Tongariro Ski Club
See http://www.tongariroski.co.nz - One of the oldest Ski Clubs in New Zealand - a strong sense of history and many third and fourth generation members. We have lodges based at the two major skifields in NZ's North Island on Mt Ruapehu - with the most comfortable and well appointed facilities of any of the many clubs based on the mountain.
We have a strong family focus, most of our members are, or have been young families involved in getting their kids loving skiing from an early age. Many of us form lifelong friendships with others at the club - we're bound by a mutual love of skiing, and of doing things with a degree of style.
We recently celebrated our 75th Jubilee (in 2007) with a grand dinner and ball, a book written for the event and a DVD produced.
Our history goes back to pioneering days on Mt Ruapehu, but we also put a lot of emphasis on having the most modern and comfortable accommodation. It's also about each doing our bit to contribute to the club (there's a relatively light duty roster each day).
Our cooks are very experienced, and produce wonderful meals which are shared by adults and kids. There's nothing better than relaxing in front of a roaring fire with a glass of wine telling tall stories to your friends after skiing.
We have great parties, including some fairly outrageous themed celebrations. We also enjoy friendly rivalry with other clubs on the racing front.
Our members and target members are typically families from NZ who love skiing. We're not all wealthy (club skiing is a lot cheaper than staying elsewhere) but we do all enjoy the finer things in life.
Our retro skier on our website (normally in red and facing the other way around) is much cherished by our members, so he needs to be part of what we do going forward.
However, we need to interpret him in a way that communicates the wider context of our club values.
Not just the tradition and history, but also fun, families, friendships, laughter, the love of skiing.
We also need to have a brand that can be applied to different contexts - such as e-newsletters, merchandise, teardrop banner that will be seen on the snow, medals, updating our website, as well as our documents.
In the past we had a shield which could incorporate other elements; some suggestions are to try this through the font of the name; alternatively maybe a strap line could help (a possible combination of something like "eat. sleep. laugh. ski" is an option - or maybe you have a fresh idea.