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Growing the Sport
SNOWBASIN WINS 2018 CONVERSION CUP
Three-year Program Hooks Newcomers with
Clear Path to Learn & Embrace the Sport INDUSTRY’S
BEST

BY EARL SALINE, NSAA DIRECTOR OF EDUCATION PROGRAMMING 2 0 17– 2 0 18

AREAS ACROSS NORTH AMERICA embrace the importance
of growing the number of skiers and riders through inno-
vative and thoughtful programs. To celebrate this creativ-
ity and the success of these areas—and their guests—NSAA
awards the coveted Conversion Cup each year at the on this custom package, which includes the purchase of their
National Convention and Tradeshow. The year’s Cup, spon- own equipment, three all-day group lessons, and a season
sored by HEAD Wintersports, went to Snowbasin Resort pass for the following season. Year-two package prices are
in Huntsville, Utah. Jon Rucker, the senior vice president of $499 for youth and $599 for adults.
HEAD/Tyrolia USA, presented the award to resort manage- Year three brings it all together with a premier sea-
ment on May 5 in Marco Island, Fla. son pass and discounted private lesson. This Learn & Earn
NSAA launched the Challenge in 2010 as a way to pique Graduate season gives them a reason to continue using the
competition among member ski areas and recognize those equipment purchased in year two and offers them a pre-
who make significant strides to boost conversion rates. The mium lesson product for a lower price. The lesson offer helps
winner is chosen based upon proven results, creative ideas, these guests see the value of investing in growing their skills
consistent execution, and long-term commitment to the con- and improving each season.
version effort. Several key metrics are used in the judging Snowbasin’s success is tangible—100 percent of first-
process, including beginner lesson volumes; quantifiable suc- year participants completed the program in the 2016-17 sea-
cess of beginner lesson packages; season-to-date sales and son and 81 percent of first-year participants completed all
repeat sales data collection; and marketing ingenuity and use three lessons by mid-February of 2018. About 71 percent of
of new media. the 2016-17 first-year participants purchased the second-year
Snowbasin hits all of those targets with its Learn & Earn program for the 2017-18 season or purchased a season pass.
programs, which create a multi-year pathway for new ski- Add to this a 41-percent increase in program participants
ers and riders of all ages to become lifelong participants. from the inaugural 2016-17 season to the 2017-18 season for
Building from the three-visit package in year one, the pack- a winning combination all the way around.
ages for years two and three also include lessons, rentals, and Central to the success of Snowbasin’s Learn & Earn pro-
season pass incentives. For between $399 to $599 dollars per gram is the commitment from its senior leadership to sup-
season, the Learn & Earn series gets new skiers/riders into port conversion efforts and look at the long-term effects of
the sport and keeps them coming back for successive seasons. these programs. This translates into dedicated marketing
Year one of the program includes three all-day group les- and promotion of the program through the website, email
sons, a season rental, and a season pass good for the rest of the and print campaigns, and television spots. Snowbasin is even
season when participants complete the third lesson. As part of using the program to give back to the public school district
the package, a welcome session brings these guests together to in nearby Davis County by donating a portion of the profits
get fitted and pick up their equipment, familiarize them with from the Learn & Earn program.
the resort, and meet the instructors. As a result, their expec- Congratulations to Snowbasin for putting together a
tations are clearly set, and each guest is made to feel welcome model program that other areas can learn from and perhaps
and included in the ski and ride culture. Preliminary and fol- build their own Conversion Cup-worthy winning program.
low-up communication via email reminds them of important
dates, prompts them to schedule their lessons, and encourages The Conversion Cup Award, a large silver trophy based on a
them to complete their lessons. Stanley Cup prototype, is annually awarded to recognize areas
Year two of the program—the Learn, Earn, & Return that have embraced and focused significant effort toward grow-
season—is eligible to year-one participants who completed ing participation in skiing and snowboarding. The next win-
all three lessons. These year-one guests are encouraged to ner will be announced at the NSAA National Convention and
sign up for year two via email and are offered special pricing Tradeshow April 29-May 2, 2019, in San Diego, Calif.

6 | NSAA JOURNAL | SUMMER 2018