Page 66 - NSAA_Winter_2017_WEB

Conversion

2017 CONVERSION CUP AWARD:

IS IT YOUR RESORT’S TURN TO WIN? The LEITWOLF.

A Step Ahead.
BY EARL SALINE, NSAA EDUCATION PROGRAMMING DIRECTOR

YOUR MANAGEMENT TEAM probably spends about as much
time thinking about how to convert new skiers and snow-
boarders into “lifers” as it does fretting about the weather
forecast. Okay…that may be a stretch, but it’s hard to argue 90% less emissions through
the fact that both concerns are often—or should be—top of “Stage IV/Tier 4 final”
co
compliant enginemppliant engig ne
mind for area operators.
Has your resort implemented skier/boarder conversion Unrivaled grooming
initiatives that resulted in successful, proven outcomes? performance with a 14.8 ft
(5 (
If so, you should consider submitting an application to (5 m) track width m) ) track width
NSAA’s 2017 National Conversion Cup Challenge, spon- Unique parallel offset of
t
sored by HEAD USA Wintersports. It may seem like just the tillerhe tiller
one more thing to add to your plate during a busy time of Optimal efficiency thanks to
year, but before you think, Maybe we’ll do it next year, you intelligent power distribution
intelliggent ppower distribution
should know that the process is streamlined, straightfor- Courtesy Wachusett Mountain
ward, and easier than you might imagine. AUTOMATIC winch with a
Research shows that we must continue to improve our pulling capacity of 5 tons
(44,1 kN)
efforts to introduce new participants to the sport—and con-
vert them to lifelong enthusiasts—to sustain a healthy and Wachusett Mountain, the 2016 winner of the NSAA Conversion Cup Award,
proudly displays the silvery trophy at the Boston Ski Expo.
vibrant industry. Launched in 2011, the NSAA Conversion
Cup recognizes those areas leading the charge in creating • Increase in Level 1 lesson volumes
new skiers and riders through innovative teaching tech- • Level 1 lesson volumes in relation to total skier and
niques, through programs that not only attract but also snowboarder visits
bring back those first timers, and by engaging the entire • Quantifiable success of multi-lesson packages
resort team in their conversion efforts. • Season-to-date sales data on specific learn-to pack-
“Converting first-time skiers and riders into lifelong par- ages and incentives designed to drive repeat visitation
ticipants is elemental to our industry’s future, and we at • Tracking and follow-up with first time participants
HEAD are in awe of the passion and effort put into con- • Overall data collection capabilities and sophistication
version each year,” said Jon Rucker, HEAD Winter Sport’s • Marketing ingenuity, creativity, use of new media, etc.
senior vice president of sales/marketing. “One of the best
things about this competition is the fact that other resorts Announced and awarded at NSAA’s National Convention,
can shortcut developing their own programs by implement- the Conversion Cup is the final award given in front of the
ing campaigns that were successfully tested and run by entire audience. The Cup itself travels to the winning area
Conversion Cup finalists.” where they can display and share the victory with their entire
While the Conversion Cup Challenge is a fun way to staff. The winning resort holds onto the Cup for one year,
celebrate the best and most creative ideas from our member until the next Conversion Cup winner is again crowned at PRINOTH Ltd Granby, Québec 450-776-3600 - PRINOTH LLC Grand Junction, Colorado 970-242-7150
areas, areas take the competition very seriously. As part of the NSAA National Convention.
the application process, areas must provide a detailed over- Join us May 5–8 at the Fairmont Scottsdale Princess
view of their programs designed specifically to increase skier in Arizona to find out which NSAA member ski area will
and rider conversion rates. Judges evaluate a number of com- take home this year’s Conversion Cup. Who knows? It
ponents, including the following: could be you!
Powerful despite lower emissions. The LEITWOLF delivers perfect
pistes – while simultaneously reducing environmental impact. The
undefeated number one equipped with the most innovative engine
technology for sustainable, efficient and technically perfect slope
preparation. www.prinoth.com
64 | NSAA JOURNAL | WINTER 2017