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SIA Members Play Key Role in the Industry’s Learn to Ski and Snowboard Initiative


Learn to Ski and SnowboardSIA members are playing an instrumental role in two programs designed to generate new skiers and snowboarders this winter. The Bring a Friend Challenge and the new “First Day Faces” campaign are both part of the industry’s Learn to Ski and Snowboard initiative. Bring a Friend rewards those who help newcomers sign up for lessons from professional instructors. First Day Faces encourages newcomers to show their friends and family, via their social media channels, the fun of skiing and snowboarding.

Led by Head Wintersports, suppliers providing investments of cash and or prizes to support these efforts include 686, C3, Dragon Alliance, Dynastar, GetOutfitted, Krimson Klover, Lange, Leisure Trends, Look, Outdoor Tech, Patagonia, RAMP, Ride Snowboards, Rossignol, SCARPA North America, Inc., Screamer Inc., Seirus Innovation, Smith Optics, Swany, Swappow, Tecnica USA, The North Face, Turtle Fur, and Zeal Optics. Retailer is also providing gift vouchers.

Several of these companies also are providing a grand prize package for the Ambassador of the Year, the person who helps the most people sign up for beginner lessons and registers for the Bring a Friend Challenge. Included in the grand prize package is a season pass for next winter. Weekly winner will be selected from First Day Faces entries to receive additional product prizes and one lucky will get a trip to Utah during the 2015-16 season. Participants file with #firstdayfaces.


Both promotions begin December 1, 2014 and end February 28, 2015. Anyone can enter the Bring a Friend Challenge as long as they help at least one beginner sign up for beginner lessons and register for the contest.

January is Learn to Ski and Snowboard Month when resorts throughout the country offer special deals for beginners who want to learn how to ski or ride. “We in the winter sports business are fortunate to be in the business of fun”, said Jon Rucker, VP of Sales and Marketing for Head Wintersports. “A healthy future for our sports and industry depends not just on our already avid participants, but also on bringing in more new participants than ever before”.

RAMP’s CEO Mike Kilchenstein agreed. “We have supported this initiative for several years because we believe it is important,” he said.

SIA, NSAA, PSIA-AASI, NSSRA, and nearly all national, regional and state organizations also are providing funding and expertise. Denver-based Cultivator Advertising and Design developed the First Day Faces campaign.

Since its inception, Learn to Ski and Snowboard Month programs have introduced more than 500,000 newcomers to skiing and snowboarding. Details are available at Traffic on the web site is up more than 25 percent over last year.

Contact Mary Jo Tarallo for further information at info@learntoskiandsnowboard or 202-431-6950.