Industry Press Release

Learn to Ski and Snowboard (Month)/Bring a Friend Introduce Updated Toolkit for Industry Partners


Washington, DC (August 4, 2014) — The organizers of the Learn to Ski and Snowboard (Month)/Bring a Friend initiative have introduced a new and updated toolkit for industry partners to use this fall and winter in their efforts to attract newcomers. The toolkit utilizes state-of-the-art technology to deliver information and promotional materials provided gratis. Long-time LSS(M)/BAF supporter and web/social media management partner nxtConcepts developed the toolkit.

The new toolkit is divided into eight sections reflecting different aspects of the industry – Ski and Snowboard Areas, Resort Associations, Retailers, Instructors, Suppliers, Reps, Media and Clubs. It offers suggestions and examples of how the initiative can be incorporated into plans for attracting newcomers and how industry partners might collaborate with each other. It addresses why it is imperative for the snow sports industry to focus on getting newcomers involved and engaged as outlined in the National Ski Areas Association’s Model for Growth. It also includes logos and art for web banners, email messages, flyers, posters and graphic displays. The toolkit provides links to the initiative’s social media sites and provides examples of successful Learn to Ski and Snowboard Month and Bring a Friend campaigns. Details about access will be sent to partners shortly.

“The new toolkit will make it even easier for partners to incorporate an effective ‘learn to’ campaign that captivates newcomers and motivates them to return again and again,” said Raelene Davis, chair of Learn to Ski and Snowboard (Month/Bring a Friend) and marketing VP for Ski Utah. “We urge everyone in the snow sports industry to get on board with this initiative that last year generated more than 350 million media impressions for learning how to ski or snowboard.”

Learn to Ski and Snowboard (Month) is an industry-wide effort dedicated to motivating newcomers to learn how to ski or snowboard by taking lessons from professional instructors. January is Learn to Ski and Snowboard Month when resort partners offer their best deals for beginner lessons and packages. The initiative also advocates taking lessons anytime.

Bring a Friend encourages current skiers and riders, as well as newcomers, to bring friends (and family members) who are newcomers to a local venue for lessons from professional instructors. The Bring a Friend Challenge offers rewards for those who do.

A new consumer website also will be launched for the upcoming winter. Since its inception six years ago, industry partners have provided beginner lessons to more than 500,000 children and adults during the month of January.

Information about the toolkit and the initiative is available by contacting initiative director Mary Jo Tarallo at info@skiand