Tag Archive for: Reese Brown

Jonathan Wiesel

BEHIND THE SCENES WITH CCSAA

/1 Comment/in , /by

Your Support Helps!

Help us keep SeniorsSkiing.com free. Please support SeniorsSkiing.com with a donation.

DONATE

I recently was part of a conference call of U.S. and Canadian cross country ski area operators. The conversation touched on who our guests are, their wants and their needs; whether we’re in a growing business (short and joyful answer: yes!); and what we need to do to create new skiers and to retain past visitors. The questions are all part of the normal agenda at these monthly meetings; they’re survival matters in our industry.

On the call were Board Members of Cross Country Ski Areas Association (CCSAA, usually pronounced “Kssaa”), an unassuming but extremely effective force in the Nordic ski world in North America. It’s a familiar name among Nordic area operators and suppliers; less so among the several hundred Nordic clubs with groomed trails; and an enigmatic acronym to most retailers.

Group Lesson Source: Jackson Hole Nordic

As for the skiing public, about the only folks who know about CCSAA have learned of it through the logo on its exceptionally useful consumer website, https://xcski.org, which provides information on why, where, etc. to enjoy XC skiing. If you have any interest in XC, take a look at the site – it’s incredibly informative about the value of groomed trails, benefits of instruction, spotlights on XC areas and regions, etc.

That unfamiliarity is ironic but not surprising when you consider that CCSAA is a trade organization that promotes the sport but historically hasn’t tried to promote itself to the public. At the same time, it not only represents the entire recreational side of the Nordic industry (including ski publications and organizations) but generates and serves as a resource for much of the media coverage of cross country skiing.

Reese Brown, Executive Director, Cross Country Ski Areas Association.

CCSAA’s Executive Director is 62-year-old Reese Brown, a vigorous and versatile leader who has given the organization a more recognizable face and name in the industry at in-person meetings, frequent Zoom calls that discuss implications of the COVID era, and bi-weekly newsletters. Most of CCSAA’s Board are in their 50s and 60s, with, literally, decades of experience in a challenging industry.

For XC skiers, CCSAA’s accomplishments are pervasive but often may seem subtle or even mundane. Examples include helping persuade major snowcat manufacturers to explore Nordic markets; working with insurance companies to provide liability coverage at reasonable premiums (otherwise your trail pass would cost many times the current rate); and negotiating with the U.S. Forest Service to grant multi-year use permits.

CCSAA has developed a consistent signage system so skiers understand what direction to ski in; whether

CCSAA trail signage

skating/snowshoeing/fatbiking/walking is allowed on certain trails; what difficulty rating suits you best, etc. There’s also a defined way to measure trail length (sometimes called “non-repeat kilometers”). This approach may seem self-evident, but years ago some managers measured two-way routes in both directions. In one instance, a trail “network” advertised 30+ kilometers for a single non-repeat two-way 6-kilometer trail.

New in the CCSAA repertoire is primary-level consumer, retailer, and operational research, so we’re able to determine what’s growing, shrinking, or has plateaued. Knowing that you’re in a healthy business not only encourages improved services and facilities but may also enable XC areas (for example) to find new investors or loans, community partners, event sponsors, and media coverage.

So next time you’re out on the XC trails, smile at the signage, enjoy the grooming, and recognize that CCSAA may also be responsible for sensible COVID policies, inexpensive trail passes, and your use of public lands.

Roger Lohr

Snow Sports Leaders: Reese Brown, X-C Ski Area Association Exec

/0 Comments/in /by

New Ideas For X-C Skiing With New Director.

New CCSAA Exec Director Reese Brown brings energy. Credit: Roger Kohl

New CCSAA Exec Director Reese Brown brings energy.
Credit: Roger Lohr

Reese Brown is taking over the reins at the Cross Country Ski Areas Association (CCSAA) as Executive Director after a long run by former leader, Chris Frado. CCSAA is a nonprofit organization founded in 1977 with about 350 ski area members in North America and is dedicated to promoting growth and improving the quality of the cross country (XC) ski area operations.

The XC ski area members of CCSAA include businesses including resorts and inns, and public facilities such as parks and club-run trail systems that offer skiers groomed trail XC skiing, instruction, ski clinics, lessons and programs, and so much more. The organization coordinates conferences and member services such as a website directory, snow conditions reporting, and educational support.

As the new executive director, Reese Brown is charged by the organization board of directors with reinvigorating the group and increasing the value of membership with tangible benefits. Additionally, Reese serves as the Nordic Director of Snowsports Industries America, the trade association of product suppliers recently moved to Park City, UT.  He is involved with a US Ski Team committee and runs the Winter Trails introductory program. He’s a personal interlocking directorate for cross country skiing.

XCSkiResorts.com asked Brown about his perspectives on CCSAA and XC skiing on a number of issues. He wants to help XC ski areas raise their game, and he intends to increase the educational benefits for ski area members.

Regarding older skiers, who represent 12.4% of the XC ski population, he said, “cross country skiing and snowshoeing are the perfect forms of recreation for seniors because they are low impact activities that can be done into the later ages. With cross country skiing and snowshoeing, seniors can go at their own pace, get some exercise, join with like-minded people, and just enjoy the scenery.” He points out that senior skiers and snowshoers can socialize with friends or a group of people at the Nordic ski areas on midweek days when there are no crowds. Many cross-country ski areas coordinate specific senior programs with a short outing on the trails, a snack, coffee or hot chocolate and some company to enjoy it with on the same day each week.

After decades under the same CCSAA leadership, the new executive director and CCSAA’s rejuvenated working board is taking ownership of the organization’s efforts to revamp. For example, at the CCSAA spring conference Brown and some Board members orchestrated educational programs on grooming, snowmaking, and website effectiveness. These programs were parlayed with one-on-one sessions that were tailored to attending individual ski areas. These tailored sessions were scalable to the different ski areas so a small area could apply specific information at a lower level of commitment be it for a snowmaking investment or enhancing a website.

Brown is working on educational programs such as effective snow condition reporting, dealing with fat bikes on the trails, making rental equipment inventories more productive, and financing. “We intend to up the level of cross country ski providers’ games, which will benefit the skiers.”

When meeting with XCSkiResorts.com, the energetic Reese Brown reported that he had recently met with a company to work on an Internet-based ski trail ticket program.  Then, he was on his way to a snow gun company in the area to discuss biathlon ideas. This level of adrenaline at the association can only help the cross country ski areas and in turn provide better service to cross country skiers.