Utah’s Resorts Exceed Goal of 10,000 Beginner Lessons During National Ski and Snowboard Month

SALT LAKE CITY, UTAH - Utah’s 14 resorts joined 34 other states and over 300 resorts during the month of January, to offer special deals for first time skiers and snowboarders to promote Learn to Ski and Snowboard month. Utah resorts set a hefty goal of giving 10,000 beginner lessons just in the month of January. With the amazing deals and promotions the Utah resorts were able to surpass the goal and get many new people out on to the slopes.

The theme for Learn to Ski and Snowboard Month is “Humans Were Never Meant to Hibernate” and thanks to the incredible deals that make it easier and more affordable for locals to learn, many more Utah locals are out enjoying the slopes instead of hibernating.

Ski Utah has played a key role in January Learn to Ski and Snowboard Month since its inception in 2008 helping with both the design and implementation of the program.

“We are very proud of our 14 resorts for exceeding the goal of 10,000 beginner lessons in January and for contributing to the overall high number of lessons given through the program this year. ’ noted Raelene Davis, Ski Utah’s VP of Marketing and the Chairperson of the National Learn to Ski and Snowboard Month Taskforce.. “This initiative has allowed more Utahans to enjoy the state’s most famous resource, The Greatest Snow on Earth®.”

Nationally Learn to Ski and Snowboard Month/Bring a Friend (LSSM/BAF) initiative announced that more than 153,000 children and adults registered for beginner lessons from professional instructors during January, 2013. It was an increase of over 50,000 compared to last year and the largest one-year increase since the initiative began in January 2009 with 20,000 participants.

Ski and snowboard areas in 34 states took part in LSSM/BAF. The majority offered a discounted lift, lesson, and rental equipment beginner’s package. Most made their LSSM offer available to consumers for the entire month. Seventy percent of the ski/snowboard areas that responded to a post-initiative survey said their consumer participation was higher compared to last year. Forty-four percent thought that the amount of snow in their region had a positive effect.

Nearly 175 adults (ages 18 and older) took the Bring a friend Challenge that encouraged current participants to help newcomers sign up for lessons. Many newcomers were children. More than 20 registrants won products from suppliers, retailers, reps and the trade media that had contributed prizes to the Challenge. Grand prize trip winners to Utah (Canyons, Deer Valley and Park City), Idaho (Sun Valley) and Vermont (Smugglers’ Notch) will be announced by the end of March.

LSSM/BAF partners include all snow sports industry national associations; state and regional resort associations, retailer buying and membership groups, winter sports reps associations and members of the trade media. The initiative supports the Firth Lady’s Let’s Move campaign. LSSM encourages children and adults to get exercise outdoors on snow. Its slogan is “Humans Were Never Meant to Hibernate”.

NSAA will announce the winner of its Learn to Ski and Snowboard Month Marketing Award at the organization’s conference in Palm Springs, CA April 30 – May 3.

For media information or interviews contact Susie English at 801.433.2016 or susie@skiutah.com.

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Ski Utah is the marketing firm owned and operated by the 14 statewide ski resorts that make up the Utah Ski and Snowboard Association. The organization has been creating brand awareness of and demand for the Utah wintersports product since its inception in 1978. Ski Utah’s primary functions are concentrated in marketing, public policy and public relations. Information about Ski Utah and its members can be found at skiutah.com, on Twitter @SkiUtahYeti and on Facebook at www.facebook.com/skiutahyeti. This release and other press information can be found in the online press room at http://www.skiutah.com/media/press_room.

Susie English
Director of Communication | Ski Utah
O: 801 433 2016
M: 435.647.6456
susie@skiutah.com