A winter wonderland in the city: When marketing, education and snow sports come together
- 2 days ago
- 4 min read
How can we inspire people in urban areas to embrace snow, exercise, and winter sports – regardless of weather, season, or origin? This question was the focus of a special practical project that the Snowsports Academy implemented together with FHWien der WKW in the winter semester of 2025/26.
A vision: Snow for everyone – even in the city.
"Snow Connecting People" is the motto of the Snowsports Academy. As the "Vienna Ski and Snowboard Instructor Association," it spreads enthusiasm for snow sports far beyond the Alps – and consciously rethinks the sport. This vision became concrete within the framework of the practical project:
In addition to Martin Dolezal , Johann Reisenberger and Lukas Joichl from the Snowsports Academy provided expert support for the project and contributed their perspectives from education, practice and snow sports development.
The students of the part-time Bachelor's program in Marketing & Sales were tasked with developing an idea unique in Austria: the conception and marketing of a snow adventure world in an urban setting . The focus was not only on classic winter sports, but on the snow experience as a holistic space – for movement, emotion, encounters, learning, and integration.
Three target groups – one shared experience
The six study groups focused intensively on three key target groups:
Urban population – people who live in the city and often lack easy access to snow and winter sports.
For tourists , year-round snow can be a unique incentive and an entry point into alpine winter tourism.
Educational institutions – schools and educational organizations for which snow is a valuable learning, movement and experiential space.
Based on market research, target group surveys and extensive environmental analyses, the teams developed differentiated marketing concepts for an urban snow adventure world.
Marketing at a professional level
The presented concepts impressed with their clear strategic guidelines, strong target group focus, and emotional appeal. The students impressively demonstrated how snow-themed adventure worlds can motivate people, foster community, stimulate tourism, and reimagine educational spaces. At the same time, it became clear how crucial the connection between theory, practice, and real-world projects is for contemporary training in the snow sports, tourism, and marketing sectors.
Particularly noteworthy was the professional use of generative AI in the visual conception. Many presentations reached a level usually seen in agency pitches – a strong indication of the course's practical orientation.
Valuable insights for practical application
The final presentations in early December clearly demonstrated the students' commitment and seriousness in approaching the topic. Their enthusiasm for snow sports was palpable and reflected in the strategies and ideas they developed.
“It was clear that this enthusiasm for snow sports had rubbed off on the students. They delivered excellent results for the three target groups and found valuable approaches that are very important to us.” Martin Dolezal, Managing Director of the Snowsports Academy
Coaches Melanie Gratzer and Bernhard Pfaffeneder from FHWien der WKW are also impressed with the results: “The students’ development over the last three months has been phenomenal. Their initial skepticism turned into enthusiasm for the project – this is evident in the exceptionally high-quality market research for a third-semester student, as well as in the targeted, high-impact marketing concepts. Congratulations to our students!”
Snow adventure worlds as a model for the future – This practical project clearly shows: Snow adventure worlds are far more than just indoor ski halls. They open up new possibilities for
low-threshold access to snow and exercise,
year-round sports and leisure activities,
Education and integration projects,
Urban tourism stimulus and new jobs.
Especially in times of social and climatic change, innovative concepts are needed to make snow sports accessible, diverse, and sustainable. The idea of a snow adventure world combines experience, sport, education, and community – thus creating new perspectives for snow sports in urban areas. Snow as an experiential space in the city is not just an idea – but a potential building block for the future of snow sports.
A big thank you to everyone involved!
Special thanks are also due to Sandra Stichauner , Chief Marketing Officer of the Austrian National Tourist Office, who was very impressed by the students' presentations and was able to give them valuable tips and important impulses for their future work.
As a token of appreciation, the Snowsports Academy invited the students to a snow adventure day at the Hirschenkogel – with skiing, snowboarding, tobogganing, and authentic mountain hut atmosphere. A day that perfectly reflected what this project was all about: experience, emotion, and connection through snow.
The Snowsports Academy would like to sincerely thank the students, the coaches of FHWien der WKW and all project participants for their professional cooperation and valuable input.
Snow connects people – even in the city.
More information about FHWien der WKW:
FHWien der WKW: https://www.fh-wien.ac.at/
Bachelor's degree program in Marketing & Sales: https://www.fh-wien.ac.at/studium/bachelor/marketing-sales/
Social Media:
Instagram: https://www.instagram.com/commars_fhwien/
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