Page 17 - Summer 2014

Camelback Mountain Resort The resort is also strongly committed to terrain-based teach- Previous Conversion Cup Winners Wins Conversion Cup Challenge ing, and highlights the lesson approach in collateral materials 2013 Mountain Creek, New Jersey that emphasize the ease of the first-time visit, rental process, and on-snow experience. 2012 Mt. Bachelor, Oregon In the four years since the Explorer Card’s debut, Camelback has witnessed an impressive increase in learn-to lessons, from 2011 Snow Time, Inc. 25,082 in 2010-11 to 37,536 as of this year’s award application deadline, March 14 (with 42,148 learn-to lessons sold at season’s end). The program has grown from 650 to 4,742 cards sold in season-to-date sales and repeat sales data collection; and market- that time. ing ingenuity and use of new media. It’s not just about lessons sold though, said Brian Czarnecki, The Conversion Cup, a large silver trophy based on a vice president of sales and marketing. “Camelback’s focus is on Stanley Cup prototype, is a traveling award. Camelback claims converting the 37,536 skiers and riders taught this year to life- ownership of the Cup for one year, until the next winner is long enthusiasts.” announced at the 2015 NSAA National Convention, scheduled NSAA launched the Conversion Cup Challenge in 2010 as for May 3–6, 2015, in San Francisco, California. a way to pique competition among member ski areas and recog- The other two finalists were Killington Resort in Killington, nize those who make significant strides in boosting conversion Vermont, and Boreal Mountain Resort in Truckee, California. rates. Camelback is among 12 ski areas that submitted an appli- Visit the publications section at nsaa.org to read more about cation outlining their specific trial and conversion efforts over the conversion initiatives at Camelback, Killington, and the 2013-14 season based on key conversion metrics: beginner Boreal (“Who Will Take Home the Convention Cup?” 2014 lesson volumes; quantifiable success of beginner lesson packages; Convention Issue, p. 24). n Make every guest feel like your only guest. When your POS, lodging, survey, demographic and social media data are intelligently merged and accessible from one location, you can send perfectly tailored guest communication. Automated or ad-hoc, our 50 resort clients know the power of using their data to drive incremental revenue. inc Leading the resort industry in database marketing. ryansolutions.com w w w. n s a a . o rg SUMMER 2014 | NSAA Journal | 15 NSAA Summer 2014 prepressed v6a.indd 15 7/3/14 4:19 PM