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01 October 2015

Push to The Latest: No

SAM Magazine—Boulder, Colo., Oct. 1, 2015—Resorts have until midnight tonight to register for the attempt to establish a Guinness World Record for the largest mass-participation ski and snowboard lessons. More than 80 resorts have already signed up for what may be the year's greatest PR and photo op in winter sports, and others are invited to join the effort.

The record attempt, which is being organized by the team behind Learn to Ski and Snowboard month and Bring a Friend, is just the sort of cheesy publicity stunt that can gain widespread media attention and promote trial for skiing and riding. And that should make it attractive as a very low-cost, big-bang-for-the-buck part of every resort's beginner marketing plan. A little effort on the part of individual resorts can create a big media splash for all.

Snow Operating, whose marketing chief, Hugh Reynolds, conceived the idea, is pushing for the greatest possible participation. The greater the number of resorts involved, the greater the PR value, and the more the gambit will attract participants.

The world-record attempt is also an easy way for the industry to remain focused on bringing newcomers to the mountains. And it's an important reminder. “We all know that attracting new participants is a critical ingredient to the long-term success of our business, but in the annual rush to get our operations ready for winter it's easy to lose sight of just how much a priority your beginner guest experience really should be,” Snow Operating said in a statement.

“We're looking to make history on Friday January 8, 2016. Will you be joining us?” Snow Operating asks. Say yes now—the deadline to sign up is midnight tonight, Oct. 1—and the rest is relatively simple. Sign up at www.ski-snowboard.org/worlds-largest-lesson/register.