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Growing the Sport
Wachusett, MA
Outstanding follow-up with new snowboarders and skiers
helped Wachusett win the Conversion Cup in 2015-16. The
ski area has continued with these follow-up efforts, including
both emails and postcards as well as coupons that instructors
hand out to all new participants.
The emails and postcards are customized either to the
resort’s one-day or three-day lesson program. For those who
take the one-day program, Wachusett offers two additional D-Line:
days (lift/lesson/rentals) for $50 per day. After that third les-
son, the participant is given the opportunity to purchase a Welcome to first class
three-day lift ticket for half price ($79.50). In addition, the
ski area emails the three-day program graduates an offer for
three more days, including lift tickets and rentals, for $105. Adrienne Isaac/Arapahoe Basin Ski Area The next ropeway generation from Doppelmayr opens up new
Finally, all lesson-takers get coupons for retail purchases of possibilities. Developed and designed to meet the utmost requirements
ski boots and accessories, directly addressing the issue of cost on the mountain. The D-Line redefines the limits.
for newcomers.
These affordable stepping stones are essential in show-
ing beginners a clear path to continuing with snowsports, Gates Lloyd, A-Basin’s snowsports director, analyzes beginner
conversion data in a meeting with the marketing and snowsports teams.
and directly address several of the challenges identified in the
Beginner Conversion Study. it with the managers in their own departments. The most
important aspect of the beginner survey at Pats Peak is
Pats Peak, NH the comments.
Participating in the Beginner Conversion Study has given “We focus on the comments, especially the negative
Pats Peak excellent insight into their beginners, said Lori ones,” Rowell said. “If we see anything negative that we can
Rowell, director of marketing and sales. The results are dis- fix, we will do that immediately. Sometimes it’s a simple fix.”
tributed weekly to the senior management team, who share Pats Peak has a very popular learn-to program called the

Wachusett Mountain Ski Area

Drawing from beginner conversion data, Wachusett has customized follow-up offers to new participants that not only are affordable but also provide
a clear path to progression.

www.doppelmayr.com
8 | NSAA JOURNAL | SPRING 2018