RESORT PROGRAM
Our Mission
Bern seeks to establish a long-term, strategic partnership with independent ski resorts to enhance the safety, comfort, and style of their riders.
By leveraging Bern’s superior value proposition, we aim to deliver an exceptional on-mountain experience for resort guests, while also boosting retail and rental revenue for resorts. Our goal is to make Bern the go-to brand for resort riders through tailored programs and incentives that benefit both the resort and its customers.
Key Partnership Components
Rental Program – “The Ultimate Intro”
Goal: Introduce riders to Bern’s premium products through rental offerings, ensuring they feel confident, safe, and stylish from their very first ride.
Offer: Specially priced Premium Combo (helmet & goggles) available for resort rentals.
Actionable Plan: Provide resorts with promotional pricing on Bern’s high-performance helmets and goggles, designed to provide comfort and protection. This ensures that firsttime riders feel safe and confident, giving them a mental edge during their lessons.
Target: Ensure 20% of all resort rentals feature Bern products in the first year, aiming for $50 average wholesale per combo.
Metrics to Track:
- Number of rentals per season
- Gross revenue from rental program
- Rider satisfaction and return rate
Employee Offer – “Hooking Up the Resort Team”
Goal: Reward resort employees with exclusive access to Bern gear, reinforcing brand loyalty while providing tangible benefits for their hard work.
Offer: Co-branded, resort-specific helmet and goggle packages at a steep discount for employees.
Actionable Plan: Resorts will be provided with custom Bern-branded helmets and goggles, offering employees a unique and stylish uniform while incentivizing them to promote the brand to guests.
Discount: 40% off retail price for employees (based on a $50 average wholesale per combo).
Metrics to
Track:
- Number of employee sales
- Employee engagement with brand
- Resort-wide promotion of Bern products
Event Support – “Support, Prizes, & Exposure”
Goal: Enhance resort events with premium Bern products as prizes, fostering positive brand recognition and excitement among riders.
Offer: Prize packs featuring Bern’s high-end Carbon Combo (helmet + goggles).
Actionable Plan: Bern will supply products for key resort events (e.g., races, terrain park competitions, and demo days) to increase brand visibility and rider engagement.
Metrics to Track:
- Number of events supported
- Social media mentions and event engagement
- Sales spike post-event
Bern Retail Center – “Sell Through & Exclusive Offers”
Goal: Increase retail sales by positioning Bern as a musthave brand in resort pro shops with strong incentives and guaranteed sell-through.
Offer: Spring sale program with a “March 1st Credit” — retailers receive half-off the wholesale difference on unsold product after the season, ensuring they don’t lose money on unsold stock.
Incentive:
- 20% discount on helmets
- 30% discount on goggles
- Guaranteed sell-through program
Actionable Plan: Collaborate with resort shops to create engaging in-store experiences that reflect the resort’s identity, featuring Bern’s full product line with targeted promotions.
Metrics to Track:
- Retail sales volume & value
- Sell-through rate
- Shop inventory turnover
Employee Movement / Rep Program – “Fit Sessions & Awareness”
Goal: Equip resort employees with product knowledge and an understanding of Bern’s core values, so they can act as Brand Ambassadors and elevate retail sales.
Offer: Area Reps to conduct “Fit Sessions” for resort employees, educating them on the fit, feel, and benefits of Bern gear. Employees will be given a unique code for special discounts, which they can redeem and promote to guests.
Incentive: 5% of the purchase price will go toward supporting adaptive skiing or youth programs.
Actionable Plan: Area reps visit resorts to run fitting events and product demonstrations. This builds brand awareness among employees and allows them to confidently sell Bern
Brand Awareness Campaign – “Making Bern Known”
Goal: Boost visibility of Bern products through in-resort marketing and direct engagement with riders, promoting both product benefits and brand identity.
Offer: Window and lift ticket promotions (e.g., “Show Us Your Bern Lid” sticker campaign), with added incentives to drive retail sales.
Actionable Plan: Partner with resorts to display Bern products at key touchpoints (e.g., ski rentals, ski schools, events). Use window stickers and ticket coupons to incentivize purchases at resort shops.
Metrics to Track:
- Number of awareness campaigns conducted
- Retail sales increase from in-resort promotion
- Social media engagement
Youth Program - “Support The Future &
Culture”
Goal: Provide youth the ultimate value in protection, comfort & style to keep them safer on the hill & motivated to stay out there longer.
Offer: Provide kids in resort junior development programs helmet goggle combos.
Actionable Plan: Market the helmet & goggle combo special in resort’s junior development program; a low price / high value option for resort goers.
Season Pass Holders Premium Offer – “Exclusive Access”
Goal: Target loyal season pass holders with an exclusive, high-value product offering, positioning Bern as the premium choice for experienced riders.
Offer: Premium Carbon Zeiss Combo, customized with resort branding.
Actionable Plan: Offer a time-limited, exclusive deal for season pass holders at a discounted price ($299 for a $500 value). Bundle the offer with a resort-specific sticker and branding to create a sense of exclusivity.
Metrics to Track:
- Number of season pass holders who redeem the offer - Total sales value from season pass holder offers - Impact on season pass holder engagement
Celebrating 20 Years
“We’re proud to be your original out there helmet brand — the independent force with two decades of delivering the perfect balance of comfort, style and protection. When they said it couldn’t be done, we went out and invented a way. When people thought helmets couldn’t look cool, we went waaay out there with brimmed styles that are now iconic. When big helmet companies squeezed customers, we stayed out there delivering amazing value; because that’s how we want to be treated as riders, skiers and boarders.
Thanks for being out there with us for this epic ride. Ready for another run?”
Dennis Leedom — CEO & Co-Founder
