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Conversion

NSAA UPDATES ITS CONVERSION COOKBOOK

BY EARL SALINE, NSAA DIRECTOR OF EDUCATION PROGRAMMING

LAUNCHED IN 2001, the NSAA Model for Growth was sup-
ported by conversion best practices from areas across the
US. This “cookbook” of proven strategies and tangible ONE GOAL FOR THIS UPDATE IS TO PROVIDE
actions became the blueprint for many areas as they looked THE MOST UP-TO-THE-MINUTE THINKING
to increase the number of people skiing and riding. After 15 IN THE INDUSTRY RIGHT NOW. NSAA
years, and an update in 2009, NSAA is now working to fur- WILL USE THE BEGINNER CONVERSION
ther refine the Cookbook into a handbook, or resource guide of STUDY TO HELP IDENTIFY AND VALIDATE
sorts, that areas can use to evaluate their current operations and THE STRATEGIES AND TACTICS THAT ARE
look to for additional ideas on how to implement their conver- VERIFIABLY MAKING A DIFFERENCE.
sion efforts.
Because even the “best” best practice is universally applica-
ble, the Cookbook will provide examples of these best practices
in use as well as guidance and analysis for why these practices Due out this fall, one goal for this update is to provide
work. The intent is that by using this information, you will be the most up-to-the-minute thinking in the industry right
able to look at each example and find ways you might imple- now. To that end, NSAA will be using the NSAA Beginner
ment it into your own operation. Customizing the best practices Conversion Study to help identify and validate the strat-
to your own area will give you the greatest likelihood of success egies and tactics that are verifiably making a difference.
with any of these concepts. Recognizing that the original 10 points from the Cookbook
still apply, our small working group of industry experts and
personnel will be refreshing these and identifying new points
of emphasis. The Cookbook will again follow a beginner’s
journey, expanding upon each key phase of the process, from
the pre-arrival stage when people are just beginning to look
TM into skiing and riding through the at-resort experience, includ-
ing rentals and lessons, to the post-experience follow-up.
The actions each area takes (or doesn’t take) relative
to the experience your new skiers and riders have directly
impacts whether they will consider skiing and riding again.
This is true even for those that don’t choose to take a les-
son. While taking a lesson is ideal for many reasons, it’s also
important to note that an estimated 50 percent of first tim-
ers don’t take a lesson their first time, and a staggering 75
percent of beginners don’t take a lesson. To that end, this
update will also reflect opportunities for areas to positively
affect every first timer’s experience.
Taking advantage of the technology now available, this
SUMMER (414) 397-1233 updated Cookbook will be available digitally and in printed
m-Snow.com
TUBING LANES form. The digital edition will have active links and templates
you can download and customize for your own needs.
rollers and banked turns Look for the Cookbook to be highlighted at the upcom-
quick, portable setup ing NSAA Winter Conferences, at the National Convention
water lubrication NOT required in May 2018 at Marcos Island, Fla., and in future issues
dirt work NOT required
of the Journal. For more information, contact me at esal-
mSnow - proudly recycled in the USA
ine@nsaa.org.

18 | NSAA JOURNAL | SUMMER 2017