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program supported by Les Sommets which brings an
introductory snowsports experience to urban parks, has
served over 4,000 additional people with their first
on-snow experience. LEITWOLF
“The combination of Terrain Based Learning environ-
ments for all ages, being fearless to try new things in the A STEP AHEAD
spirit of innovation and enabling students, teachers and
family members to join the resort visit connected to the
Mysnow Experience is yielding the most powerful learn to
program we work with around the world,” said Jeff Boliba,
Vice President Global Resorts at Burton.
A hallmark of any quality conversion effort involves
tracking to measure the success of each program. Les
Sommets has leveraged Inntopia’s technology to track the Kelly Pawlak, NSAA President, presented the Les Sommets team with the 2019
customer’s journey during their first season and in suc- Conversion Cup for their innovative approach to introductory programs.
cessive seasons. This data has shown that 6 percent of the Never one to sit on their past successes, the team at
2017–18 season’s 3-Visit Package participants signed up Les Sommets continue to invest in the beginner experience,
for a 10-week lesson program in 2018–19. Additionally, seeking out and leveraging industry relationships to expose
Les Sommets has begun to track guests who use the resort’s more people to snowsports, improving snowmaking on their
self-guided path to learning (how?). Another unique offer- beginner trails, updating their website to allow new skiers and
ing, this do-it-yourself path gives people who don’t want riders to more easily find the right information, bringing in
to take a lesson the opportunity to learn on their own. new rental equipment, and streamlining the rental experience.
Tracking this group of customers is a unique aspect of
Les Sommets’ conversion efforts. Les Sommets has leveraged

technology to track the customer’s

journey during their first season
and in successive seasons.

As a result, Les Sommets lesson programs have increased the
share of total skier visits over the past five seasons; now, up to
9 percent of skier visits are accounted for by the area’s ski school
programs. The boost in revenue is nothing to sneeze at either.
“To achieve this result, you must be rigorous in your
OPEN YOUR DOORS TO THE WORLD self-assessment and never be afraid to start over. The processes
of welcoming and developing new skiers are processes of
continuous improvement. We must always seek to reinvent
Welcome international students to your ourselves,” said Pagé.
community. Whether you are hiring one student The CEO of Les Sommets echoed that sentiment.
“The Conversion Cup Challenge recognition is not an
or 100, CIEE Work & Travel USA can help you end by itself, but rather the beginning of our commitment to
screen, recruit, and hire international seasonal develop our sport. There is still much to be done to introduce WELCOME TO GROOMING 2.0
staff for your business. skiing and snowboarding to new fans,” said Hébert. LEITWOLF breaks through with innovations like a muscular Tier 4 final compliant
“It is inspiring to see the investment Les Sommets has 523 HP (390 kW) engine that channels power efficiently & intelligently.
made towards growing skiing and riding,” said Kelly Pawlak, Uncompromising in caliber, it also sports exceptional cabin comfort and
superior climbing ability.
NSAA President. “Areas of all size can learn from what they
ciee.org/winterhire From an ultra-wide 14.8 ft (4.5m) track to unique parallel tiller offset,
have achieved.” available optional Automatic winch, and much more, it’s setting the benchmark
Félicitations Les Sommets! others will work for years to even approach. And by then we’ll have moved on.

prinoth.com
40 | NSAA JOURNAL | SUMMER 2019