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best and brightest our industry offers to meet the ongoing the industry as a whole and our success can be used as
challenges of growing snowsports.” a model.”
The 2018 Conversion Cup winner, Utah’s Snowbasin The process to apply is easier than it ever has been. Areas
Resort, lives and breathes conversion. Its Learn, Earn, and must provide a detailed overview of their programs designed
Return program became a central rallying point for the specifically to increase skier and rider conversion rates.
resort. Andrew Barfield, director of base area operations said, Because this is a single award given to the best program,
“We are really proud of our Learn and Earn Program. We regardless of size, each entry is assessed on its individual merits
have seen strong results and have welcomed thousands of and results. This levels the playing field for smaller resorts
new snowsports enthusiasts through the three-year program. competing with large resorts.
With the success of the program, we thought it was important Each entry is evaluated on several components, including:
to apply for the Conversion Cup because we have some- • Tracking of and following up with first-time participants
thing that works and wanted to share it with the industry. • Increase in Level 1 lesson volumes
We are all in this together to grow our industry, and if a • Season-to-date sales data on specific learn-to packages
program is successful at our resort, maybe it could be helpful and incentives designed to drive repeat visitation
at another resort.” • Ability to demonstrate a logical path for beginners to
The resort’s general manager, Davy Ratchford, added, become intermediates, including year-over-year programs
“It is great to see Snowbasin putting so much effort into • Marketing ingenuity, creativity, use of new media, etc.
bringing new people to the snowsports world. The whole
program is extremely innovative and I really like that we The winner of this year’s Conversion Cup will be announced
instill a sense of inclusivity among the newcomers at the and celebrated at the upcoming NSAA National Convention
beginning with a welcome session prior to the ski season and Tradeshow at California’s Hilton San Diego Bayfront
and continue a three-year journey with them. I am looking April 29–May 2. Get your entry in on or before March 1,
forward to helping continue to grow the program. I hope and be sure to come to San Diego to find out if you get to
sharing our program with other resorts will help grow hoist the Cup this year!

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