SAM Magazine-LASSM kicked off today with Glen Plake appearing in a segment on The Today Show (see it at www.msnbc.msn.com/id/21134540/vp/34687728#34687728). The four-minute-plus segment shows cohost Hoda Kotb getting a lesson from Plake, along with some pre-tween kids. It also shows a stunt double sliding a rail and catching serious air. All in all, an upbeat start to the monthlong promotion.

LASSM publicity kicked off several days ago as news outlets began picking up on the initiative. The effort has also benefitted from government support of the non-financial kind. At least 14 states have issued proclamations declaring January the learn-a-snow-sport month, including Alaska, Colorado, Idaho, Maine, Michigan, New Hampshire, New Mexico, New York, Oregon, Pennsylvania, Utah, Vermont, Washington, and West Virginia. Proclamations are pending for Minnesota and Montana. Last year, there were two such proclamations.

The LASSM effort itself has picked up steam. Ski areas in 32 states are offering discounts and other incentives for trying winter sports. Resorts in Vermont, New Hampshire and Maine are offering free lesson programs the week of January 4, while individual areas are touting their own deals. Among the other incentives: a full-day learn-to package costs just $25 at Park City, while most other Utah areas are charging a much-reduced $39 for a lift/lesson/ticket package.

Though LASSM is not just for kids, it is being promoted on all Snowmonsters/Next Snow resorts, about 250 in total. Snowmonsters' Erica Kelleher is tweeting and posting Facebook items each day about the program.

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