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participant at the Ski Industries America trade show in Las Vegas, March 1-5. For more information about the show, contact Mary Jo Tarallo at SIA, 703-556-9020/

 DOLOMITE OFFERS FREE SKI LIFT TICKETS TO THOSE WHO TRY ON BOOTS
 LAS VEGAS, Feb. 24 /PRNewswire/ -- Dolomite America announces the return of the Dolomite "Try Em On" promotion. The "Try Em On" promotion offers free all-day ski lift tickets to anyone who visits a participating Dolomite dealer to try on a pair of Dolomite ski boots.
 In announcing the program, Paul Angelico, director of marketing, says the focus of the promotion is to motivate skiers to visit authorized dealers and try on a pair of Dolomite ski boots. "We're confident that skiers will be sold on the fit and comfort once they try on the boot," he said. "Working with 19 major ski areas throughout the country, we were able to develop a very exciting and attractive promotion." For 1993, we plan to expand the promotion to include 30 participating ski areas throughout the country.
 Our research has proven that once skiers try on a Dolomite boot a high percentage of them actually purchase a pair. This past season 24 percent of the skiers that tried on a pair of Dolomite boots through this program actually bought a pair.
 The skier and retailer reaction to this program has been exceptional. Industry reaction to the "Try Em On" program has been very enthusiastic, Angelico notes. "Retailers have remarked that the free lift ticket offer gets skiers into the shop, and, once there, they not only try on Dolomite boots but also look around to see what's new in ski equipment and clothing." In many respects it's a strong three-way promotion with a supplier, retailer and ski area all providing added value for the skier. The participating ski areas benefit from the lift ticket program as skiers bring friends and family members along to ski and use other area facilities.
 Dick Vanderflute, Parkland Ski and Sports in Tacoma, Wash., and former SIA Ski Retailer of the Year commented that, "This program works well for everyone involved. We especially like the "Try Em On" promotion because it brings new faces to the store. It's a great program because it's simple and it works well and brings affordable skiing to more people."
 For the 1993 season Dolomite will promote the "Try 'Em On" promotion with a consumer advertising campaign in Snow Country, Ski and Skiing Magazines. Opposite each ad will be a 1/3 page dealer listing identifying participating Dolomite dealers and ski areas. Plans are to double the media schedule from last year.
 All Dolomite advertising will feature the promotion, along with a complete listing of participating ski areas.
 Free all-day lift-tickets are provided courtesy of the following participating ski areas:
 Cannon Mountain, Franconia, N.H.;
 Canaan Valley Resort, Davis, W.Va.;
 Crystal Mountain, Thompsonville, Mich.;
 Diamond Peak at Tahoe, Inoline Village, Nev.;
 Donner Ski Ranch, Norden, Calif.;
 Eldora Mountain Resort, Nederland, Colo.;
 Gunstock Ski Area; Lanconia, N.H.;
 Hidden Valley Ski Area, Vernon, N.J.;
 Jiminy Peak, Hancock, Mass.;
 Mohawk Mountain, Cornwall, Conn.;
 Mt. Sunapee, Sunapee, N.H.;
 Seven Springs Mountain Resort, Champion, Pa.;
 Sierra Summit Ski Area, Lakeshore, Cailf.;
 Silver Creek Resort, Snowshow, W.V.;
 Ski Windham, Windham, N.Y.;
 Snow King Resort; Jackson, Wyo.;
 Snowshoe Mountain Resort, Snowshoe, W.Va.;
 Spirit Mountain, Duluth, Minn.;
 White Pass, Yakima, Wash.
 -0- 2/24/93
 /CONTACT: Paul Angelico of Dolomite America, Inc., 1-800-TRY-EMON (800-879-3666)


CO: Dolomite America, Inc. ST: Nevada IN: HOU SU:

KD-OS -- NY001H -- 9702 02/24/93 06:49 EST
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Copyright 1993 Gale, Cengage Learning. All rights reserved.

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Date:Feb 24, 1993
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