Savannah, GA (Monday, May 17, 2004) - Today over 600 executives from ski areas across the country will convene in historic Savannah, Georgia, for the National Ski Areas Association's (NSAA) annual National Convention and Trade Show. The convention, scheduled from May 17 - 20, will focus on the second phase of the NSAA Growth Model and examine ways that ski areas can attract a larger portion of first-time skiers and snowboarders within the youth market.

Keynote speakers include Seth Godin, bestselling author of Permission Marketing and Purple Cow. Godin's message centers on how being remarkable, rather than merely very good, can transform a business. Godin will focus on the creative thinking necessary to create a "purple cow" - an offering that stands out from the crowd and causes customers to take notice. Godin's session will complement a multi-faceted marketing forum that examines various issues that ski area marketers face today.

Tuesday morning sessions include Whiskey is for Drinkin': Water is for Fightin'. Here Fritz Holleman of Porzak Browning & Bushong LLP, discusses emerging trends in the area of water quantity in the west, as well as how water scarcity is affecting more humid regions of the country. In a subsequent session convention attendees will hear what the next generation of skiers and riders have to say about snowsports as key industry players provide detailed reports and share experiences of their youth marketing efforts.

Later that day James Chung, president of Reach Advisors, moderates as a panel of experts identify common problems and share advanced tips for improving ski resort websites. In addition a list of NSAA's test site resorts will provide an update on their two-year focus on improving conversion rates. Resort participants will share their greatest challenges and share insight on their most successful strategies in converting first-time skiers into return guests.

Finally Nolan Rosall of the Colorado-based research firm RRC Associates will summarize the key trends and patterns of the 2003-04 season. Following a record-setting 2002-03 season, this highly anticipated report will inform attendees how the industry performed this season in terms of skier visits, snowboarding growth, pricing and season pass sales, snowfall, lesson participation, destination and day visits, and other vital factors. Rosall will also discuss the most current demographic trends and provide an update on recent economic and financial patterns.

Wednesday events kick-off with a keynote address from NBC's Kim Niemi who will discuss kids, the Olympics and sports partnerships. Given NBC's expressed interest in broadcasting more snowsports events, Niemi will share ideas on how the network and the ski industry can work together to find unique ways to broaden the interest of winter sports for the next generation.

Additional sessions on Wednesday include a report from Sally Collins, U.S. Forest Service (USFS) associate chief and COO. The session will address the agency's top challenges in forest management including implications of USFS policy decisions for ski areas on issues such as roadless protection and forest planning. Jeff Coy of JLC Hospitality Consulting and Bill Haralson of William L. Haralson and Associates will discuss how ski areas can gain profits as a four-season resort by adding indoor water parks. Also Sports Illustrated for Kids publisher Dave Watt will present Take It to the Kids, discussions from a panel of youth marketing industry leaders that explore what marketing strategies and methods resonate with kids, and what pitfalls to avoid.

On Wednesday afternoon, John Armstrong, president of the Professional Ski Instructors of America (PSIA) will moderate a panel that identifies new trends in the lesson market such as increases in kids lessons, freestyle and huge growth in private lessons. In addition, Curtis Matthews of Moss Adams LLP will inform and identify ways that ski area owners and operators can limit the risks of revenue fraud due to their high cash volumes, remote locations, seasonal workforce and other factors.

Also Kim Seevers, PSIA eastern director of education and programs moderates as a panel of organizers, suppliers and participants discuss the outcomes and lessons learned from the Plus 1 Showcase at Hunter Mountain held in March. The event brought together personnel from snowsports schools, rental operations, manufacturers, suppliers and industry media, all focused on the beginner experience.

Meanwhile members of the Association of Ski Defense Attorneys (ASDA) will provide an update on trends within the claims and litigation fronts around the industry, with focus on terrain park operations. National trial results and year-end injury and fatality statistics will be covered.

New this year, NSAA has created a change on the last day of the show, adding half-day forums covering both marketing and risk management. The Thursday morning marketing forum will be a multi-faceted look at the issues ski area marketing departments face today. Tom Spencer, Claritas vice president/senior practice leader, will outline dynamic shifts in where and how Americans live and strategies on effective ways to reach them. David Perry, senior vice president of Aspen Resorts will lead panel discussions including the target appeal of the Winter X Games to youth audiences, the investment of live prime-time network programming as a showcase for winter sports and the cross-over potential to broaden the market appeal of our sports with skate, surf and other action sports.

In addition a risk management forum will discuss key trends in the insurance industry for 2004 and beyond. Attendees will learn practical steps that businesses can take to lessen the financial impacts of a hard market. Topics will include alternative ways to finance risk including captives and tax-advantaged finance vehicles, smart "risk transfer" contracting with vendors, promoters, sponsors and sanctioning organizations, balance sheet protection options and new technology tools and resources designed to improve safety and track and present loss data effectively.