fis youth and children’s seminar · 2018-10-18 · 7th fis youth and children’s seminar...

7th FIS Youth and Children’s SeminarFinancing of youth sports through Sponsoring

Programme

Tuesday, 22 nd September 2009Arrival

19.00 Networking Evening - Salon La Place AWelcome by Ken Read, Chair FIS Coordination Group Youth & ChildrenOpening cocktail with finger food

Wednesday, 23 rd September 2009Please note that the seminar will be conducted in English only.

Panorama C

09:00 – 09:15 Introduction by Dr. Josef Zenhäusern

09:15 – 10:00 Key speaker: Sponsoring, miracle instrument to finance ski sport for childrenand youngsters?Jean-Baptiste Felten, CEO felten&cie communications, Switzerland-Germany

10:00 – 10:30 Target group youth and children for Sponsors Migros and RivellaRoman Rogenmoser/Tanja Uhlmann, Project Managers Swiss-SkiManuela Peter, Project Manager Sports/Event, Rivella AG

10:30 – 10:45 Coffee break

10:45 – 12:15 Case studies and models: How we retain our children and athletes on snow?

• The role of the ski schoolLotte Nogler, Head of ski school St. Ulrich, South Tyrol/ITA

• The efforts of the Swiss cable carsFulvio Sartori, Vice-Director Cable cars Switzerland

• How we retain our athletes on snow – the Canadian modelColin Chedore, President of the Canadian Ski Council

• How does the ski industry contribute to youth advancement?Stephane Cattin, Racing director, Stöckli

12:15 – 12:30 Update “Bring Children to the Snow”Riikka Rakic, FIS Communications Manager

12:30 – 14:00 Lunch

14:00 – 15.30 Working Group Sessions (3 groups)

Group 1: Sponsoring, led by Felten/Zenhäusernroom Panorama C

Group 2: Competition (canadian experiences), led by Colin Chedoreroom Zurich A

Group 3: Resorts (lift ticketing, ski schools, etc.), led by Nogler/Sartoriroom Zurich B

15:30 – 16:00 Coffee break

16:00 – 17:00 Working group reports, podium discussion, questions

17:00 Conclusions, Ken Read

ParticipationEvery National Ski Association is welcome to distribute information on what has been implemented intheir countries. We welcome active participation by every participant.

Costs• The costs for one person per National Ski Association for the seminar will be covered by FIS for the

night 22nd - 23rd September 2009.• In addition, the costs for flights (up to 500 CHF) are taken in charge by FIS for National Ski

Associations within the Aid&Promotion Programme (1 person per Nation). In order to reimburse, we kindly ask you to bring the relevant receipts to the seminar, the amount will then be credited to the National Ski Associations' account within FIS.

Organisation• Ken Read, Chairman of the Coordination group Youth & Children• Josef Zenhäusern, Aid & Promotion Consultant• Sarah Fussek, Assistant to the Secretary General, +41 33 244 61 24, [email protected]

© Felten & Compagnie AG, specialists for content-driven communication, www.feltencie.com Sept. 23d 2009

7th FIS Youth and Children‘s Seminar

Sponsoring, miracle instrument to finance ski sport for children and youngsters?

Jean-Baptiste FeltenZürich, September 23rd 2009

2© Felten & Compagnie AG, specialists for content-driven communication, www.feltencie.com Sept. 23d 2009

Your speaker

Jean-Baptiste Felten, lic.oec. HSG

• Zintzmeyer & Lux, Zürich - BMW Corporate Identity• Scholz & Friends, Hamburg - BMW national and international advertisement• Team BBDO, Hamburg - Montblanc Global Marketing, Rothman Cigaretten Promotion• ABB Asea Brown Boveri Ltd., Zürich - Vice President Marketing Communications• CWL, Kreuzlingen - Sport TV- and Marketing-rights, Member of the Executive Board

• Felten & Compagnie AG (Winterthur) Mussler & Felten GmbH (Frankfurt) – Agencies for content-driven communication

• Vice-president of the „Fachverband für Sponsoring“ (www.faspo.ch)• Director of the jury of the International Sponsoring Award• Member of the “Arbeitskreis Marketing der Schmalenbach Gesellschaft / D. Ges. f.

Betriebswirtschaft”• Lecturer with the “CAS Sponsoring Management”, Zürcher Hochschule Winterthur ZHAW


Agenda, 7th FIS Youth and Children‘s Seminar 2009

I) Companies and their communication needs

II) Why companies are looking for new communication instruments

III) Sponsorships and content-driven communication

IV) The sponsorship market

V) Sportssponsoring

VI) Arguments for winning support


I) Companies and their communication needs


„Die Unternehmung als produktives soziales System, Prof. Dr. Hans Ulrich, 1968.

St. Galler Management Modell, Ulrich / Krieg 1972;Dubs/Euler/Rüegg-Stürm/Wyss 2004

I) Companies and their stakeholders

shareholders

clients

competitors

employees

Public / NGOs

state

suppliers


I) Companies, their stakeholders, spheres and issues

„Die Unternehmung als produktives soziales System, Prof. Dr. Hans Ulrich, 1968.

St. Galler Management Modell, Ulrich / Krieg 1972; Dubs/Euler/Rüegg-Stürm/Wyss 2004

Sourrounding spheres / Issues:-Society: Social issues, sport, culture

- Nature: Environment- Technology: Sciene and Edu.- Economy: Science and Edu.

clients

competitors

employeesPublic / NGOs

state

suppliers


I) Areas of business-communication

Source: St. Galler Management Modell

Public Relations

Market-communication

Internal communication

Financial communication


I) Objectives of the der business-communication 1)

• Internal communication– Agreement- and coordination-function, integration and motvation

• Financial communication – Confidence building and expectations towards the financial markets

• Public relations– Establishment of communication- and legitimation-potential

• Market-communication (acquisition and sales)– Conviction- and persuasion-function

Conclusion: Business-communication pursuits multiple objectives. This implies multiple chances for the use of sponsorships.

1) Thomas Dyllick / Arnt Meyer (2004)


II) Why companies are looking for new communication instruments


II) Evolution of media use 1980-2005, Germany, per diem

Source:ARD/ZDF long-

term studymass-

communication2007Daily media use is increasing


II) Media use: Youth and media in Switzerland

Source: Link Institut / WEMF, n= 500, Adolescent persons 15-20J

Frequency of use

Seldom / never

1 to 3 times per month / weekly

Several times per day

Don´t know / no answer


II) Advertisement international

A gobal phenomenon, sensory overload is increasing

Weekly number of spots (in thousand)


II) Consumers opinion on advertisements

∅ = 71,03 ∅ = 52,84 ∅ = 67,94

Country too much advertising is advertising is advertisements amusing informative


II) Sensory Overload: Distraction

Advertising-cognition is decreasing


II) Globalization and the internet

– Internationalization and globalization lead to a wider range of products in the markets.

– As true innovations are scarce, more products are alike and do not differ from the other.

– The internet raises the number and transparency of available offers too.

Differentiation of brands and offerings increasingly through emotional arguments.


II) Decreasing credibility

D CH USA WEU TEUAdvertising people 28% 31% 25% 27% 32%bankers 72% 77% 63% 49% 50%Charity organizations 48% 66% 61% 54% 56%Civil servants 49% 75% 64% 50% 50%Clergy 74% 59% 71% 55% 58%Doctors 88% 87% 80% 84% 83%Environment 61% 68% 60% 61% 61%Firemen 97% 95% 93% 94% 91%Journalists 35% 30% 42% 34% 36%Judges 77% 74% 66% 62% 61%Lawyers 69% 58% 38% 51% 48%Managers 15% 25% 34% 28% 33%Market researchers 64% 68% 50% 57% 61%Marketeers 35% 53% 29% 36% 39%Policemen 85% 83% 73% 75% 69%Politicians 10% 21% 22% 13% 14%Postmen 81% 91% 85% 81% 76%Teachers 83% 82% 81% 79% 82%The army 75% 65% 83% 73% 73%Trade unions 48% 59% 41% 43% 44%AVERAGE 60% 63% 58% 55% 56%

GFK Trust Index 2008


II) Summary: Why new methods?

1. Media use is increasing.

2. The number of advertisements is increasing.

3. Also on a global level, sensory overload is increasing.

4. The advertising-reception is decreasing.

5. The technical development leads to a further reduction of advertising-reception.

6. Differentiation of brands and offerings increasingly through emotional arguments.

7. Credibility is hard to communicate through advertising.


III) Sponsorships and content-driven communication


III) Definition Sponsoring

Summing up, the communication instrument sponsoring can be defined as followed:

„Planning, organization, realization and monitoring of all activities …

• ... That involve supply of money, material expenses, services or know-how by companies or institutions …

• ... To promote persons and/or organizations in the areas of sport, culture, social issues, environment and/or associated with the media …

• … To simultaneously reach the goals of the business-communication.“

Source: Bruhn, Manfred: Sponsoring als Instrument der Markenartikelwerbung, in: Markenartikel, 49. Jg., Nr. 5, S. 190-198.


III) Definition Sponsoring

The communication instrument sponsoring transports the message to the target group as an element of an editorial content.

With its functional principles, sponsoring is closer to public relations than to the instruments of classical advertisement.

Sponsoring is a “cross-section instrument” that can be used in all media / communication instruments!

The roots of sponsoring*:The payment of a radio- or TV-program in order to receive advertisement in return.

* Oxford Advanced Learner‘s Dictionary of Current English


III) Sponsoring vs. content-driven communication

The operating principle is the same.

The difference is that sponsoring only comprises the “purchase” of an existing product while content-driven communication also includes self-initiated measures (e.g. Red Bull Air Races).nicht

-

Botschafter

Target group relvevant themes

spon

sore

dIn

itiat

ives

Sport

Media Culture

Social issues

Science Environment Sel

f-ini

tiate

dIn

itiat

ives


III) The „raison d‘ être“ of sponsoring

Brands• Cost efficient and effective communication tool

> awareness and sales,> interaction, emotion and trust

• Discreet form of communication• Reaction to the sensory overload provoked by “media plurality”• Communication via target group relevant content makes milieu-/living environment-

segmentation easier• Higher authenticity and trustworthyness

At events, also consumers without intensive media use can be reached.

Media• Co-financing of events/content• Establishment of new forms of advertisement


III) Basic requirements

• Congruency– Theme / Theme-interest of the target group– Performance profile / communication goals– Image values of the sponsee / values and target-image of the

company/product/sponsor

• Logical parentheses between theme/engagement and company/product

• Integrated thinking + acting of the company

• Actuality

• Credibility


III) Sponsoring = trading and commitment of immaterial rights

Possible Sponsorships• Single events or projects• Series of events• Teams• Single personalities• buildings, also temporary• Institutions

Possible rights• Naming rights• Advertising rights (agree reach!)

– TV-rights– Rights for presence on boards or

other on-site presence– Portal-/IT-rights– Media rights (print, mobile, etc.)

• Hospitality-rights• Promotion-rights• Licensing-rights• Merchandising-rights


III) Sponsoring – Strengthsin view of brand-communication

Sponsoring strengths:

• Usable in all areas of business-communication

• Usable in all steps of market-communication

> awareness > knowledge > trial > recommendation > interaction

• Consistent message

• emotional address

• Effect- and cost-efficient


III) Sponsoring – weaknessesin view of brand-communication

Sponsoring weaknesses:

• Complex planning and organization

• Usually aiming mid- to long-term

• „Overcrowded“ in some areas / cases

• „Logic-link“ requires intensive analysis


» Primarly image- und awareness goals» Sales (Retention & Acquisition) and CR are increasing

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Mitarbeitermotivation/ -bindung

unmittelbarer Abverkauf

langfristiger Abverkauf

Business to Business-Kommunikation

Corporate (Social-)Responsibility

Kundengewinnung/ -bindung

Bekanntheitssteigerung

Imagefestigung/-transfer

vorrangig auch noch gar nicht

III) Sponsoring goals

Basis: 148 companies: Marketing-decider in D / 116 und CH / 32

Questionnaire to sponsoring structures 05/09, FASPO / SWA / BDI / Sportfive

Image-TransferBrand Awareness

Clients / SalesCorp. Respons.

B2B TargetsLongterm SalesShortterm SalesEmpl. Motivation


IV) Evolution of the sponsoring market


IV) Sponsoring as an element of the market-communicationAverage communication expenditures of total budgets (D)

Source: Sponsor Visions 2009

15

5527

23

28

49

20092000

Average share in %Target group: AdvertiserBasis: All

Classic advertisementNon-classic advertisementSponsoring


IV) Sponsoring-Volume: 2002-2011 (D)

Source: Sponsor Visions 2009

Total volume 4,2 4,4 4,6

Media-Sponsoring 0,9 0,9 0,9

Culture-Sponsoring 0,3 0,3 0,3

Public-Sponsoring 0,4 0,4 0,5

Sport-Sponsoring 2,6 2,8 2,9

Roundet average in Mrd. EUROZielgruppe: Advertiser/AgenciesBasis: All

2009 2010 2011

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

5.5

2000

2002

2004

2005

2006

2007

2008

2009

2010

2011


IV) Sponsoring growth Germany

Source: ZAW Jahrbuch der Werbung, Sponsor Visions, DFL, S.5


IV. Sponsoring growth Germany

Source: ZAW Jahrbuch der Werbung, Sponsor Visions, DFL, S.5


IV) Sportsponsoring, Sport-interest vs. Movies in TV

71

116 118 12

6 130 13

8 140 14

9 159 162 17

2

200 203 204 21

129

6

Frankreich

Spanien

Schwed

en

Finnland

Griech

enland

Nord-Belgien

England

Deutschland

Portugal

Italie

n

Norwegen

Irlan

d

Holland

USA

Indexed reach of the most successful Sport-events compared to the most successful movies, 1994 S

ource: IP/Loka le A

n stalte n/199 4


IV) Worldwide Sponsoring-Investments

Global expenditure for sponsoring rights in Mia. US-Dollar, 1987-2006

5,6

23,6 24,225,9

2830,5

33,8

1987 2001 2002 2003 2004 2005 2006

Source: IEG


IV) Worldwide Sponsoring-Investments in regions

31,4%

2,4%

1,3%

42,5%0,6%

21,8%

Europe

Afric a

Ame ric asMiddle Eas t

As ia

Pac ific

Source:The World Sponsorship Monitor (TWSM), 2004


IV) Worldwide Sponsoring-Investment-Issues

BROADCAST

5%

SPORTS

83%

ARTS & CULTURE

7%

OTHER

5%

Source:The World Sponsorship Monitor (TWSM), 2004


IV) In which categories to brands invest?

Event Sponsor

49%

Organisation

Sponsor

15%

Personality

Sponsor

7%

Team Sponsor

29%

Source:TWSM, 2006 (Anzahl von Abschlüssen 2005)


V) Sportsponsoringfrom a comunications perpective,

e.g. a Swiss perspective


V) Sportsinterest

2007 % wo- aveTotal men rage


BASPO 2007

V) Sportsinterst by age group / via medias

age groups

sports


V) MA Sponsoring, a universe of relevant information

MA Sponsoring, 27.08.08/MB 22

n = 11'000

MACH Consumer

33 sports,26 sportsevents, 12 sportsinstit.23 culture issues

MA Sponsoring: data sources (overview)

n = 24'000

MACH Basic

Sponsoring

20 productcategories(buying behaviour,,attitudes)

Socio Demography,interests

Media usage and reach

MACH Radar

n = 11'000 (24'000)

n = sample size

psychography,Values,Media-images

Single Source

MA Sponsoring

Market research is a powerful tool contact

Sponsorship-and/or

Advertising Associations

in order to find sources and tools.


V) Which issues should be supported in sports

Note: Number of interviewees, n=10262Source: Federal authority of sport, 2008

Youth

Disabled

Elder

Amateurs

Masssports

Elite SportsMore to be doneLevel of support should be maintainedSupport could be reducedDon‘t know


VI) Arguments


24%

52%

47%

71%

24%

VI) Focus the communication needs <> FIS kids & youth

• Internal communication– Agreement- and coordination-function, integration and motvation

• Financial communication – Confidence building and expectations towards the financial markets

• Public relations– Establishment of communication- and legitimation-potential

• Market-communication (acquisition, support and sales)– Conviction- and persuasion-function

Conclusion: Business-communication pursuits multiple objectives. This implies multiple chances for the use of sponsorships.

1) Thomas Dyllick / Arnt Meyer (2004)

CorporateResponsibility



Marketing Communications


» Gradual transition from Sponsoring to CR» Little strategic orientation

Source: Sponsor Visions 2009, Deutschland, Marketingentscheider

2

50%48%

Yes No No answer

CSR-program existing?

CSR-program started based on an existing sponsorship

Budget allocation from Sponsoring-budget to CSR-program

CSR-program integrated in field of sport-sponsorship

CSR-program integrated in field of culture-sponsorship

CSR-program integrated in field of public-sponsorship

24%

52%

47%

71%

24%

Short-term trend: 0% Long-term trend: 100%

VI) Sponsoring vs. CR <> leverage extisting partnerships


V. CR – which issue to address > e.g. obesity of children

Finnland 13 %Deutschland 15 %Frankreich 18 %England 22 %Spanien 30 %Griechenland 31 %Malta 35 %Italien 36 %

USA 30+%

IOTF, Obesity in Europe


VI) Consequences of obesity

- Health (sugar („Alterszucker“), heart, orthopedic, cancer....)- Social- Economic

... And we should not forget aboutall the arguments the Swiss expresedin the market research

Youth

Disabled

Elder

Amateurs

Masssports

Elite SportsMore to be doneLevel of support should be maintainedSupport could be reducedDon‘t know


Arguments for winning supportmarket-communications


VI) Why children are an interesting target audience for marketing

- The consumption patterns established with young adults can remain in place for many years.

- They influence many decisions regarding the consumption and buying behaviour of families (... e.g. computers / electr. games)

- They are consumers themselves ...


VI) Youth and children as a target audience, example Germany

- 5,7 Mio kids 6 – 13 years of age- 3,7 Mio use a computer- 3,4 Mio use the internet- 3,9 Mio play electronic games- 90% love reading- They spend p.a. 2,5 Bio € (mainly on sweets, media and icecream)- They have 3,5 Bio € in the bank accounts- They are mostly brand conscious

Source: KidsVerbraucherAnalyse 2009

Market research is a powerful tool:- which brands to address- potential partners for media-cooperations (print & electronic media)- in addition to ‚natural partners‘ such as destinations / manufacturers ...


VI) What children and young people spend their money for / D

Icon Kids & Youth 2007

FashionDisco, going out Comp., E-GamsHandy / Tel.MusicCosmeticsHobbiesEvent-TicketsDrinksFast FoodSavings

FashionTelecommunicationMusicPapers, Bks, CcsEvent-TickesDrinksDisco, going outFast FoodCostmeticsSweets

All categories do offer you potental sponsors!


VI) Bulid and leverage cooperations, e.g. print-media D,

Icon Kids & Youth 2007

Boys

Girls

andmanufacturers,destinations,....


VI) Merchandising, e.g. what youngsters put up in their rooms

Pictures of friends

Posters of Pop-/Music stars

Souvernirs from vacations

Event-tockets

Animal-posters

Sports-posters

Film-posters

City/landscape-posters

Other items

Current stars could give something back ...


VI) What children and young people like to be associated with

Icon Kids & Youth 2002,12 to 17

Animal protection

Rollerblader/Inlineskater

Skateboarder

Extremsportsmen

Computerfreaks

Soccerfans

HipHopper / Rapper

American Sports FansPart of it like it

FIS has heroes to offer ... Jumpers, free-stylers ...


VI) Conclusion

- Sponsoring is no mircle instrument- As in sports, you need a lot of things to make it work: a vision, dedication,

experience, inspiration, endurance and good partners, ... , a quantum of luck andgood materiale.g. rather than carbon and titanium

state of the art data .... and knowledge.- A focus on what you can deliver to help a company, a brand and the

people who manage it to achieve their targets.- There are opportunities out there. - You should use them not only for short-term-funding but rather for

supporting your strategic goals > expand your base of active kids and to improve the quality of your product – for the sake of the sportsmen and women, as well for those interested in your sport, and for society at large.

- Then sponsoring can work miracles.


Thank you for your interest!

A member of the and network

www.sponsor.com

Felten & Compagnie AG Mussler & Felten GmbH

Specialists for

Zürcherstrasse 41 Eschenheimer-Anlage 25aCH-8400 Winterthur D-60318 Frankfurt am MainPhone: +41 52 269 08 - 00 +49 69 978485 0Fax: +41 52 269 08 - 01 +49 69 978485 86

Jean-Baptiste Felten, [email protected]: www.feltencie.com www.mussler-felten.de

Founding member of

7th FIS YOUTH AND CHILDREN’S SEMINAR

Lotte Nogler born on 27/02/1947 in Cermes (Bz), resident in Ortisei

Father: Hermann Nogler; Mother: Paola

After completing my professional training as a hairdresser, I worked in my

mother’s hair salon until I became a member of the Italian ski team (1965 –

1970).

Italian Juniors downhill champion 1966 - S. Martino di Castrozza

Competitor at the Grenoble Olympics of 1968

Ski instructor from 1970 to 2002 and head of the Ski & Snowboard School of

Ortisei since 2002.

I’m delighted that the FIS is aware of the problem regarding young skiers and

that it is seeking possible solutions.

What’s alarming is that skiing is not as fun as before and that the children in

our areas are not as enthusiastic about it anymore.

Today, in ski areas, children can practice many different sports and all the

various sport clubs are trying to get them to join.

Climbing, tennis, football, track and field, swimming, volleyball, hockey and

judo. All these sports can be practiced during both summer and winter.

What makes a child choose one sport instead of another? One might think that

in a ski resort all the children want to either ski or snowboard. For quite some

time now this is no longer the case. Of course, parents have a big influence on

this decision and since children cannot decide on their own, they need their

parents approval and support.

Here is a list of some sports clubs in Val Gardena included number of members

and fees:

Football club kids registered 300 fee € 200,00

Tennis Club kids registered 50 fee € 40,00

Climbing club kids registered 50 fee € 150,00 – 400,00

Track & Field kids registered 80 fee € 180,00

There are also many other leisure activities like music, chess, photography,

etc.

Of the 7 ski schools in Val Gardena, 4 offer programs for resident children and

each year about 600 children participate in these courses. These schools are

aware that the course must be affordable and for years one of the local banks

has been providing us with their support.

What does the Ski & Snowboard School of Ortisei do for local children?

Chapter 1 Ski courses for local children (kindergarten and elementary

school)

• Age: 3-11 years old

• Period: from 1st January to 20th February

• Costs: price per course for beginners € 33,00 and for advanced € 62,00

and includes 7 afternoons

• Materials: for local children the ski school rents skis and ski boots for the

entire winter season for € 80,00 Free helmet

• Ski pass: € 80,00 – 140,00

Chapter 2 Competition courses for local children (FISI courses – Italian

Winter Sports Federation) (with support from a local sponsor)

• Age: 6 years and older

• Period: from beginning of December to the end of season

• Costs: from € 280,00 to € 470,00

• Materials: for local children the ski school rents skis and ski boots for the

entire winter season for € 120,00 – € 140,00 Free helmet

• Ski pass: € 140,00

During the winter season each ski school organises a competition that is

always held on a Saturday. The groups with the best competitive prospects will

take part in the various competitions of the Provincial Federation with about

6-8 competitions.

Chapter 3 Fun course for local kids (no competitions)

• Age: 11-14 years old

• Period: from middle December to end of season

• Costs: from € 270,00 to € 470,00 (depending on number of lessons)

• Materials: 2 pairs of skis – skiboots

• Ski pass: € 140,00

For some years now, and with increasingly greater success, we have been

proposing this Fun course for children up to 14 years of age. This course is also

quite popular with parents. One or two times a week kids ski in a familiar

group instead of staying at home in front of a computer or television .

Skiing in a group is fun – skiing alone is boring – there is no performance

anxiety usually associated with competitions – the children continue to enjoy

skiing while improving their technique. Many of them are so motivated by this

course that some of them continue their training in hopes of one day becoming

a ski instructor.

Chapter 4 Ski Club kids registred 80 fee 800,00 – 1.600,00

Just a few years ago parents were devastated if their child, after a very severe

tryout, was not admitted to the Ski Club. Sometimes there were even

arguments between the selection committee, trainers and parents. Today, all

children from age 10 who have taken part in competition courses with ski

schools can become part of the Ski Club without the severe tests.

But what’s happening today? Parents don’t want their kids to race!

What is it that makes competitive skiing no longer so attractive to children and

parents?

What does it mean for parents if their child wants to get involved with

competitive skiing?

Costs for children in the Ski Club in the various categories:

Cuccioli (Cubs) born in 1999

Registration fee including ski pass – summer athletic preparation –

transportation – ski club outfit € 800,00

Extra costs: 3 pairs of skis – ski boots – racing suit - helmet

Pocket money for about 5 days of lessons on a glacier

Number of competitions that this children take part in within a radius of about

100 km 8-10

Ragazzi (Children) born in 1997-1998

Registration fee including ski pass – summer athletic preparation-

transfers – ski club outfit € 1100,00


Pocket money for about 18-25 days of lessons on a glacier


100 km: 12-15

Allievi (Cadets) born in 1995-1996

Registration fee including ski pass - summer athletic preparation –



Pocket money for about 23 days of lessons on a glacier


100 km: 12-15

Aspiranti (Aspirants) born in 1993-1994 and Juniors born in 1991-

1992

Registration fee including ski pass – summer athletic preparation –


Extra costs: 6-7pairs of skis – ski-boots – racing suit - helmet

Pocket money for about 50-56 days of lessons on a glacier

Number of competitions that young athletes take part in within a radius of

about 100 km and more: 20 - 25

For all groups there are potential costs for ski preparation, because not all

parents have the time or the experience to prepare skis by themselves.

Apart from the costs, that is rather high for a family with a normal income,

there is also a stress factor. Today, many parents are no longer willing to deal

with so much stress and don’t want their child to have to deal with it either.

Example of a Sunday program for a child that takes part in a competition that

will be held within a radius of about 100 km.

• 06:00 wake-up and breakfast

• 07:00 meeting point with the group and departure

• 09:30 competition

Obviously, everyone is happy if the competition was successful. But how can

children, parents and trainers deal with defeats? They make many sacrifices

and it is very difficult to be so motivated to always find the strength to deal

with all this (keep in mind the age of the children involved).

Usually both parents work and during the week they have little time to spend

with their children.

Wouldn’t it be more gratifying to eat breakfast on Sunday morning together

with Mom and Dad?

What are we doing wrong?

Do many choose other sports because they cost less?

Is it because other sports are less demanding?

What changes can be made?

As you can see, the initial costs for the first courses are almost the same in

various sports, but the better our children become in skiing,the higher the

costs.

Who will be willing in the future to spend so much money for our young skiers?

Parents have the chance to choose among many sports and why should they

choose the one that costs the most?

Often parents tend to convince their children to take part “only” in the local

children’s courses even though they would have the skills to participate in our

competition courses. I often get the feeling that parents are afraid that their

children may become too good and in that case they would have to deal with

all the costs, demands and stress.

Many don’t even want to take this “risk”!

I feel that the first step in changing the rules should come from the top, in

order to assure the survival of this sport and not only at competitive levels.

• We should think about establishing the rule that children up to 10-12

years of age should use only 1 pair of skis per discipline.

• Equal conditions should apply to racing suits, if no one wears one the conditions are the same for everybody.

• I’m convinced that the competitions should not begin before 11:00.

• It is not reasonable to train 10 to 12-year-old children on a glacier, especially considering how bad the average snow conditions are during

the summer. A good summer athletic preparation session with a

specific objective produces the same results. We are talking about

children who live in the mountains where they can already start skiing

at the end of November. I believe that they will be able to catch up

within one week and parents will save a lot of money.

In recent times, no other sport has generated so many debates about

accidents and safety measures as skiing has. Many parents think twice about

sending their children by themselves onto the slopes. Children can find a safe

slope only on those few practice slopes in the villages.

There are always new projects to build football pitches, artificial ice rinks, sled

tracks and climbing gyms, but for the sport that provides substantial wealth to

winter resorts the public administration makes very few investments. We don’t

need an indoor ski hall but just nice practice slopes in villages, where children

can spend an afternoon and have fun by themselves.

During holiday periods, when our villages are full of tourists and our children

are on school vacation with their parents working, that slopes like these, near

the village, would be very advantageous.

LITTLE TOURIST GUESTS

The idea of offering children up to 8 years of age a free ski pass and skis and

free ski school membership, is being talked about more and more.

So how will ski instructors and ski schools survive? 70-80% of all those

attending ski schools in the entire Alpine area are children.

We must consider that these are tourists who spend more or less one week of

vacation on skis.

In our ski school and ski rental office we offer the following discounts for

weekly courses for families with more than one child.

1st child full price

2nd child -10%

3rd child -20%

Ski equipment -10%

Free helmet

Since 1997-1998 Dolomiti Superski offers free ski passes to children up to 8

years of age if the person who accompanies them purchases a ski pass.

From mid March: Special for Kids - children under the age of 8 do not pay for

accommodation and their ski pass. A 10% discount off weekly courses for all

children up to 12 years of age and a 20% discount off ski rentals.

In the Dolomiti Superski Area last year children received 500.000 free ski

passes.

I would like to thank FIS, Mr. Zenhauser and Mrs. Fussek, that I had the opportunity to expose the

problems from my point of view and to be part of a team that is trying to find possible solutions to

make this beautiful sport still possible to be practiced by many children.

Lotte Nogler

Director of the Ski & Snowboardschool Ortisei

Val Gardena Zurich, 23-09-2009

SNOW Interest GroupProject „Go for the snow!“c/o Swiss Cable Cars

Fulvio SartoriVice-Director SBSDählhölzliweg 123000 Bern 6

Tel: +41 31 359 23 24E-Mail: [email protected]

Contents

1. Where we are coming from

2. Where we want to go3. How we are organized

4. How we are financed

5. Which activities we are planning

Contents

1. Where we are coming from2. Where we want to go3. How we are organized



The cable car companiesare losing customers, because children and young people are notlearning to ski anymore.

ST must invest more and more money to persuadeguests in Switzerland and abroad to come to Switzerland.

The ski clubs have fewerand fewer members.

Due to the lack of exercise , the Swiss population is becomingmore obese.

The Ski Schoolswill have fewerchildrens‘classes.

Fewer people are buyingwinter sport equipment.

Contents





Vision

We want to be the catalyst in making itpossible for all children and youth in Switzerland to become long-term activeagain in snow sports.

Active participation in snow sports means…

• ... regular visits to the snow sport regions

• ... relying upon experts for help in training, practice

• ... using adequate equipment• ... using public transportation to and from sport regions(trains,buses, etc.)

• ... spending the night at the destination (eating out, disco, entertainment, etc.)

• ... joining and exchanging with organizations and clubs (networking)

Active snow sport participation requires …

• ... that the snow sport regions make their offers available, based upon current trends

and cultural differences

• ... that the framework for practicing winter sports is made available in the public educationsystem

• ... that the interest groups continually encourage interest in snow sports and draw

attention to it:- at the social level through mass media

- at the political level through lobbying & educating

- at the politics of education level

Short and mid-term goals

• Positive coverage in the media

• Accomplishment of 3 – 5 concrete projects per Winter

• Active communication & packaging of the information in regard to the media, politics, interest groups, the public, etc.

• Making providers aware (ski schools, cable car companies, ...)

• Realizing long-lasting projects for tourism

Contents


2. Where we are going3. How we are organized4. How we are financed


Groups from institutions as constituents of the Snow Inter est Group

Other parties involved(Idea / Vision)

Core group (existing)Project sponsorsProject partners of the Snow IGCore group

…

…

…

Manufacturers

VöV

SHV

VDK

youthhostels

ASMASmembers

SBB/Railaway

Cleven-BeckerFund

Gastro-suisse

…

CarTourismeSuisse

Swiss Tourism

Swiss Ski- & Snowboard

schools

SwissCable car

companies

BASPO

Schweiz. Tourism

association

Swiss-Ski

REKA

EDK

…

Sponsor

Sponsor

…

……

Sponsor

Sponsor

……

Sponsor

…

Sponsor

Groups from institutions with various roles

Core group• Title: Core member of the Snow IG (interest group)• constitutes the Snow IG and establishes following governing bodies:

– Steering committee of the Snow IG

– General Project Administrator over all projects– Project Coordinators for individual projects

Further groups involved, z.B. Transportation companies (public transportation, bus

companies, private transportation, etc.), Swiss Hotelier association, Gastrosuisse, ASMAS, Winter sport industries (Ski- & Snowboard manufacturers, etc.), REKA, Swiss youth hostels,

Cleven-Becker-Fund(Foundation), …

• Title: Project partner of the Snow IG• Making goods and services, financial/personnel resources für individual projects available

• Acting as door-openers or as multipliers

Sponsors• Contribute financially + receive image transfer and media presence in return

Per

man

ent

Steering CommitteePeter Vollmer (President)

Jürg Schmid (ST)Riet Campell (SSSA)

Hansruedi Laich (Swiss-Ski)Mario Lütolf (STV)Urs Rüdisühli (J+S)

(Media)(Secretary)

General ProjectAdministrator

Ad-

hoc

Project Coordinators

Projects Projects

Core group

Duties and responsibilities of the steering committee

• Meetings: 1-2 times per year• Definition of the overall goals and strategy

• Discharge and implementation of the project portfolio (incl. budgets)

• Appointment of General Project Administrator and Project Coordinators

• Establishing and maintaining contact with important political andbusiness governing bodies(Lobbying)

• Regular communication with and representation amongst the involved

institutions(at the strategic level)• Securing of finances

• Final decision of consensus

Duties and responsibilities – General Project Administrat or

• Leadership and coordination of the work of the individual Project Coordinators & coordination of the whole project portfolio

• Securing communication between Steering Committee and Project Coordinators

Duties and responsibilities – Project Coordinators

• Creation of list of suggested projects for approval by the Steering Committee• Regular reporting to the Steering Committee

• Appointment of project teams

• Planning of all projects (incl. budgeting, financing,

overall planning and resource allocation)• Impelmentation of individual projects

• Regular communication with und representation amongst the

involved institutions (at the operative level)• Establishment of further partnerships

Duties and responsibilities - Projects

TOP – DOWNActivity is initiated, organized and communicated by the Snow IG

BOTTOM – UPActivity initiating from the base is communicated in relation to „Go for the snow!“

Projects ProjectsProjects initiated

by theSnow IG

Projects initiatingfrom the

base(local/regional)

Contents



4. How we are financed5. Which activities we are planning

Financial planning - Principles

• As far as possible, each core group member of the Snow IG ‚ pays a fixed sum for a

duration of 4 years

• The financial support is based on the activity plan• The core group procures further financial support from accessible sources

• (e.g. Sponsoring)

• Each core group member charges only for „cash-out“ costs during the project work• (e.g. no charge for internal personnel expenses)

• Each core group member quantifies all work(jobs) performed

Contents


2. Where we are going3. How we are organized



Overview of the Activities of the Snow IG + Partners

ACTIVITY PLANCommunication

- Media- Internet

- Newsletter

Snow IG Region Products History

• Snow Fun Days• Bookings- &

informationplatform

• Ski slopesnear cities

• NationalSnow Fun Day

• 75 Year AnniversarySwiss snow sports

• …

• CHF 5.- per day(OSVS)

• School in the Snow(GR)

• „Everyone on skis“• Childrens‘ skilift

on the Gurten• a free day-pass

(Adelboden)• Education

documentation• Mobile – „Praxis ‚• snow sport camp“

• „The White Bus“• Children up to 9

years old free of charge

• CHF 5.- Bus• Day-pass for families• RailAway• …

• FaSKInation• Alps• Swiss Snow

Camps• „Snowli on tour“• „Start the Film!“ - …• …

Nationale Initiative

from the base

Challenges

• The problem is not acute

• Changed social values

• Demand for multiple options• Childrens‘/Young peoples‘ changed attitudes toward free time

• Competition in the Alps (more working against each other than with each other)

• = merciless competition• Missing statistics

• Complex structures in Swiss Tourism

• Competition with trend sports & other offers (e.g.Beach holidays)

• Price• …

Beispiel Kinderskilift Gurten - Kommunikation

Beispiel Kinderskilift Gurten - Infrastruktur

Beispiel Kinderskilift Gurten – „Skigebiet“

Produkt - Jungfraubahn

„Kinder bis 9 Jahre gratis“ / Gstaad – Zermatt – Alpes Va udoises

Kinder bis neun Jahre erhalten seit der Wintersaison 2005/06 in

Gstaad und den Waadländer

Alpen sowie seit 2004/05 in

Zermatt den Skipass gratis.

„Einen Tag Skifahren für CHF 5.-“ – OSVS - Projektbeschrei bung

„Der Weisse Bus“ - Bilder

„Snowli on tour“

Thank you

WELCOMEWELCOMEWELCOMEWELCOME

FIS Youth SeminarFIS Youth Seminar

Wednesday September 23rd, 2009Wednesday September 23rd, 2009

Zurich, SwitzerlandZurich, Switzerland

Presentation by Colin Chedore, President Canadian Ski Council

The CSC is a non-profit organization created in 1977 to work in partnership with member organizations to help increase participation in skiing and snowboarding across Canada.

The CSC is the central body responsible for the development and execution of generic

promotions on behalf of the ski/snowboard industry.

The CSC member organization partners include the following associations:

Canadian Association for Disabled Skiing (CADS).

Canadian Association of Snowboard Instructors (CASI).

Canadian Association for Nordic Ski Instructors (CANSI).

Canadian Snowsports Association (CSA).

Canadian Ski Coaches Federation (CSCF)

Canadian Ski Instructors' Alliance (CSIA).

Canadian Ski Patrol System (CSPS).

National Snow Industries Association (NSIA).

Canada West Ski Areas Association (CWSAA).

Ontario Snow Resorts Association (OSRA).

Association des stations de ski du Quebec (ASSQ).

Atlantic Ski Area Association (ASAA).

Alpine Canada Alpin (ACA).

Who is the Canadian Ski Council?Who is the Canadian Ski Council?

4 parts of our mandate include:

• Marketing and Promotions

• Communication and Cooperation

• Research and Development

• Advocacy

Background on the Canadian Ski Background on the Canadian Ski

CouncilCouncil

Program Background:

√ Introduced in 1997/98 to help encourage 10 year olds and their friends/family to tryskiing and snowboarding.

√ 10 years old was chosen as it’s a good age for children to begin skiing and snowboarding and also young enough that they will bring their parents with them to the

ski area

√ First year of program had 9,700 children apply – now have nearly 41,000 children participating

√ Hope that children will become “core” skiers and riders and enter racing programs such as Nancy Greene Racing League, Bumps and Jumps etc.

√ Program helps raise majority of funds for Making Winter Winners fundraising program

for amateur and elite athletes

Grade 4 & 5 Grade 4 & 5 SnowPassSnowPass

Program Background:

√√√√ Program is funded by the regional ski area operator associations in Canada (Canada West Ski Areas Association, Ontario Snow Resorts Association, Quebec Ski Areas

Association and Atlantic Ski Areas Association) with $300,000 plus ski areas accept over

125,000 passes each year from participating children

� National Snow Industries Association used to fund the CSC with $165,000 per year to

help with the costs of various skier-rider development programs such as the Grade 4 & 5

SnowPass. Funding has been cut back over the years and is now $5,000 per year

�Canadian Snowsports Association helps to fund Grade 4 & 5 SnowPass program as

well, with $10,000 per year

� An administration fee of $16.80 is charged which last year brought in over $600,000 in

revenues. The cost of the program is over $800,000

�Canadian Ski Instructors’ Alliance is also a funding partner with $5,000 per year


Goals & Objectives

√√√√ Introduce 9 & 10 year olds and their family/friends to skiing and snowboarding.

√√√√ Increase retail sales of ski/snowboard equipment and apparel.

√√√√ To bring back lapsed skiers to the sport.

√√√√ Program provides up to 3 coupons for lift passes at each participating ski area

√√√√ Eastern SnowPass and Western SnowPass

√√√√ Raise funds for our elite racing athletes through donations made to Making Winter Winners

√√√√ 151 ski areas across Canada participate in program (representing over 85% of skier

visits)


9 & 10 Year Old Market and SnowPass Reach

√√√√ Potential market for 2008/2009 was approximately 376,127 children who were

born in 1998 or were enrolled in Grade 5 for the 2008/2009 school year.

√√√√ Potential market for 2008/2009 was approximately 368,206 children who were

born in 1999 or were enrolled in Grade 4 for the 2008/09 school year.

√√√√ According to Statscan, 2005, 42% of people live in a household that is

comprised of 4 people, the average being 3.9.

√√√√ Using this analysis, and taking into account there were 40,631 SnowPass

holders in 08/09, the program reached nearly 120,000 people this season, 70,000

of them being additional family members.

√√√√ There was an average of 3 extra people who went skiing/snowboarding on

days when the SnowPass was used.


Distribution outlet

Distribution Outlet Applications Received Percentage

InternetInternet 19,201 47.5

Ski AreaSki Area 501 1.3

Ski ShowSki Show 130 0.31

Sport Sport ChekChek 539 2.7

Sport MartSport Mart 716 1.8

Sports ExpertsSports Experts 716 1.7

FamilyFamily 247 0.6

FriendFriend 399 0.9

SchoolSchool 16495 41.1

IntersportIntersport 184 0.05

OtherOther 542 2.4


School Application Redemption

Grade 5 onlyGrade 5

OnlyColumn2 Column1 Grade 4 & 5 Column4

07/08 school

applications

Printed

applications

Sent to

schools

RedemptionSchool

applications

Printed

applications

Sent to

schools

Redemption

Percentage

15,606 593,000 2.63% 16,854 876,000 1.92%


Media Campaign

√√√√ The SnowPass program generated 84 printed articles with a total circulation of

over 4 million across Canada.

SnowPass Websites (www.snowpass.ca & www.passeportdesneiges.ca)

Website Views & Visits

March 19, 2007 to March 18,

2008

March 19, 2008 to March 18,

2009 Percentage ChangeYear - Total English

Visits 90,144 150,260 60.70%Year - Total English

Views 206,059 357,412 73.50%Year - Total French Visits 25,715 40,997 59.40%Year - Total French Views 58,992 90,243 53%


Partnership with Retail Stores (Forzani)

√√√√ Forzani is Canada’s largest sporting goods retailer

√√√√ 400 stores placed SnowPass POP displays and brochures.

√√√√ Banner ads were placed in Sport Chek and Sports Experts flyer and an

insert was included with the Sport Mart Preferred Customer Holiday Mailer.


Follow-up Survey

√√√√ Each year, the CSC surveys its SnowPass applicants in March to answer key

demographic and psychographic questions.

√√√√ The survey is posted online and an email request is sent to SnowPass

applicants who have agreed to be contacted by the CSC.

√√√√ On average, between 15,000 and 20,000 applicants are sent an email and

approximately 3,500 – 5,000 complete the survey.


Highlights of the Program

�31% of SnowPass holders were either beginners or lapsed skiers/riders and

� 33% were infrequent skiers/riders.

�57% of SnowPass holders skied more often this past season than the season prior.

�76% of parents said that they skied or snowboarded more this season as a result of

their child having a Grade 5 SnowPass.

�19% of SnowPass holders had another member of the family start skiing or

snowboarding as a direct result of their child owning a Grade 5 SnowPass.

�On average, SnowPass holders skied/boarded approx. 4 additional times with

approximately 3 other people generating 376,008 additional ski and snowboard days.

�Great retention rate – Now that these children are frequent skiers and riders, there is

an opportunity for them to participate in racing programs such as the Nancy Greene

Ski League, Bumps and Jumps etc.


Highlights on the Program

√√√√ 58% of holders had new equipment purchased for them in ’08/’09.

√√√√ 29% of parents purchased equipment for themselves in ’08/’09.

√√√√ 58% of parents purchased equipment for someone else in ’08/’09.

√√√√ 28% of SnowPass holders reported they took a SKI lesson on a day the

SnowPass was used

√√√√ 14% of SnowPass holders reported they took a SNOWBOARD lesson on a

day the SnowPass was used and 33% of holders have taken a SNOWBOARD

lesson at some point in their lives.

√√√√ 10% reported that either they or their spouse took a lesson on a day the

SnowPass was used.


Economic Impact

Total Revenue for all Resorts based on Lift Tickets Purchased by SnowPass

Holders and their Family & Friends

Column1

Number of

SnowPass Holders

Avg. Number of

Visits NOT using

SnowPass Coupons

Total Number of

Resort Visits Not

using SnowPass

Coupons

* Avg

Lift

Ticket

Price

Approx

Revenue to All

Resorts

Additional Lift Passes

Purchased by SnowPass Holder34,536** 4.6 15,866 $28.00 $4,448,248 $4,448,248

Column1

Number of SnowPass

Families

Avg. Number of Outings per SnowPass

Family

Total Number of

Outings

Additional Number of Outings by The SnowPass Holders and their Families

34,536** 4.2 145,051 145,051


Economic Impact

Total Revenue generated per year based on average money spent per SnowPass family outing*

Column1

Total Number of outings by

the SnowPass holders and

their families

Avg. Money spent

per Student Outing*

and Their Families

Total Revenue Per

Year

Revenue generated as a result of

SnowPass family outings.145,051 $152.0 $ 22,047,752.0022,047,752.00

*Average money spent per family outing includes transportation, lift tickets, meals/snacks, rentals, lessons, and/or accommodations.

** 34,536 represents: 40,631 (total number of SnowPass holders) – 15% (number of holders who stated that they never used their pass)


Total Net Revenue to Resorts – not including vacation travel, real estate purchases etc.

$22,047,752.00$22,047,752.00

Economic Impact


Making Winter WinnersMaking Winter Winners

Fundraising ProgramFundraising Program


To provide financial support to our amateur skiers To provide financial support to our amateur skiers andand

snowboarders to help them compete with the world at National andsnowboarders to help them compete with the world at National and International International

Championships, World Cup Events, and the Winter Olympic and Championships, World Cup Events, and the Winter Olympic and ParalympicParalympic Games.Games.

•Our goal is to raise $200,000+ per year for our athletes

•Making Winter Winners targets skiers and snowboarders across the country and encourages

them to make a donation to our athletes by the following methods

-Ski areas season pass form

-Grade 4 & 5 SnowPass application form

-Pamphlets at participating ski areas

-Visiting www.makingwinterwinners.ca

The program is currently being launched/marketed at 40 participating ski areas across

Canada.

To-date, the Canadian Ski Council has raised over $150,000 $150,000 for the Making Winter Winners

Fundraising Program


Rennsport Nachwuchs KonzeptStöckli Swiss Sports AG

• Allgemein Information über dem Rennsport in der Schweiz

• Organisation Stöckli Racing Alpin

• Kennzahlen

• Frage

•NM

•A Kader

•B & C Kader

•IR West •IR Mitte •IR Ost

•NLZ Brig •NLZ Engelberg

•NLZ Davos

•Swiss Ski Strukturen

• 370 Aktiv Ski Club

• 15 Regional Verband

Nachwuchs Konzept Ziel

Rennsport• Aufbau von einem Konstanz

Team• Hoch Service Qualität• Persönliche Betreuung• Präsenz bei die Lokal Rennen• Verbesserung das Leistung im

Schüler Bereich• Sicherheit

Marketing

Firmen Strategie!

• Filialen

• Partner

• Miet - & Service Center, Schleif center

Struktur Stöckli Schweiz

•Swiss-Ski NM

•Swiss-Ski A Kader

•Swiss-Ski B & C Kader

•Interregional Kader, NLZ

•Clubs, Stutzpunkt Center, RV

•Clubs & Fillialen

•Stöckli International Racing

•Beraten•Material•Vertrag

•Stöckli Racing Schweiz•Beraten•Material•Vertrag•R. Grab

•L. Rastoldo / West CH•Malters•Team Kader

Rennsport Organisation

Betreuung Nachwuchs Stöckli SchweizRichard Grab

Koordinator SchweizTeam Kader

Interregion Ost

Lionel Rastoldo•West Schweiz

Team KaderGraubunden

Team KaderInterregion Mitte

Fact und Zahlen• Die Firma Stöckli produziert ca. 50’000 Paar Ski

• 900 Paar werden in Rennsport verkauft über die Filialen mit ein Angebot von -45%

• 1000 Paar werden zu Verfugung Gestellt für das International Team ( A bis C Kader)

– 34 Athleten mit einem Finanziell oder Leistung Vertrag

– Davon sind 17 Athleten in einem Swiss Ski Kader

• 450 Paar werden im National Bericht zu Verfügung gestellt

– 35 Athleten im FIS Bereich / NLZ, RV oder Schüler Bereich je nach Leistung

• 200 ZV Speed die in die Filialen zu Verfugung Gestellt werden für DH und SG Rennen

• Gesamt Material Investition: ca. 2000 Paar Ski die für Athleten zur Verfügung Gestellt sind

• Rennsport TeamBetreuung im Nachwuchs Bereich: 5 Personen

Besten Dank!

Stéphane CattinRacing Director / Stöckli Swiss Sport AGMobil: +41 79 406 17 36Mail: [email protected]

•Fragen?

fis youth and children’s seminar · 2018-10-18 · 7th fis youth and children’s seminar...

Documents