The Learn to Ski and Snowboard Month task force recently released its numbers for this year, deeming it an overall success. More than 153,000 children and adults from 34 states registered for beginner lessons from professional instructors during January 2013 as part of Learn to Ski and Snowboard Month/Bring a Friend (LSSM/BAF)—an increase of more than 50,000 compared to 2012 and more than 130,000 since the initiative began in January 2009.
The majority of participating ski and snowboard areas offered a discounted lift, lesson and rental equipment beginner’s packages. Most made their LSSM offer available to consumers for the entire month. Seventy percent of the ski/snowboard areas reported that their consumer participation was higher compared to last year. Forty-four percent thought that the amount of snow in their region positively affected participation.
Nearly 175 adults (ages 18 and older) took the BAF challenge to sign up skiing and snowboarding newcomers for lessons. Many newcomers were children. More than 20 registrants won BAF prizes from suppliers, retailers, reps and industry media. Those who won the grand prize trips to Utah (Canyons, Deer Valley and Park City), Idaho (Sun Valley) and Vermont (Smugglers’ Notch) will be announced by the end of March.
LSSM/BAF partners include all snow sports industry national associations, state and regional resort associations, retailer buying and membership groups, winter sports reps associations and members of the trade media. The initiative supports the Firth Lady’s Let’s Move campaign. LSSM encourages children and adults to get exercise outdoors on snow. Its slogan is “Humans Were Never Meant to Hibernate.”