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or “rider” were considered. Then, at an October meeting of 2. The committee and the smaller working groups will be
the full committee, we decided to narrow in on “percentage meeting regularly ahead of the next in-person meeting at the
of population” as the measurable, tangible metric to help 2019 National Convention and Tradeshow, which will be
define our goal. held April 29–May 2 in San Diego, Calif. For more specifics
Because most of the industry focus has been on beginner about each project visit nsaa.org.
trial and conversion, we specifically brainstormed ideas for
other segments of our business, which we identified as four 3. What we know for sure is that this is a big undertaking,
categories: drop out, core, lapsed, and revival, or returning, and there is no silver bullet that will magically create or
skiers and riders. To keep the (very passionate) group focused, bring more skiers and riders to every area. It will take
we brought in a professional facilitator to lead the discussion. long-term strategic planning to reach our goals. We have
This worked well, as the facilitator helped the group organize already witnessed that the process is messy, frustrating,
the wide variety of ideas and thoughts discussed over the day and exciting.
into defined topics that the committee is working on now.
Our facilitator will continue working with the committee How Can You Help?
going forward. Many of you already have by asking, “What can I do to move
the needle?” No act is too small. Send your comments and
Results So Far ideas to growth@nsaa.org. Or tell us what you are doing to
1. We have agreed to a goal to increase the percentage help drive sustainable growth for the future. Each idea and
of total US skiers and riders to 3 percent of the total US best practice helps us understand what is being done and
population, which would yield an increase of skier visits to what areas still need work. We also look forward to sharing
a rolling average of 60 million over three years by 2025-26. your ideas with the rest of the membership.
Important to note, we have hit 60 million before in 2008 and To learn more about the Growth Committee and their
2011, and we hit 3 percent of the US population in 2014 work, visit http://www.nsaa.org/growing-the-sport/model-for-
but have seen a downward trend since 2011. Also important: growth/growth-committee/.
Our visits will need to keep increasing to maintain that 3 per-
cent of the total population if projections hold and the overall
population continues to increase. Also, these visits are not
strictly defined within one category, such as beginners. There
is flexibility in where areas drive these visits, whether from
first-timers, the return of lapsed skiers, or from increases
in core visits.

Tell us what you are doing to

help drive sustainable growth
for the future. OPEN YOUR DOORS TO THE WORLD

2. Dozens of ideas have been shared, including an industry- Welcome international students to your
wide brand study, across-the-board improved technology at community. Whether you are hiring one student
ski areas, and incentivizing the core and exploring what other
countries are doing to address this issue. NSAA has started or 100, CIEE Work & Travel USA can help you
work on many fronts, understanding that most committee screen, recruit, and hire international seasonal
members are entering their busiest time of the year. staff for your business.

Next Steps
1. The Growth Committee has identified several “big ciee.org/winterhire
ideas,” and small work committees have been formed to
focus on them.

WINTER 2019 | NSAA JOURNAL | 7