Strategy
Creative
Voice
Identity
Copy
For many in our community, ski school is old school. As both ski culture and continuing education have evolved rapidly into the modern era, the way we learn to ski has not always kept pace. On the verge of the 2020 season, Crystal launched into an ambitious rebrand for their ski school lesson and clinic programs to increase engagement and revenue with their shifting skier and snowboarder demographics. Their objectives were ambitious and their desire was to root the rebrand in the resort’s Feel Different Here identity that Voicebox developed in the 2019 calendar year.
Crystal enlisted Voicebox again to turn a dense creative brief and comprehensive strategic plan into a creative presentation and digestible product segmentation to pitch the lesson program. Working with internal stakeholders, we developed new terminology, crafted descriptive ecommerce copy for each stage of the new progression and wrapped it all up with targeted, engaging descriptions for elements from their freeride program and group lessons to their big launch into Terrain Based Learning. The final flourish was working with their internal digital marketing department to improve UX flow, SEO rank and ease sign up therefore increasing on-site conversion and through their associated promotional email campaigns that leveraged the same work.
The path to becoming a lifelong skier and snowboarder is about fun, freedom and a spirit of adventure. For that reason no one wants a stale ski school experience when they are learning to ski or learning to snowboard. That’s why our Crystal Mountain lessons take a modern, freethinking approach to on-mountain education—the polar opposite of a textbook ski lesson or snowboarding lesson led by a stiff drill instructor.
Built with flexibility to adapt your ski lesson or snowboard class to your learning style, our In the Zone™ framework helps coach you through the four phases of becoming one with the hill. Our trade secret is the pro-level knowledge of our ski & ride coaches, who have spent lifetimes mastering their trade and their techniques. With both skill and patience, our crew has built a Cascades-wide reputation for breakthroughs and outcomes.
Whether you’re looking to lap the groomers, push through a plateau or float a powder turn—or just want to carry your skis without decapitating your friends—our lessons, classes, clinics and camps will guide you on your journey to learning to ski or learning to ride. This is the season to learn how Crystal Mountain ski lessons or Crystal Mountain snowboarding lessons will get you where you want to ski or ride.
Spandex suits and dryland training works for some kids, but for free spirits who just want to slay and huck, our Freeride Program is a better line choice. Crystal Mountain Freeride is designed to challenge skills
on natural terrain, building up big mountain ability into comp-ready form. No matter where your kid sits on the spectrum—just learning to stomp or sights set on the regional qualifiers—we’ve built our successful program on supportive coaching and a welcoming program dynamic that builds confidence through progression.
As any Crystal local knows, our mountain is an incredible freeride venue. We utilize this massive natural playground to teach our core principles of excellent technique, mountain safety, solid decision-making, competitive freeriding and deep mountain knowledge. Our coaches will teach your emerging ripper not just how to ski or ride a comp line, but the Freeride Program will build them into better big mountain skiers and riders.
Without too many rules or too much drama, we’ve created a skill-based developmental progression for our freeride team members that keeps skiing and riding what it should be—fun. It’s designed to reduce over-competitive burn-out but also focused on moving kids through a proven system that teaches technical skiing and riding on tough terrain in variable conditions—from chutes, spines and couloirs to cliffy zones, natural features and proper drops. Before you know it, you’ll be following their line down the King.
LEARN TO TURN
We all start somewhere. That’s why our intro-to-snow ski and snowboard lessons are structured to demystify the mountain without getting lost in the weeds, or in the base area. At Crystal, we make learning to link turns or ride a chairlift easy. Set up for rapid progression, our group, weekly or private sessions all benefit from the Terrain Based Learning™ model, a method that helps novices find their flow and feel the thrill of a turn faster with shaped features in dedicated learning areas surrounded by plenty of space.
Pick a line, stick a drop, rail a GS turn? Ready to slay, rather than just survive, the upper mountain? Confused about all the traversing? Our prescription is an all-mountain education that only a Crystal ski or snowboard lesson in the Adventure Zone will provide. We’ve tailored classes, attitudes and techniques to help skiers and riders of all stripes push through that mid-mountain plateau—while providing an eye-opening window to the upper mountain. Think of us as a spirit guide for your journey to all-mountain bliss.
Crystal Terrain Based Learning™Terrain Based Learning™ is a nationally recognized approach to ski and snowboard instruction that transforms an entire learning area by linking and shaping terrain features specifically for new skiers and snowboarders. The secret is gentle twists and turns that enable novices to experience the thrill and sensation of a turn at slower speeds. The first-turns-focused layout provides plenty of space for learning, includes visible signage for a clear path to success and is designed to work with, not against, the fall line.