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Research
Figure 2. Beginner Conversion Study, Motivations for Trying Snowsports 2018 sons.

Wanted to be able to join family 50% Professional slope and fl eet management
51% with snow depth measurement
and friends who ski/snowboard 52%
It was something I’ve 39% Snow
44%
always wanted to do 44%
Wanted to try an activity that would 35%
38%
get me outdoors in the winter time 36%
Family or friends convinced 30%
34%
me to give it a try 33%

Wanted to experience the 23% is money!
26%
thrill of sliding downhill 26%
I wanted to be able to say I tried 21%
25%
it at least once in my life 26%
The culture surrounding 16%
18%
skiing/snowboarding was appealing 17%
I saw a special offer or promotion that 9%
9%
made me want to give it a try 9% 2017/18
2016/17
50%
Other: (please specify) 51% 2015/16
52%
0% 10% 20% 30% 40% 50%

Another example of valuable information from one of might want to learn to ski or snowboard. Leverage that
NSAA’s studies is the Beginner Conversion project (figure existing resource to bring more people to skiing.
2). This research effort documents the opinions and experi- These results also show that people want to get out-
ences of new skiers and snowboarders. One interesting result side in the winter, despite some perceptions that many
is about the reasons why people are motivated to try snow- Americans don’t like the cold or don’t want to get off
sports in the first place. The survey results show several their couch. People who are outside in the summer
major influential factors: are perfect candidates for getting outside in the win-
ter, too. The Beginner Conversion study has much more
1. FAMILY OR FRIENDS information about first timers that ski areas can lever-
(“Wanting to spend time with family or friends who age to increase both the number of beginners and the
already ski” or “family or friends convinced me to give conversion rate at their resorts.
it a try”) NSAA’s market research studies are import-
2. SELF-MOTIVATION ant, robust, and valuable. Your participation in each
(“It was something I’ve always wanted to do” or “I of these studies is critical to continue refining the
wanted to be able to say that I tried it at least once knowledge and understanding of the trends, issues, In the ski industry snow equals money, SNOWsat builds on 50 years of PistenBully
in my life”) and opportunities that both your resort and the over- manage your snow. experience. Operators can see their position
3. GETTING OUTSIDE IN THE WINTER all industry face. The information presented is invalu- and snow depth to within ± 1 inches of
able to areas of all size seeking to operate a successful Maximize skiable acreage by distributing your snow strategically accuracy in real time.
Knowing these results gives you incredibly valuable and sustainable business. These NSAA studies not only Optimize effi ciency of grooming and snow making operations
information about how to target potential new custom- answer some of the big questions facing snowsports, Save money by using less water, energy, fuel and machine hours
ers with the right message and visuals. Your current but also give your ski area vital intelligence for making Engage in a more sustainable approach to natural resource consumption
customers (and employees) probably have friends who informed decisions.
For more information please visit www.snowsat.com
16 | NSAA JOURNAL | SUMMER 2018