2019 - 2020 Far West Skier's Guide - 64-21

NSAA ANNOUNCES CHANGES TO LEARN
TO SKI AND SNOWBOARD MONTH
Updated initiative will encourage growth in snowsports throughout the season
LAKEWOOD, Colo. - April 4, 2019 - The National Ski Areas Association (NSAA) announced
today that it would continue to lead the charge on growing the sports of skiing and snowboarding by updating its Learn to Ski and Snowboard initiative for the 2019/20 ski and ride
season. Changes include bringing the program in-house, focusing on a season-long approach,
and broadening the scope of growth to include different skier segments.
The biggest change to the program will be the departure of long-time ski industry professional and tireless advocate for trial and growth, Mary Jo "MJ" Tarallo. Mary Jo is soon to
be involved with a new project called Sun and Snow Adventures and shifting locations to
Rehoboth Beach, DE. MJ's tenure as the champion for Learn to Ski and Snowboard Month
has been marked by many successes, including reaching 1 million lessons over the course of
the program.
"Mary Jo is one of those people who does the work because she wholeheartedly believes in the
cause," said Kelly Pawlak, NSAA President and CEO. "Her dedication to introducing new people
to winter sports is unequalled."
The Learn to Ski and Snowboard program will be transformed as it is incorporated
with NSAA's overall strategy for growing the number of snowsports participants. Started in
2009, Learn to Ski and Snowboard Month was introduced as the "trial component" of the
Growth Model. It served a two-fold approach: encouraging ski areas and suppliers to offer
special deals to new skiers or snowboarders in the month of January; and assisting these new
skiers via tips and information on its guest-facing website.
In the coming months, both the resort-facing and guest-facing sides of the program will
be updated, including revamped content and an increased digital presence. Trial and conversion
will continue to be emphasized. Additionally, programs designed to reach other segments of
skiers and riders, like the core and lapsed cohorts, will be included in the overall model. Most
notably, the Learn to Ski and Snowboard initiative will extend throughout the season, which
allows individual ski areas to design "learn-to" programs that work within their operational
considerations. Extending the duration of the initiative also encourages people to learn earlier
or later in the season when the days are longer and the temperatures are warmer and more
inviting to newcomers.
"Designating January as Learn to Ski and Snowboard Month brought unprecedented national
attention to snow sports and gave our industry the shot in the arm it needed to bring new people into
the sport," said Raelene Davis, chairperson of the LSSM initiative. "As we transition and modernize
the initiative, I look forward to growing our sport to sustain it for decades to come," added Davis.
NSAA aims to grow participation in skiing and snowboarding to 3 percent of the U.S.
population (approximately 60 million skiers) by the 2025/26 season. The association's growth
initiative includes the commencement of a 20-member Growth Committee composed of ski
industry visionaries from ski areas, suppliers and associations. This collaborative group will
support NSAA as they transition the program to its new iteration for the 2019/20 ski and ride
season. ss
The National Ski Areas Association (NSAA) is a trade association representing the interests of 317 ski areas, their
operators, and industry suppliers. Formed in 1962, NSAA designs and supports ski industry initiatives and programs,
including growth, safety, and sustainability, from its Lakewood, Colorado headquarters. Learn more about NSAA's
mission and programs at nsaa.org.

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