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people by their first name, asking about their children and suggestions from the Conversion Cookbook but also partici-
summer vacation, handing them a free sample, and thanking pating in the Beginner Conversion Survey—NSAA’s initiative
them eye-to-eye for their purchase. with RRC Associates to track newcomers’ snowsports-related
At Killington, instructors greet all first-time lesson takers visitation and spending patterns. Using that data, which is LEITWOLF
in person (about 5,000 annually) and show them to their own specific to each area’s clientele, informs their efforts to contin-
storage cubby. The lessons begin with dry-land orientation that ually refine the experience they offer beginners and support A STEP AHEAD
includes an overview of what to expect for the day and basic the progression to becoming committed skiers and riders.
equipment information. And, to ensure that everyone gets suf- Another commonality is that these resorts don’t forget
ficient one-on-one attention, beginner classes for kids have no about beginners when the visit is over. They conduct post-
more than five students per instructor (and when possible for visit surveys to identify what these customers liked and didn’t
adult lessons too). like about the experience. They follow up with customized
Meanwhile, at Wachusett the ski and snowboard instruc- communications—whether it’s a special offer on a lift ticket,
tors hand each first-time student a coupon for additional a thank you for the guest’s business, a note from an instruc-
lessons. Those that re-up before leaving the resort get a free tor with encouraging words, or a friendly reminder when it’s
donut, the kind of simple old-school, human gesture that time to think about signing up for another lesson.
leaves an impression. Whether your business is large or small, take a cue from
A-Basin invested $50,000 renovating its rental shop last Ed’s Fly Shop. Use technology to the extent you can, and
season to make moving through the space more intuitive and apply the data in ways that will make people feel welcome
streamlined, with a new self-serve, easy-to-use boot bridge and recognized. Above all, be sure to invite them back.
and improvements to the shop’s overall flow.
These three ski areas have some things in common when Troy Hawks is the marketing and sales director at Sunlight
it comes to the strategies they use to shape the first-timer’s Mountain Resort, Colo., winner of two NSAA marketing
experience and encourage repeat visits. They take advantage awards: the 2016 Best Bring a Friend Marketing Campaign
of the resources that NSAA offers, not only sourcing and the 2017 Best Family Marketing Campaign.

ON AND OFF

THE MOUNT AIN

WE’VE GO T Y OUR

CONTENT CO VERED .

WELCOME TO GROOMING 2.0
LEITWOLF breaks through with innovations like a muscular Tier 4 final compliant
523 HP (390 kW) engine that channels power efficiently & intelligently.
Uncompromising in caliber, it also sports exceptional cabin comfort and
superior climbing ability.
SKImag.com warrenmiller.com aimstudios.tv catapultcreativelabs.com From an ultra-wide 14.8 ft (4.5m) track to unique parallel tiller offset,
available optional Automatic winch, and much more, it’s setting the benchmark
others will work for years to even approach. And by then we’ll have moved on.

prinoth.com
52 | NSAA JOURNAL | FALL 2018