountryski - 16 A goodfriendwasgoing 7 I receiveda stipend 2 It soundedlike a goodopportunityto help others

3 Among5 RespondingMIPs 4 It soundedlike a goodplaceto learnhowto crosscountryski - 3 A friendgaveSFL a strongrecommendation 2 I like to crosscountryski - 2 It soundedlike a goodopportunityto becomemorephysically active 1 It seemedlike a reasonablypricedvacation 1 Thelocationof theeventwasappealingto me 0 A goodfriendwasgoing 0 I receiveda stipend 0 It soundedlike a goodopportunityto help others 0 It soundedlike a goodplaceto meetnewfriends

Question: Anyotherreasons?Pleasespecify .

Guide: As a Sons of Norway member , I felt it was a good outreach programand I just wanted to participate.

Guide: CompanyGrant

Guide: Couldonly doit after retirement

Guide: I becamepart of the local eventplanningcommittee .

Guide: I enjoyedthe NERegionalsandwantedto try an international

Guide: I have alwayswantedto go to Ridderrennet , but since I was a teacher , I couldn't take timeoff to attendin themiddleof the schoolyear . I attendedthefirst year after I retired .

Guide: I like the combinationof cross country skiingfor a weekandskiingwith someonewhowas visually impaired

Guide: I like to teachX - C skiing

Guide: I likedto guide

Guide: I wantedto teachX - co skiingto anyoneinterestedin learning .

Guide: I wasexcusedfromschoolfor theweekto crosscountryski with neat people !

Guide: Myhusbandis a VIP

4 Guide: Poor snowin Washington , DC

Guide: soundedlike an adventure

Guide: to improvemyskills andimplementtheSFL modelin AZ

Guide: Tobecomea better instructor

Guide: volunteeringsharingmyabilitiesis / goodfor the soul

Guide: Wasin myhomestate

MIP: It soundedlike a goodwayfor meto get backinto playingin the snow !

MIP: startinga local ski programandwantedto learnhowother's taught

VIP: I felt it wouldbe goodcrosstrainingfor - me

VIP: I had becomea widowand decidedto do all the things that I have always wantedto do and cross countryskiingwasoneof them .

VIP: I hadwantedto try skiingbut thoughtvisionloss wouldhavestoppedmeuntil I heard about SFL .

VIP: I liked the idea of skiing for an entire week , and this seemedlike a wonderful opportunity to meet newpeopleto ski with .

VIP: I lookedforwardto takingona newchallengein a supportiveenvironment .

VIP: I neededa breakat theendof threeyears of graduateschool .

VIP: I neededa positivebreakfroma very stressfulsituationat home .

VIP: I wantedto dothe most I could .

VIP: I wasin needof greatercontactwith othervisually impairedandindependentpeople .

VIP: I waslookingfor physical activity withthe support I needed

VIP: it wouldbe an adventureas I hadnot beenblindvery long

VIP: It soundedlike fun !

VIP: It wasoneof only twoplaceswherea blindindividualcouldcango / andhaveit blindfriendly .

5 VIP: Just havinga goodtimewith like mindedpeople

VIP: Mymasculinitywasthreatened . VIP: needednewsocial interactionafter beingwidowed

VIP: Peaceof mind

VIP: to dosomethingnew

Question: Whichreasonwasmost importantto you?

Guide: a goodfriendwasgoing

Guide: A goodfriendwasgoing

Guide: Anopportunityto help othersanda goodfriendwasgoing

Guide: Anopportunityto help others . Also , it seemedlike an adventure .

Guide: blindhusbandrecommendedI try it ; I'd donedownhill before

Guide: combinationof both

Guide: friendwasgoing

Guide: Goodplaceto meetnewfriends

Guide: help others

Guide: helpingothers

Guide: Helpingothersto enjoytheoutdoors

Guide: Helpingothers

Guide: Helpingothersandlikingto XCski

Guide: I canhelp othersget outdoorsto ski while at thesametimeI amdoingwhatI love to do also .

Guide: I enjoyedthe NERegionalsandwantedto try an international

Guide: I hadbeenwantingto goforever ... it wasa matterof time , ageandmoney .

6 Guide: I like to ski and to share this with others . I also like to teach , somethingI do not get to do in myeveryday life . Skiingis thenumberonereasonthough .

Guide: I love to crosscountryski

Guide: It soundedlike a goodopportunityto help others Guide: It soundedlike a goodopportunityto help others

Guide: It soundedlike a goodopportunityto help others

Guide: It soundedlike a great opportunityto help otherswhile doingsomethingI havealwaysloved - ski .

Guide: Learningaboutguiding ,

Guide: locationandstipend

Guide: location , cost , friends , helping , skiingin order

Guide: locationof event ( initially ), andlovingto ski

Guide: Location

Guide: love of skiingandhelpingothers

Guide: opportunityto crosscountryski for a weekandpartnerwith someonewhois visually impaired

Guide: opportunityto ski newvenues

Guide: Opportunityto help others

Guide: Opportunityto ski at thesametimehelpingothers ; soundedfun

Guide: Poor snowin DCandappealinglocation

Guide: Skiing

Guide: the adventure

Guide: ThefriendsI hadmadeworkingwith SFL in 1992 & ! 994wasthemainreason .

Guide: to help othersby sharingmylove of the outdoors

Guide: workingwith vipsandthe location

7 MIP: I like to crosscountryski -

MIP: I wantedto enjoya vacationthat focusedonphysical activity

MIP: learnto start newprogram

MIP: Placeto learnto ski

MIP: Thesnowpart .

VIP: A goodplaceto meetnewfriends .

VIP: all reasonscametogether ; I signedup thesameday I heardaboutSFL .

VIP: becomingmorephysically activein theoutdoors

VIP: break

VIP: Enjoyingthe outdoorsandgettingfit .

VIP: friendgavestrongrecommendation

VIP: friendgoing

VIP: friendrecommendation

VIP: FriendgaveSFL a strongrecommendation

VIP: friend's recommendation

VIP: Fun !

VIP: goodopportunityto becomemorephysically active

VIP: goodopportunityto makenewfriends , see howthe blind'culture' functions

VIP: Goodopportunityto becomemorephysically active

VIP: Goodplaceto learnto crosscountryski -

VIP: Goodplaceto learnto crosscountryski

VIP: Highrecommendation

8 VIP: I like to crosscountryski .

VIP: I like to crosscountryski -

VIP: I LOVEto crosscountryski -

VIP: I receiveda stipend

VIP: I wanteda physical activity with the support I needed

VIP: I wantedto learnto crosscountryski - , andit seemeda goodeventfor that purpose

VIP: It soundedlike a great opportunity to becomemore active , but manyof the other reasonsI checked wereright up thereas well !

VIP: It soundedlike theright placeto learn , with the right peoplearoundme .

VIP: It wasa goodplaceto crosscountryski with a guide .

VIP: learningto ski

VIP: learningto ski .

VIP: Learninghowto crosscountryski .

VIP: Learningsomethingnewandtakinga great vacation

VIP: location

VIP: Location

VIP: Lookingfor newadventure

VIP: meetnewactivefriends

VIP: meetingpeople

VIP: Mymasculinitywasthreatened .

VIP: Realizingthat weall adaptto our circumstancesandwill try to maximizeour abilities .

VIP: recommendationfroma friend

9 VIP: recommendationfromfriendwhoparticipatedin '75

VIP: Socializingandskiing

VIP: the adventure

VIP: the adventureof it actually

VIP: the opportunityto havefunwhile learningan activesport

VIP: The feeling of being with people like myself helped me a lot . and being able to do somethingso wonderfulwasso satisfying

VIP: Thelocationwasappealingto me .

VIP: Thenewchallengewith support

VIP: Theopportunityto ski with newpeopleandthelocation

VIP: THELOCATIONOFALASKA

VIP: to learnto crosscountryski - VIP: To learnto crossski andmeetandmakenewfriends

VIP: wantedto ski andstay physically active

VIP: Wantedto learnto ski

V. Suggestionsfor attractingnewparticipantsto SFL

Question: HowcanSki for Light attract morenewguidesandparticipants?

32Guides , 4 MIPs and36VIPs providedsuggestions .

Guide: A discountfor someonewhobringsa newguideI don't thinkwe have any problemgettingenough participants

Guide: Advertisefor guidesin ski relatedpublications

Guide: Advertisingin theNational Ski magazines . Informationin local ski clubnewsletters .

Guide: Attract a youngercrowd . In order to attract a youngercrowd , I thinkthe calendarplacementof the event needs to be more accommodating to college students . I don't know what the answer is . Increase

10 advertisingpresencein outdoorpublications . Createa " sighted " versionof thewebsite .

Guide: Continueto ask participants to spreadthe word about SFL . Do more marketing - write articles for newspapersin statesthat haveski areasandarticlesin outdoorfitnessski / / magazines . Notify crosscountryski - centers about SFL . Invite ESPN , PBS or Discoveryto do a programabout SFL . Have a short videodvdabout / SFL preparedfor distributionto televisionor othermediaoutlets .

Guide: Continueto maketheeventas affordableandattractiveas possible .

Guide: Emphasizewordof mouth . Developa small brochurethat couldbe passedalongto others .

Guide: Expand speaking engagementspresentations / to various educational and service organizations , XC ski clubs. Createa onepagetri - fold photobrochurethat canbe givento othersinformally or as a presentation handout. Previous participants are good " messengers ". Also sell " wearables " that advertise SFL ( beyondthe Jansport T shirts - maybeheadbands , fleecevests etc .)

Guide: Financial assistance for guides and participants Offer each regional an expense paid week for a participant, if theRegionalcanprovidethe transportationexpense .

Guide: First year free for newguides , or minimalfee like $100 . I wouldpay moreto allowthat .

Guide: For guidesI thinkthe corporatefundingof staff to attendthat first timeis still a great option . For that original grant I proposedto REI in 1999 , the companyfunded4 Employeesto attend . Of that group2 are still active and a third is very active in the local SFL . Donationscontacts could includeinformationon howcompaniescouldfundsomeof their own .

Guide: For guides - approach area colleges , many have rec . therapy , physical therapy , occupational therapy , Adaptive PE programs , etc . that students would love to get involved . For participants - approach local independentlivingorganizationsfor mobilityvisually / impaired . Manystates have a National Spinal Cord Injury Associations. WI has a big groupin Milwaukee . Thereis alsothe BadgerAssocfor theBlindin Milwaukee ( I think they had a recent namechange , though ) That is a huge organization and apartment complex for visually impaired .

Guide: Give an incentive i . e .: discount , prize , etc . to those who recruit new folks . Develop a campaign complete with catch phrase , logo , outreach materials , etc . Do more to attract people from minority backgroundsor underservedpopulations - .

Guide: I believewordof mouthis thebest . Continuethroughoutdoororganizations

Guide: I canthinkof no waystheywouldbe effectiveandyet legal . SFL maywantto identify a skierguide / pair fromevery state and have themmakean SFL preparedpresentationat one or two major blind rehab centers in their states . Wecould also look into gettinga booth at a major blindnessconference . One that attracts bothrehabteacherscaseworkersandblindindividuals / . i. e . CSUN

11 Guide: I don't know . But advertisingpays , so do that as muchas possible . Encourageparticipants to invite their friends . EncouragebiggerpromotionsfromSonsof Norwaylodges .

Guide: I have never , ever seen it advertisedexcept the first year I went when I saw an article in Silent Sports. Get more involvedwith local XC ski shops , XC ski clubs , and Corporation's that might have a XC ski club

Guide: I learnedaboutSFL in a Nordic clubnewsletter . Seemslike a goodplaceto recruit moreguides .

Guide: Increasefundraisingfor the scholarshipsso that youcan encourageyoungfolks to get involvedearly so that theycanbe apart of SFL for manyyears to come

Guide: Lower the cost find places that are not so fancy with a fewless amenities . Find a way other than stipends to get new youngguides or skiers to comeat first at little or no cost to hook themon the program.

Guide: Needto find more ways to underwrite their costs . You needa broaderyoungerbase , and moneyis tight.

Guide: Offer stipendsfor youngerguides . Possibly offer a " learntoski - - " weekfor potential guideswhoaren't confidentenoughto guideright away .

Guide: Possibly holdingthe internationaleventin newlocationswouldget locals whohaven't heardof SFL in thosenewlocationsinvolved .

Guide: publicity - print , tv ( public television ), public radio - expandcoveragein thesightedcommunity

Guide: Put together a video which can be shownby volunteers at ski meetings other . It should not be aboutonly ski instructionsbut a snapshot of SFL .

Guide: Recruit at colleges and universities . We needto attract that age rangeso that we can keep young bloodin theorganization .

Guide: SFL needsto determinewhowe are tryingto attract . Collegeage individuals may meanmovingthe eventto coincidewith the timestheseindividuals are awayfromschool . For youngor evenolder adults the event may need to be later than 4 weeks after New Year's . Is it possible to run a public service announcement on TV or radio in cross country ski areas . The announcements could run in October and November. Thereis noeasyanswer .

Guide: Thebest wayis wordof mouth .

Guide: The internet . Find groups dedicated to topics linked to adapted activities and share the SFL information. Child care? Moreguidedogwalkers?

12 Guide: ThePhysical EducationCollegein Oslo ( Idrettshyskolen ) sendsguidesto Ridderrennet . I bet manyof thesestudentswouldlove to comeover here andparticipatein SFL as guides .

Guide: Wordof mouth

Guide: Wordof mouthis best , of course . Lowercost andstipendavailability is important .

MIP: Cannothavethis programwithoutguides . Offer themmorefinancial support to attend .

MIP: moreawareness?marketing? MIP: moremarketingin the local communities . bringingin youngerpeopleinto leadershiproles . I live in the SanFranciscoBay Areawherethere are a gazzillionfolks with disabilities , yet SFL is relatively unknown . This is a hugebummer .

MIP: Try to keepcosts down . Offer 1st timediscounts . Keepmovinglocations .

VIP: advertise more in ski clothingstores here in ny : PrincetonSki Shops , SnowHaus - and others , wheni haveshoppedthere , noneof thesalespeoplehas heardof sfl andtheyare all skiers

VIP: betterlinkedto searchenginesexampleyahoodisabilitiessportsrecreation / / / ) etc .

VIP: by pitchingquality , challengeand goodskiing . guidesshould comewith the expectationof skiing , and blindfolkswouldcomewith the sameexpectation .

VIP: Continueto focuson personto personrecruitment .

VIP: Domoreout reachat theNational Conventionof theBlindorganizations

VIP: don't know

VIP: Expanded outreach to communities of VIPs , MIPs and potential guides , whether through print or electronic media or facetoface - - contact . Make every attendeean ambassadorof the organizationand equip themwith the materials they can use to spread the word . Make attendees more aware of the available materials andhowtheycanuse them .

VIP: findersfee for newguidesin the formof a small eventfee discount

VIP: For participants - have past participants host info sessions in different cities and hold receptions at major consumerconferences . For guides - aggressively market througha mix of print and other ads ( eg . ., securearrangementswith a majoroutdoorssports store whereyoucanget flyers andpostersout ). Invest in print ads in newvenues ( eg . ., Sunday NewYork Times , Sports Illustrated ). While this will obviously come with a cost , I think that the investment would be worth it . Put ads in university newspapers that have recreationalexercisescienceandrehabprograms/ . Get posters out to thesecampuses . Try andpartnerwith a sponsorwhowould be willingto earmarktheir fundsto specifically help defray costs for newguides ( eg . .,

13 an airline ).

VIP: get the word out in ski magazines , ski shows , press , I think we do a pretty goodjob . Movingthe event aroundhas helpedrecruit more guides fromdifferent locations and they have followedus . Ex . Meg AndersonfromVermont , Marie HoustonfromCOetc .

VIP: give a modestdiscountto peoplewhobringin guides

VIP: Give stipends . Give themcomefor four or sevendays . A lot of skiers are " done " by the fourth day anyway. Andthis waytheycouldfeel needed .

VIP: Goto newplacesandbetterstipendsfor guides

VIP: haveguidespay muchless thanskiers : thoughI hate this notion

VIP: Havemixersat ACBandNFBconventions .

VIP: I believewordof mouthremainsthe strongest recruitmenttool for SFL . However , SFL can attract more participants by directly reaching out more to institutions , schools and organizations that serve the visually impaired. SFL canattract moreguidesby reachingout to sports andactivity organizations .

VIP: I don't know . I think the publicity about it is pretty good . Perhaps more participants can accept brochures, etc andhandthemout to friends , relativesandcolleagues .

VIP: I knowof possible guidesbut they either do not have the timeor moneyis a problem . So amnot sure.

VIP: I still think that word of mouth is our strongest recruitmenttool . I don't knowif there is a way to formalize or create more consistency in spreadingthe word . I tend to talk about SFL whenever I find a willingear , but it hasn't generatedtoomanynewguides .

VIP: I thinkcost and timeoff - work will continueto challengethose of us in our 2030's - . Attendancemay be inconsistentas we go throughfun life changes . I keeptalkingto myfriendsand I thinkthat word of mouthwill be thebest recruitmenttool , especially if wecansay that stipendsmaybe available .

VIP: I think it is worth consideringhowlarge SFL wants to be ; targetingyounger people is a goodidea ; considersnowshoeing .

VIP: I would be willing to help designa marketingplan ; this survey should providevaluable info on how folkshear aboutSFL so wecanuse that as a springboard .

VIP: It's the differentlocationsthat havealwaysappealedto me

VIP: Learn of , and seek ways of publicizing , nonskiing - benefits experienced by participants . -- Consider

14 establishing communication trees ( ) whereby active participants would contact lessactive - participants or new prospects with invitationsto apply and attendnext time . -- Consider establishingincentives ( small discounts , point system , acknowledgement at annual event , etc .) for facilitating added participation . -- Look for more waysof notifyingSFLers in specific regionsof local events ( e - mail whenwebsite updated , etc .). -- Lookfor new ways of publishing announcementsadvertisements / of SFL activities , especially in targeted publications (Braille Monitor , National Library Service newsletters producedby state libraries , etc .), and via local service org newsletters such as Lions clubs . -- Develop e - mail distribution lists to reach disabled student service centerspersonnelat/ highschools anduniversities . -- Drawin newideasenergyby / publishingon SFL website a descriptionof SFL committees , their work , and the valueof participatingon these to further SFL , and to donatein nonmonetaryways - . -- DevelopSpeakersBureaupacket for use by participantsso that morepeople can feel preparedto speakto local groups , senior centers , adult disabledservice centers , churches , etc . to increase awareness . -- Explore cooperationassociation / with ElderHostel and other adult sportsleisuretravel / / groupsto promoteawareness , andpossibly to shareoccasionaleventsponsorship .

VIP: Maybetry to do morenetworkingthroughvariouscommunitysupport groupslike Rotary , Lions

VIP: morewordof mouthfromthosewhohaveattendedandlovedit

VIP: More media attention , maybesomethinglike '60 Minutes' , thoughI think it would be a long shot for this typeof coverage .

VIP: Mostly I findthat personalpromotionworksbest .

VIP: Moveto differentlocations .

VIP: Pay part of the expensesof guides . Makesure skiers are treatedfairly .

VIP: Plentyof pr , examplepublicationin themainstreammedia .

VIP: possibly by raisingmorefundsanddecreasingindividualfinancial burden

VIP: Providemoreandbiggerscholarshipsfor all categories

VIP: Public Service announcements , presentingto ski club members and presentingto blindness groupsand settingup posters and informationat conferenceslike AER to be held in Utah next July '06 and at state conferencesof AER , ( for informationof locationandtimeslookonthewebsitewwwaerbviorg . .

VIP: set up boothsat more conventionssuch as CSUNboth NFB and ACBas for guidesperhapsget more national attentionin the news

VIP: Try to advertise with radio stations like NPR -- National Public Radio , get fundingfromdifferent " sports commissioners."