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.
Testimonials
Project voices

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 moreProject 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.
Fall 2023 and beyond
03
Additional research and more
A follow-up Marketing Research class will dig deeper into our research questions. We will also be working on distributing our messaging to various stakeholders for use during the 2023-2024 snowsliding season.