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SUSTAINABILITY IS A HOT TOPIC OF conversation within the ski and snow- board industry. Resorts, brands, and nonprofit organizations across the coun-


try are speaking up and working together to preserve the winter environment. One resort jumping into the conversation is Aspen Skiing Company with their new


Give A Flake campaign. Learn more about the campaign in Aspen Ski Company’s own words.


ASPEN SKI COMPANY ROLLS OUT GIVE A FLAKE To push them on the issue, Give A


Aspen Skiing Company’s Give A Flake campaign departs from tradi- tional marketing and instead invites skiers and riders to become activists on behalf of climate change. “Climate change is a global problem


that requires scale policy solutions. So, we decided to use some of the biggest levers we have – our marketing reach and also our customers’ influence,” says Auden Schendler, senior vice president of sustainability at Aspen Snowmass. According to Aspen Ski Company, Give


A Flake initially zeros in on three sena- tors who are swing votes on climate policy: Alaska’s Lisa Murkowski, Maine’s Susan Collins, and Ohio’s Rob Portman, each of whom has expressed a clear understanding of the science of climate change yet has failed to take meaningful action on the issue.


Flake advertisements in national maga- zines feature tear-out, pre-paid postage cards for readers to sign and mail to those senators urging them to act on climate change. The letters will also be avail- able in-resort for guests to sign and send. Giveaflake.com also has a citizen engage- ment site that allows people to contact their own senator or congressperson and take other actions to become part of the climate movement. Schendler adds, “Recent reports tell us


we’ll simply fail to keep warming below 1.5˚ C, and as a result lose the entire ski industry if we don’t take extraordinary steps now at the national and international level. Skiers, riders, and resorts have to do more than individual actions, we have to become citi- zens, we have to get political, and we need to be a part of a revolution.”


To learn more, visit GiveAFlake.com, which offers visitors a one-click way to reach out to every state’s national repre- sentatives through directed tweets and printable letters to Congress.


LAYER UP ON YOUR


INSURANCE.


Make sure you’re covered, no matter where you teach or train. As a PSIA-AASI member, you get access to extra insurance coverage that goes where your other plans don’t, for just $135. Designed for members certified Level 1 and above, it allows you to teach at multiple resorts and resorts with limited insurance coverage. It even extends to your family. Get the coverage you need to teach the way you want. Sign up today at TheSnowPros.org!


#snowpros 20 | 32 DEGREES • SPRING 2019


SUSTAIN-ABILITY:


ASPEN SKI COMPANY


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