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2018–19 Conversion Cup Finalists Selected

Top Applicants Demonstrate Flexibility, Creativity in Improving the Beginner’s Experience

BY DAVE BELIN, DIRECTOR OF CONSULTING SERVICES, RRC ASSOCIATES

he NSAA Conversion Cup, now in its ninth season, gives Blue Mountain Resort, PA
Tski areas the opportunity to boast about their programs to Blue Mountain Resort in northeast Pennsylvania has taken
increase beginner conversion, that is, the likelihood that snow- a fresh approach to beginner conversion. Recognizing that
sports newcomers become lifelong participants in snowboarding 65 percent of its customers are beginners or intermediates,
and skiing. The 2018–19 Conversion Cup applicants once the resort has two components to its effort: a Family &
again demonstrated a very high level of commitment, creativ- Friends Lesson Package and a Refresh & Ride lesson.
ity, innovation, measurement, and follow-up when it comes With the Family & Friends lesson, a group of three
to beginner conversion. The genuine efforts of these resorts people can learn together for $199, with a $50 cost for each
to bring more people to skiing and snowboarding—and most additional person. The group can be of varying ages, ability
importantly, to get those never-evers to come back—are an levels, and equipment types—so that kids and parents can
encouraging sign for the future of the snowsports business. all learn together, whether they snowboard or ski. Groups
The Conversion Cup is a traveling trophy that will be can also include friends, neighbors, co-workers, or anyone
presented to the winning ski area at the NSAA National who wants to join in.
Convention and Trade Show in San Diego, Calif. The inclusive nature of this program has proven to
The applicants to this year’s Conversion Cup were pri- be very popular with Blue Mountain’s customers, as this
marily smaller resorts, with a few larger ski areas in the mix. package accounted for 64 percent of all beginner lessons
First-time applicants had fresh ideas and unique features, sold this season, up from 55 percent in 2017–18.
while returning applicants made improvements and expan- The resort also tracks participants across seasons.
sions to their programs to incorporate greater numbers of In 2018–19, 37 percent of the Family & Friends lesson
new customers, better return offers, and more options for takers had also taken a Family & Friends lesson the year
families who want to learn together. Other resorts that are before, an impressive return rate. These numbers helped
looking for ideas to improve the beginners’ experience at to push Blue Mountain’s total lessons over 20,000 for the
their own ski area should be inspired by the ideas and first time.
tactics highlighted here. “We’ve found the right combination for success with
Three finalists were selected for this year’s Conversion products such as the Family & Friends Lessons,” said Tricia
Cup. Criteria included a solid beginner program for both Matsko, Blue Mountain’s director of sales and marketing.
lesson takers and non-lesson takers, a logical multi-day (and Refresh & Ride, the second component of the resort’s
sometimes multi-season) progression for first timers, tracking conversion strategy, targets lapsed skiers and snowboarders.
of individual customer progress, statistics showing rates of This follow-up lesson is promoted via email and costs only
return over time, unique and creative components, and a $49 for a ticket, equipment rental (including helmet), and
long-term commitment to the cause of beginner conversion. 90-minute lesson. Refresh & Ride is intended to keep

40 | NSAA JOURNAL | CONVENTION 2019