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CONVERSION COOKBOOK UPDATE

NSAA’s keystone Conversion tool to include more types of skiers and ski area operations

BY ADRIENNE SAIA ISAAC, DIRECTOR OF MARKETING AND COMMUNICATIONS

NSAA’S GROWTH COMMITTEE HAS BEEN TACKLING the problem the best practices in the industry. The group is working to
of flat participation from many angles. Beginner conver- package this material to simplify its communication to
sion is still at the crux of this challenge, and we’ve served your employees.
the best practices for engaging that skier segment through The goal of the Cookbook is to make it easy to
the Conversion Cookbook. Now, it’s time to take that tool- implement these procedures, and to get buy-in from your
kit to the next level. This season, we’ll be releasing not only staff. While the small group has decades of experience, we
the latest best practices for beginner conversion, but we’ll know there are other existing programs out there that are
provide information on how to: innovative—and we want to hear about them. Throughout
• Re-engage lapsed skiers, and bring them back to the summer and fall, NSAA will be calling on its members
winter sports; to share their experiences and challenges with each of
• Incentivize core skiers and riders to introduce new these skier segments, what worked, and what you’d do
people to skiing and snowboarding; differently. Getting information like this will not only flesh
• Retain your revival skiers; and out the new Cookbook, but it will also help us develop
• Prevent all of these segments from dropping out. other tools to help areas find processes that could work in
their operations.
To do this, we’ve assembled a small group of industry Another way the Cookbook is changing is in its
professionals, including marketers, professional instructors, presentation. The document will be delivered in a PDF for
directors of skier services, and data specialists, to compile easy distribution to your staff, but we want to make the
content fit for digital channels as well. As NSAA upgrades
its database and website this summer, the association will
have more opportunities to deliver its educational content
Wyssen Avalanche Tower digitally—through blogs, webinars, and social media. Our
goal here is to make the information easily accessible and
digestible, and to create a digital encyclopedia that all of Tahoe Donner’s
The most effective, reliable our ski area member employees can access. We want to New Fixed-Grip Triple Snowbird Chairlift and
and time-efficient way to engage more of our managers and resort staff—and we Upgraded 1995 Garaventa CTEC Quad Chairlift
trigger avalanches remotely need to meet them where they are.
First, we’ll release updated beginner conversion informa-
tion prior to the start of the 2019/20 season to give you time “ Our decision to use Skytrac was based on their specialization in building
to tweak your programs and operation, and test a few new economical fixed-grip lifts for ski areas across the U.S. With modern,
tactics. Then, the small group will complete and release the affordable, and reliable technology, Skytrac established a strong early
new chapters dedicated to engaging and retaining the other commitment to our resort’s needs and schedule, with a high level of
skier segments. The revisions and expansion of the Cookbook service at every stage of the project.
will provide ideas and tools for you to focus in on those
segments that represent the greatest opportunity for growth “ Our projects with Skytrac included not only our new fixed-grip triple
at your area. Snowbird chairlift but also designing and installing a modern bottom
To continue growing this industry and the amount of terminal encasement to our existing Eagle Rock chairlift.”
skiers and riders enjoying your areas, we are going to need – Robb Etnyre,
multiple targeted strategies and tactics. We understand General Manager, Tahoe Donner Ski Area
that what works for one area may not work for another.
Wyssen USA Inc. We also recognize that the next set of best practices and
80301 Boulder CO Good news for your resort:
+ 1 208 891 95 43 ideas to drive this growth will come from areas like yours. http://skytraclifts.com/phased-lift-replacement-program/
usa@wyssen.com
www.wyssen.com Look for these opportunities to share your ideas and help
us grow our industry.

skytraclifts.com
14 | NSAA JOURNAL | SUMMER 2019