Boulder, Colorado–Almost 300 winter resorts, trail systems, snow sport retailers and rental shops across the country will participate in the annual “Take Your Daughter to the Snow Week.” Each will offer different programs that may include discounted lifts tickets, rentals, lessons, clinics, after-ski get togethers, gift bags and more. (Log onto
Returning sponsors include the title sponsor,
Picabo Street, downhiller extraordinaire, returns as the official spokesperson for “Daughter Week.” Street, whose credits include two Olympic golds, one Olympic silver and two consecutive World Cup wins in downhill says, “When I started skiing as a child in Sun Valley, I had to challenge the boys in our ski races.” She is supportive of any program that brings more girls and women to the slopes.
Alta’s Connie Marshall, director of public relations for the Utah ski resort, says “creating a special day reminds people to take time out for something that everyone in the family can participate in. The children feel like it is a great gift and gives them a sense of belonging.” Alta, in keeping with the spirit, also donates a portion of the proceeds of lift ticket sales from “Daughter Week” to Camp Hobe, a camp for children with cancer.
Jim Tust, spokesman for Shawnee Mountain, Pennsylvania, speaks from experience as a father in noting that snow sports is still one of the activities even teens enjoy with their parents. Last year, one of Shawnee’s skiers from Atlantic City brought one of his daughters. The next day he was back with another daughter, and all three are expected back again this year.
Southwest Airlines returns again this season as a sponsor of “Take Your Daughter to the Snow Week.” “Southwest Airlines has always emphasized the importance of family ties,” said Patti Porter the airline’s senior package product manager. “We view this program as a natural extension of that commitment to build the family bond”.
Sugarloaf, Maine, celebrating it’s 50th anniversary, has a spirited golf & special program coordinator, Joni Blanchard, who has been developing women’s programs at the mountain resort for a number of years. “Daughter Week,” one of several women’s programs she oversees, has been growing every year. One happy participant e-mailed her, “We came to the Bring Your Daughter to the Snow Week. She loved it!She is a convert. Next year, I am going to get my sister-in-law and nieces to try it.”
“Girls just want to have fun” is the password at Bob Frye’s Cross Country Ski Headquarters in Roscommon, Michigan. Whisper this at the ticket window and the “daughter” will get special discounts. Bob, founder of the resort, said they have had many grandmothers who brought their granddaughters for a shared experience.
Subaru of America Inc, a sponsor of “Daughter Week” is in tune with the spirit of the week. “As a proud sponsor of active lifestyle women, Subaru is honored to support “Take Your Daughter to the Snow Week,” said Tim Bennett, director of marketing programs. “This event provides an excellent opportunity for women of all ages to get on the snow, sharpen their skills and most of all, have fun.”
At Ski Windham in upstate New York, there are two solid weeks of women-oriented programs, which include “Boarding for Breast Cancer” and “Daughter Week”. Mark Richardson, Windham’s event coordinator, sees great overall growth in women skiing or boarding as part of a family activity. One of the first e-mail inquiries he received this season was for “Daughter Week.” “Please inform me of the details…This may be a great time for my daughter to spend some quality time with me and feel somewhat special for the day.”
Located on the Continental Divide in northern Minnesota, Buena Vista is a family owned area now in the hands of the third generation. Granddaughter Suzanne Thomas said people started asking about the “Daughter” program early in the season. They often have family groups of several generations…all out on the snow together.
Royal Gorge Cross Country Ski Resort, near California’s historic Donner Pass, has been offering the “Daughter” program since 1998, the first year. Jane Dulaney, Royal Gorge’s marketing director, says even women who are relatively inactive are looking for a quality experience with their daughters. Cross-country skiing transcends time and offers that opportunity.
Welch Village Ski and Snowboard Resort in Minnesota has been an active participant in “Daughter Week” for three years. Tom Athman, spokesperson for Welch Village and a strong believer in women’s programs, said, “We want the women to have fun and having the right equipment is crucial. We have been lucky to have women’s ski advocate Jeannie Thoren here during “Daughter Week” to advise the women and let them try some of her demo equipment. When women get on the right equipment the smile rate goes up tenfold. Our on-snow program for the week, together with our retailer promotions, have made this event a success for us and a positive, fun experience for women and their friends and families.”
REI is a family oriented retailer with a commitment to helping active people of all ages enjoy the outdoor experience. Mary Anne Machis, special event coordinator for REI’s Boston market, states, “Snow sports are important avenues for active people and families to pursue their love of the outdoors.” REI’s Boston market has supported the “Daughter Week” since the first year through its Framingham and Reading stores. Machis has even gone to nearby participating ski areas to wax skis and snowboards while dispensing some advice and encouragement. She says, “This type of program instills self-confidence and self-esteem in the girls.”
Emilios Ski Shop, located in Long Island, New York, has been an enthusiastic participant in “Daughter Week” since its beginning in 1998. William De Turris, co-owner of Emilios, saw it as a good fit with the store and with a special Girl Scout program he supports. De Turris coordinates special day trips during “Daughter Week” with participating ski areas and sees a big increase, not just Mothers, but family groups as well.
GI Joes, with 18 retail stores in Washington state and Oregon, will offer demo days at participating areas to help get skiers and boarders on the right equipment. The shops want to make sure people enjoy their on-snow experience so they will want to continue.
Annie Snyder, a teacher in the ski school at Timberline, in West Virginia’s Allegheny Mountains, had been trying to plan a woman’s program for many years. When she discovered the “Daughter Week” four years ago it was a natural fit. She believes the mother/daughter focus offers a breakthrough from parenting to friendship as teams take to the slopes.
Canaan Valley, West Virginia returns to the “Daughter Week” event for 2001. Steve Drumheller, director of sales, has secured Wendy’s eight restaurants in the surrounding area to sponsor and help promote Canaan’s programs for “Daughter Week”. Log onto their website
Tenney Mountain, one of New Hampshire’s 34 alpine and cross-country resorts, highlights “Daughter Week” with the culminating race day. Daughters form teams with a family member (they can run the race as many times as they have family members to team up with) for a sense of comradery. Jillian Versp
ick, marketing director at Tenny, joined in last year with her middle daughter to beat out Dad and older daughter. There will probably be a challenge rematch this year
Further north in the White Mountains, New Hampshire’s largest area, Bretton Woods (home of historic Mt. Washington Hotel), is a new participant in “Daughter Week.” Bonnie McPherson, public relations coordinator, feels this program is a natural fit for the resort, as more than half of the people visiting their area are women. The resort is tailoring programs to suit every ability level.
Sports Illustrated for Women, a sponsor of the “Take Your Daughter to the Snow Week,” is actively participating in at least two programs. At Copper Mountain, Colorado, SI for Women is sponsoring a snowboard clinic February 3-4. In Killington, Vermont, SI for Women will be at the resort throughout the season promoting women of all ages in snow sports through participation in Women’s Turn and “Daughter Week.”
“Take your Daughter to the Snow Week is a great way to encourage more women and young girls to lead active and healthy lives, which is what our mantra is all about” says Sports Illustrated for Women publisher, Paula Romano. “I was fortunate enough to have grown up skiing, and have since taken up snowboarding and cross-country skiing. Through our participation, SI for Women hopes to introduce the fun and exhilaration that winter sports have to offer”.
Bear Valley, located in California’s Sierra Nevada Mountains has been a participant in “Daughter Week” since the beginning. Andrea Young, the resort’s PR director, said the program has evolved from one day to a full week and participation has nearly doubled every year. Skier Caarn Egge brought her daughter, 11 year old Rachael, to Bear Valley’s “Daughter Week” last year and had such a good time they came back to ski several more days. Caarn said “it was a wonderful experience for Rachael who had the fun of seeing her mother fall, laugh, but still have a good time.” Rachael is now turned on to skiing and both mother and daughter are looking forward to another “Daughter Week.”
“Snowlink.com, consumer web site for SnowSports Industries America (SIA) is pleased to be the title sponsor to “Take Your Daughter to the Snow Week” comments Mary Jo Tarallo, director of marketing services and communications for SIA. “We have been the title sponsor since the introduction of this event and are truly excited to see how successful it is both in industry support and the huge number of women that are participating across the country. We look forward to seeing the program continue to grow.”
“Take your Daughter to the Snow Week”, supported and promoted by Snow Sports Association for Women (SSAW) is a national snow industry grassroots event to encourage girl’s and women’s participation in all snow sports.
As each participating area and retailer is responsible for their own program, log onto