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Growing the Sport
NSAA BEGINNER CONVERSION STUDY:
Season One, Getting to Know Your First-Time Visitors
BY ROB LINDE, DIRECTOR OF DEVELOPMENT, RRC ASSOCIATES
THE 2014-15 SEASON WAS THE INAUGURAL WINTER for the In fact, when asked in an open-ended question, “What did
NSAA Beginner Conversion project, an ambitious study to you like best about your skiing or snowboarding experi-
track beginner skiers and snowboarders over multiple seasons ence?” the most frequent response was “the instructor.”
and across different resorts. This ongoing study has revealed
several important findings related to beginner conversion, 55% - lifelong sport Intentions & aspirations
showing the challenges and opportunities to grow participa- 56% - exceptionally fun of beginners/
tion in snowsports. first timers high
A major component of the Beginner Conversion Study is Aspirations of our first-time visitors are high. In the
the Data Dashboard, which provides a trove of information survey, the question was asked on a 10 point scale, “How
so participating resorts can determine the relative success likely are you to continue regularly skiing/snowboarding
of their own conversion efforts. A better understanding of as a life-long sport?” About 55 percent of the respondents
the experience, expectations, and intentions of new skiers scored a 10—extremely likely to continue regularly skiing/
and riders will improve our chances of fostering the future snowboarding as a life-long activity.
of snowsports. Here are some examples of the themes being
reflected in the data so far. This is a significant finding. As an industry, we inspire
participants to come back to the sport. Yet, as stated, the
2014-15 Results overall industry conversion rate is 17 percent. A deeper
understanding of a beginner’s behavior over multiple years is
Currently, we don’t know much about beginners. But what we necessary to truly understand how to grow the sport.
do know, based primarily on what we’re learning through the
study, is that industry efforts over the last decade to improve the The Beginner Conversion Study also asks questions
first-timer experience are resulting in a high level of visitor sat- about equipment and gear. From the initial study, the
isfaction. More often than not, they have a wonderful first-time majority (77 percent) of skiers/snowboarders rent their
experience and express high intention to return. Of first-timers equipment at the resort versus a shop near the resort or at a
surveyed, 66 percent said they intend to ski or snowboard again shop close to home. Resort operators have made significant
next season. While this result is encouraging, the overall indus- strides to improve rental operations, package rentals with
try conversion rate remains at 17 percent. lift ticket products, and offer higher quality equipment
in their rental fleets. A shift in the behavior of beginners
68% - 1-5 more times this season Strong intentions to has occurred over time due to the improvements in rental
55% - same resort next season return this/ operations.
66% - ski/board next season next season
While these are only a handful of the important general
Early indicators in the study also suggest instructors themes arising from the first year of the study, over time,
have a tremendous influence on the first-time experience. additional valuable and very specific data will be available to
help inform the marketing and operations of participating
resorts for seasons to come.
16 | NSAA JOURNAL | FALL 2015
