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Whistler Blackcomb

Mission Ridge Resort Whistler’s successful Never Ever Days initiative was recently named one of Canada’s leading

learning programs. The resort also has revamped its learning area to support NED.

Guests who purchase the Mission Ridge Freedom Pass have unlimited access to beginner
group lessons, the beginner lift, and equipment rental so they can learn at their own pace.

life cycle of the program was a critical purchase of one of these two offers. ski areas in Canada. This focus on
element. Mission Ridge tracked the The Canadian mountain’s efforts growing the industry is a lasting legacy
number of lessons as well as non-les- go far beyond NED. Significant capital of Whistler’s program.
son visits for each participant in the improvements have been made to the
Freedom Pass, and has monitored these beginner area on the hill, including Honorable Mention:
figures year-over-year. two new covered carpet lifts, major Stevens Pass, WA
increases to snowmaking capacity A focus on diversity and on beginners
Whistler Blackcomb, BC in the learning area, and large scale not taking lessons is a unique feature of
Another long-running beginner con- grading of the teaching areas. As well, the beginner conversion effort at Stevens
version program is the Never Ever Days other departments, including market- Pass. The resort introduced paid search
(NED) at Whistler. Now in its sixth ing, food and beverage, and retail and campaigns in four different languages as
season, NED is a special one-day event rentals are trained specifically to assist part of the multi-cultural outreach. The
with the intention of making learning to with the program. learning area was studded with terrain
ski and snowboard more approachable. “The company-wide support features available to all beginners (not
For each of two days, 225 participants for the Never Ever Days is a prime just lesson takers), and branded the Flow
(450 total over the two-day weekend) example of multiple departments Zone. Signage throughout the Flow
are provided with everything they need working together to provide a truly Zone was added to describe how to use
for a day of snowsports: the standard unique learning experience for the the features and provide a tool to gauge
lift/lesson/rental, plus clothing rental (if first-time customer,” Whistler said in progress for all learners. These updates
needed) and an après-ski beverage. its application. and improvements have continued to
Following this special one-day Perhaps the most important keep Stevens Pass on the vanguard of
introduction, participants can purchase element of Whistler’s effort is in beginner conversion.
two days of lift/lesson/rental, and then propagating the gospel of beginner
an additional two days of lift tickets; conversion. In 2016-17, the Canadian While there can be only one winner, it is
the former is offered at 70 percent off Ski Council endorsed the NED clear from the quality of the submissions
and the latter at 50 percent off. Over program as Canada’s national learning that areas are continuing to embrace
the six years of the NED program, an program. New skiers and snowboarders conversion and are actively looking for
average of 30 percent of participants can log on to a website to find learn-to new and innovative ways to attract and
per season have continued with the programs at more than 80 different retain new skiers and riders.

CONVENTION 2017 | NSAA JOURNAL | 23