With excited anticipation of a returning-to-normal ski season, the BC Alpine Ski Association added a few pieces to their marketing and communications output to better serve the ski community, ski journalists and media, as well as its 35 member clubs across the province.
Under the new tagline “Conquer the Mountain”, the new website and rebrand showcases the balance between developing excellence in ski racers, while showing the “journey” that families take with BC Alpine.
The primary goal of the marketing project, according to CEO Anders Hestdalen, was to present the sport – and “pathway” – in a clear, easy-to-follow manner to both new and existing members at all levels and ages of skiing in the province.
“We wanted to show a unified sport in B.C. and what we and our clubs do with our ski racing programs,” Hestdalen said. “It’s an incredible sport that involves the whole family so we needed an integrated content system with social media and feature stories that profile athletes, coaches and members.”
In addition to the new website, BC Alpine has initiated a social media strategy, which involves hiring two “Social Media Interns” who will be working with staff and a digital marketing agency to provide interesting content on a regular basis.
“We see tremendous value in working with our current club or regional athletes in order to tell the stories of life on the road to help our readers, fans, alumni, athletes, volunteers, sponsors and families better understand ski racing in BC,” Hestdalen said.
About BC Alpine Ski Association
VISION: To inspire skiers for life and develop world-class athletes. MISSION: To lead and govern the sport of Alpine Ski Racing in BC, to provide leadership and structure for our clubs to deliver high quality, sustainable and affordable programming and to communicate the competitive, recreational and lifestyle benefits of ski racing to the community.
Are you a committed and dedicated BC ski racer with ambitions (or curiosity) about a future career in media, marketing or journalism? If so, BC Alpine would like to hear from you. We are currently seeking to hire two social media interns, who will benefit from a paid position as well as mentoring from digital media professionals.
The successful candidates would be part of a small communications team, with direct guidance and supervision to assist in delivering the social media goals as part of the BC Alpine Communications and Marketing Plan (2021). The Social Media Interns are highly motivated, creative individuals with an interest in ski racing and a passion for connecting with current, past and future supporters of ski racing.
“BC Alpine sees tremendous value in working with our current club or regional athletes (U16 and FIS racers preferred) in order to tell the stories of life on the road to help our readers, fans, alumni, athletes, volunteers, sponsors and families better understand ski racing in BC. Our intention is to inspire our fans and members.” – Anders Hestdalen, BC Alpine CEO
Social Media Interns – Role Description
The BCA Interns (two positions available) will work within a small team to administer, manage and grow the BC Alpine social media channels, including content creation, publishing and marketing.
- Take direction from BCA staff and/or digital marketing agency to deliver the goals outlined in the 2021 Social Media Strategic Plan.
- Create and publish relevant, original content including copywriting and images. The expectation is a minimum of 2-3 posts per week.
- Contribute ideas to assist in developing more vibrant social media channels.
- Community management of all channels including responding to followers comments, direct messages, liking and replying to posts.
- Leverage the appropriate tools to manage and publish content.
- Maintain a unified brand voice across channels.
- Attend and contribute at comms team meetings.
Qualifications and/or experience:
- Demonstrates proficiency and understanding of social media platforms, their respective participants (Facebook, Instagram, YouTube, etc) and how each platform can be deployed in different scenarios.
- Practices superior time management.
- Is a team player with the confidence to take the lead and guide others.
- Capable of content production (video/photo).
- Passion for, and knowledge about, ski racing required.
Who we are:
The BC Alpine Ski Association is a division of Alpine Canada Alpin (ACA) which serves as the governing body of alpine ski racing. Our VISION is to Inspire skiers for life and develop world-class athletes. Our MISSION is To lead and govern the sport of Alpine Ski Racing in BC, to provide leadership and structure for our clubs to deliver high quality, sustainable and affordable programming and to communicate the competitive, recreational and lifestyle benefits of ski racing to the community.
- October 15, 2021 – April 15, 2022 (6 months)
- Employment type: Contractor
- Current BC Alpine registered ski racer (U16 or FIS level preferred)
- Time commitment: 6-8 hours per week
- $500 per month, per Intern
Interested applicants should submit a short application by Oct. 10, 2021 to firstname.lastname@example.org, please submit the following details, as well as any other relevant details.
- Which club, team or program are you currently registered with?
- What grade and school do you attend?
- Who is your favourite ski racer, and why?
- Name 3-5 aspects of your favourite alpine ski social media channels, and why?
All applicants will be contacted directly and the finalists will be notified for a video interview.
NOTICE is hereby given that the Annual General Meeting of the BC Alpine Ski Association will take place on Sunday, October 24th, 2021 @ 4–5pm.
Again this year we will be hosting our AGM and Member Summit virtually. Election of Officers will take place at the AGM on October 24th.
Please stay tuned, we are working hard to build an exciting and engaging Member Summit program to share with our members sometime in November – details will be published shortly!
Calgary, AB [June 21, 2021] – Today, Alpine Canada announced its ambitious five-year strategic plan, “Made for Canada – The Future for Ski Racing in Canada,” aimed at making Canada a world-leading ski racing nation in alpine, para-alpine, and ski cross through two Olympic and Paralympic cycles.
Specifically, the strategic plan aims to help Canada top the medal rankings in para-alpine and ski cross and achieve a top-five finish in alpine medal rankings at the Olympic and Paralympic Winter Games by 2026.
“Since I joined Alpine Canada last year, we have sought feedback from hundreds of athletes, coaches, alumni, sponsors, provincial and territorial sport organizations, and our sport and funding partners about the ways that we can build upon Canada’s rich history and tradition of ski racing excellence,” said Therese Brisson, President and CEO of Alpine Canada. “In a year that we celebrated 100 years of ski racing, we took the opportunity to rethink our strategy to ensure it best meets the needs of our athletes and carves a path towards a better future for the broader ski community as we kick off the next century. The plan articulates the vision, priorities, and commitments needed to be a world-leading ski racing nation and achieve our dual mission to increase podium performances and inspire growth in participation and fans.”
The strategic plan addresses our challenges and identifies four “where to play” strategies to help deliver on this mission:
- Lead earlier Next Gen athlete development;
- Build domestic capacity for ski racing excellence in coaching, member services, & safe sport;
- Produce race events that excite Canadians; and
- Build brand strength with a broader audience.
“We are optimistic about our future and focused on building capacity and resources to deliver on our ambitions,” said Tim Dattels, Chair of the Board of Alpine Canada. “We see a convergence of dynamics – new leadership, renewed strategic focus, a newly-elected FIS President with a North American growth agenda, and the potential for a 2030 Vancouver/Whistler bid – that could make this one of the most exciting decades for ski racing in Canada, ever.”
Built on the values of excellence, leadership, accountability, respect, and courage, and grounded in our nation-building purpose of powering a nation to peak performance by inspiring Canadians to be at their very best, the strategic plan makes the following commitments to achieve these results:
- Develop a pipeline of National Team caliber Canadian coaches;
- Identify Next Gen talent earlier at U14 and provide world-class coaching to achieve World Junior Championship podiums;
- Build long-term resort partnerships to establish national training hubs for spring and early-winter, on-snow training at scale, domestically;
- Lead national high-performance programs that progress junior athletes from World Junior to World Championship podiums;
- Rebuild a robust domestic national competition structure that includes the National Championships, NorAm Continental Cups, and a National FIS Canada Cup to support athlete development and grow revenue; and
- Develop world class assets and an integrated digital platform to strengthen brand and drive fan and revenue growth.
Alpine Canada has already begun executing upon the initiatives captured in the strategic plan, which can be found with Key Performance Indicators measuring successful delivery here.
Alpine Canada President & CEO Therese Brisson will host Open Town Halls to share the Made For Canada strategic plan with the broader ski community on June 22 at 7pm ET / 5pm MT (English content) and June 28 at 7pm ET / 5PM MT (French content). Click to register for the live video conference here.
For more information or media inquiries please contact
Brianne Law I Director, Brand and Product
email@example.com I 587-999-4241
About Alpine Canada
Alpine Canada is the governing body for alpine, para-alpine, and ski cross racing in Canada, as well as for Canadian ski coaches, providing education, certification, insurance, and compliance with the coaching code of conduct. With the support of valued corporate partners and donors, along with the Government of Canada, Own the Podium, the Canadian Olympic Committee, and the Coaching Association of Canada, Alpine Canada develops Olympic, Paralympic, World Championship, and World Cup athletes to stimulate visibility, inspiration, and growth in the ski community. In 2020-21, Alpine Canada celebrated 100 years of rich tradition in competitive skiing in Canada.
BC Alpine’s Girls Fast Forward Program is excited to announce the updated High Performance camp schedule for the summer and fall of 2021. In accordance with the Provincial Health Order guidelines, we have been preparing for opportunities to work together in person and travel provincially.
“BC Alpine is working hard to address the gender inequity within our sport, especially at the high-performance level. The Girls Fast Forward High Performance 2021/2022 programming is one step we are taking to close the gender gap and re-establish a pathway to our Provincial teams for our female athlete membership at the FIS level. Visibility is important and athlete’s must be able to see what they can be! We understand that calendars and planning dates can be challenging at this time, and that is why we are providing 2 dryland opportunities, one in June and one in August, to allow flexibility among student-athletes. Athletes that participate in 1 or 2 camps will be considered for future training opportunities. We are excited for this group to come together with the BC Ski Team coaches, to work hard, learn a lot and see the future possibilities for themselves in the sport.”
The primary goal of this new Girls Fast Forward High Performance initiative is to help female club athletes achieve BC Ski Team criteria. These camps will be subsidized and supported by BC’s top coaches. BC Alpine will not be able to provide actual costs until we have firm athlete numbers.
The GFF High Performance dryland camps will work to introduce athletes to the pathway to the BC Ski Team and the level of hard work and commitment required to get there! This will include building upon the athlete’s efforts, passion, and development level throughout each camp. Ideally, all athletes attend Dryland camp #1 and #2.
These dryland camps will provide assessment opportunities for both the athlete and BC Ski Team staff to highlight a “BC Alpine Training Group” for the 2021-2022 GFF HP On-Snow camps (#3 and #4).
Girls Fast Forward High Performance Plan 2021
(NOTE: We understand that some of these dates may be challenging. This is why we are providing two dryland camp opportunities. Ideally, athletes will attend both Camp #1 and Camp #2, but if it is not possible, there are still opportunities for athletes that can only attend one of these dryland camps. Athletes will still be considered if they are only able to attend 1 of the GFF HP dryland camps.)
GFF HP Camp 1: Dryland Camp
- Goal: build a culture, introduce athletes to BC Ski Team level of dryland training
- Target group: any female athlete moving into or currently in FIS for the 2021/2022 season (2005 & older)
- Location: Sun Peaks, BC
- Date: June 22-25, 2021
- If interested in this camp, please send an email to Johnny Crichton at firstname.lastname@example.org and we will get back to you with pricing and registration details
GFF HP Camp 2: Dryland Camp
- Target group: any female athlete moving into or currently in FIS for the 2021/2022 season (2005 & older)
- Location: TBD
- Date: August 9-12, 2021
GFF HP Camp 3: On Snow Camp
- Target group: The top performing girls from the first two camps
- Location: Europe
- Date: Early October
GFF HP Camp 4: On snow Camp
- Target Group: The top performing girls from the first three camps
- Location: Canada
- Date: November (TBD)
**All Camps will follow the Provincial Health Order guidelines and may be subject to change**
The 2022 registration season began on June 1st.
All Commercial General Liability (CGL) insurance and Sport Accident Insurance Policy (SAIP) purchased during the 2020/2021 season will expire as of July 1st, 2021. Because of this all members participating in training or other club activities after June of this year must be renewed for the 2022 season to be covered by the CGL or SAIP insurances.
Although we have not yet received final category costs from Alpine Canada Alpin, we have been told to expect no changes to any category or insurance cost from the 2021 season.
If you would like to make the publication date for list #1 you must be registered with BC Alpine via your club no later than end of day June 27, 2021.
Registrations will of course be accepted after this time however list #2 will not be published until mid-August. This means any requests to race during the summer (southern hemisphere events) where the racer would like to have their points available would require immediate points activation at an additional cost if you are not in before the list #1 deadline.
Current year FIS documents are available to download via: https://bcalpine.com/files/Registration_Files/FIS_Registration/
Please remember that the FIS Medical Evaluation requires a physical exam so make sure your athletes book an appointment with their medical professional to get this document completed!
Another important deadline: Canada West Ski Area Association has set an August 11th deadline to be registered in FIS to be eligible for a CWSAA All Areas Pass card.
Have any questions or concerns regarding registration or insurance?
Please contact Keven Dubinsky at our offices directly via email@example.com or 604-678-3074.