2014-15 Growth Initiatives Include Two Worldly Events and First Day Faces

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31 October 2014

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SAM Magazine – Woodbury, Ct., Oct. 31, 2014 – Organizers of the snow sports industry's Learn to Ski and Snowboard (Month) and Bring a Friend initiative recently unveiled a new campaign called “First Day Faces” that will make its official consumer debut Dec. 1, 2014. The ads and social media campaign feature the happy faces of guests who just took beginner lessons.

“Skiing and snowboarding gives you such a happy feeling once you know how to glide down a snow-covered slope,” says Raelene Davis, VP of marketing for Ski Utah and chair of the initiative. “Those of us who know and relish that feeling also want to share it with others.”

Beginners have a chance to win a trip to Utah by entering the #firstdayfaces promotion. Details soon will be available at learntoskiandsnowboard.org.

Meanwhile, Snow sports Industries America (SIA) recently announced that it will again support and help promote the upcoming 2014 World Snowboard Day, billed as the largest snowboard event in the world. Scheduled for Sunday, December 21, World Snowboard Day will offer free opportunities to discover snowboarding at resorts around the world.

“For nine years World Snowboard Day has done an amazing job of celebrating snowboarding with all skill levels,” says David Ingemie, SIA President. “To pull off a program that promotes the fun of snow sports, on a global level, is always impressive.”

As in previous years, World Snowboard Day will bring together riders from across the globe – from beginners to experts – to kick off the season and celebrate snowboarding and its unique subculture.

Last year, World Snowboard Day hosted 114 events in 30 countries around the world. Organizers estimate that more than 100,000 people have been introduced to snowboarding since the launch of the international event eight years ago.

“SIA's increasing energy and enthusiasm to grow both participation and the industry is an example for the rest of the world to follow. Snowboarding overall is lucky to have SIA on board,” says Rémi Forsans, EuroSima Mountain Division president and WSD founder.

Finally World Snow Day, part of the International Ski Federation's (FIS) Bring Children to the Snow campaign, is slated for Jan. 18, 2015. In March, FIS announced it had signed a three-year agreement with Audi to partner on the initiative.

This is the fourth year of the event that has grown steadily from 225 events held across the globe in 2011/12 to 610 events last year, including nationwide events in Austria, Canada, France, Iceland, Latvia, Norway, Poland, and Sweden.

Events included Norway's ‘Apen Bakke' (Open Day) that saw 72 resorts open their doors to an estimated 120,000 participants for free skiing and snowboarding. In Austria, 138 resorts offered school children the chance to try snow sports for as little as five Euros.

In addition, Latvia World Snow Day saw 55 events take place with lessons, safety demonstrations, and fun races. Meanwhile, seven resorts in Iceland provided free or discounted passes for families.

“The interest in World Snow Day is growing at a phenomenal rate,” says Gian Franco Kasper, FIS president. “The dedication and creativity of local organizers has been outstanding and we hope all the children and families that take part have an exciting day that they will remember for years to come.”