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Drifts

Either way you view it, that’s not a bad ROI on expendi-
tures just shy of $1 million dollars.
The collaboration among many aspects of the ski industry
makes the LSSM/BAF initiative extremely cost efficient. This
year, partner resorts attracted nearly 116,000 newcomers to the
LSSM program.
Learn to Ski/Snowboard Once again, the month kicked off with the industry’s
Results for 2017 second attempt to set a Guinness record for the World’s
Since its inception in 2009, partner resorts in the industry’s Largest Lesson on Friday, January. Eighty US resorts signed
Learn to Ski and Snowboard Month/Bring a Friend initia- up this year and generated more than the minimum numbers
tive have attracted more than 870,000 beginners during the needed to qualify for both the ski and snowboard records.
month of January. Accounting for a 17 percent retention rate, (No official word from Guinness was available at press time.)
that represents revenue between $8.8 million (147,900 X $60 The determining factor is based not just on the numbers but
median spend) and more than $14 million (147,900 X $97 also on other requirements. Regardless of the numbers, events
average spend). across the country attracted a lot of publicity.
Again this year, a number
of product suppliers and retail-
NSAA DATE KEEPER ers stepped in to fully support the

MAY 5–8: NSAA National Convention & Tradeshow, JUNE 21–23: Downhill Bike Park Summit, initiative: notably, Head, Burton,
Scottsdale, AZ Northstar, CA
Elan, Polarmax, Rossignol, Lange,
MAY 8–11: RMLA Spring Conference & Tradeshow, AUG 20–23: MSAA Summer Meetings & Tradeshow,
Grand Junction, CO Devil’s Head Resort, WI Krimson Klover, Seirus, and
MAY 15–18: SAVMI Spring Conference & Tradeshow, Transpack. Zeal Optics offered
Grand Junction, CO
financial support and/or prizes
for the Bring a Friend Challenge.

4 | NSAA JOURNAL | CONVENTION 2017