SAM Magazine—Washington, D.C., March 23, 2016—Despite this winter's challenging snow year in the eastern half of the country, participation in January Learn to Ski and Snowboard Month (LSSM) programs topped 166,000 in 2016, up from 118,000 a year ago. Numbers are based on results from the annual LSSM resort survey.

Awareness of the nationwide program got a boost thanks to the World's Largest Lesson attempt on Jan. 8, which attracted approximately 6,000 beginner skiers and snowboarders at more than 150 participating resorts. LSSM and Snow Operating, LLC, collaborated to organize the Guinness Book bid, for which the official, final tally is still pending.

“Events at [Guinness] host resorts generated an enormous amount of publicity,” said LSSM executive director Mary Jo Tarallo. “That may have sparked interest for the rest of the month, since January is now well established within the industry as Learn to Ski and Snowboard Month. The participation number probably would have been even higher if the East had experienced weather more conducive for good conditions.”

Since the initiative was started in 2009, LSSM resort partners have provided nearly 770,000 beginner lessons during the month of January.

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