SIA Newsletter


lssm_lg_111213Last year, Learn to Ski and Snowboard Month experienced an increase of 68%, getting more new participants on snow than ever before. The program is very simple – during the month of January, resorts across the country offer a deeply discounted lift ticket, rental and beginner lesson to LSSM participants. Clearly, it’s also effective: Learn to Ski and Snowboard Month brought over 153,000 beginner lessons to brand new skiers and snowboarders in January 2013.

It’s time to pull together and make 2014 the biggest year yet. By investing in this industry-wide initiative, we have the opportunity to see the changes needed to increase skier and rider participation and snow sports sales. “If everyone pitches in we will be able to move the needle,” said Mary Jo Tarallo, Executive Director of LSSM/BAF. “There really is no other program that focuses on newcomers at this nationwide level and brings together every aspect of the industry, allowing us to cooperate and pool our resources to generate new business. And in its five years, the program has gone from 20,000 participants to 153,000 – if that’s not proof of success I don’t know what is.”

1.BAF LogoThe Bring a Friend Challenge supports this effort by offering great prizes to current participants who “bring a friend” to a resort and help them sign up for a beginner lesson. These prizes include Head skis, Flow snowboards, RAMP skis, Burton snowboards and a ski trip to Utah.

5.LSSM LogoConverting new participants from LSSM and BAF and retaining them as avid skiers and snowboarders is the next step. The LSSM industry-wide collaboration and our investment are critical to the success of growing our sport. To help support this effort and continue its success, we ask all SIA Member Suppliers to please consider a modest investment of $500 to LSSM/BAF. In addition, if you would also like to donate product to the BAF program, you will get your own landing page to promote your brand to current participants and newcomers.

rmg_ver2_111213To become a Retail Partner, a modest donation of $50* is required. In return of your investment, all partners get full use of the LSSM and BAF materials as well as a host of information about how to team up with resorts that offer LSSM packages, marketing tips to leverage the influx of LSSM newcomers that will enter your shop or visit your website, and other helpful ways to join this industry-wide effort to grow snow sports participation.  

More tips are available at in the Retailer to Consumer Marketing Guide’s LSSM Addendum. Check it out today to see what the possibilities are for you.

We’re all in this together, so please make this important investment and become a LSSM partner today!

For more information and to become a LSSM investor, please contact Mary Jo Tarallo at or 202-431-6950.

*If you are a current member of NSSRA, NBS, SSL, SMC, or Sports Inc, your investment as part of these organizations has been covered.