NSAA Conversion Cup Focuses on New Customers

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29 November 2010

Push to The Latest: No

SAM Magazine-Lakewood, Colo., Nov. 29, 2010-In an effort to keep winter resorts focused on the need to attract and retain newcomers to skiing and riding, the National Ski Areas Association (NSAA) has launched the Conversion Cup Challenge, which recognizes resorts' efforts to create lifelong skiers and riders.

NSAA has been calling on member ski areas to focus on conversion-turning beginner skiers and riders into repeat customers, and ultimately lifelong enthusiasts of the sport-for the past decade. The Challenge is NSAA's latest bid to help resorts keep this a high priority.

To enter the Challenge, areas must provide a detailed overview of their programs and document their success. Resorts can demonstrate their prowess through a mix of creative ideas and measurable actions that reflect the art-and-science nature of conversion: marketing ingenuity and effective use of new media (art), as well as an increase in Level 1 lessons, quantifiable increases in multi-lesson packages, and sales data on specific learn-to packages (science).

"Our Conversion Cup Challenge aligns itself well with the goals we have outlined in the Growth Model, as well as the efforts that ski areas nationwide are making to attract more kids and families to the slopes as part of Learn to Ski and Snowboard Month," said NSAA president Michael Berry. "This is designed as a fun way to pique friendly competition among our member ski areas, and it recognizes those who make significant efforts to provide a skiing and snowboarding experience that guests seek out season after season."

NSAA member areas can enter in one of three size categories: up to 200,000 visits; 200,000 to 500,000 visits; and 500,000-plus visits. Three Cup finalists, one from each category, will be selected prior to the NSAA National Convention May 4-7 at the La Costa Resort & Spa, Carlsbad, Calif. The single Conversion Cup winner will be crowned at the convention and receive a ceremonial plaque, as well as the recognition upon which job security and even advancement are built.

The deadline for entries is Mar. 1. However, the Challenge is limited to the first 50 entries, and may therefore close before Mar. 1. Applications and complete contest rules can be found under the marketing menu at nsaa.org.