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Growing the Sport
BEGINNER CONVERSION CASE STUDIES:
HOW FOUR RESORTS ARE USING THE DATA

BY DAVE BELIN, DIRECTOR OF CONSULTING SERVICES, RRC ASSOCIATES

THE NSAA MODEL FOR GROWTH has been preaching the 2. Many first-timers don’t take lessons.
gospel of trial and conversion for almost 20 years—improving From the NSAA National Demographic Study, statistics
the experience for new participants and then bringing those show that about half of first-timers don’t take a lesson.
new skiers and snowboarders back for more. The Beginner Some first-timers have a friend or family member to teach
Conversion Study is designed to give individual ski areas them, some think they can learn without a lesson, and some
specific and actionable feedback from their own beginners; indicated that lessons were sold out. However, there are
the study represents a tremendous opportunity for ski areas numerous opportunities to get a newcomer into a lesson,
large and small to improve their conversion rate and increase particularly in the rental shop or during other transaction
the number of snowboarders and skiers who participate year processes. For example, renters indicating their ability level
after year. as Type 1 on the rental form are excellent candidates for a
The Beginner Conversion Study, now in its fourth sea- lesson. As well, finding non-lesson takers on the beginner
son, is a survey-based research program that queries begin- slope and giving them a few tips, or even a coupon for a
ners about their day. The results produce a wealth of critical lesson, is a tactic that some ski areas have used in the past to
information, including a beginner conversion rate at the connect with non-lesson takers.
resort level. The specific results show a ski area how they are
doing when it comes to beginner conversion and whether the 3. Cost is a major barrier to continuing.
resort is doing better or worse than national norms. Most ski areas have a Day 1 Learn-To program that is priced
What are some of the most important lessons learned aggressively, but not enough have a Day 2 and beyond
from the Beginner Conversion Study? And, more impor- sequence that is affordable for new participants. Ski area per-
tantly, what are some specific examples of how ski areas sonnel should consider ways to provide stepping stones for
have used the survey results to change their programs or newcomers, paving the way for them to have a logical pro-
operations? gression of well-thought out and packaged ski days.

Beginner Conversion Study Takeaways 4. Time is also a major barrier.
The Beginner Conversion Study has generated a tremen- Most Americans are pressed for time, so it’s not surprising
dous amount of specific, actionable information for ski areas that beginners would say that time is a barrier to continu-
across the US. Ski area managers are highly encouraged to ing. Family responsibilities, work responsibilities, and over-
review the study and its results for nuggets of information all time commitment were all cited on the survey as hurdles.
that could be very useful in making changes and improve- Removing those hurdles through creative and different ways
ments to the beginner experience. will likely provide dividends for ski areas cultivating a higher
Here are a few of the many highlights that are included conversion rate among beginners. Reducing wait times in the
in the study results. rental shop or for the lesson process is important to getting
snowsports participants out on the hill sooner.
1. Beginners are very satisfied with their
initial experience. 5. Family and friends are a critical motivator.
The feedback from new skiers and snowboarders is overwhelm- Snowsports are social activities, best spent with friends and
ingly positive, from the amount of fun they had, to their high loved ones. Spending time with family and friends is a pri-
likelihood to return to the ski area, to their high likelihood of mary motivator for many new entrants to snowboarding and
continuing to snowboard or ski as a lifelong activity. More ski skiing. Leveraging existing customer and employee groups to
areas need to take advantage of this opportunity by sending bring their friends and family is an obvious strategy to bring
follow-up messages and offers to beginners, coming up with more participants to snowsports, but one that not enough ski
a rational next step for beginners, and using other tactics to areas are utilizing.
ensure that the high intention to return is capitalized upon. What are ski areas doing to address these challenges and

6 | NSAA JOURNAL | SPRING 2018