Lakewood, CO – Glen Plake will join with a number of ski industry supporters to officially launch Learn to Ski and Snowboard Month 2011 at the Boston Ski and Snowboard Expo, Nov. 11-14. Plake, who represents Elan skis and Dalbello boots, is returning this year as an Ambassador for the initiative and will help promote Learn to Ski and Snowboard Month (LSSM) with consumers and with media professionals gathering at the show.n”I can’t wait for the snow to fall and I urge people of all ages come out to take ski and snowboard lessons his year regardless of ability,” said Plake. “I had a blast last January and am looking forward to Learn to Ski and Snowboard Month 2011.”

The world famous “extreme” skier travels throughout the U.S. and Europe encouraging children and adults to enjoy snow sports for recreation and fun. His signature Mohawk haircut makes him instantly recognizable by skiers and snowboarders wherever he goes. More than 300 resorts in the U.S. will offer learning programs that are part of Learn to Ski and Snowboard Month.

Last year, Plake kicked off the 2010 Learn to Ski and Snowboard Month on the “Today Show” with Hoda Kotb. Plake “taught” Kotb to ski at Camelback Resort in Pennsylvania in a tongue-in-cheek segment that aired last January.

“Glen’s appeal to snow sports enthusiasts is amazing,” said Mary Jo Tarallo, LSSM director. “All he has to do is show up and people are drawn to him like a magnet. He is an industry icon.”

In addition, HEAD Skis will sponsor Learn to Ski and Snowboard Month posters that will be distributed to resorts throughout the U.S. in early December by the National Ski Areas Association. The posters are larger sized versions of LSSM ads that will run via industry trade magazines and websites during December and January, featuring two different illustrative graphic treatments developed by the initiative’s agency, Cultivator Advertising and Design. One version depicts ski and snowboard action figures and the other features the face of a bear. The slogan for the initiative is “Humans Were Never Meant to Hibernate”. The message on both versions is geared toward current skiers and snowboarders to encourage them to “Bring a Friend” to a resort for lessons during January.

“We are pleased to be associated with Learn to Ski and Snowboard Month because we believe it is crucial for our industry to generate new customers and make it easy for them to remain in our sports for a long time,” said Jon Rucker, director of Sales and Marketing for Head. “We are looking forward to really integrating our company in the goals and objectives of this initiative and will have more announcements in the coming weeks.”

Learn to Ski and Snowboard Month is an industry initiative organized by numerous state and regional ski associations, leading snow sports media outlets, snow sports rep associations, the Professional Ski Instructors of America, the American Association of Snowboard Instructors, SnowSports Industries America, the National Ski Patrol, and the National Ski Areas Association. More information is located at www.skiandsnowboardmonth.org.