Learn the secrets to successfully promoting your trail ... · promoting your trail system to the general public, local and state officials and special interests groups. Presented

RBT 10-07-2019

Learn the secrets to successfully

promoting your trail system

to the general public, local and state officials

and special interests groups.

Presented by Randy Toth

Snowmobile Association of Massachusetts (SAM)

2019 MASSTRAILS CONFERENCE

Leominster, MA

October 31 - November 2, 2019

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SNOWMOBILING

Background

Snowmobiling started in the 1960s:

2 Stroke Motors - dirty, smelly, noisy

Unsafe - early models didn’t even have brakes

Unreliable - sparkplugs had to be replaced every 30/40 miles

Snowmobilers were kind of “outlaws”:

No trails existed so operators went wherever they pleased

Landowner conflicts were not uncommon

The state began providing trails and began grooming them

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SNOWMOBILING

Background

Snowmobiling today has evolved:

Clean and quiet 2 and 4 stroke machines

Highly reliable with only “yearly maintenance”

Much safer and much more comfortable

Snowmobilers today have evolved:

Organized, law abiding stewards of our parks, forests and

private lands

Collaborated with public and private landowners to form an

elaborate trail system

Operate over 150 groomers compared to the state’s 3 or 4

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SNOWMOBILING

Background

Problem:

How do we spread the word that:

“Snowmobiles / Snowmobilers have changed for the better!”

Approach:

Promotional Communications tailored toward:

General Public

Potential Members

State Legislators and Public Officials

Special Interest Groups

THIS WAS AND STILL IS AN ONGOING, FORMITABLE TASK!

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This approach can be used effectively by other trail user

groups with the need for promotional communications:

Walkers Hikers

Joggers Horseback Riders

Snowshoers Cross County Skiers

Dog Sledders Base Jumpers

Hunters Fisherman

Canoers Kayakers

Rafters Hang Gliders

Snowmobilers Mountain Bikers

Dirt Bikers ATV Riders

4x4 Riders Snorkelers

PROMOTIONAL COMMUNICATIONS

Applicability To Other Trail Groups

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CONSIDER SOME BASIC AUDIENCES

FOR PROMOTIONAL COMMUNICATIONS

1) GENERAL PUBLIC

Those with no interest/knowledge of your organization/activity

or perhaps even a non-positive image.

2) POTENTIAL ORGANIZATION MEMBERS

Those who might seriously consider your organization/activity;

but aren't really sure how to get started.

3) STATE LEGISLATORS and PUBLIC OFFICIALS

Policy makers/implementers/managers with little interest/knowledge

about your organization/activity; but who may be helpful.

4) SPECIAL INTEREST GROUPS

Non-Traditional Partnerships

State and Municipal Departments

Conservation Commissions

Landowners

United States Legislators and Public Officials

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1) GENERAL PUBLIC

Definition:

Those who may never have really considered snowmobiling

Objective:

Grab their attention, educate them and get them thinking &

talking about snowmobiling

Approach:

Participate in

Parades / County Fares / Community Events {“Touch a Truck”}

The “Big E” {Radio & Television Spots / Social Media}

Provide an eye-catching introduction

Brochures / Posters / Websites / Social Media

Handouts – {balloons, “sno-balls”, pens, keychains, etc.}

THE GENERAL PUBLIC

“Why Go Snowmobiling?”

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Irresistible Attention Grabbing

Picture.

Organization Identification.

THE GENERAL PUBLIC


Introductory Brochure - Message

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Who and What is SAM? • Over 31 local snowmobile clubs

• Diverse membership including all age groups, singles,

couples and families with children

• Individuals with many different backgrounds who all

love of snowmobiling, winter, and the great outdoors.

• An Interconnected SSTS from Connecticut to Vermont

and New York to Worcester

Why Go Snowmobiling? • Being Outdoors is Great Family Fun

• View Nature’s Beauty, as seen by Few others

• Observe Animals in their Winter Habitat

• Socialize with Friends

• Outdoor Adventure

• A Great Physical Activity

• Explore New Places

• Go Where Few Others Go

THE GENERAL PUBLIC



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Who Are We? • Environmentalists

• Conservationists

• Volunteers

• Hearty Souls

• Caring Folks

Key Facts • Significant Economic Impact

• Volunteer Time/Money on Public Lands

• All Ages Participate

• Family Oriented

Contact Information

THE GENERAL PUBLIC



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Our Trail System • 1550 miles of Groomed Trails

• 450 miles of Secondary Trails

• DCR, DF&W, and Private Landowners

• Over 100 Trail Groomers

• Statewide Snowmobile Trail Map

Why Join a Club and SAM? • Find Riding buddies

• Make Friends

• Stay Informed on Snowmobile Issues

• Obtain a Trail Pass

• Socialize

• Access Local & State Information

• Statewide Trail Maps

• Club Trail Maps

Contact Information - Again

THE GENERAL PUBLIC



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IT’S EVOULATIONARY!

GOOD FRIENDS! AWESOME SCENARY!

FUN TIMES!

THE GENERAL PUBLIC


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2) POTENTIAL ORGANIZATION MEMBERS

Definition:

Considering snowmobiling; but not sure how to get started.

Objective:

Provide additional information and encourage them to try it.

Approach:

Informational Brochures - Basic information in simplified format

Websites / Social Media / Magazines / Sno-Phone

Club Meetings / SAM Meetings

Major promotional events – SAM Annual “Sno-Expo”

POTENTIAL ORGANIZATION MEMBERS

“How Do I Get Started?”

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Introduction

• Organization

• Objective

• Message “Go For It!”



Promotional Brochure - Message

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What is needed to Ride in Massachusetts.

Required Items

• Snowmobile {Registered}

• Protective Headgear

• Trail Pass

• Flashlight and Key Spare Parts

Strongly Recommended Items

• Appropriate Clothing

• Safety Training

• Riding Buddy

• Trail Map

• Spare Parts

• First Aid Kit

• Cell Phone

• Insurance




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Riding With Children

• On the Parents Sled

• On their Own Sled

• With Direct Supervision




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Safety Training

• Preparing to Ride

• Riding Your Snowmobile

• Riding Safely and Responsibly

• Preparing for the Unexpected

• Snowmobile Laws and Regulations

• Link to SAM Website to find a course

near you.




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Purchasing a Snowmobile

• Visit Your Local Dealer

• Determine Your Riding Preference/Style

• Talk to Other Riders

• Consider the Manufacturers

• Consider the Sled Types




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What is Currently Needed?

• State Registration and Paperwork

• Trail Permits for Private Lands

Key Links to Information!

• State Websites

• DCR

• MEP

• SAM Website

• Club Websites




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Legal Riding Areas

• Marked Trails on State Land

• Marked Trails on Private Land

(with a trail pass)

• If it is not a marked trail then don’t go!




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Clothing

• Inner Layers

• Middle Layers

• Outer Layers

• Feet

• Hands

• Head




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Laws and Regulations

Governing Snowmobiling

• Major Laws Only

• Link to Mass

Environmental Police

(MEP) Website for more

Information




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Join a Club and State Association

• Find Riding Buddies and Local Clubs

• Make Friends

• Stay Informed on Snowmobile Issues

• Obtain a Trail Pass

• Socialize

• Access Local & State Information

• Statewide Trail Maps

• Club Trail Maps




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Riding Responsibly

• Ride at a Safe Speed

• Slow for Other Trail Users

• Ride on the Right

• Stay on Designated Trails

• Carry in – Carry Out

• Respect Private Property

• Watch for Thin Ice

• Watch for Groomers on the Trail

Taking the Next Step

• Visit the SAM Website

• Check out your local club




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WHAT ARE YOU WAITING FOR ?

GET A SLED.

JOIN A CLUB.

LEARN TO RIDE.

HIT THE TRAILS.

HAVE THE TIME OF YOUR LIFE !



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3) STATE LEGISLATORS and PUBLIC OFFICIALS

Definition:

Policy makers or implementers with little interest or knowledge about

about snowmobiling or perhaps a non-positive image.

Senators - Legislation

Representatives - Legislation

State Department Heads – Policy Development and Implementation

{MEP Registration Trailer, DCR Foresters. DCR Connections}

Mayors/Selectmen – Ordnances and Rules

City Councilors – Ordnances and Rules {Noise, Park Fence, Bridge}

Objective:

Educate, establish a relationship, gain support, propose solutions

and secure help.

Approach:

Provide quality briefing material and be available to answer questions.

STATE LEGISLATORS and PUBLIC OFFICIALS

“We Don’t Just Ride Snowmobiles!”

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The key message for our public officials is that:

“We Don’t Just Ride Snowmobiles!”

We are an:

Economic Engine, a Solid Member of Our Community,

Family Oriented, Respect and Protect the Environment,

and a Political Force in our state.

We need to educate our state legislators & public officials:

1) Who Are We.

2) Our Community Involvement.

3) Our Statewide Snowmobile Trail System (SSTS).

4) Our Partnership with the State Agencies.

5) Our Legislative Issues (Proactive Practices)


“We Don’t Just Ride Snowmobiles!” Briefing

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Who Are We?



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Who Are We?



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Our Community Involvement!



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Our Statewide Snowmobile Trail System (SSTS)



OUR TRAIL SYSTEM IS COMPRISED OF BOTH PUBLIC (37%) and PRIVATE (63%) LANDS!

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NH-Link VT-Link VT-Link

Note: Groomed Trails - ~1,550 miles

Other Club Trails - ~450 miles

52% increase in groomed trail mileage since 2007

CT-Link

STATE LEGISLATORS and PUBLIC OFFICIALS SSTS Trail System Missing Connections

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Snowmobilers Share There Trails SAM Clubs Operate Over 140 Groomers

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Address Potential Concerns Head-On

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Our State Agency Partners & Snowmobile Legislation



Successful SAM Supported Legislation

Strict DUI Law

Sales Tax Trade in Allowance

Vintage Snowmobile Registration

Permanent Seat on the State OHV-AC

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Snowmobile Facts VS. Fiction



Human Dimensions Research Unit

Department of Natural Resources Conservation

University of Massachusetts

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Snowmobile Facts VS. Fiction



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A Few More Thoughts



Legislative Consultants can be very useful.

Virtually all special interest groups have them

Help guide you through arcane policy / practices

Help with public hearing testimony

Help draft / modify laws

Provide access not available to everyone

Meeting with a legislator's staff is NOT necessarily a bad thing!

Senior staff members wield considerable power

Keep your requests reasonable and achievable.

Understand you legislator’s position and abilities

It really helps if you are not always asking for money

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A Few More Thoughts - continued



“All Politics are Local”.

Unasked Questions?

Are you in the legislator’s district?

Are you registered to vote?

Have you ever voted?

Do you vote regularly?

Have you ever contributed to my campaign?

Maximize your impact.

Written Communications

Fair – Computer form generated e-mail

Good – Personalized e-mail

Better – Computer printed and signed letter

Best – Hand written and signed letter

Personal Visit

Good – Phone call

Better – Local office visit

Best – Statehouse office visit

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We Live In Your District



Our Influence Extends by at Least a Factor of 4

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4) SPECIAL INTEREST GROUPS

Definition:

Those with no interest/knowledge of your organization/activity or a

non-positive image with whom you choose to or have to interact to

establish or maintain your trail system.

Objective:

Promote your organization/activity in a positive light, establish common

ground, show the benefit of collaboration and secure buy in.

Approach:

Provide carefully targeted information to help educate and convince

folks to join forces in working toward the common goal of establishing

and maintaining trail connections.

SPECIAL INTEREST GROUPS

“Communication/Cooperation/ Collaboration”

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Non-Traditional Partnerships

Land Trust Partnerships – Acquire/Preserve Recreational Trail Access

Landowner Contacts

Mutual Benefits - {TTOR / BNRC Agreements}

Regional / Local Planning Commissions Need to Hear from You

BRPC Recreational Land Use – {includes SSTS}

PVPC – {Jointly Supported RTP Bridge Replacement}

Application Trail – {Crossing Preservation}

State and Municipal Departments

Parks Department – {Fence Opening, Bridge Donation}

Public Works (Highways, Water Department)

Conservation Commissions

We Follow the Rules; but We Need Your Help

Many Different “Conservation Commissions” Exist


“Communication/Cooperation/Collaboration”

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United States Legislators and Public Officials

National “Washington DC Fly In’s” to Support:

Land Access Issues

Recreational Trails Program Funding

Should be well organized/coordinated effort – {Storming the Hill}

Farmers / Utilities / Private Landowners

Negotiate Private Trail Access – {Golf Course, Ski Area}

Provide Protection / Insurance / Maintenance for Private Trails

Develop Mutual Benefits – {Financial Rewards}

Restaurants / Motels / Country Stores / Gas Stations

Ski Areas / Campgrounds / Snowmobile Dealers

Networking – A Force Multiplier

Local Clubs

Snowmobile Association of Massachusetts

United Snowmobile Alliance

International Snowmobile Council / Congress


“Communication/Cooperation/Collaboration”

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Show up and speak at public venues when and wherever possible

Local / County / State / Federal

Arrange legislative and state department briefings

High personnel turnover at the top

Always speak at public hearings involving local policy

Follow up with written material where appropriate

Get on various local and state trail / planning related committees

Remember to listen, observe and ask questions

Don’t forget to make use of private / personal relationships

Parks Department, Conservation Commissions, friends & neighbors

These folks can help you spread the word and gain access

SUMMARY

Communication is Key

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Know and understand your audiences

Provide proper level of information and education

Taylor your presentation to your specific audience

React in real time to your specific audience

Demonstrate what you do and can do for others

We follow the rules & we donate many volunteer hours;

but we need your help

Build / Maintain a library of key material for future use

PowerPoint slides

Word “white papers”

Excel data {economic data, political district data, statistical data, etc.}

Keep them updated and continue to strengthen the message

Communications are “Two-Way”

Remember to listen, observe and ask questions

SUMMARY

Communication is Key

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ONE FINAL THOUGHT

Days Get Shorter. Nights Get Longer.

Snow Gets Deeper. Life Gets Better.

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Committed to Enhancing Safe Snowmobiling in Massachusetts

with

A Vision of an Interconnected Snowmobile Trail System from

Connecticut to Vermont and New York to Worcester.

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The Snowmobile Association of Massachusetts

www.sledmass.com

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Now It’s Your Turn

To Ask Questions!

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Name: Randal Toth Affiliation: Snowmobile Association of Massachusetts (SAM)

Email: [email protected] Phone: 413-442-3163

Short Bio: Current member SAM Board of Directors and Local Snowmobile Club, former SAM Legislative Chairman,

former Vermont State Police Snowmobile Safety Instructor, former SAM Representative to the American

Council of Snowmobile Associations, former SAM Representative to the International Snowmobile

Congress and retired Aerospace Project Manager.

Type of Session: Presentation

Working Title: “Learn the secrets to successfully promoting your trail system to the general public,

local and state officials and special interests groups.”

Intended Audience:

Those who must speak for their organization to the General Public, Potential Organization Members,

State Legislators and Public Officials as well as Special Interest Groups in order to promote your

trail system connections.

Abstract:

In the pursuit of an interconnected trail system, it is necessary to successfully communicate with the

General Public, State Legislators, Public Officials and Special Interests Groups including

Non-Traditional Partners, State and Municipal Departments, Conservation Commissions, United States

Congressmen as well as Private Landowners (Farmers, Neighbors, Utilities, Businesses). This presentation will

demonstrate a number of techniques using actual real world examples which can be effectively used by your

organization to make the most of those somewhat limited communication opportunities.

What Can Attendees Expect to Learn:

Organizations must do a lot more than just building/connecting trails – they must communicate effectively

and build strong relationships with many and varied individual and groups in order to effectively build

sustainable trail system connections.

Tangible Take-Always:

Blueprints for successfully communicating with the general public, potential organization members,

state legislators and public officials and special interests in order to further the goals of your organization.

Co-Presenters: None

Documents

Learn the secrets to successfully promoting your trail ... · promoting your trail system to the general public, local and state officials and special interests groups. Presented