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experiences to allow for kids to hit the snow sooner and stay
more engaged. This included a redesign and relocation of
the children’s learning area with the addition of a carpet lift
just for the children’s area, a children’s ski carousel, and the
adoption of Terrain Based Learning in both the children’s
and adult learning areas.
When asked about what drove the changes at
Winterplace, resort president Terry Pfeiffer said: “We listened
to our guests and staff, evaluated our operations, and looked
at possible solutions within our budget. So far our guest and
employees love the changes and we have seen lots of smiles.”
When it comes to designing your children’s center
processes, it’s important to always keep the guests’ needs in
mind while also looking for ways to maximize efficiencies.
The best way to do this is with Process Cycle Efficiency
(PCE), a process-improvement tool used to measure how
much guest value you provide over the entire cycle time of
a process. (See “The Power of Process Improvement” article
series in the 2014 NSAA Journals, available to members at
nsaa.org.)
The ultimate in multi-use capability, Stowe’s cavernous Adventure Center With children’s programs, measuring PCE can be tricky
not only houses the children’s ski and ride school but also an indoor rock because you have the needs of two guests to consider: the
climbing center, a summer adventure camp, childcare facilities, and even a
movie theatre and bowling alley. Stowe Mountain Resort child and the parent(s). In the updated NSAA Conversion
Cookbook released this past winter, the team at SNOW
Operating identified some helpful best practices to consider
current processes and flow can often provide additional when it comes to children’s lessons. Some of these are
opportunities for growth. mentioned above but include considerations for painless
This might include changing how you structure your parent-child separation, efficiencies of housing children’s
check-in times to offer more flexibility, limiting the amount rental equipment within the children’s program area, and
of time the children spend indoors, and/or changing up your spreading out demand over wider check-in periods.
product offerings to maximize your capacity for fulfillment. Most important, with the possible exception of some
By spreading out your check-ins over a wider range of higher-level private lessons, children’s lessons should keep
times, for example, you can eliminate a level of parental a primary focus on fun over skill development. (The No resort is quite like yours
stress while also allowing for a staggered lunch schedule. Cookbook is available as a free download for NSAA member
This reduces the number of guests you need to put in your at nsaa.org. I would encourage you to read it for ideas on Team up with us today.
physical space at one time and increases your overall capacity how to strengthen all of your learning programs, not just
to take in more guests over the same period. those for kids.) Rob Andrews, Seattle, WA No insurance program delivers solutions quite like ours. We
Or you might consider eliminating lunches altogether If you can deliver great children’s experiences you will 360-787-9887
by selling only an AM and PM session, putting the onus create customers for life. The memories and loyalty that robert.andrews@safehold.com recognize that your business faces a unique set of risks every day.
of lunch back on the parents. Blue Mountain, adopted this families form through learning at your resort will keep them Our sports and recreation teams can help you assess and minimize
model a few years back, and children’s program bookings and coming back again and again, year after year, and generation Bill Curtis, Lakewood, CO those risks so you can focus on running your business.
revenues went up over 30 percent according to Joe Forte, after generation. It’s hard to think of one other capital invest- 720-543-8066
director of Blue Mountain’s snowsports school. ment that can pay dividends like that, isn’t it? william.curtis@safehold.com We proactively consult with you to build the right insurance
At Winterplace Resort in West Virginia, where chil- solutions — so you can feel confident that you have the
dren’s lesson programs are run out of two retro-fitted Hugh Reynolds is the vice president of marketing and sales Ryan Patrick, Portsmouth, NH right coverage in place to protect your business now and for
manufactured buildings, the physical space was definitely for SNOW Operating and Mountain Creek Resort, NJ. 603-570-5218 the long term.
the limiting factor in the area’s ability to take bookings. Reynolds was a contributor to the updated NSAA Conversion ryan.patrick@safehold.com
To increase the capacity for more guests, Winterplace Cookbook. SNOW Operating works to help increase trial and
re-worked its experience processes to reduce the time each conversion industry-wide through its acclaimed Terrain Based
™
child spends inside, investing in the outdoor on-snow Learning and Conversion & Growth resort partner programs.
Products and services are offered through Safehold Special Risk, Inc., dba Safehold Special Risk & Insurance Services, Inc. in California. Coverage is provided by unaffiliated
insurance companies.
46 | NSAA JOURNAL | CONVENTION 2018 © 2018 Safehold Special Risk, Inc. All rights reserved.