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BOREAL MOUNTAIN RESORT, CA

The signature learning program at Boreal—Take 3, Ride
Once again, the ski industry Free—is now in its ninth season at the Lake Tahoe-area

has produced an impressive resort. The Take 3, Ride Free program is an affordable,
user-friendly option open to all new skiers and snowboarders
array of beginner conversion aged 3 and older. After taking three lessons, new snowboard-
programs, as revealed in the ers and skiers receive a free season pass for the rest of the
winter at Boreal. The simplicity, value, and ease of use are
applications for the NSAA hallmarks of this long-time program.
Conversion Cup. This coveted Boreal embraces its role as a “gateway” ski area where
locals from Sacramento and the Bay Area learn to snowboard
trophy, awarded to the ski and ski. “We recognize our growth and long-term sustain-

area with the best beginner ability depend on our success in targeting, converting, and
maintaining relevance across the broad cultural and econom-
conversion program, will be ic continuum,” said Boreal in its application.

presented at the NSAA National Online sale of the package gives Boreal the opportunity
to interact with customers before their first day, and after
Convention and Trade Show in each visit. “Our snowsports, mountain services, IT, and
Marco Island, Fla. marketing teams work strategically to take those in trial
to lifetime participant,” says Amy Ohran, Boreal’s general
This season saw 11 applicants touting their impressive manager. “Take 3, Ride Free has been evolving and growing
beginner programs that shine a spotlight on creativity, hard since year one.”
work, innovative tactics, and long-term commitment to A key change this year was the extensive upgrade of the
bringing more people to skiing and snowboarding and, most rental shop at Boreal. The instructor team is integrated into
importantly, getting those never-evers to come back again the rental shop, interacting with customers before they get on
and again. the snow. Also new this season is the “Built by Woodward”
The applicants varied in size from small local ski areas component of the experience, providing first-timers a pro-
to large destination resorts, and were from nearly every gression zone to boost confidence and teach fundamentals.
region of the US. Half were first-time participants in the The Built by Woodward Start Park Lesson Zone serves as
Conversion Cup, sharing their conversion story with the rest an area for guests who are late (or early) for their lesson to
of the industry for the first time. receive free coaching until the next lesson starts.
• • 2017-18 • • Two common threads across most of the Conversion Take 3, Ride Free has generated more than 19,000
Cup applicants were support from management/ownership new skiers and riders since its inception eight years ago.
and a passionate individual on staff dedicated to their ski A total of 45 percent of last season’s participants have
area’s conversion program. With these two ingredients, any returned this season as core participants. Impressively, 30
ski area can make headway toward increasing their success percent of Boreal’s current season pass-holders are gradu-
• with beginner conversion. Other resorts that are looking ates of Take 3, Ride Free—proving that getting people to

•
d
for ideas to improve their beginners’ experience should be return is good for customers, good for the industry, and
F
I e inspired by the applicants highlighted here. good for the business.
N t Three finalists were selected for the 2017-18 Conversion
A c Cup, based on a solid beginner program for both lesson
LISTS sele takers and non-lesson takers, research and tracking of LES SOMMETS, QC
individual customer progress, statistics showing rates of
return over time, unique and creative tactics, and a long-term A renewed focus on the beginner experience and a genuine
commitment to the cause of beginner conversion. dedication to the conversion cause are two hallmarks of Les
Applicants Share Commitment Sommets’ recipe for beginner conversion.

from Management & Passion for Conversion IMAGE (LEFT): Boreal’s instructors are a familiar presence at the rental The 3-Visit Package is the most popular learning
shop so they can help customers get on the right gear and understand program at Les Sommets. The package was created to
BY DAVE BELIN, DIRECTOR OF CONSULTING SERVICES, RRC ASSOCIATES how to use it. Boreal Mountain Resort support the new skier or rider throughout the learning

CONVENTION 2018 | NSAA JOURNAL | 13