Non-profit Website Design: Building Fredericton’s Skiing Hub
Fredericton’s skiers needed real-time info. We built a flexible hub that makes it effortless for staff to update trail conditions and engage thousands of members.
Wostawea
Non-Profit / Recreation
- Local SEO
- WordPress Website Design (not found)
Increased Community Engagement
Wostawea Digital Hub
- Initial Status: CONTENT_AVALANCHE
- User Base: 1,000+ Members
The Project Briefing
Wostawea is the beating heart of Fredericton’s winter recreation scene. With a massive membership and multiple trail systems to manage, their digital needs are intense. However, their existing platform had become a "content avalanche"—years of scattered information made it nearly impossible for skiers to find the one thing they needed most: "What are the trail conditions right now?"
The update process was too technical for volunteers, meaning trail reports often lagged behind reality. In the world of winter sports, information has a shelf life of hours. Wostawea didn't just need a website; they needed a living newsroom for the outdoors.
We treated this as a Community Information Engine . We needed to empower volunteers to report conditions in real-time while handling massive traffic spikes during snowstorms.
The Content Friction Audit
We identified three structural barriers that were preventing the club from effectively communicating with its members.
- ERR_01 // UX_CLUTTER
Navigation Overload
Vital info like Trail Conditions and Membership was buried under levels of legacy content. Users were bouncing before they found the daily grooming report.
- ERR_02 // LATENCY
Information Lag
The old backend was clunky. If grooming happened at 6 AM, it wasn't appearing on the site until noon—breaking the trust between the club and its skiers.
- ERR_03 // SCALABILITY
Traffic Instability
The site struggled during 'Snow Events'—the moments when thousands of Frederictonians checked the site simultaneously. Page load times were killing engagement.
Engineering the Living Newsroom
Enter Design prioritized 'Empowerment.' We built a backend so intuitive that a new volunteer could master trail reporting in under five minutes.
Streamline Your OrgWordPress Block Editor Mastery
We utilized a modern Block Editor approach to eliminate 'code-fear.' Staff can now drag-and-drop new sponsor logos, race announcements, and event details visually without calling a developer.
The Trail Report Engine
We optimized the condition reporting workflow for speed. Reports are now instantly published, and we integrated a community feedback loop where skiers can post real-time track updates directly on the page.
High-Traffic Infrastructure
We moved Wostawea to a performance-optimized environment capable of handling massive spikes in concurrent users every time it snows in the capital region.
From Static to Seasonal
Wostawea.ca has transitioned from a static brochure to the daily homepage for Fredericton’s winter community. By flattening the architecture, we made it possible for any user to see the status of the trails in a single click.
Legacy Environment
- [!] Dated layout with a high volume of navigation clutter.
- [!] Manual, slow updates for critical trail conditions.
- [!] Static content that failed to capture community energy.
Modern Infrastructure
- [✓] Streamlined, user-first navigation for instant access.
- [✓] Real-time Trail Report Engine with community feedback.
- [✓] Modern, visual management via the WordPress Block Editor.
Empowering the Community Hub
The build focuses on making the website an asset for volunteers and sponsors alike.
Sponsor Visibility
We created a dynamic sponsor management system. Adding or updating corporate partners is now effortless, ensuring the local businesses that fund the club get premium digital placement.
Race & Event Alerts
Creating professional race notices is now as simple as typing a document. This ensures that the club's 1,000+ members are always in the loop for local loppets and clinics.
Ongoing Training
Technology is only as good as the people running it. We provide ongoing onboarding for new staff and volunteers, ensuring the site evolves as the club grows.
The Pulse of the Trails
The new platform has become a high-engagement hub, with trail condition pages seeing constant activity throughout the winter season.
- 100% Volunteer adoption of the new editor.
- Zero lag during high-traffic snow events.
- Dramatic increase in trail-page engagement.
Update Frequency
Ross quickly identified ways to consolidate content to make it easier to navigate. I’d recommend Enter Design for any business looking to grow through digital marketing.
Organize Your Hub
Does Your Community Website
Feel Like an Avalanche?
Don't let clutter hide your value. Let's build a digital hub that organizes your resources and empowers your volunteers to lead.