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America Outdoors Association

May 10, 2011


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America Outdoors Association Bulletin

Take Five Minutes to Answer the Market Outlook Survey for 2011

Snotel Report Promises High Water and Snow-filled Passes with Important Risk Management Considerations 

Join Us For This Week's Online Class:  To Tweet or Not To Tweet

Take Five Minutes to Answer the Market Outlook Survey for 2011

Every spring we survey the industry about the Outlook for the 2011 season.  The results are a window into the outlook for various segments of the active and adventure travel industry.  Take five minutes to complete the online survey and we’ll publish the results in two weeks.  Click here to take the survey.  You may need to enable cookies for the survey to work.

Snotel Report Promises High Water and Snow-filled Passes with Important Risk Management Considerations 

With Snow Water equivalents running over 150% of normal in many watersheds a long, extended season can be expected for many river outfitters.  High water is expected to extend well into late June and early July on some rivers.  Some high country passes may be inaccessible for early summer trips.  Only New Mexico, Arizona, and Alaska are showing a number of watersheds with below normal snowpack.
Are your customers ready for the challenge and the inevitable long swims in cold water?  One key element of risk management, according to industry defense attorney Tracey Knutson, is your marketing representations.  Does your website accurately describe these conditions and what customers can expect to encounter?

In the Essential Risk Management Practices DVD Tracey describes cases in which plaintiff’s attorneys used inconsistencies or inadequate descriptions of the risks of a trip in advertising materials to claim misrepresentation and even consumer fraud.

Tracey says, “An organization can create liability problems by making (written or) oral assurances or guarantees of safety, or by using vague or absolute terms to describe its programs or services. By the same token, the organization can face allegations of misrepresentation, fraud or violation of consumer protection laws for failing to disclose material information (such as the level of experience necessary to safely or comfortably do an activity).” (Emphasis added). 

She says, “Accurately describing your program and talking truthfully with prospective clients is more likely to get you the clients you want. Accurate disclosure of valuable information will establish good rapport with your clients. Well informed clients may be more prepared physically, gear wise and/or psychologically to deal with the realities/discomforts of the trip.

Because promotional materials are full of visuals they make strong impressions about the activity, the weather, the fun, etc. Use visual/written materials to attract appropriate (think: capable and informed) clients and to transmit information regarding the nature of your trips. Describe the levels of physical conditioning and activity required of participants. Let potential clients know outdoor recreation activities include inherent risks that cannot be eliminated. Describe the nature of those inherent risks and the potential injuries that can result from those risks. The objective is to fully warn and inform potential clients of the risks inherent in your trips and of potential client injuries.”

Join Us For This Week's Online Class:  To Tweet or Not To Tweet

From short and sweet to short and Tweet! Twitter poses a 140 character limit for every post but such limitation has never been a hindrance to its fast penetration in the social media arena. Dave Serino reveals how you can transform every tweet into a long term success. Know how to write tweets that suit your business, use tweets to increase your client base and boost profits.

Speaker: Dave Serino
Date: Thursday, May 12, 2011
Time: 1PM to 2PM Central
Registration Fee $49.95 or $39.96 (20% Discount) for America Outdoors Members (Use Coupon Code AOA)
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