Snowsports School Management Resources

How to Grow Ski and Snowboard Participation at Your Resort

Industry statistics point to possible slow growth during the next decade. That’s why you need to review these trends and consider the opportunity to boost participation in the sport.

Here’s how you can help and get your resort and your employees involved in growing the sport:

  • Raise more awareness about Learn to Ski and Snowboard Month (LSSM) initiative by using the Resort Toolkit.
  • Use the LSSM and Bring a Friend and World's Largest Lesson resources to bring new participants to skiing and snowboarding, and support professional instruction to help convert lesson takers to lifetime participants.
  • Encourage your areas’ renewed focus on creating beginner’s terrain.

Three additional tips:

  1. Make It Visible/Easy to Find: Determine an attractive “learn to ski or snowboard” beginner package and make it easy for beginners to find it. Use the Learn to Ski and Snowboard logo on your website to attract attention. Include a click-through to the page on your website where your “learn to” programs are listed. Include the logo again so that new customers know they are in the “right place.” Consider allowing new customers to sign up right there for their lesson(s).
  2. First Day Faces: Use the First Day Faces campaign and artwork, which features the “happy faces” of four individuals who just completed their first day of skiing or snowboarding. It encourages those who took a beginner lesson to use social media networks to convey visually how much fun they had learning how to ski or ride, by tagging photos with #firstdayfaces. There will be prizes available to consumers that participate.
  3. Bring a Friend: Use the Bring a Friend Challenge to reward your current customers who help newcomers sign up for lessons from a pro. Customers can win from among thousands of dollars in product and trip prizes simply for helping you grow your customer base. Even newcomers who help other newcomers can qualify to win. Those who do are considered “Ambassadors of Snow Sports.” The individual who helps introduce the most newcomers (and signs up for the Challenge) is the “Ambassador of the Year.”
  4. World's Largest Lesson: Register your resort to be a part of history on Jan. 6, 2017, by participating in the World's Largest Ski and Snowboard Lesson. As a result, your resort/area will get tons of publicity and sell a bunch of lessons. Last year, this event generated millions of media impressions and more than 6,000 participants. Don't miss out! This year, ALL lessons will take place simultaneously. 

Questions? Please contact LSSM/BAF program director Mary Jo Tarallo at

Verify Your Employee’s Membership Anytime, Anywhere (Login Required)

Use this simple search tool to confirm the membership status and certification level of your instructors. Access to the tool is limited to school directors or a designated area employee with human resources responsibilities. If you can’t access the tool via the login, or if you wish to add another area employee, please contact Member Services at 303.987.9390 or email us.

Email Archive

PSIA-AASI strives to bring snowsports school directors relevant industry information and tools to help them in their jobs straight to their inbox every month. Here are the links to the monthly emails.

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