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 100,000 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 partners with Booth Newspapers to promote the program.
School Ski Days and Cold is Cool Passport
In 1998, we began School Ski Days, a program to encourage school field trips to ski areas. Five years ago we added a statewide 4th grade passport program designed to get 4th graders, accompanied by adults, out to the slopes. In 2016 we added 5th grade. The passport is a coupon book that entitles 4th and 5th graders to ski or snowboard free two-three times at each participating area. The passport is intended to solidify skiing as a family recreational activity that these kids will take with them for their lifetime. We are proud to say that the program has been very well received and it has generated a great deal of excitement in the industry.
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 is also a great promotional tool, generating countless newspaper and magazine stories, and radio and television interviews. The cards sell for $269 and 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 400 cards per year.
Weather Blast Kits
One of the chief complaints of our members is the fact that radio and television reporters tend to say negative things about cold weather and snow. They make “cute” remarks about heading south when the weather turns cold.
To counteract this, MSIA issues faxes and emails to the broadcast media throughout the winter. Our message is a kind reminder that Michigan is a winter wonderland and should be looked at with a positive attitude. We also send sample faxes to our members, along with a list of fax numbers for radio and television stations across the state. We ask members to pull out a fax and send it each time they hear negative comments on the air about our weather. The effort has really made a difference! Reporters are getting the idea and we have seen a gradual increase in positive weather reporting.