SIA's Latest



September 4, 2012

For the first time since the inception of Learn to Ski and Snowboard Month (LSSM) in 2009, the independent, grass roots industry initiative has the support of ALL rep associations and all retailer buying groups plus the National Ski and Snowboard Retailers Association (NSSRA). In addition, all national industry associations, resort associations and nearly 30 SnowSports Industries America (SIA) member companies, highlighted by HEAD Wintersports, already are behind the effort to grow snow sports by encouraging children and adults to learn by taking lessons from professional instructors. Resorts in 33 states also support the initiative along with state and regional resort associations. New associations supporting LSSM and Bring a Friend (BAF) this year are the NSSRA, the Midwestern Reps Association, the Midwest Winter Sports Reps Association, the Ski Areas Rental and Accessories Buying Program and the Pacific Northwest Ski Areas Association.

Bring a Friend ChallengeThis year, the Bring a Friend Challenge adds a new dimension to the LSSM initiative. It rewards current participants who help enroll newcomers in lessons as well as the newcomers themselves. The Bring a Friend Challenge starts the third week in December and runs through March 17th. Weekly prizes are awarded to skiers and snowboarders who introduce their friends and family members to lessons during the winter at any resort.

Two grand prizes are available for qualifying participants in the Challenge. Ski Utah (Park City, Deer Valley and The Canyons) and Ski Idaho (Sun Valley) are both offering a four-day trip for two (airfare included) to a current participant and the newcomer who takes lessons. All current participants, including industry personnel, are eligible.

The new website specifies the parameters of the program and the Challenge. Contact LSSM/BAF Director, Mary Jo Tarallo, for information at