Snow Monsters is a grassroots, broad-based program to develop and promote children's skiing and snowboarding in North America.

It has applications and support throughout the industry including:

* Resorts

* Manufacturers

* Trade associations (National Ski Areas Association, etc.)

* Professional groups (Professional Ski Instructors of America, American Association of Snowboard Instructors, National Ski Patrol, etc.)

* The United States Ski & Snowboard Teams, and

* Other interested parties such as schools and clubs.

Snow Monsters are the symbol of everyone's on-slope fun and a voice for the mountain lifestyle, physical fitness, good health, environmental respect, and other issues important to all skiers and snowboarders.

Industry cooperation to develop a national image

Here’s a goal that unites the industry and is in everyone's mutual best interest. The idea behind Snow Monsters is to develop a national image and mainstream the presence of skiing and snowboarding for kids.

It's important to develop children's interest in skiing and snowboarding, inspire trial, and convert them to lifelong members of the sport.

The competition between resorts or other industry members in the teen and adult markets is understandable, but cooperation in the children's market is plain common sense.

More than a concept

Snow Monsters isn't a just a character or a video or a coloring book. It's a collection of tools and resources that can be used throughout the industry in day-to-day activities, especially but not limited to, those involving children.

Everyone counts - especially you!

The long-term success of Snow Monsters isn't dependent upon a big company. Personal connection with children in ski school, day care, special events, and through internet-based programs will ultimately be the most effective way to pass on skiing and snowboarding to kids.