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Lessons Reach Impact Opportunity

January 2019 LSS / Bring a Friend 63% of resorts
from 2009–2019 have yet to
100,000+ 1 Million capitalize on
Total beginner lessons 115,447,589 Total beginner lessons success via
Total audience return offers
(TV, online, radio) $130
6,200
Beginner’s average
Lessons on $1,886,611 daily spend 63% of resorts in a recent
LSS Day Total publicity value LSSM partner survey indicated
(January 11) $12,444,250 revenue they do not have a return offer
$10,000 PR budget per year × 10 years for guests participating in
LSSM programs
7.5% of beginner lessons More than 18,000% ROI
in January were on LSS Day $124,442,500
Total revenue for industry
All figures as of press time

lessons at five Utah resorts including Snowbird, Brighton, State and regional resort associations continue to
Solitude, Deer Valley, and Park City. be critical players in the Learn to Ski and Snowboard/
There were a lot of happy faces that day based on Bring a Friend effort along with all rep associations,
the many photos sent in by resorts. If all goes well, the plan many product suppliers, individual resorts and the
is to set an even bigger record next year on Friday, January trade media.
10, 2020. Maybe some resorts will turn the effort into a LSS organizers wish to thank everyone who made this
weekend-long celebration and get those newcomers to really year’s initiative such a success. Together, we are supporting
experience what the world of skiing and snowboard ing the very foundations of skiing and snowboarding: the learning
is all about. process that leads to lifelong participation.

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