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Boreal Mountain Resort

Copper Mountain Resort

Boreal Mountain Resort’s Take 3, Ride Free program provides guests a learning progression
that includes training at the Woodward Tahoe facility.

Copper installed oversized photo frames to encourage guests in the Ski and Ride School to
post their first-time skiing/riding experiences using the hashtag #firstlovecopper.

Boreal Mountain Resort, CA of lessons encourages ongoing par- while at the same time being simple
The signature learning program at ticipation during the season and over and straightforward, is impressive,
Boreal—Take 3, Ride Free—is now in multiple seasons by rewarding those driving a 68 percent increase in lesson
its eighth season at the Lake Tahoe- completing the three lessons with a volume and season pass growth of 130
area resort, propelled by a growing season pass. This affordable learn-to percent over four years.
and diverse drive to market. The pro- program is made even easier with
gression for kids and adults to learn simple, online purchasing and recur- Copper Mountain Resort, CO
snowsports is well-defined at Boreal ring communication from the resort. Copper Mountain wanted to “break
with three programs providing conti- Over the eight seasons, the Take 3, down the barriers” for adults to learn
nuity from one to the next. Ride Free program has graduated to ski or ride, so the resort created a
The “funnel,” as they call it, starts 17,688 participants, which now make “Ski and Ride University” to make
with the Planet Kids program at Soda up 42 pecent of season pass holders. it easy and fun for beginners. This
Springs for youths ages 2 to 7. Rather Third but not least is integration program, which costs $249, includes
than a traditional ski school model, of the Woodward Tahoe facility as the two full-day lessons and one half-day
this program introduces families to next step in the funnel. The Ride with lesson, lift tickets for all three days,
snowsports through a snow play- Woodward experience encourages par- close-in parking, and lunch on the
based experience, where families can ticipants to continue their development second and third days. After the three
stay together to learn to ski. Planet through the innovative, progres- days of lessons, participants can opt to
Kids has introduced an average of sion-based model that embraces the continue on their journey with a free
13,800 participants over the past three action sports lifestyle. The Woodward season pass for the rest of the winter,
seasons. New this year, Planet Kids culture develops skills in a socially along with a 50 percent offer for a
also included the Woodward Tahoe supportive environment that recog- season pass in the subsequent winter.
Experience. nizes the aspirational side of skiing and In particular, the lunch sessions are
The next step in the funnel is the riding, inspiring lifelong participation. intended to promote a sense of cama-
Take 3, Ride Free program at Boreal. The diversity of options that raderie between the students and
For kids ages 4 and older, this series Boreal offers different customers, instructor, and facilitate a feeling

CONVENTION 2017 | NSAA JOURNAL | 21