Yesterday almost everyone was outdoors enjoying the 70 degree weather and doing Spring yard work except a few of the crazy ones who were skiing. Yesterday also happened to be the closing day of my home mountain. Almost no one was there, less than 1,000 people, on a mountain that can draw 18,000 on a busy Sunday. The lodges were closed and only one lift running. But there at the bottom of the mountain was a small lift line of the mountain’s (and skiing’s) biggest enthusiasts.
This select crowd might just have been the crazy ones. Most were skiing in t-shirts and some in shorts. The skiing was not easy in the slush but they were thrilled to be there. The vibe was unusually companionable as people cheered each other around the bare spots, over rocks and mud and through the slushy, watery bits that pulled on skis threatening to upend the skier.
These are the customers that come to ski in the rain, ice and fog. Most of their friends call them crazy. While they were only 4% of the annual season pass holders you can be sure that they were season pass holders the year before and will be next year too.
On that beautiful day in April these enthusiasts were celebrating the last wonderful day of skiing.
Who are your crazy ones?
Do you know who your enthusiasts are? They are a very small portion of your overall membership. They were members last year and will be members next year too. They love your organization. They love what it stands for. They love participating. They may not show their loyalty by vying for a board position but they support you with their ongoing participation and devotion.
It’s almost like these folks deserve a VIP club all to themselves. They may not know each other but they do share a common bond. They also deserve to be celebrated. These folks are special. They are not like 95% of all your other members. What can you do to let the crazy ones, your enthusiasts, your fans know you appreciate them?
That last day on the mountain was just about perfect. The only thing that could have made it more perfect would have been a simple party, maybe tunes, brews and dogs, to honor the end of another great season.
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