the ski trade - issue 4
DESCRIPTION
News, opinions and reviews from inside the European winter sports industry, featuring Betony Garner.TRANSCRIPT
JAN
201
4 | I
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Media Officer for SIGB & Snowsport England on the potential legacy of Sochi success p2
theskitrade.com | @theskitrade
As an industry we seem to always be asking
the question about how we can collectively
foster new participation in the sports of skiing
and snowboarding. With funding provided by
SIGB for a Snowsport Media Officer, working
with Snowsport England and British Ski and
Snowboard (BSS), that opportunity to employ
someone specifically to help achieve this aim
has now materialised, and Betony Garner
was the clear choice to take it on.
Garner was part of the Ski Club of Great Britain
for 9 years, with 6 of those as its PR Manager.
This not only built-up her knowledge of the
industry, but also allowed her to build many
relationships with a variety of organisations, and
key snow sports personalities.
Following her time at the Ski Club, Garner
worked on the London Olympic Games as
a Press Officer, which provided yet another
layer of experience within a complex and
busy environment. We caught up with Betony
to find out what she’s got planned for this
winter, and how her experience at London
2012 is shaping these plans.
”I learnt so much from the London Games.
Working in a very busy press office with
constant enquiries about everything
connected to the Games – from sport and
venue queries, to questions from the media
on security and ticketing. Dealing with
journalists at that level can be demanding,
and you had to be very good at managing
crisis situations, says Garner.
”When the role came up to help promote
snowsports and work with the GB skiers and
snowboarders to do this, I jumped at the
chance. I took on the role as Snowsports Media
Officer in the summer, and it is my job now to
communicate the information about GO SKI
GO BOARD and the Slide2Sochi campaigns to
the media and wider public, as well as being
the media officer for BSS. I need to ensure as
an industry we capitalise on the fact there’s
increased interest in snowsports in the lead-up
to the 2014 Winter Olympic Games.”
GO SKI GO BOARD is the campaign to help
encourage newcomers and lapsed skiers
into the sport, whilst Slide2Sochi is a series of
roadshows across the country to help promote
the sport before the Olympics start.
I wanted to know how the campaigns were
going, and what kind of reaction she’d had from
the national and snow sports media.
”We’re getting good traction with the ski
and snowboard magazines, both in terms
of the coverage of the two campaigns, and
also coverage of the GB ski and snowboard
teams. Tirol is a destination partner for GO
SKI GO BOARD, which really has helped the
campaign. We are working with its PR team
to capitalise on opportunities to promote
GO SKI GO BOARD with journalists who are
travelling to the Tirol. In terms of the sports
press, coverage of the GB team will ramp
up as we head towards the Olympics, and at
the moment we have many of the Olympic
hopefuls talking to the national sports
journalists – it’s key to build relationships
with them in the lead up to Sochi.”
So what can the industry do to help? Is
the Olympic effect going to happen, and
if it is, how can we all, as an industry,
get involved to really make an impact
in 2014? I put this question to Garner.
”Firstly, everyone should follow Team BSS
and Snowsport England on Twitter and
Facebook. If companies can communicate
that information to their clients too it would
really help. Have a look around the GO SKI
GO BOARD website, and point customers
towards the site to find their nearest
slope in the UK, and nearest GO SKI GO
BOARD sessions. We are also currently
building an online and offline ‘toolkit’ that
SIGB members can tap into to engage
with GO SKI GO BOARD specifically. More
generally, we want the whole industry to
get behind Team GB in Sochi 2014 and
shout about the Games, the events, and
the results in February next year.”
The world of communications has changed
over the last few years and it moves quickly,
with new technologies driving the playing
field for journalists and PR people. I wanted
to know from Garner how that changes the
way a campaign like this is approached.
”PR has significantly changed because of
the rise in social media. It’s much more
interactive and you need to be smarter. It
is not just about placing news stories in
the traditional areas; it is about engaging
the consumer directly through your own
channels which you have control of, i.e.
your website and social media channels.
Sometimes this makes it easier, sometimes
it is harder in a cluttered market. What I do
know is that things are different from when I
first started in PR.”
I ask what Garner thinks regarding the
interest levels for Sochi? ”There’s a high
interest in Sochi,” she says, ”the bigger
challenge will be after the Olympics. How to
carry on and continue to build interest. We
need to keep talking to the public directly,
especially those that have shown interest.”
What about medals? Should we be careful
not to overstate the case and apply too much
pressure on the athletes?
”Britain has the best chances for snowsports
medal success this Olympics – people are
worried about saying this in case it puts
pressure on our athletes. But in my opinion
it is just a fact! My job will be harder if we
don’t win any medals, but I believe whatever
happens Sochi 2014 will have a big impact
on the UK public in February. The freestyle
events will be going out live on UK TV, and
the timings work in our favour, with the main
BBC programme being on at 7pm on BBC2.
It’s a fantastic opportunity, and the coverage
on the BBC will mean it’s seen by a wide
audience of people.”
Garner will be heading to the 2014 Winter
Olympic Games in Sochi as a Team GB
Press Officer, working with the skiers,
snowboarders, and biathletes, and I asked
how she was feeling about that.
”I’m relishing the challenge, working in a
different culture, it will be challenging, but I’m
really looking forward to it.”
02 theskitrade.com | @theskitrade January 2014 | Issue 04
BETONYGARNER
Media Officer For Snowsport Industries Great Britain (SIGB) & Snowsport England
Rob StewartCo-Editor
03theskitrade.com | @theskitradeIssue 04 | January 2014
BETONYGARNER
2014 – what a year this could be for the
snow sports industry. There’s so much
going on in the month between this edition
of the Ski Trade and the next one alone;
we’re spoilt for choice.
We were hit with tough news at the
end of 2013. A weak snowpack is
causing problems off-piste, and Michael
Schumacher’s serious head injury has
re-ignited the safety debate. It’s a reminder
that our sport has its dangers, but we’re
able to put things quickly into perspective
compared with the general public when
they read the headlines.
When top surgeons say a helmet saved
someone’s life then we are sure to see
changes made in the way resorts mandate
their safety regulations. The question is,
would Michael Schumacher have made
the decision to ski in such a ”garden of
rock” without a helmet? He might have
gone the other way, and never have had
the accident in the first place. Conjecture,
but the point you need to ask yourself is
”would you ski that slope without a helmet
or without an avalanche transceiver?” If
the answer is no, then you should turn
back, whatever safety equipment you
might be wearing.
Ski instructors need to take the lead here,
and we have just returned from Italy where
BASI has been discussing these issues,
alongside many others, with the Italian
Ski Instructors Association – the plan is to
increase opportunities for BASI members
within the Italian ski school system and work
together, rather than battle against each
other.
Our ”Big Interview” this month is with
Betony Garner, who’ll be on the ground in
Sochi communicating all of the news from
the 2014 Winter Olympics as it happens.
This opportunity to shout about all the
great things about our sport shouldn’t be
underestimated. She’s also notably the
second woman in a row to feature on our
front cover, which shouldn’t be a reason
for discussion, but looking down our list
of the twenty people who influenced the
industry this year should be. Perhaps
Fiona Young, CEO of Disability Snowsport
UK, who’s just received an OBE for her
services towards disabled sport, can have
an honorary mention to help balance the
male:female ratio slightly.
We’ll see you all at ISPO, Slide, and
perhaps the Winter Olympics in the
next month, and wish you a happy and
prosperous 2014.
Rob Stewart Co-Editor
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Fiona Young, Chief Executive of Disability Snowsport
UK (DSUK), has been awarded an OBE in the New
Year honours list. Young has been involved in
helping disabled skiers since 1990, although it wasn’t
until 2007 that the current organisation known as
Disability Snowsport UK formed. Her work is now
recognised as being a major contribution to disability
sports, and has provided many opportunities for
skiers to enjoy the sport that they might not have
been able to previously. Young commented, ”I’m
delighted and slightly shocked to receive this award
and I’m pleased for the charity as it highlights the
work we deliver.” DSUK are currently looking for
volunteers to participate in their activity weeks
(disabilitysnowsport.org.uk).
Fiona YoungAwarded OBE
Only once every 4 years do we get the
opportunity to capitalise on the biggest winter
sports event on the planet. In a recent report,
Lloyds Banking Group estimated that the London
2012 Olympics supported a £16.5bn contribution
to the UK’s GDP. It’s unlikely that the Winter
Games will ever produce such staggering figures,
regardless of where they are located, yet the
”Olympic effect” is nonetheless undeniable. We
believe that winter sports businesses have never
been in a better position to take advantage of
Olympic fever.
View the full survey results at www.theskitrade.com
Just over half of the winter sports industry
members questioned have already included
a mention of Sochi 2014 in their marketing
or promotional activities this winter. 47.5% of
respondents haven’t yet begun to harness the
potential of the Games.
Of those respondents that have recognised
the marketing potential of the Games, 83% are
using social media channels to interact with, or
share, the Sochi message. Operators are also
using their own websites, or winter sports forums.
42.5% of those questioned believe the
Winter Olympics will have a positive impact on
the European winter sports industry as a whole,
while 12.5% believed that it’s too early to tell.
Whilst 32.5% of the winter sports trade does
expect the Winter Games to have an impact on
their business, the same amount does not.
At rudechalets, Head of Sales Rebecca Kirby has
already considered how the company’s chalet
guests might react and respond to the Sochi
Games. “Our guests tend to be dedicated skiers
and snowboarders who are always up for first lifts,
and live and work for their annual winter sports
holiday. Therefore, I imagine they will be avidly
following the Winter Olympics, and I suspect
there will be an increased interest in our custom
freestyle weeks, especially since slopestyle is
making its debut in the snowboarding category.
Guests will be able to keep up to date with Winter
Olympic news via our Facebook and Twitter
feeds, and we will also be showing the Winter
Olympics on the TV in all of our chalets.”
The French resort of Les Gets is home to a
number of medal winning Winter Olympians,
including boardercross champion Deborah
Anthonioz. “It’s really important for resorts to
embrace the Games” Les Gets’ Head of Press
& Communications Chrystelle Felisaz told us.
”Regardless of where they are held, there’s an
undeniable buzz in a resort that has produced
successful winter athletes. We have many things
planned in Les Gets to ensure our visitors can join
in the fun with us.”
At The Snow Centre in Hemel Hempstead,
Pete Gillespie is the Head of Snowsports. ”We
expect Sochi 2014 to inspire everyone already
enjoying snowsports to try new disciplines, such
as freestyle or ski cross, and we run sessions
so people can try these out with instructors to
give tips and advice. Sochi 2014 poses a great
opportunity for many people to get involved in
winter sports, see the variety of sports available,
and we are making plans to offer as many people
as possible the chance to come along and give
them a go.“
If we’ve done enough to convince you to
embrace the marketing potential of Sochi 2014,
you need to engage. Follow these social media
accounts to stay up to date.
facebook.com/sochi2014
twitter.com/Sochi2014
facebook.com/goskigoboard
twitter.com/SnowsportEng
facebook.com/TeamGB
twitter.com/TeamGB
VAT Now ExemptOn Junior Items
Are Accidents BadFor Business?
04 theskitrade.com | @theskitrade
Amie PostingsCo-Editor
HMRC has recently conceded to allow junior and
child-related products on Buff headwear to be exempt
from VAT, after Buffera successfully campaigned to
change the rules. Mark Sarah, Company Secretary,
said “after several years of campaigning, presenting
our arguments and building a strong case, we are
delighted with this outcome. We have won our
case and HMRC have conceded that Junior and
Child labelled products are now VAT exempt.” The
exemption of VAT on the Junior and Child Buff
Headwear products effectively means a £2.50
decrease in the price to the consumer for kids sized
Original Buff. The change was effective at 1 minute past
midnight on 1 January 2014, and all trade customers will
benefit from this whichever ordering channel they use.
The start of the new winter season served as
a timely reminder that accidents do happen in
ski resorts. Duncan Isaksen-Loxton, Founder
of Medic52, has created a smart phone app to
assist ski resorts in the management of mountain
accidents, rescue missions, and data collection. An
accompanying book titled The Smartphone Medic
also demonstrates how ski resorts can use data to
cut the costs of insurance premiums, and increase
visitor confidence in a resort. “The book goes into
great depth to show how collecting data in a more
efficient way has a positive knock-on effect that can
result in reduced insurance, better risk management
and happier customers” Isaksen-Loxton told the Ski
Trade. More at www.medic52.com.
BASITalking Italian
British Association of Snowsport Instructors
(BASI) has just returned from a trip to Sestola in
Italy where it met with the Italian Ski Instructors
Association (Collegio di Maestri di Sci) to discuss
opportunities for members to work in the country.
The technical exchange was designed to share
ideas bilaterally, gain a greater knowledge of the
Italian system, and showcase the BASI product
and its trainers. The Ski Trade’s Rob Stewart was
there reporting from the event itself and spoke to
Gareth Roberts, Chairman of BASI, who said ”this
trip has provided us with a real chance to develop
employment opportunities for our members. We’ve
been able to show the Italians what we can do and
how professional BASI as an organisation really is.”
The Olympic EffectWill the Games impact on your winter sports business?
January 2014 | Issue 04
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05theskitrade.com | @theskitrade
It’s a simple question, and one that needs a
credible answer if we are to believe climate
change predictions. Winter 2013–14 has,
thankfully (and at least at the time that I write
this in early-December), got off to a great start
with heavy snow cover across the skiing world
– Alps, Pyrenees, Dolomites, Rockies – the lot,
pretty much.
The shortest answer is that climate change
does not always meaning global warming.
But that’s inadequate really, because climate
change usually does mean global warming.
Perhaps a more accurate statement,
therefore, is: global warming doesn’t have to
mean less snow. It’s just that overall, in the
longer term, on average, it usually does.
Kitzbühel is a case in point. It’s often
referenced in international studies on climate
change as being a likely ”early victim” of
global warming, because both its ski slopes
are among the lowest in altitude in the Alps.
But the resort can produce figures showing
that over several decades, on average, it gets
more snow than it used it. This is despite the
fact that it estimates temperatures are up, on
average, 1.5°C since the 1960s. It just tends to
arrive a little later, on average, than it used to,
then dump down a bit more heavily and melt
away slightly earlier. That said, the past three
seasons, this one included, Kitzbühel has
opened weeks earlier than planned.
Kitzbühel realised nearly 50 years ago that it’s
not ”normal”, it’s colder than it should be for its
altitude, while conversely the mountain top of
the Hahnenkamm is warmer than most peaks
at its height. It’s a microclimate, normal rules
don’t apply, if they ever do.
But it’s taking no chances and spending big
time, like almost every other resort on the
planet, on snowmaking. Usually that bridges
any gaps, although in the warm winter of
2006–07 it was too warm even on the
mountain tops for the snow guns to work.
It’s an approach that has the Austrian media
wringing its hands every autumn – we’re the
greenest country in Europe, we don’t waste
energy, yet we’re spending millions, and using
giga-jigga-watts of energy making snow in our
snowy country the argument goes.
But the boss of Lech’s lift company, Michael
Manhart, told me that even in a normal
winter, the Arlberg, and many other popular
areas, get so many skiers these days that
snow ”evaporates”, and snowmaking is
required even in a good snowfall winter to
top-up busy areas.
Just across the border in Switzerland, a new
official study commissioned by the Swiss
government’s Environment Ministry has found
that temperatures are likely to rise overall
by between 0.5°C and 3.6°C over the next
50 years, depending on how rapidly climate
change impacts the country.
The study, carried out by the Federal Office
of Meteorology and Climatology, found that
temperature rises were likely to be higher in
the Alps than the rest of the country.
In terms of weather predictions, as a result
of the temperature rises, ”summer days” are
expected to ”almost double” in parts of the
country, to 80 or even 100 days, and summer
precipitation, as well as winter snow, drop by
up to 20%.
In the winter ”frosty days” are expected
to decrease dramatically, with ”up to
a month less” winter by 2060, while
extreme weather events, such as heavy
precipitation, as well as periods of drought,
will become ever more common.
So while I wouldn’t want to be a party-pooper,
I have to say don’t be fooled by all the snow,
the battle against climate change goes on.
Patrick ThorneColumnist
If It’s GettInG Warmer... Why so much snoW?
The essential Ski Test for UK retailers and snowsport mediaThe ultimate office
www.sigb.org.uk/sigb-ski-test
Issue 04 | January 2014
The hardest thing about compiling this list was also
the best thing. We have so many interesting and
talented people working in our industry; we could
take up our whole magazine with their names.
Here are 20 people who have had an impact on
our industry, from media, retail, tour operators,
manufacturers and athletes; we’ve picked out
some of the very key people at the top of their
organisations and fields of expertise.
Graham Bell
Perhaps the most recognised face of snow sports
in the UK. Bell has taken his talent as a broadcaster
and maximised his media opportunities, forging a
career that’s spanned almost as long as his 20-odd
years as a professional ski racer.
James Woods
The new kid on the block will surely take the
crown soon as he heads into the 2014 Winter
Olympic Games this February in Sochi. James
”Woodsy” Woods could shortly become one of
Britain’s top sports household names, let alone
just a snow sports one.
Mark Brigham
Steering the ship that’s been afloat for 80 years
this year, Brigham from outdoor and snow sports
specialist retailer Ellis Brigham has continued to
showcase some of the world’s best brands in its
stores and online.
Dominic Killinger
InTheSnow magazine has grown into one of
the most important snow sports publications in
the UK, and Killinger continues to take on new
challenges to grow his brand. His risk to start a
new show in Birmingham was bold, and didn’t
work out, let’s see if there’s anything else up his
sleeve for 2014 and beyond.
Damian Norman
Now that VOS Media is owned by Telegraph
Media Group, Norman’s roll as Managing Director
opens up new avenues of possibilities for him.
With a dedicated ski publication, two ski shows,
and the online section of The Telegraph ski site to
oversee, he certainly has his job cut out.
Frank McCusker
McCusker took over the CEO’s roll at the Ski
Club of Great Britain in July 2012, and has settled
into the job at the helm of this established ski
institution. The Ski Club is a vastly important
central point for news and information for the
public, industry, and media combined.
Warren Smith
The continued rise of Smith as a celebrity ski
instructor has been steady and well planned. With
a brand new DVD series launched this winter, and
a new role on the Channel 4 show The Alpine
Games, Smith’s status within the UK industry has
just gone up to the penthouse level.
Gareth Roberts
BASI has grown into an organisation with over
6000 members, and Roberts plays an active role as
Chairman to ensure things run smoothly between
management and members. With the growth
in professional snow sports instructors working
abroad, BASI has an increasing responsibility to
ensure employment opportunities, and international
recognition, for its members remains a top priority.
Simon Cross
Crystal Ski is the biggest player in the UK snow
sports holiday market, and Cross’ roll has recently
been elevated to Group President, with a new
MD coming in beneath him. With so many people
choosing Crystal as their ski holiday provider, he
must be doing something right.
Matt Woodruff
Snowsport Industries Great Britain (SIGB) is an
organisation that represents the interests of its
members, the majority of which are retailers,
manufacturers, and distributors. Woodruff is President
of the SIGB, as well as heading up TDK Sales and
Distribution, making him a busy man indeed.
Arnie Wilson
There are many fine snow sports journalists out
there, and that list is for another day. Wilson
stands out as the most respected and well-known
of them all. He’ll soon be moving on from his
Editor’s post at the Ski Club of Great Britain, but
I’m sure we haven’t heard the last of him yet.
Richard Cotter
It’s certainly been a rocky road for retailer
Snow+Rock in recent years, but preventing the
slide down a slippery slope is boss Richard Cotter.
He’s only recently started, but heading up the
UK’s largest snow sports retailer means he’s
automatically promoted into our list.
Jason Summerfield
Because Summerfield now heads up both the
Atomic and Salomon brands in the UK, he in
effect controls well over 50% of the ski and
boot market in this country. His knowledge and
experience within the industry is second-to-none,
but he’s going to need it for the challenges and
responsibilities involved with this job.
Nick Morgan
Le Ski might not be the largest ski tour operator
in the market, but Morgan has built a strong
reputation for a quality product focused on the
customer experience. His fight in the French
courts against the decision to ban ski hosting
by tour operators has propelled him into the
limelight, and done no harm to his reputation
within the snow sports industry.
Sally Bartlett
When you walk into Bartlett’s ski shop you
immediately feel excited about skiing. Maybe
it’s the labyrinth of rooms towards the back, but
it simply smells of the sport. Carving a niche in
good quality equipment, Bartlett is the hands-on,
public face of a business that will hopefully always
stay just the same as it’s always been.
Chemmy Alcott
There’s no doubting Alcott’s talent as a ski racer,
and although luck hasn’t always gone her way,
she continues to show that steely determination
that can make true champions in sport. When my
4-year-old daughter recently told me she wanted
to be Chemmy, I knew it was just one reason why
she had to make this list.
Betony Garner
After several years at the Ski Club of Great Britain,
and then a stint as Press Officer at the London
Olympics, Garner was perfectly placed to take the
roll as Media Officer for SIGB. Her task to promote
snow sports by using the Sochi Olympics as a
springboard makes her one of the key industry
players this winter and beyond.
Dave Edwards
Tasked with setting up a new British Ski and
Snowboard from the ashes of its previous
incarnation, Edwards has managed to steer
the organisation in a forward direction, and has
brought stability and possibility, in what’s perhaps
the most challenging of roles on this list.
Tim Falke
Snowsports England has certainly forged ahead
in the last 12 months with ”considerable” funding,
which is being used to promote the sport to a wider
audience. Falke’s role within that process has been
absolutely key, and we will watch with anticipation
to see how the results pan out in the long term.
Pat Sharples
The British Freestyle Ski Team is going from
strength to strength, and looking like it’s most
likely to produce the snow sports stars of the near
future. Sharples has been absolutely key to this,
and his drive and passion for the sport, coupled
with his apparent coaching skills, has clearly
rubbed off on his young squad.
06 theskitrade.com | @theskitrade January 2014 | Issue 0406 theskitrade.com | @theskitrade
the skI trade LIst 2014
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07theskitrade.com | @theskitrade
In this world of online communication, isn’t it
even more important than ever to have a physical
connection to the products that can make or
break your business?
Consumers of snow sports equipment require
knowledgeable staff to explain why they
should buy a particular ski, snowboard, or
boot. Therefore, it’s crucial for retailers to fully
understand what they’re buying, and who they’re
buying for.
There are many opportunities presented to
retailers through the year, including sales reps,
manufacturer events, and tests at ski slopes,
ISPO, SLIDE, and the Snowsport Industries Great
Britain (SIGB) Ski Test in Kuhtai.
But there’s still some feeling in the industry that
not enough buyers get to these events, especially
some independents.
What impact does this have on the business?
If the buyer doesn’t see new products on offer
and their competitors do, that can be a major
disadvantage. In the snow sports industry, you
can’t just pop a pair of skis in the post as a sample
to every potential customer.
Could this be why ISPO saw an increase in visitor
numbers during the 2013 show of around 4%?
The organisers claim it was the biggest show yet,
with 81,000 visitors attending from 109 countries.
ISPO is difficult for some UK retailers to attend,
but it’s an amazing opportunity to see the world of
action and outdoor sports all in one place.
SLIDE is an extremely effective alternative, and
for some, a great addition to ISPO.
Matt Woodruff, SIGB President and Managing
Director of TDK Sales, said to us ”what would
happen if there was no SLIDE? It’s a great place
to showcase all the products in one place and it
works very well for TDK.“
From a buyer’s point of view, both shows seem to
offer two different perspectives and opportunities.
Dave Whitlow from Ellis Brigham told us ”it’s great
to see SLIDE at an earlier date. It’s now a very
relevant show for UK buyers and even falls before
some clothing order deadlines.”
The breakdown of visitors attending SLIDE shows
that the vast majority, 73%, are owners or buyers
of retail outlets, with 71% of them interested in ski-
related products and hardware.
Scott Dobson, from Dynastar and Lange UK,
thinks there’s genuine value for buyers attending
shows. ”SLIDE is a great opportunity to present
the UK industry all that’s on offer. It would be
great to see even more retailers attend though.”
Nick Anderson of Hermitage Agencies, which
represents POC, Komperdell, and SkiA, spoke to
the Ski Trade about both shows. ”There’s a buzz
about ISPO which is not there in any other trade
show. Although the number of UK retailers is
not great I’m always kept busy running from one
brand to another across the roof!”
”SLIDE is much more relaxed, which is great for
business as you have more time to spend with
each retailer. Even so there’s still a good vibe with
all the latest shiny new kit for next winter on show.
I think we are all still children at heart.”
Rob StewartCo-Editor
Issue 04 | January 2014
Trade Shows: More Important Than Ever
With a reputation for technical
innovation that spans well over 130
years, Helly Hansen is usually at the
forefront of the European winter sports
outerwear market. It can take between
2 and 5 years to get a new product
from development to market, so the
company’s research and development
plans give us a fairly interesting
indication of how the outerwear market
is developing. Wintersport and Training
Category Manager Philip Tavell gives
us an update.
How important is it for Helly Hansen to be at the cutting edge of innovation?
It’s the cornerstone of our brand to
find new ways to produce products
that enable wearers to be outdoors. A
lot of our innovation comes from our
work with athletes. Often their lives
are dependent on having the right
equipment, but at the same time a new
collection must have marketability too.
Does it become increasingly difficult to continue making breakthroughs?
Yes, the wheel has already been
invented, but it can be made better.
Admittedly, it’s more difficult to be
innovative now than it was 20 years
ago, and today’s consumer is more
educated. They buy into the new
technologies first, then the brand.
At the same time it can be easier to
communicate developments. Winning
awards in sports magazines, for
example, is a great way to create
awareness of new technology.
What new technology is Helly Hansen working on at the moment?
Base layers will feature heavily in our
winter 2014–15 collection. We’re looking
at a new product that’s a completely new
construction, and a more natural way of
dressing. Our H2Flow hits the market
this winter, although we’ve had the
technology and patent for quite some
time. It’s a comfort regulator in jackets,
which controls body temperature using
positive or negative air pockets, and is
15% more efficient than a regular jacket.
Does the price of outerwear affect winter sports participation levels in your opinion?
Clothing is generally a small element
when you consider the total cost
of a winter sports holiday. You do
get what you pay for with technical
clothing and outerwear, skiers and
snowboarders must find a brand
that they trust to perform for them.
Not having someone to go on a
winter holiday with is a more likely
participation factor. New purchases
of Helly Hansen jackets now
include a free lift pass in resorts
such as Chamonix in France, and
Voss in Norway, to encourage
new participants.
Are you expecting to see the European winter sports market grow over the next 2 years?
Yes we are. There are
some favourable holiday
dates this winter, which
should have a positive
impact on the market,
while there’s also a
growing tendency to do
more physical activity.
Cheaper airfares will give
easier access to European
winter sports resorts, and excellent
snow levels in recent winters are
likely to inspire people too.
We wanted to bring a unique
boutique style to the winter
accommodation market, and at
Cragganmore our chalets are
very different to traditional ski
properties. Our objective was
to make people fall in love with
Chamonix, as both a summer and
winter destination.
Our guests are all high net worth
individuals and we make sure that they
have access to whatever they want
during their holiday with us. Our full
concierge service means we can offer
our guests an extremely high standard
of personalised service, and often
when they arrive we’ll know more
about their holiday plans than they do!
The ChaletManager system means
that we’re all singing from the same
hymn sheet, in terms of our concierge
service when our guests arrive. Our
chalet staff will go through the intricate
details of every group in advance
of their arrival, identifying the tiniest
of requirements. During our weekly
meeting our teams in each chalet are
required to log into ChaletManager to
view all of their guests’ details for the
coming week.
We also make several cultural notes,
particularly for our Russian clients.
We use ChaletManager to record
the more typical guest details, such
as guest numbers, any children and
their ages, as well as any dietary
requirements; but the system also
allows us to record wine and whisky
preferences, chalet temperature
preferences, which cereals each
child likes, any special celebrations
or occasions, and much, much, more.
There’s no guest detail that’s too
small for ChaletManager, and it’s easy
for us to make a record of them.
Our first recommendation to a start-up
chalet company would be to invest
in ChaletManager. We’re building our
business, and our reputation, based
on our capacity to remember the most
detailed guest requirements, and if we
were using a more manual system, we
definitely wouldn’t have the capability
to be so thorough. Details could be
missed, opportunities to impress
might be lost, and consequently our
standards might not be so high. It’s an
essential business tool for us.
Our objective for this year is to
encourage more of our returning
guests to book directly with us. We
genuinely do provide a better standard
of holiday when we’ve been able to
talk directly with our clients, and gain
a thorough understanding of their
likes and dislikes in advance of their
stay. Travel agents play an important
role in the winter accommodation
industry, there’s no doubting that, but
we feel we can be slicker when we
communicate directly with our guests.
We’re in constant contact with the
team at ChaletManager, as we’re
always thinking of new add-ons or
improved functionality that we’d like
to see on the system. For example,
we offer over 200 different wines to
our guests. It used to take a long time
to find each individual bottle when
creating guest’s bills, so we asked for
the different charge elements to be
listed as different sections, saving us a
huge amount of time. That’s time that
we can invest in maintaining our high
standards, and growing our business.
ChaletManager
chaletmanager.com
Chalet Cragganmore
chaletcragganmore.com
setting standards in chamonix
reInventInG the WheeL
Feature Sponsored By
Amie Postings looks at the R&D strategies at one of the oldest outerwear brands
08 theskitrade.com | @theskitrade January 2014 | Issue 0408 theskitrade.com | @theskitrade