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Growing the Sport
WACHUSETT MOUNTAIN 2015 20
SKI AREA WINS 2016
CONVERSION CUP AWARD
BY REBECCA W. AYERS
WACHUSETT MOUNTAIN SKI AREA in Princeton, Mass., is
the winner of the 2016 NSAA Conversion Cup Challenge,
sponsored by HEAD Wintersports. The annual award
recognizes resorts across the country that have developed
outstanding programs to convert new skiers and snow-
boarders into lifelong enthusiasts.
Wachusett was selected among a strong field of ski areas
from across the US. The other two finalists were Mission
Ridge Ski & Board Resort, Wash., and Stevens Pass, Wash.
NSAA launched the initiative in 2010 as a way to pique
competition among member ski areas and recognize those who
make significant strides to boost conversion rates. The winner
is chosen based upon proven results, creative ideas, consistent only $100 more (a $400 savings). Those who complete
execution, and long-term commitment to the conversion effort.
Several key metrics are used in the judging process, including
beginner lesson volumes; quantifiable success of beginner
lesson packages; season-to-date sales and repeat sales data
collection; and marketing ingenuity and use of new media.
Family owned and operated since 1973, Wachusett has
been doing a lot of things right for many years to attract
beginners and convert them into committed skiers and
riders. This modest-sized resort won the 2016 award based
on creative ideas, a logical learning progression beyond the
initial package offer, measurable results, solid execution, and the offers via email within 24 hours of the person’s visit, or, for
long-term commitment to the conversion effort.
Within 1 hour of Boston, Providence, and Worcester,
the resort takes full advantage of its proximity to these
large population centers—not just for its own benefit but
also in a much broader sense. “We see it as our job to create
future skiers and riders for the industry,” said Carolyn
Stimpson, Wachusett’s vice president of resort services.
“We’re proud to be a feeder area.”
With the large metro market of some 8 million people
nearby, Wachusett is in a prime position to do just that, and
has developed programs to encompass the varying demo-
graphics. Using customer data and analytics, Wachusett
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has designed beginner programs that are targeted to specific
audiences—augmented with follow-up emails—to help
ensure they return.
This past season the resort concentrated on increasing
promotion of its three-day lesson package (lessons, rentals,
and lift tickets for only $199) while continuing to promote
its already successful one-day lesson package ($99).
Working with data analytics partner AscentCRM,
Wachusett developed a “smiles rewards” coupon program
and triggered email/direct mail to encourage upgrades to
subsequent affordable lesson packages. Guests who complete
the one-day lesson package are offered two more days for
the three-day package are offered an additional discounted
three-day package for $74.50, and three free rentals—
adding up to three more days with equipment (more than
a $300 savings over retail). And those who complete either
program also receive an offer for 35 percent off a new pair
of HEAD Boots for just $179.95, along with a pair of
SmartWool socks.
Coupons are given at the customer service desk, rental
shop, and ski school to remind customers—before they
leave—about the available upgrades. The resort also delivers
those who do not provide an email address, by direct mail.
Wachusetts’ efforts clearly paid off, with a 65 percent
increase in the number of upgrades from the one-day to the
three-day package and a 36 percent increase in the 3 Day
to 3 Peat package compared with the prior season, even in a
year when skier visits were down on the East Coast.
Another promotion to bring more newcomers to
snowsports is the resort’s Bring a Friend for Fun incentive
for existing customers to bring a buddy—a special offer
for a one-day discounted lift ticket and Learn to Ski/
Ride Package for $110. The resort promoted the initiative
in digital ads and social media, followed by numerous