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lifestyle habits, especially among Millennials. The NSAA
Beginner Conversion Study addresses such issues. Find out
CONTINUED RELIANCE ON CURRENT more about how your area can participate and read more
about it in presentation materials available on nsaa.org.
PARTICIPANTS WILLING TO PURCHASE
Participation in this project is a “must” for those interested
REASONABLY PRICED SEASON PASSES
in attracting newcomers.
OR MULTI-RESORT PASSES IS ONLY In my view, continued reliance on current partici-
A PIECE OF THE PIE FOR A HEALTHY pants willing to purchase reasonably priced season passes

INDUSTRY SIMPLY BECAUSE THEY or multi-resort passes is only a piece of the pie for a healthy
industry simply because they are targeted to those already
ARE TARGETED TO THOSE ALREADY
involved. Focusing more attention on beginners is really the
INVOLVED. FOCUSING MORE key to a sustainable future.
ATTENTION ON BEGINNERS IS REALLY “Increasing visibility for skiing and snowboarding is a crit-
THE KEY TO A SUSTAINABLE FUTURE. ical first step in growing the sports,” said Raelene Davis, VP of
marketing for Ski Utah and chair of the LSS(M)/BAF initia-
tive. “Crafting beginner programs that are effective and fun is
the key element for turning newcomers into life-timers.”
newcomers. The initiative has pumped up to $14 million Attracting newcomers is not just good for your bottom
dollars into the industry since its inception on an overall line; it is crucial for the health of the snowsports industry.
budget of LESS than $1 million. Growing the sport is a team effort, requiring us all to do our
On a more somber note, as the US population has part to help change the game.
increased, snowsports participation has actually declined For more information on LSS(M)/BAF and the Triple
from 3.7 to 2.2 percent of those living in the US. There are Play initiative, contact me at mjt@learntoskiandsnowboard.
many reasons for this, including changing demographics and org or 202-431-6950.

Technical
n UNIFORMS
Functional
n
Customizable
n Custom Built for the Industry
Choose your own
n
colors and styles,
all designed

for comfort and
durability.

phone: 775.831.7670

web: MountainUniforms.com

email: info@MountainUniforms.com

SUMMER 2017 | NSAA JOURNAL | 25