MSIA Membership

Membership Benefits

Michigan Snowsports Industries Association (MSIA) was formed in 1991 as a marketing driven association. Our main purpose is to increase awareness of snowsports such as skiing, snowboarding, cross country skiing, snowshoeing in Michigan and to introduce new individuals to the sport.

Our efforts are designed to benefit all travel and tourism business in the industry, including ski areas, ski shops, manufacturer’s representatives and related businesses.

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MSIA Programs

Legislative and Governmental Issues

MSIA keeps abreast of legislative issues that affect our industry and notifies members when action is needed. MSIA retains the respected lobbying firm Muchmore, Harrington Smalley & Associates to represent our interests. Furthermore MSIA’s Executive Director, Mickey MacWilliams, sits on numerous Michigan travel and tourism boards and committees, is a registered lobbyist and is your voice regarding snowsports issues. Help us help the industry by donating now!

Discover Michigan Skiing

Since 1991, this popular learn-to-ski program has introduced over 120,000 people to skiing and snowboarding. Working with McDonald’s restaurants as our partner, information about Discover Michigan Skiing is printed on over 500,000 McDonald’s trayliners and over 750,000 vouchers distributed in the restaurants each year. MSIA also promotes Discover Michigan Skiing through digital ads and social media buys.

School Ski Days and Cold is Cool Passport

School Ski Days is a program to encourage school field trips to ski areas. MSIA mails and emails information to all Michigan schools, and those in bordering states close to ski areas, providing them with information on taking a field trip to their local ski area.  The Cold is Cool Passport is an app that allows 4th and 5th grade students to ski free at participating ski areas.  The app allows the child, with a paying adult, to ski either two or three times at approximately 30 Michigan ski areas.  Not only does the passport solidify skiing as a family recreational activity that these kids will take with them for their lifetime, it also makes it possible for families to get out on the slopes more often each winter. The app tracks participation and this information is available to all participating members.

Public Relations

Each season MSIA sends a press kit to reporters, describing the new activities on our slopes and in our shops. Many writers eagerly await our kits each fall, because it makes their jobs much easier. Throughout the season MSIA also sends numerous news releases regarding relevant ski and snowboard issues.

White Gold Card

Our primary source of funding, the White Gold Card allows purchasers to ski one time at each of the participating MSIA-member ski areas. Ski shops also agree to provide one free ski tune-up per card. MSIA is limited to selling up to 500 cards per year.

Services to Our Members

MSIA’s Website:

Check out MSIA’s website. It’s an interesting site with links to ski areas, ski shops, ski manufacturers and ski conditions. The website is geared to skiers of all ages. It provides information on our programs and our member ski areas and shops. Plus, we provide a direct link from MSIA’s site to member sites. Since goskimichigan. com is one of the top sites on the major search engines when looking for skiing in Michigan, this is a valuable tool for you!


MSIA runs a digital and social media ad campaign to promote our programs and the events of our members.  We also partner with Travel Michigan to produce a co-op ad campaign to promote snowsports – both in-state and to our surrounding states each year that the program is offered.

MSIA Annual Conference

The MSIA meets every summer at a member resort for an informational meeting and reception. Besides being an excellent opportunity to get to know others in our industry, it’s a chance to make an impact on MSIA decisions. Our meetings can be attended in person or virtually.

Direct Mail

MSIA mails packets of ski-related material to families who participate in our programs. All current MSIA members are invited to include information in this mailing by sending a flyer or brochure to MSIA’s mail house. Packets are then stuffed and sent to the approximately 5,500 households of Discover Michigan participants. The best part is that this is a free benefit to all MSIA members! To mail to all these new skiers yourself, the cost of postage alone would be a lot more than the price of your yearly MSIA membership.

E-Deal Newsletter

Monthly, throughout the winter, MSIA sends an E-Deal newsletter to the email addresses of people who have participated in our programs over the past few years.  Currently, our email database is over 18,000 households.  These are people who have enrolled their kids in the Cold is Cool Passport program, taken a Discover Michigan Skiing lesson or purchased a White Gold Card. All current MSIA members are invited to participate in the E-Deal newsletter.  We ask members to fill out a simple form describing their deal and send it to us with a photo.  We put the E-Deal newsletter together and send it out using Constant Contact.  Our open rate is over 50%!

We’re working hard to promote the sport we all love, but we can’t do it without a strong and active membership. We thank you for becoming an MSIA member and look forward to working with you in the coming season.

Skier visits link.

MSIA Online Membership Payment

You can pay your annual membership using our secure payment gateway. Please select your membership category below.

Associate Business
Annual Fee
Businesses serving the snowsports industry
Ski Area
Annual Fee
Annual fee for a Ski Area
Single Ski Shop
Annual Fee
Single ski shop
Annual Fee
Membership for two ski shops
Annual Fee
First Shop - $200; each additional shop - $150
Four-Or-More Shop
Annual Fee
First Shop - $200; each additional shop - $150 (max. $650)
Cross-Country Ski Area / Shop
Annual Fee
Cross-Country ski area and/or Cross-Country ski shop
Ski Representative
Annual Fee
Ski rep selling hard and/or soft goods to the ski industry

Donate to MSIA’s Lobby Fund

Please consider making a donation to MSIA’s Lobby Fund. Suggested donations are as follows:

  • Ski Shops, Ski Representatives and Associate Members: $100 each
  • Ski areas: 1 penny for every lift ticket sold during the 2021/22 season, with a minimum contribution of $400