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Growing the Sport

INDUSTRY’S
BEST

2 0 16 – 2 0 17

Courtesy Mission Ridge Ski & Board Resort

MISSION RIDGE SKI & BOARD RESORT

WINS 2017 CONVERSION CUP CHALLENGE

BY EARL SALINE, NSAA DIRECTOR OF EDUCATION PROGRAMMING

A FEE OF ONLY $159 for unlimited beginner group les- make significant strides to boost conversion rates. The winner is
sons, unlimited beginner lift access, and unlimited rentals chosen based upon proven results, creative ideas, consistent exe-
for an entire season at Mission Ridge Ski & Board Resort in cution, and long-term commitment to the conversion effort.
Washington is a small price to pay when you’re getting so much Several key metrics are used in the judging process, including
in return. And that goes for the resort as much as the guests. beginner lesson volumes; quantifiable success of beginner lesson
For the second season, Mission Ridge has offered its Learn to packages; season-to-date sales and repeat sales data collection;
Ski/Snowboard Freedom Pass—a great value for customers, and and marketing ingenuity and use of new media.
an even better deal for the resort: real results from giving guests Mission Ridge’s premise with the Freedom Pass is straight-
the tools they need to become committed skiers and riders. forward: accept a slimmer lesson profit margin for the short-
For its success with the program, Mission Ridge is the term to gain skiers and riders who will be around for the long
winner of NSAA’s 2017 Conversion Cup Challenge, sponsored run. The Freedom Pass—an evolution from the successful
by HEAD Wintersports. The announcement came at a spe- Learn to Ski in 3 program that the resort had in place for the
cial awards presentation on May 7 during NSAA’s National 2013-14 and 2014-15 seasons—addresses some of the most
Convention and Tradeshow in Scottsdale, Ariz. common hurdles for beginners, including the cost of the lesson,
Mission Ridge was selected among a strong field of ski the feeling of intimidation, the lack of a clear progression to the
areas from across the US that have developed outstanding next level, and the hassles and confusion related to equipment.
conversion programs. The other three finalists were Boreal The pass allows the instructor to focus on teaching
Mountain Resort, Calif., Copper Mountain Resort, Colo., solid fundamentals, on appropriate terrain, for an extended
and Whistler Blackcomb, BC, Canada. period of time before taking the intimidating step of riding
NSAA launched the Challenge in 2010 as a way to pique the chairlift, said Tony Hickok, Mission Ridge’s marketing
competition among member ski areas and recognize those who director. “The increase in average lesson rate—from 2.6

52 | NSAA JOURNAL | SUMMER 2017