New Website Launched For Snowsports Industy’s Learn To Ski And Snowboard Initiative

New Web Presence Launched for Snow Sports Industry’s Learn to Ski and Snowboard/Bring a Friend Initiative

PRESS RELEASE – WASHINGTON (Sept. 18, 2014) — The organizers of the Learn to Ski and Snowboard/Bring a Friend initiative have updated and re-launched the initiative's web presence. Several new features enable newcomers to more easily find learning information from ski/snowboard areas and retail shops.

The new URL is

"The new LSS site is the most consumer friendly site we’ve ever had," said Samantha Rufo, president of nxtConcepts, developers of the site and long-time supporters of the initiate. "We are providing customized and unique experiences for consumers and especially newcomers to snow sports".

The site originally focused specifically on January – Learn to Ski and Snowboard Month. Initiative partners wanted the flexibility to better promote learning programs that take place at other times since lessons from professional instructors are available all winter long.

"Our goal is to encourage taking lessons from professional instructors," said Raelene Davis, VP of marketing for Ski Utah and chair of the initiative. "January still will be 'Learn to Ski and Snowboard Month' because many ski and snowboard areas like to offer their best learning deals then. It's a great PR hook that enables us to focus the public's attention and the industry's attention on a specific time frame. However, since lessons are available all winter and we want to make sure that we are getting that message across to newcomers as well".

The website continues to provide practical tips and basic information that a newcomer should know before, during and after taking lessons. It also includes updated information on consumer shows and special kids programs and a tab that will exclusively feature special January deals as they become available. The URL still will go directly to the January offers on the new site. will be more closely aligned with to provide partners crafting a "bring a friend" message with option. It primarily hosts the Bring a Friend Challenge. Initiative partners are encouraged to use the Challenge as an incentive for current skiers and snowboarders who help newcomers sign up for lessons from professionals.

About Learn to Ski and Snowboard Month

January is Learn to Ski and Snowboard Month. Ski areas and resorts in over 30 states celebrate with special offers to get children and adults out on the snow and taking lessons from a professional instructor. Learn to Ski & Snowboard Month is an industry initiative organized by the National Ski Areas Association, the Professional Ski Instructors of America-American/Association of Snowboard Instructors, the National Ski Patrol, SnowSports Industries America, numerous state and regional resort associations, industry partners and the snow sports media. Program media partners include: Freeskier Magazine, Mountain magazine,, Outside magazine, Powder Magazine, SAM Ski Area Management, Ski Channel, SKI Magazine, Skiing magazine, Skier News,, Snow industry letter, Snowboard Magazine and TransWorld SNOWboarding Magazine. Industry partners include Brice & Associates Marketing Communications, Cultivator Advertising & Design, Liftopia, nxtConcepts Interactive Marketing & Media, Ryan Solutions, sitour, Ski Dazzle, Ski & Snowboard Expos, Snow Monsters and Snowboard Colorado. .


A Snow Sports Industry Initiative/