The site needs to BREATHE the Freedom of the Hills on every page.
Right now it presents a blank face--corporate, boring, generic.
The mountains are adventure, beauty, and fuel for the soul. The site should reflect this. It needs art, and videos, and design.
Bring the mountains into the website.
1. There should be beautiful art on every page.
Give the photo groups the quest of decorating the site with their best.
2. Video! This is the age of multi-media.
Record and share the highlights of climbs, classes, and social gatherings. (again use the photo group's expertise here)
Post video how-to's. Little things like attaching crampons, snowshoes, elements of gear selection (reviews anyone?), etc.