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Conversion
THE BEGINNER CONVERSION STUDY

2018–19 Updates Include Free Participation

BY DAVE BELIN, DIRECTOR OF CONSULTING SERVICES, RRC ASSOCIATES

THE NSAA BEGINNER CONVERSION STUDY is underway for There’s nothing more the ski area needs to do other than
the fifth consecutive season. There is still time for ski areas procure an email list.
to sign up for this research project that documents critical Importantly, the resort’s email list remains secure and
patterns related to first-time/beginner snowboarders and isn’t shared, unless the ski area already works with Inntopia
skiers. This article outlines the basics of the Beginner or Ascent360 as a CRM partner. Privacy and integrity of
Conversion Study and highlights the changes in place for customer records is essential to the success of this program.
the 2018–19 season.
What’s New
Purpose of the Beginner Conversion Study Several improvements have been made to the Beginner
The Beginner Conversion Study strives to answer many Conversion Study for the 2018–19 season based on
of the common questions about beginners: Why do they feedback from ski areas and state associations. Most impor-
come out to try snowsports in the first place? How likely tantly, participation in the program is now completely
are they to return? What are the barriers that might pre- free, thanks to sponsorships from NSAA, state associations,
vent future participation? As well, the study documents and associate members like Snocountry. That the study is
the conversion rate, which is the percentage of first-timers free is a testament to these associations’ commitment to
who become regular, frequent participants in downhill addressing the challenge of growth in participation
snowsports. It also answers questions about relative conver- in snowsports. If you are a ski area manager or owner,
sion rates between snowboarders and skiers, between men don’t miss out on the opportunity to partake in free
and women, and between children and adults, among beginner research!
other segmentations.
Without a rigorous documentation of these and other
issues, individual ski areas and the industry overall can’t Participation in the Beginner
accurately answer these questions. Thus, it is in the interest of Conversion Study is now
every single resort, state association, regional association, and
NSAA to understand the answers to these questions as best free, the email language and
as possible. This intelligence will enable the aforementioned
entities to react and respond to opportunities and challenges survey questionnaire are
identified through the research program. already done, and the email

How It Works invitations will be sent out
The Beginner Conversion Study is quite simple—it’s merely
an email invitation that is sent to all first-timers or beginners on your behalf. It couldn’t be
at your ski area. The email asks the customer to participate in simpler to join.
an online survey about his or her experience. All survey takers
are entered into a sweepstakes for HEAD ski or snowboard
equipment: skis, boots, and bindings, or a snowboard Also new this year, NSAA has partnered with Inntopia,
and bindings. along with the existing partnership with Ascent360, to make
The ski area simply has to identify first-timers/beginners administering the Beginner Conversion Study practically
(via lesson programs, Type 1 rentals, or other products that automatic. For ski areas working with one of those two CRM
are associated with first-time/beginner customers), and send companies, the email delivery to beginners will be scheduled.
out the email. That’s it. RRC Associates has developed the Once it’s set up, there’s nothing more for ski area personnel
email subject line, message body, and the online survey. to do.

8 | NSAA JOURNAL | WINTER 2019