Page 20 - NSAA_Fall2015Journal

Growing the Sport

EQUIPMENT RENTALS STRONG AT THE RESORT relevant is understanding your own conversion rate and
gathering information to bring people back to your own area.
1% No, borrowed equipment from a friend
New for the 2015-16 Season
13% No, own my own equipment
As the project moves into its second season, the NSAA
2% Yes, at a shop close to my home Beginner Conversion Study will be enhanced to present even
more relevant information about beginners and their behav-
77% 6% Yes, at a shop near the resort ior. One key component will be collecting data on begin-
ner kids. As future lifelong participants, understanding some
Yes, at the resort basic information about children through interviewing their
parents is important to the improving overall conversion.
DID YOU RENT YOUR EQUIPMENT?
In addition, survey questions will be refined to gain a
15-25% LIKELY TO BUY GEAR clearer understanding of barriers to returning to the sport.
Additions will be made to the dashboard itself to reflect
Background of Study multi-year conversion rates and the tracking of beginners
over time. For the upcoming season, incentives for taking
The research from the Beginner Conversion Study is based the surveys will be added. Thanks to the support of HEAD
on surveys of new skiers and riders over a period of time, skis, survey participants will be eligible to win a ski package.
from their first experience through multiple seasons and
across different ski areas. After their first season, these same Most importantly, a broader sample size will be
skiers and riders will be monitored and surveyed over succes- generated to truly understand conversion at a local, regional,
sive seasons as they advance into core participants, or drop and national level. Again, your participation in the study is
out of the sport. Using first-timers and beginners from ski critical to the growth and long-term health of the industry.
areas across the country, the research project provides insight
into their behaviors, attitudes, and participation levels. For the upcoming 2015-16 season, the Beginner
Conversion Study moves to a new level with support from
One of the most important aspects of the study is to major industry partners. A special thanks to these key
benchmark the conversion rate and other results of the supporters: PSIA/AASI, HEAD Skis, Burton Snowboards,
survey against regional and national norms. The dashboard and SNOW Operating.
results show how your ski area is performing over time and
against a regional and national average. This context is a How to Register
critical tool to measuring and evaluating the success of your
beginner programs. For more information about joining the study and receiv-
ing your customized dashboard, or for research-related
questions, please contact me at rob@rrcassociates.com,
303-396-1605.

Long Term View

A continuation of the NSAA Beginner Conversion Study
over multiple years is necessary to understand why peo-
ple return or why they drop out. Preliminary information
from the first season’s survey responses reveal that access,
time, and affordability are likely barriers to continued
participation.

A more precise understanding of this dynamic over time
and how it varies for individual ski areas will allow resort
operators to fine-tune conversion efforts at their own oper-
ation. The longitudinal aspect of the research project gives
operators the data necessary to better track the success of
their efforts year over year.

Your participation in the NSAA Beginner Conversion
Study is critical to the overall growth of the sport. But more

18 | NSAA JOURNAL | FALL 2015