Learn to Ski & Snowboard Month Exceeds Prior Estimates

SSM2010_4CLRParticipation Jumps from 30,000 in 2010 to 75,000 in 2011

Carlsbad, CA, May 4, 2011 ……Learn to Ski and Snowboard Month (LSSM) organizers have adjusted their final count regarding the January initiative. Estimates now indicate that ski areas nationwide provided more than 75,000 lessons to children and adults this January. The results are based on feedback from participating resorts and resort association partners. This represents a 150 percent increase over the 2010 effort. As reported earlier, the initiative that seeks to get more kids and families on the slopes, generated an estimated $4 million dollars in general media coverage for snow sports. That is in addition to approximately $250,000 in gratis advertising provided by the industry trade media.

Plans are underway for January 2012. The U.S. Ski and Snowboard Association is the newest national industry association to sign on as a partner joining the Professional Ski Areas Association-American Association of Snowboard Instructors (PSIA-AASI), National Ski Patrol (NSP), SnowSports Industries America (SIA) and the National Ski Areas Association (NSAA). The majority of state and regional resort associations, the industry trade media, and rep associations already are partners.

“We expect to align with more suppliers and retailers for 2012 and are in conversations with many of them,” said Raelene Davis, chair of the LSSM Task Force.

Organizers also are working with a variety of recreation-oriented government agencies and initiatives, travel and tourism offices and other outreach programs in an effort to get more children and adults to take ski and snowboard lessons next winter. A new Web site, aggressive use of social media tools and a pro-active PR campaign will dovetail with efforts by national, regional and state partners. The URL is www.skiandsnowboardmonth.org.

Learn to Ski and Snowboard Month is an industry initiative organized by numerous state and regional resort associations, the Professional Ski Instructors of America-American Association of Snowboard Instructors, SnowSports Industries America, the National Ski Patrol, the National Ski Areas Association and the snow sports media.

A Snow Sports Industry Initiative/skiandsnowboardmonth.org

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