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Chris Segal/Snowbird Resort

Among other perks, Snowbird offers prime parking spaces for guests who carpool in groups of three or more.

RIDE Rewards “People change their habits more consistently and long-
RIDE targets three main groups: carpoolers, bus riders, and term if they’re incentivized,” said Arens, who studied other
employees. At Snowbird, guests who ride in a carpool of at resorts’ approaches to reducing individual vehicle trips before
least three people get VIP parking at the base area. They unveiling RIDE. “Instead of penalizing people for driving
also receive a “RIDE Carpool Card” from either a RIDE alone, we wanted to give them a positive reason to choose
host in the parking area or at one of several other locations alternative modes of transportation.”
around the resort. Each time they share a ride they get their The program is designed to be sustainable in that it is
card scanned (the reporting of each carpool is based on the easy to implement and not excessively costly. “We wanted
honor system). After accruing 10 scans, a guest is awarded a to find ways to change the driving habits of our guests and
half-price transferable lift ticket and entered into a monthly employees, and what we’ve found motivates them the most
drawing to be one of eight carpool guests who get Early-Ups. are time, money, and powder,” Arens said. “The costs to
The program also rewards guests who ride the bus the resort have been minimal, which will be key in the
operated by Utah Transit Authority (UTA), one of the RIDE longevity of this program.”
program partners. Snowbird gives its season pass holders a
UTA bus pass to get to the mountain. Each month, 20 bus Team Effort
riders are chosen to get a half-price transferable lift ticket, and Arens is quick to credit RIDE’s partners for the pro-
one lucky bus rider gets the change to join the Early-Ups. gram’s success: the non-profit organizations Protect Our
Monthly incentive rewards for employees who carpool or Winters (POW) and Breathe Utah have been instrumental
ride the bus aren’t too shabby either: the chance to win a $100 in helping to educate riders on the benefits of carpooling
cash prize, a night at the Cliff Lodge, an Early-Up spot, or one for the environment and on legislative issues having to do
of 40 $10 food gift cards, redeemable around the resort. with air quality.

CONVENTION 2017 | NSAA JOURNAL | 7