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percent in 2013-14 to 3.9 percent in 2016-17—demonstrates Mission Ridge taught 2,202 lessons through the Learn to Ski
that the old three-lesson model was just not enough to help in 3 program in the 2013-14 season. In 2016-17 the number of
participants progress to the next level,” he said. Freedom Pass lessons grew to 2,928.
Not only do beginners get to take as many beginner les- “The Freedom Pass truly allows beginners the freedom
sons as they want, but once they feel comfortable moving up to to learn at their own pace and feel comfortable about where
more challenging terrain, Mission Ridge has the next stepping they are with the sport,” Hickok said. “There is no more
stone ready: a discounted Triple Play Pass for three all-mountain worrying about running out of time. They don’t have to
lift tickets, a discount on an intermediate group lesson, and a worry about the cost of multiple lessons, tickets, and gear
discount on a season pass for the subsequent season. This addi- rentals, and they aren’t being pushed before they’re ready
tional package of upgrades encourages new skiers and riders to to experience intermediate terrain. They get a clear sense of
continue with the sport by exploring intermediate terrain and how to progress to the next level, and the area supports them
committing to a season pass the following winter. More than 20 in that by making the experience affordable and accessible.
percent of Freedom Pass holders from the 2015-16 winter pur- People who are new to the sport have really embraced this
chased season passes for 2016-17. program because they see it as a specific roadmap for them to
Mission Ridge worked with its CRM partner Ascent 360 to become—at least—intermediate skiers or riders.”
implement a new email campaign designed to deliver improved Mission Ridge has demonstrated a willingness to invest
communication with Freedom Pass customers, who received in the future, and the resort—along with the industry at
customized e-mails triggered upon sign-up, after the third large—stands to benefit from some very promising returns.
lesson, and at other key milestones in the program. Tracking The Conversion Cup Award, a large silver trophy based
the progress of beginners through the life cycle of the program on a Stanley Cup prototype, is a traveling award. Mission
was a critical element, and the resort tracked the number of Ridge claims ownership of the Cup for one year, until the
lessons as well as non-lesson visits for each participant in the next winner is announced at next year’s NSAA National
Freedom Pass, and has monitored these figures year-over-year. Convention May 3–6, 2018, in Marco Island, Fla.

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SUMMER 2017 | NSAA JOURNAL | 53