A project focused on the development of targeted messaging so that all groups slide with respect
As part of regular coursework in the School of Business Administration at Fort Lewis College in Durango, Colorado, we are conducting research that captures the user ("snowslider") perspective on ski areas. We are using the results to inform messaging that we are providing to everyone to use free of charge.
The story behind Slide with Respect
The death of Ron LeMaster, a ski coach and instructor, was the catalyst that led to a unique collaboration as part of regular coursework at Fort Lewis College.
Read moreTestimonials
Project voices
Grant Podhalsky
Student at Fort Lewis College
Working on the Slide With Respect project has taught me the value of staying in control and being aware of my surroundings. Accidents happen much faster than we anticipate. Simply by staying in control and being aware of our surroundings we are able to reduce the quantity and severity of accidents dramatically.
Lexi Graves
Student at Fort Lewis College
Slide With Respect has taught me that a lot goes into social marketing. We aren't getting snow sliders to just purchase something, but buy into the idea that their actions on the mountain can change lives in dramatic ways.
Tom Miaskiewicz
Associate Professor at Fort Lewis College
The Slide With Respect project has led to a rewarding, collaborative experience between our students and various stakeholders that serve as mentors during our classes. The project epitomizes the experiential learning that is at the heart of the educational experience at Fort Lewis College.
Project timeline
Fall 2022 Semester (August - December 2022)
01
Marketing Research Class
The class kicked off the Slide With Respect project. With the support of industry mentors, the students conducted in-depth interviews with various groups (e.g., patrollers and instructors) and designed a survey. Over 4,000 respondents completed the survey.
Spring 2023 Semester (January - May 2023)
02
Messaging "Special Topics" Class
The class worked with the results of the research from the previous semester to develop targeted messaging for specific segments of snowsliders. The messaging work led to unique approaches, from the use of AI to create an interactive video to stickers targeted towards Gen Z snowsliders.
August, 2023 and beyond
03
Mapping out next steps
We are currently determining how to proceed with the project beyond our initial two-semester "pilot" structure in the research and messaging classes