Learn to Ski and Snowboard Month (LSSM)/Bring a Friend (BAF) organizers are gearing up for the 2013-14 season with a new logo, updated website content, a revised Ambassadors program, an enhanced PR effort and a return of the Bring a Friend Challenge and Why I Love to Ski or Ride Video Contest.
The initiative still will concentrate on January as Learn to Ski and Snowboard Month but the “Learn to” message directed toward consumers has been expanded. Last year, more than 153,000 children and adults took beginner lessons through LSSM programs.
The LSSM snowflake logo has been changed to highlight the word “Learn.” The change gives partners more flexibility to promote “Learn to” programs during the winter even though January will continue to be promoted as LSSM. The resort and retail shop locator has been updated and set up regionally to make it easier for beginners to find venues near them. The consumer website has revamped and the Partner Tool Kit has all new graphics for use by partners.
The Ambassador program now has a youth component called Champions for those between the ages of 13 and 17. Industry professionals now form the program's leadership team. New criteria will motivate dedicated skiers and snowboarders to become Ambassadors or Champions and help in the effort to attract newcomers. The North Face and Head are sponsors and more will be announced shortly. See skiandsnowboardmonth.org for more information.
BAF is gaining steam and the Bring a Friend Challenge already has a number of motivational prizes from initiative partners including Ski Utah, Topnotch Resort at Stowe, Burton, Head, RAMP and the U.S. Winter Sports Reps Association. More will be added soon. See bringafriend.org for more information.
LSSM/BAF organizers again are working with industry trade media to promote the initiative. Warren Miller Entertainment will include information about LSSM and the Bring a Friend Challenge during its national tour of new film Ticket to Ride. WME also is working with LSSM/BAF on the Why I Love to Ski or Ride Video contest with details coming later this fall. Additional industry media involvement will be announced soon.
Organizers also are working with John Brice and Associates on the West Coast and Mfa, Ltd. in New York City to generate publicity during the Winter Olympics year.
Learn to Ski and Snowboard Month is an industry initiative organized by state and regional ski associations, leading snow sports media outlets, rep and retailer associations, the Professional Ski Instructors of America, the American Association of Snowboard Instructors, United States Ski and Snowboard Association, SnowSports Industries America, National Ski Patrol, and National Ski Areas Association.
