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Conversion
2019 CONVERSION CUP AWARD

Are You Ready to Win?

BY EARL SALINE, NSAA DIRECTOR OF EDUCATION PROGRAMMING

THERE IS NO BETTER FEELING than raising a large trophy made conversion a resort-wide, long-term priority are
over your head in front of nearly a thousand of your setting themselves apart and seeing the results in increasing
industry peers. visits and revenues.
One of if not the biggest highlight of the NSAA Showcasing the cream of the crop, NSAA’s Conversion
National Convention is the announcement of the winner Cup Award recognizes those areas that are committed to
of the annual NSAA Conversion Cup Challenge. Each year, deliver learn-to programs and experiences that bring guests
the excitement and buzz in the crowd creates a tangible back again and again. These areas have developed new and
sense of anticipation as they await the winner’s pronounce- innovative teaching methods, created programs designed
ment. Creating lifelong skiers and riders requires tremendous specifically to attract new skiers and riders, and created a
effort on the part of the entire resort team, and the standing clear path for these newcomers to continue to participate.
ovation and instant recognition from the industry is truly And, critical to any successful program, the winners clearly
memorable. The pride in hoisting the trophy is the perfect defined their goals and measured their (and the guests’)
end of the winter season. success toward these goals.
NSAA has long focused on the long-term growth and While the larger industry recognizes the importance of
sustainability of the industry—driving trial, conversion, conversion, HEAD has been at the forefront, supporting
and retention. NSAA’s Model for Growth Cookbook of the Conversion Cup as the title sponsor from the beginning,
Strategies for Beginner Conversion, first launched in 2001, starting with the first award in 2011. Jon Rucker, senior vice
presents several clear strategies that areas of all sizes can president of HEAD Winter Sports, is a believer.
implement. More recently, the NSAA Beginner Conversion “In our estimation, NSAA’s Conversion Cup Award is
Study helps individual ski areas to survey their beginner the most important in the skiing and riding industry right
guests, document their experience, and identify areas now,” Rucker said. “The efforts areas put into their programs
for improvement. have actual, real-world results. They create new skiers and
Regardless of whether your area has embraced begin- riders, and grow the overall industry. The tangible actions
ners or you are just getting your program started, what areas are taking also provide new and different ideas for other
holds true is that ski areas who have fully committed and areas to then make their own. This program truly reflects the

Courtesy of Snowbasin Resort

The team at Snowbasin with the 2018 NSAA Conversion Cup trophy, which is proudly displayed at the area.

66 | NSAA JOURNAL | WINTER 2019