Page 40 - 89326_NSAA_JournalSummer2019

AWARDS

LES SOMMETS EARNS 2019

CONVERSION CUP AWARD

BY EARL SALINE, DIRECTOR OF EDUCATION PROGRAMMING

The Conversion Cup Award, a trophy originally based on the
Stanley Cup, is awarded annually to recognize ski areas that
have embraced and focused significant effort toward growing
participation in skiing and snowboarding.

t takes many different tactics to grow the sports of skiing and
Isnowboarding. NSAA recognizes its members who employ “The Conversion Cup is a stamp of
strategic, innovative and effective programs to increase beginner approval for the relevance of our
trial and conversion.
The Conversion Cup winner is selected based upon the corporate strategy to develop new
creativity, implementation, proven results of its program-
ming, and upon the ski area’s long-term commitment to skiers and snowboarders. This trophy
creating more skiers and riders. Several key metrics are used
in the judging process, including beginner lesson volumes; shows us we’re on the right track.”
quantifiable success of beginner lesson packages; season-to- —Louis Philippe Hébert, President and CEO, Les Sommets
date sales and repeat sales data collection; and marketing
ingenuity and use of new media.
Sponsored by HEAD Wintersports, the NSAA The signature Intro-Plus Experience, introduced in 2012–
Conversion Cup celebrates both these ski areas and their 13, now represents 65 percent of the total beginner lessons at
guests. Jon Rucker, President of HEAD/Tyrolia Winter the resort. This unique offering features Terrain Based Learning
Sports Division, presented the 2019 Conversion Cup to as a key component of the learning experience at Les Sommets.
Les Sommets, a resort group from Quebec, Canada, at the “The Intro-Plus Experience has created a major philoso-
National Convention and Tradeshow in San Diego, CA. phy change with our resort operations, focusing attention on
“We applaud Les Sommets for their tireless innovation never-ever visitors as a priority,” noted Simon Pagé, Director of
to bring more and more people into our sports,” said Rucker. Customer Experience at Sommet Saint-Sauveur and Director
“Recognition from our peers as the best in North America of Les Sommets Snow School. “The ability to find new skiers
at introducing people to skiing is the result of teamwork, and snowboarders depends on the efforts of the entire com-
to the credit of our employees,” said Louis Philippe Hébert, pany and all the players who share this vision.”
President and CEO of Les Sommets. An additional program, the 3-Visit Package, is the most
Les Sommets has dedicated significant effort and resources popular learning program at Les Sommets, with 89 percent of
to its beginner conversion programs since the 2014–15 season. 2017–18 participants completing all three lessons. Recognizing
In addition to traditional beginner lesson programs, they that there is more fun to be had at the mountain than just ski-
offer a variety of packages and add-on lessons, all intended ing and riding, graduates of the three lessons (one-hour private
to incentivize guest to return and continue their develop- lessons), receive a free Spring Pass and a ticket for the moun-
ment. As a result, the five-resort group has increased the tain coaster.
number of new participants and returning guests in each Additional highlights of Les Sommets’ beginner programs
of the past five seasons. include their 10-week program, which has seen steady 7 to
“I admire how the resort management changed the com- 8 percent growth for the past four seasons, with an additional
pany’s focus from servicing its current skier base to reaching 16,000 kids in school groups coming to the areas. Another
out to non-skiers and developing forward-thinking programs 4,532 beginners over the age of 6 years have been introduced
to make non-participants welcomed at their resorts,” said Yves to skiing and riding via special March events offering two-
Juneau, Président-directeur general of Association des stations hour introductions to snowsports for only $10. And The
de ski du Québec (ASSQ). Mysnow Experience, a Quebec Ski Areas Association (ASSQ)

38 | NSAA JOURNAL | SUMMER 2019