Cross-Country • Characteristics and Trends • Trail Design • Marketing Extension Bulletin E-1639 October 1982 60 cents Gaylan A. Rasmussen Robert Christie Mill Daniel J. Stynes Bill Deming*

Associate Professor; Assistant Professor; Associate Professor; and former graduate student respectively, Department of Park and Recreation Resources, Michigan State University

COOPERATIVE EXTENSION SERVICE • MICHIGAN STATE UNIVERSITY Cross-Country Skiing: •Characteristics and Trends

by Daniel J. Stynes

Demand & Growth comparative advantage over its competitors in the future: Characteristics of Recent national surveys indicate less expensive Cross-Country Skiers that cross-country skiing is one of easier to learn Who are cross-country skiers? In the fastest growing outdoor recrea- physical fitness promoter the past, they were primarily en- tion activities in North America. In better suited for an older popu- vironmentalists and outdoorsmen. 1978 there were approximately lation With the introduction of planned three million cross-country skiers in energy efficient activity trails, waxless , and other inno- the United States, about one for promotion, trails, marketing vations the has diffused to a every four downhill skiers. The just beginning broader consumer market. North Central region, with suitable • safer tourers are represented in vir- terrain and climate and a substantial Already, we have seen substan- tually all age and income groups. population base, accounts for about tial changes in the character of the College students make up the 4% of all cross country ski activity sport with modern equipment, wax- in the United States. largest subgroup of cross-country less skies, groomed trails, and ex- skiers. Figure 1 presents an age While precise estimates of growth panded availability of facilities. breakdown of cross-country skiers. in this dispersed winter sport are dif- These changes have opened the Generally, cross-country skiers are ficult to make, most experts would sport to a broad market that prom- highly educated, even more so than ree that the current annual growth ises additional growth in the future. downhill skiers. Females are almost te exceeds 25%. Many cross as active in the sport as males. country ski facilities have been Reasons for Cross-Country Growing numbers of families, small doubling their use each year over Skiing children, and older adults have the past five years. While these There are three primary motiva- adopted the sport in recent years. growth rates cannot continue in- tions expressed by cross country Its appeal appears to be broader in definitely, the momentum generated skiers: terms of demographics, than either ensures the sport an important share 1) environmental, nature ap- downhill skiing or snowmobiling. of the winter market. preciation, getting away. Growth in cross-country (or nor- 2) physical fitness and exercise. dic) skiing follows closely on the 3) social interaction. heels of snowmobiling and downhill Those switching from downhill skiing, reflecting a general increase skiing often cite the crowding and in outdoor activity. A expense of downhill skiing as rea- number of factors suggest that sons for taking up cross country ski- cross-country skiing may have a ing. 45%

26%

13% Jfr

ercentage of skiers 16 years and older, by age-group

Age in years 16-19 20-29 30-39 40+ Expenditures of Winter Recreation Visitor Parties, Per Trip, By Major Recreation $19.00 for snowmobilers. The price Activity, Wisconsin, 1978-79. differences are a result of lower Downhill Cross-Country rental fees and equipment-related^ Snowmobiling Skiing Avg. Skiing Avg. expenses for cross-country skiing. Expenditure Category Avg. Spending Spending Spending Lodging $103.93 $111.22 $102.05 Restaurants & Taverns 91.44 63.74 51.55 Product Life Cycle Food Stores 15.38 12.85 12.06 Liquor Stores 8.54 7.23 5.14 The growth pattern of cross- Souvenirs & Gifts 8.74 7.25 6.03 country skiing resembles historical Gasoline 43.07 27.59 22.80 Auto & Related Expenses 11.68 5.68 3.80 growth in downhill skiing and Snowmobiles 154.79 44.05 2.87 snowmobiling. Most activities or Skis 4.14 17.60 9.31 consumer products exhibit an Other Sporting Goods 4.52 4.69 2.61 S-shaped pattern of growth. They Sporting Goods Rental 2.55 6.01 3.35 tend to start out slowly, enter a Lift Fees, etc. 3.38 39.95 13.85 Clothing 15.97 9.86 5.82 takeoff period of rapid growth, Equipment 8.28 2.16 2.47 begin a maturity phase of growth at Other 2.62 3.09 2.58 a decreasing rate, eventually reach a TOTAL $479.03 $362.97 $246.29 peak, and perhaps begin to decline. Source: Wisconsin Winter Recreation Visitor Survey, Recreation Resources Center, University of The resulting pattern is often termed Wisconsin-Extension, 1979. the product life cycle curve. Comparing cross-country skiing with downhill skiing and snowmo- Participation Patterns Expenditure biling may shed some light on its fu- A general profile of cross-country Patterns-Economic ture. Snowmobile growth was ski participation may be assembled Impact greatest in the early 70's and has from recent studies: since declined in both sales and ac- • The cross-country skier aver- A common stereotype is that tivity. Downhill skiing appears to ages about 13 days of skiing a cross-country skiers do not spend have reached the maturity phase of year. Close-to-home outings much money. While some may fit its growth, possibly nearing the last from two-three hours and this image, it is not typical of the peak. Cross-country skiing is still in cover from two-seven miles of vast majority. the takeoff phase, a period of rapid trail. A recent study of overnight growth. Although the timing and ex • One in three skiers takes a winter visitors in Wisconsin pro- tent of the peak is impossible to cross-country ski vacation each vides comparative data on skiers predict, the sport can be expected to year. This often involves sev- and snowmobilers. Cross-country follow a pattern similar to its pre- eral hours of travel to an over- skiers averaged three nights on decessors. This suggests that night or area where overnight trips. Traveling in parties growth will continue for a few higher quality and more exten- of four-five people, they spent an years. The sport's characteristics sive trail systems can be found. average of $246 per party. Spending and market makeup may also • 70% of cross country-skiers per person per day was $18.00 for change. cross-country skiers compared to have started within the past $22.00 for downhill skiers and three years. • The cross-country skier is -mobiling often active in bicycling, jog- ging, canoeing, and tent camp- down-hill ing. Sixty percent of cross- country skiers also downhill ski.

A product life cycle for winter sports S < O DC Cross-Country #Trail Design

by Gaylan A. Rasmussen Introduction With a growing demand for cross-country skiing, proper design and layout of cross-country ski courses is essential. Once the decision to provide cross-country skiing is made, a natural sequence should be fol- lowed: 1. Pick the proper location 2. Design the trail 3. Construct the trail 4. Maintain the trail If adequate time and decisions are made in these four areas, the trail will be well-designed. A well-designed and marked trail will provide maximum enjoyment and safety, keep skiers from getting lost, and allow skiers to measure their abilities against the and tural elements. A well planned ourse should also reduce crowding and minimize impact on the land. Area Selection Suitable landscape and facilities are the most important factor for cross-country ski trails. Some of the A good trail will fulfill a skier's expectations following information sources are available to provide technical in- formation about the suitability of a proposed site. Topographic Zoning Maps Aerial Photographs Topographic maps are used more The local planning commission Aerial photographs can be taken than aerial photographs because should have a of the present in several ways: black and white, they provide detailed information of land use categories as well as any stereo coverage, infra red, normal site elevations. The unique feature proposed changes (i.e., residential color, etc. While the stereo cover- of topographic maps is the contour. to commercial, commercial to in- age gives a three dimensional view Slope percentages, drainage pat- dustrial, etc.). of a given area, any type of aerial terns, property boundries, high and coverage will help determine gen- low points, and calculations as to Ground and Surface Water eral locations of: cut and fill are found by using the Water is a critical resource when 1. trails, paths, etc. contours. planning a ski trail. water 2. roads or spring water will not freeze and 3. utilities, fences, etc. Master Plans and Earlier Studies only frozen water is safe. Also, the 4. vegetation masses and types Information from studies will help length of the season can be deter- 5. streams, rivers, marshes, make decisions on development, mined by thawing temperatures. ponds, lakes, etc. expansion, marketing, site limita- Simple bridges can be used to cross Jf 6. structures tions, etc. The data concerning pro- water drainage areas. Bridges 7. land use practices, i.e. farm- posed use and the ski market should should not be used to cross large ing, wood harvest, etc. be included. areas of surface water. SPBltffilftiCE TRAIL LAKESHORE TRAIL

• TWIN CHIMNEYS ^SHELTER .'' i i \\i.,^>

An example of master plans and/or trail layoyt SKILL NOVICE INTERMEDIATE EXPERT

Land Use Maps Rigid Controls 5. Wider trails are necessary on Plat maps will identify potential The width of a trail depends on turns; especially when they_ land use conflicts. These land uses the volume of traffic, type of trail occur at the end of a lo may be private property, Federal (one-way or two-way), steepness of downhill ran. and State lands, Easements, grade, etc. A general role to follow EIghts-of-Way» etc. Is: steeper the slope — wider the trail. While an average trail width is We§©tation 1.5 meters to 3 meters, a trail with a A variety of ¥egetation will add 20-30% slope may be 6 meters wide. enjoyment to your trail. Heavy stands of conifers will reduce the General guidelines for trail width snow depth and will provide an would be: aesthetic-quality with the contrast of 1. One-way trail —-1.5 meters snow and deciduous trees. The wild, 2. Two-way trail — 2 meters life habitat provided should be of a 3 meters main concern, both for food and 3. On a groomed trail a skier will herring-bone climb shelter. Plant material can also be pick up speed on a 10% gra- indicators of soil type, soil PH» dient. With this in mind, a ground water, etc. two-way trail should reflect this by Increasing the width. Climate One direction will reflect the Data is available on average down run and the other a snowfall, temperatures, early and /herring-bone or late snow dates, etc. An extension side-step pattern. If the run is bulletin Climatic Factors E715 pro- 20' long, climbing is neces- sary. Run-outs at the bottom vides this information for the State of slopes should also be con- of Michigan. sidered. 4. Passing areas should be pro- Rigid Design Criteria vided on long flat areas, tight The following criteria should be corners and steeper slopes. considered carefully when planning This will accommodate skiers 3.5 meters a cross-country ski trail. of various skill levels. Side-step climb 2. Trail closed signs should be Heavy drifting makes tracking used at all points of access. the trail more difficult and time 3. Trail markers should be placed consuming. so they are visible in a 2. Avoid steep, open, south fac- snowstorm and close enough ing slopes. They lose the snow to eliminate straying from the early due to the sun. trail. 3. Avoid open water, springs, 4. Informational signs are usually and running water unless you found at the trail heads. The plan on bridging. Turns & Run Outs following information may be 4. Take advantage of: available: a. wind sheltered valleys Turns and Run-Outs a. routing map b. tree shaded hillsides Turns can be slightly "super- b. trail lengths in distance and c. tree stands (not heavy con- elevated" or banked, but not average time ifers) that will help in avoid- "tracked". Caution should be taken c. locations of rest area/ ing bad windchill, wind ero- not to bank the turns if the skier warming shelter/sanitary sion, early thaw, and drift- does not generate sufficient speed. facilities. ing. d. trail difficulty determina- Waste Receptacles Heights tion, along with location of hazards. Trash cans should be placed con- The trail should be cleared in the e. rules and regulations. veniently along the trails. Areas fall by using the following rules of 5. Optional distance and time most suitable would be based on the thumb: signs can be placed along the activity of the skiers. Suggested lo- 1. Three-meter clearance from trail. cations are: groundline to tree overhang. 1. At the beginning and end of a 2. Two-meter clearance from Orientation trail. snow line to tree overhang. Trail orientation can make skiing 2. At shelters, rest areas, and more enjoyable and add length to sanitary facilities. the season. Wind, sun, and vegeta- 3. At natural breaks: i.e., in areas tion should all be considered. Re- before or after a long climb. view the following checklist in order to make a positive decision. Sanitary Facilities 1. North slopes are exposed to The number of facilities will vary cold winds and drifting snow. with the number of skiers. A normal

3. Pull or cut all stumps at groundline. Minimal snow depth can then cover any ob- stacle and lengthen the ski sea- son. 4. Remove all deadfall that could unsuspectingly reach the trail. Signs All signs should be standardized throughout the trail. Here are a few of the more important signs and lo- cations that should be considered: 1. Caution signs are used for dif- ficult areas or areas with ob- stacles. Use standard signs throughout criterion in locating sanitary climbs and descents cater to a wider facilities would be three to four mile range of skiers. A successful trail intervals to match the average skiing will allow the skier to observe vari- time on the trail. ous natural phenomena such as plant associations, terrain analysis, etc. Take advantage of high spots as Shelters overlooks, for observation and Shelters should be designed to orientation. A good rule of thumb is match their location. One at the trail the one-third rule. One-third of the head is important for control, fees, trail should be uphill, one-third etc. Other shelter types should be downhill, and one-third level. placed along the trail for weather protection and/or rest and eating. Point to Point Shelters are a must for overnight Length trail systems. The following list Time and distance for trail length gives a few shelter types: are important considerations. While 1. Lean-to a trail may vary from three to 15 2. Pole structure — open-sided miles for a family or day-use skiers, •O 3. Cabin — enclosed the distance a skier travels in one 4. Vegetation (tight conifers) hour is more beneficial in laying out 5. Caves a trail. The following are average Serving shelters is important. times per individual skier in the three levels of experience: Out & Back 1. Beginner — two kilometers/ Flexible Design Criteria hour (one and one-fourth miles) 2. marked distances to and from The following criteria are in- the starting point. cluded to help make the decision 2. Intermediate — five kilometers/hour (three and 3. trail markers that can be seen process of trail development some- from both directions. thing more than haphazard. one-eighth miles) 3. Advanced — 10 kilometer/ Looped hour (six and one-fourth miles) Terrain The looped trail can be eithe Natural variations in topography stacked or satellite in design. This is will relieve monotony. Gradual Types of Trails the most popular type of trail. Both of these systems are one-way sys- There are three basic types of tems with a major or primary loop trail designs. Point to point, out and designed for the beginner while back, and loop trails. additional loops challenge the vari- ous abilities of the skiers. Point to Point Point to point — this trail will connect villages, touring centers, and/or overnight structures. Trail features should include: 1. a length between stops or shel- ters that is a convenient one day distance. 2. a double tracked trail for two-way movement. 3. design features to accommo- date the skier's ability. 4. trail markings to prevent wrong turns in a snowstorm.

Out and Back Looped Out and back trails are two-way trails where the same route is used for the return. Trail features should Slopes Use high points for observation and include: Slope or gradient of trails can be orientation 1. adequate passing areas. separated into three categories: easy, intermediate, and difficult. 6. Can or will the crossing func- b. an adequate parking area 1. Easy trail design should con- tion as a drop off and pick-up with room to pile plowed sist of: area? Will there be parked snow is provided. a. 10% maximum slopes. cars? c. the trail for the first 100 b. short climb and descent 7. Have you avoided conflicts yards is level. This allows areas. with the horizontal and verti- skiers to test the wax and 2. Intermediate trail design cal alignment of the road? be able to adjust equip- should consist of: (cross on tangent areas as op- ment. a. 20% maximum slopes posed to the arc or curves) d. the entry is designed to re- b. climb areas short but strict motorized traffic. e. controlled rental office, perhaps steeper Bridges c. longer down slopes with maintenance area and rest run-out room at the bottom. Bridges should be used at water- rooms are adequately These areas should not be crossings and severe gullies. In the placed. tracked since the snow- areas where water drainage is slow 2. At the trail's end there should plow technique is used by and of small amounts, bridges are of also be ample parking. A the skiers. marginal benefit. If bridges are warming area is not essential 3. Difficult trail design should used, consider the following: but an area for cleaning consist of: 1. There should be a flat ap- equipment is needed. This a. 40% maximum slopes proach area at both sides of the serves as a transition area from b. one-half the trail with an bridge. skiing to parking. uphill grade 2. The bridge width should be at c. trails not necessarily least as wide as the approach- tracked. ing trail. Non-Compatible Uses 3. If the elevation between bridge Snowmobiles may be used in and water is one meter or grooming and track setting. The fol- Crossings more, railings should be con- lowing five reasons show why sidered. cross-country skiing and snowmo- Road crossings and trail crossings 4. The bridge should accommo- biling are non-compatible. are potentially dangerous and re- date the weight and size of all 1. Snowmobiles pack the snow quire more maintenance than the machinery that will use the and cause icing. This hinders egular trail. Satisfy the following bridge. technique by causing side slip- uestions with respect to crossings: page of the skis. 1. Can this crossing be avoided? 2. Snowmobiles cause bumps 2. Is the crossing at a right angle? fymantftf and moguls. 3. Are snow banks cut back for 3. Snowmobiles need different good visibility? (250 feet in turning radii and wider trails. each direction) 4. Ridges form from snowmobile 4. Are adequate signs placed? use that make skiing difficult. (Caution signs for cars and 5. Snowmobiles are noisy. skiers, a stop sign for skiers) Other recreational uses that are 5. Is there a level entrance and non-compatible with cross-country exit to and from the road cross- trails are: ing? 1. Snow shoes — compact snow x J and create ice spots. W 2. and tobogganing — — create icy runs. Bridge construction 3. Dogs — break up the track and may be objectionable to Trail Start and Finishes some skiers. Consideration should be given to both ends of the trail. If the begin- ning and end of the trail are differ- Maintenance ent, the amount of parking needed Maintenance occurs in the on and will be affected. Remember each off-season. Each task must be com- car requires approximately 300 pleted in the proper season for best square feet of space; 10' x 20' park- results. ing and a 20' roadway. 1. Considerations for trail begin- ning: Off-Season Tasks best-cro*si»5 a. good access to main roads 1. Brushing — all rocks and Crossings is provided. woody material should be cleared to the ground. Caution of concern on the trail. The areas snow at the earth's surface can be should be taken to avoid the that have a tendency to erode, to controlled with simple surface creation of erosion problems, drift closed, ice up, or be the first to treatments. This is essential along or adjacent to the trail. thaw can be identified and modified trails that are used extensively in th 2. Existing erosion areas should to improve the trail network. Areas off-season as trails. be fixed. Do not interfere with of high interest should also be The problem areas are the slopes existing drainage on or off the noted. The trail system can be ex- on the trail that run perpendicular to trail. panded to include more of the high- the contours. The figure below 3. Trim overhead and branches. interest experiences. Interest in a shows how drainage on sloping See Sec. III. C. trail can be added if the trail has a areas can be handled. 4. Repair bridges, shelters, rest- specific point of interest like a Socializing is an important part of rooms, signs, etc. scenic outlook, cabin, summit, etc. cross-country skiing. The rest areas 5. Install snow fencing to control Share your findings with other trail and the trail's end should accommo- drifting snow. owners. date this. Pole and ski tripods will A trail prepared correctly in the encourage people to rest a little Seasonal Tasks off-season will check erosion in the longer and at the same time keep 1. Periodic inspection of trails for spring. Running water under the equipment out of the way. fallen branches, eroded areas, etc. 2. Grooming the trail as often as necessary. Grooming requires three different tasks: a. packing the snow. drainage b. preparing the surface. c. setting the tracks. Note: A snowmobile can be used to groom a trail. A snow tractor however will work the best. The snow tractor rakes the snow to the center of the trail and then spreads the loose snow evenly. The tracks are then set in the loose snow and allowed to set up. Dry snow should be packed as soon as possible or else it will drift off the trail. A wet snow should be al- lowed to drain before grooming. This grooming should be done after every four to six inches of snow fall. Set tracks only when it is cold enough to have tracks set up. Summary Innovative ideas will evolve as you gain experience in maintaining your cross-country ski trail. Keep records of skier attitudes and rec- ommendations. Applying this feed- back to a scaled drawing of the Drainage Control on Slopes. course, will enable you to plot areas Cross-Country Skiing •Marketing

by Robert Christie Mill

Introduction (Read "Do Your Objectives Morning Session Reach Your Skiers?", Extension • two or three speakers knowl- Marketing consists of a combina- Bulletin E-912, for information on edgeable about cross-country tion of activities designed to deter- how to conduct your own survey.) skiing. mine, stimulate and satisfy the • a brief overview of cross- needs of selected segments of the country skiing. A brief history, market. In the case of a privately Activities growth, benefits, etc. owned area, the object is to make a • a short film demonstrating profit. In addition to cross-country ski- ing, there are related activities technique. (many ski A publicly operated facility may manufacturers supply films) not be required to make a profit. which can be part of a winter pro- gram. They can be offered at a ski • a waxing demonstration. However, the facility may be ex- • discussion of clothing for pected to produce revenue from facility or as part of a winter festival to bring people into the area. cross-country skiing. user fees. The revenue generated • presentation on safety and pro- will be directly related to the degree tection when skiing. to which the area meets the users' Cross-Country Ski Workshop Timetable • an outdoor demonstration of needs. Even if no fee is charged, techniques by one or two good there is a desire to have the facility A workshop can be sponsored for skiers. utilized. If the area is not designed, local skiers or as part of an educa- developed and managed to meet the tion program for vacationers. A Afternoon Session eeds of the market, under- simple workshop itinerary might • luncheon with good, energizing tilization will occur. contain the following: food. Marketing, then, occurs before, during and after the ski trail is de- veloped.

Know Your Skiers It is important to market the ex- perience, not the trail (although a good trail is a vital part of the cross-country experience). A marketing oriented operator or administrator can turn a trail into an experience. This can be done by developing various activities or con- structing a cross-country package. The type of trail to be developed is determined by the natural features available and by the number and type of skiers desired. (See Exten- sion Publication E-677 In the Lodg- ing Industry . . . Marketing Management). A marketing orientation must be taken throughout the entire planning and development process. This leans knowing what the needs and ants of the cross-country skier are and constructing the kind of experi- ence that will satisfy them. • practice working with instruc- Competitive Races • Publicize your event by press tor. The other possibility is to stage a releases and fliers. Invite a • skiing on the trails, national championship, Olympic or sports writer from a prominent, Evening Session (as an added at- International Ski Federation race. newspaper as your guest t traction) These races must be sanctioned by cover the event. the U.S.S.A. and their rules and • Estimate the necessary costs • dinner (possibly with some regulations must be strictly adhered involved. Scandanavian specialties.) to. Contact the U.S.S.A. for infor- • films on cross-country skiing. There are other aspects that mation on these types of races. should be considered such as park- Race Checklist ing, medical assistance, clearance Once the type of race has been for road crossings and notification determined consider the following of police. Entertainment, a work- Cross-Country Ski Races items: shop, or even a downhill race in • Get a sponsor. A sponsor will conjunction with the main cross- Cross-country ski races are be- absorb some of the costs in re- country ski race can also be in- coming popular winter attractions. turn for publicity. cluded. Race kits are available that Many ski facilities, towns and • Get permission from landown- include materials such as bibs and tourist areas are staging cross- ers to race across their prop- course markings. country races to attract visitors and erty. This may not be neces- publicity for their region. Races sary if the race is held at a must be carefully planned to draw cross-country facility. participants and to ensure a smooth Ski running event. • Clear the ground and prepare the trail before the first snow- Ski orienteering is gaining in Citizen Races fall. popularity and can be used as a The first step is to determine what • Buy the necessary race bibs, unique event to draw skiers and kind of a race is wanted. The "citi- course markings, and finish line tourists. In ski orienteering a partic- zen" cross-country race is one pos- materials. ipant makes his/her way from one sibility. This is an open race for all • Determine the prizes. point to another using a , entrants. There are no required • Distribute entry blanks to ap- map reading ability, landmarks and rules, but a good set of guidelines propriate places in the state. common sense. It requires quite a has been developed by the United • Advertise the race explaining bit of space, check points and a va; States Ski Association (U.S.S. A.). where to obtain entry forms. riety of terrain to be successful.

10 Cross-CountrySki Package Valley Spur A cross-country ski package can be a useful marketing tool to attract Cross Country individuals or groups to a facility. The mechanics of putting a package Ski Trail together are clearly defined in the publication "Vacation Packaging" (Extension Bulletin E-793).

Package Components ARROWS INDICATE DIRECTION OF TRAVEL There are several items which are particularly appropriate for cross- country ski packages: • Ski rentals, including skis and bindings, shoes and poles. People with their own skis will occasionally require extra equipment because of damage to their own skies. • Ski lessons with qualified in- structors. This is not a neces- sity but many people want les- sons or helpful pointers. • Accommodations. • Food and beverage. If meals are part of the package, the food itself should give consid- eration to the energy demands Trail Difficulty Difficulty Trail Length of cross-country skiers. Qual- Symbol ity and amount are very impor- Easiest Green Loop .6 mi./I km. tant. oooooo More Difficult Red Loop 1.8 mi./3km. • ••••• More Difficult Blue Loop 3.6 mi./6km. • Transportation. This may in- clude transportation from the vacationer's home; from the ac- commodation facility to the trail head; from the end of the SKI SAFELY trail to the trail head if the trail does not loop. 1/80 MEH • Additional activities which would tie-in with cross-country When sending out pamphlets to cross-country skiers, make sure a map of skiing. the ski area is included

Advertising the Cross-CountrySki The Cross-Country Skier What To Say To The Program Before putting together an adver- Cross-Country Skier Advertising is an important part tising campaign, know about the For advertising to be effective it of a good marketing program. In person you wish to attract. Refer to should follow the A.I.D.A. for- developing a successful advertising the section on the characteristics of mula. It should: program it is necessary to ask many the cross-country skier on page 3. • Attract Attention questions, including: For advertising to be effective it • Gain the reader's Interest • To whom should I advertise? must be developed with the cross- • Create Desire • What do I say in my adver- country skier in mind. Know the • Induce Action tisement? skier's characteristics as the adver- For this to happen write the ad- • Where should I advertise? tising campaign is being developed. vertisement in the language of the

11 person it is intended for. This means Summary U.S. Department of Agriculture, creating images, through words, Forest Service. 1979. Growth Po- which excite and appeal to the mar- The key to attracting and keeping tential of the skier market in the ket. These images can only be cross-country skiers is to adopt a National Forests. USDA Forj created from an understanding of marketing orientation. This means Serv. Res. Pap. WO-36. what people want from cross- knowing the needs of cross-country Wisconsin Cross-Country Ski Trail country skiing (outlined on page 3). skiers before developing a trail sys- Development Guidelines De- Incorporate this understanding into tem. Once the trail has been de- partment of Natural Resources, an advertisement aimed at the veloped, skiers must be informed of Division of Tourism State of what is available. This is accom- Wisconsin, P.O. Box 7606, Madi- present and potential skier. plished by knowing the skier's Advertisements attract the son WI53707. characteristics, writing advertise- X-Country Trail Kit, U.S. Ski As- reader's attention by pointing out ments in the skier's language, and why people enjoy cross-country ski- sociation, Box 777, Brattleboro, placing those messages in places VT 05301 $55.00. ing. where the skiers will read them. Having gained attention, the ad- vertisement will continue to keep interest, create desire and induce action if written in an appealing lan- guage. Additional Sources AMC Field Guide to Trail Building Pamphlet Contents and Maintenance Robert D. There are a number of specific Proudman, Appalachian Moun- items which should be included in a tain Club, 5 Joy St., Boston, MA pamphlet prepared for cross- $4.95. country skiers: Christiansen, O.A., "Cross-Coun- • A location map showing how to try Skiing" Park and Recreation get to the area. This might in- Magazine. February 1978. clude a Michigan map indicat- Cooper, Rollin B., P. Sue Sadow- ing the ski area in relation to ske, and Mark D. Kantor. 1979. major cities and highways and Winter Recreation Visitor Study. brief directions on how to reach Recreation Resources Center. the facility from a nearby town University of Wisconsin- or highway intersection. Extension. • Address and phone number, Cross-Country Ski Trails -A Start- including zip code and area er Manual United States Ski As- code. sociation. 1979 $4.50, 1726 • Brief description of the trail Champa Street, Suite 300, Den- system. Include lengths, types ver, CO 80202. and the degree of difficulty Hansen, Dennis R., Michigan (e.g., beginner, intermediate or Cross-Country Skiing Atlas. 1978 expert). A map is particularly $5.95. helpful to the beginning skier. Ski Area Management. North • Details of available package Salem, N.Y. 10560. $15.00 per plans, including prices. year, published bi-monthly. (The • Description of any supportive November issue lists suppliers of facilities in addition to the trails downhill and cross-country (e.g., lodge, warming house, equipment). restaurant). Twardzik, L.F., "Climatic Fac- • Inclusion of the surrounding tors" Extension Bulletin E-715 — area's attractions or activities. Cooperative Extension Service Skiers need a reason to travel Michigan State University. to a trail because many can ski University of Minnesota, Office of very close to home. The Special Programs, North Ameri- presence of a nearby attraction can Symposium on Dispersed may give them the incentive to Winter Recreation, St. Paul, travel farther. MN.

12 MICHIGAN STATE UNIVERSITY MSU is an Affirmative Action/Equal Opportunity Institution. Cooperative Extension Service programs are open to all without regard to race, color, national origin, or sex. Issued in furtherance of cooperative extension work in agriculture and home economics, acts of May 8, and June 30, 1914, in cooperation with the U.S. Department of Agriculture. Gordon E. Guyer, Director, Cooperative Extension Service, Michigan State University, E. Lansing, Ml 48824. This information is for educational purposes only. Reference to commercial products or trade names does not imply endorsement COOPERATIVE by the Cooperative Extension Service or bias against those not mentioned. This bulletin becomes public property upon publication and may be reprinted verbatim as a separate or within another publication with credit to MSU. Reprinting cannot be used to EXTENSION endorse or advertise a commercial product or company. 1P-5M-10:82-UP Price 60 cents, For Sale Only SERVICE 0-13738 FILE: 36.22