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Conversion
Finally, for ski areas that don’t work with a CRM partner, excellent way to directly monitor the feedback from your ski
either the ski area can send the email invitations itself, or area’s beginners throughout the winter.
RRC Associates will step in to send the emails on behalf State associations that sponsor the Beginner Conversion
of the ski area. Study will receive a state-wide online dashboard as part of
The steps mentioned above have all been made this their sponsorship. The information will give the state associa-
season to make it even easier to participate in the Beginner tion excellent intelligence about beginners who learn in their
Conversion Program. It’s free, the email language and survey state. This information can be used to develop programs (or
questionnaire are already done, and the email invitations will modify existing programs) targeted at new customers, with
be sent out on your behalf. It couldn’t be simpler to join the the intention of increasing trial and conversion and directly
NSAA Beginner Conversion Study. addressing growth challenges.
Like every year, new questions have been added to the
survey for this season. Last season, a question was added The results of the Beginner Conversion Study contain essen-
about what other sports or activity the beginner snow- tial information about new snowsports customers, with
boarder/skier also participates in. This season, information the intent of improving the experience for beginners and
sources used to learn about the sport will be queried in the therefore increasing the rate of growth in participation in
survey. These modifications were made based on feedback snowsports. The study would not be possible without the
from ski areas and state associations and show how the study sponsorship of various stakeholders in the industry and
Good times from the start
has been responsive to the needs of its users. the participation of numerous individual ski areas across
Additional Options the country.
We look forward to the results from this season’s study
For ski areas that want to be able to see their own results and learning answers to important questions, all with
benchmarked against national norms, an add-on option the intent of applying the learnings to make actionable
exists to view results on a real-time basis via a secure online changes—changes that will set the industry back on the
dashboard. This additional option, which costs $2,500, is an trajectory of growth.

Good times from the start

THE ELEMENT
Ultimate rental Experience

10 | NSAA JOURNAL | WINTER 2019