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SAM Magazine—Lakewood, Colo., Mar. 13, 2013—More than 153,000 children and adults from 34 states registered for beginner lessons during January 2013 as part of Learn to Ski and Snowboard Month/Bring a Friend (LSSM/BAF)—an increase of more than 50,000 compared to 2012, and an increase of more than 130,000 since the initiative’s first effort in January 2009.

The majority of participating ski and snowboard areas offered discounted lift, lesson and rental equipment beginner's packages. Most made their LSSM offer available to consumers for the entire month, and 70 percent reported that participation was higher than last year.

And there’s still room to grow. Despite a fair amount of promotion, just 
175 adults (ages 18 and older) took the BAF challenge to sign up skiing and snowboarding newcomers for lessons. Those who did, though, had a good chance to win prizes: more than 20 registrants won BAF goodies from suppliers, retailers, reps and industry media. Winners of the grand prize trips to Utah (Canyons, Deer Valley and Park City), Idaho (Sun Valley) and Vermont (Smugglers' Notch) will be announced by the end of March.

"Learn to Ski and Snowboard Month/Bring a Friend has enjoyed support from all aspects of the snow sports industry, and that is what makes it work so well in a cost-efficient manner," said LSSM task force chair Raelene Davis, marketing VP for Ski Utah.