News & Views

COU­PLE PART­NERS WITH NSAA TO LAUNCH ON-HILL SAFETY INI­TIA­TIVE.

SKI - - CONTENTS - By Lind­say Kon­zak

Stay safe this sea­son to #RideAnotherDay, plus Lexi duPont spreads the love and the sea­sonal beers you need to try.

It was Christ­mas Eve 2010. The John­son fam­ily—Kelli, Chauncy and their three chil­dren, Elise, 5, Milli, 3, and Lo­gan, 4 months—headed to their lo­cal two-lift ski hill, the 60-acre Ho­gadon Basin Ski Area out­side Casper, Wyo.

Kelli, who was once a ski in­struc­tor, went with Elise to ski a run, work­ing with her to make turns. At one point, Kelli and Elise had stopped to put her ski back on. It was then that a 23-year-old lo­cal snow­boarder, out of con­trol, col­lided with Elise and her mom. He was go­ing 50 mph.

The 5-year-old broke her neck and was killed in­stantly. The snow­boarder died on im­pact. Kelli suf­fered a trau­matic brain in­jury and was in a coma for sev­eral weeks, learn­ing her daugh­ter passed away only upon wak­ing.

“Our life will al­ways be di­vided into two sec­tions: the life be­fore the ac­ci­dent, and now our life af­ter the ac­ci­dent,” Kelli says.

To keep their daugh­ter’s legacy alive, the John­sons ini­ti­ated a part­ner­ship with the Na­tional Ski Ar­eas As­so­ci­a­tion to launch the safety cam­paign, #RideAnotherDay, to curb ir­re­spon­si­ble be­hav­ior on the moun­tain. (Read the three tenets of the ini­tia­tive be­low.) They hope putting a face—their daugh­ter’s—on the mes­sage will drive it home. The John­sons shared their story in a video pro­duced by me­dia part­ner Cat­a­pult Cre­ative Labs, part of Ac­tive In­ter­est Me­dia (which owns SKI). Ads fea­ture a child­less snow an­gel, and the words: “She was 5. You were do­ing 50.”

Kelli and Chauncy are clear that they don’t hold anger to­ward the snow­boarder, who paid the ul­ti­mate price. “It truly was an ac­ci­dent, and it was an ac­ci­dent that could have been pre­vented,” Kelli says.

Learn more about #RideAnotherDay at nsaa.org.

Kelli and Chauncy John­son, who lost their 5-year-old daugh­ter Elise af­ter a col­li­sion with a snow­boarder who was go­ing too fast, have part­nered with the Na­tional Ski Ar­eas As­so­ci­a­tion for the new cam­paign #RideAnotherDay.

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