Ski Utah, in collaboration with resort partners and generous sponsors (Morgan Stanley, the Larry H. and Gail Miller Family Foundation, Gregory Mountain Products, World Cup Supply and Delta Air Lines), is on a mission to make skiing and snowboarding more inclusive through its Discover Winter program. This initiative aims to instill a lifelong love of winter sports among Utah's ethnically diverse community. According to an annual survey conducted by National Ski Areas Association, 88.1% of US skiers and snowboarders identify as white. Ski Utah seeks to change this statistic through its Discover Winter program.
The program offers participants four complimentary comprehensive ski or snowboard lessons at a variety of participaing ski resorts, ensuring they gain essential skills and confidence. To keep participants warm and comfortable, Discover Winter provides essential winter clothing, including jackets, pants, gloves, goggles, helmets, socks and neck gaiters, free of charge. Transportation to and from the mountain is also included, making it easy for everyone to participate.
Upon completing the program, participants receive a Ski Utah Yeti Pass, allowing them to continue exploring Utah's 15 ski resorts. This pass opens the door to further adventure and skill development, fostering a deep connection to winter sports. Throughout the 2023-24 winter season, Discover Winter successfully introduced upwards of 275 participants to skiing and snowboarding for the first time.
Ski Utah's Discover Winter program is a strategic initiative aimed at increasing diversity, equity and inclusion within the ski industry. Recognizing that skiing and snowboarding have historically been less accessible to diverse communities due to various barriers, Ski Utah sought to create a program that would effectively dismantle these obstacles and make winter sports more accessible.
Identifying Barriers to Entry
The first step in developing the Discover Winter program was identifying the key barriers that prevent many people from participating in skiing and snowboarding. These barriers include the costs associated with gear and lessons, lack of access to transportation and the dearth of significant representation on the mountain. By understanding these challenges, Ski Utah designed a program that directly addressed and overcame them.
Strategic Leadership
The program was spearheaded by Ski Utah’s Vice President of Marketing, Raelene Davis, a nearly 40-year veteran of the ski industry and a recent inductee into the Intermountain Ski Hall of Fame. With her industry knowledge and passion for inclusivity, Davis took the lead in both the development and execution of the Discover Winter program. Her leadership has been crucial in driving the program’s success over the past three seasons, even with minimal logistical support.
Funding and Resource Mobilization
Securing funding was a crucial component of the program’s strategy. Davis was able to obtain financial backing through a combination of grants and donations from sponsors such as Morgan Stanley, the Larry H. and Gail Miller Family Foundation, Gregory Mountain Products, World Cup Supply, and Delta Air Lines. This funding covered the costs of transportation, gear, lessons, and other essential elements, allowing the program to be offered at no cost to participants.
In addition to financial support, Davis successfully sourced clothing and gear donations to fully outfit participants. This included jackets, pants, gloves, goggles, helmets, socks, and neck gaiters, ensuring participants were well-equipped and comfortable on the mountain.
Collaboration and Community Engagement
A key element of the program’s execution was collaboration with Utah ski resorts. These resorts provided rentals, lessons and lift tickets during peak season, making the experience as seamless as possible for participants. Additionally, Davis organized transportation to and from the resorts, addressing a significant barrier to participation.
The program also focused on fostering a sense of community and representation. Davis enlisted a dedicated group of volunteers who not only assisted with logistics but also served as mentors, creating a supportive environment for participants. This community engagement was essential in helping participants feel a sense of belonging.
Successful Execution
Davis's efforts over the past three seasons in recruiting participants, distributing gear, and coordinating with resorts and volunteers have ensured that each participant gained essential skills, confidence, and a connection to winter sports.
The Discover Winter program has made significant strides in promoting diversity, equity, and inclusion in the ski industry by removing barriers to entry and providing a comprehensive, supportive experience. Through strategic leadership, collaboration, and community engagement, Ski Utah has set a new standard for making winter sports accessible to all.
Ski Utah's Discover Winter program successfully introduced skiing and snowboarding to upwards of 275 ethnically diverse adults throughout the 2022-23 season. Over the past three years, Discover Winter has had over 750 total participants. Some other key results include:
Ski Utah conducted a survey for participants following the conclusion of the program.
