SAM Magazine-Lakewood, Colo., May 7, 2010-Mary Jo Tarallo has been named executive director of Learn to Ski and Snowboard Month (formerly Learn a Snow Sport Month), a new position that demonstrates the continuing growth of the program.

"I am pleased to be working with our industry colleagues on this important and energetic initiative, not only to increase participation in skiing and snowboarding, but also to retain the loyalty of new customers over time," says Tarallo, who is perhaps most noted for creating Snowsport Industries America's Winter Feels Good campaign and for directing Winter Trails, a string of national events that last season drew nearly 11,000 participants. "NSAA's Model for Growth research offers some excellent insight on how to proceed, but it's the work of passionate volunteers and ski area staff in the field that ultimately lead to the success of our efforts."

According to preliminary results, last year's initiative generated more than 30,000 beginner ski and snowboard lessons. In all, 32 states have supported the effort, and governors of 16 states officially proclaimed last January as Learn a Snow Sport Month. The program included 16 resort associations, four national organizations and more than 300 resorts and Nordic centers nationwide.

Tarallo expects the initiative will continue to draw its energy from the support and direction of state and regional associations. Industry trade media also played an instrumental role in spreading the word through ads and articles in their January issues. A grant from NSAA, and additional support from PSIA-AASI, are augmenting ongoing financial support from state and regional resort associations to help fund the initiative. Additional partners are expected to join the effort as well.

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