SAM Magazine—Snowbasin, Utah, May 8, 2018—Snowbasin Resort came home with two awards from the National Ski Areas Association convention in Florida: the Conversion Cup and Best Overall Safety Program.
The Conversion Cup recognizes NSAA member resorts that have developed outstanding programs to convert new skiers and snowboarders into lifelong enthusiasts. Snowbasin earned the Cup for its success with its Learn & Earn Program, which instills a sense of inclusivity among newcomers and creates lifelong participants in snowboarding and skiing.
Learn & Earn is a three-year program that provides a road map and incentives along the way to becoming a core participant. Year one includes three all-day group lessons, seasonal rental of ski or snowboard equipment, and a season pass upon completion of the third lesson. The program starts in the fall, when guests are invited to the resort to get fitted for equipment, meet instructors, become familiar with the resort, and get answers to any questions they may have. Graduates of year one are eligible for the year two program—Learn, Earn & Return—which consists of three additional group lessons, a season pass, and purchase of their own equipment—all for $499 (youth) or $599 (adult). Year three of the program (the 2018-19 season) will continue the momentum with a premier season pass, a private lesson, and numerous other special perks.
The resort also offers a youth Learn & Earn program in partnership with the Davis County Education Foundation, which provides financial support to the public school district. A portion of the profits from Learn & Earn are donated to the Foundation.
“It’s fantastic to see the energy and enthusiasm for growing skiing and riding from all the resorts across the country,” said NSAA president Kelly Pawlak. “The success of Snowbasin’s program is impressive and, along with the other winners of the Conversion Cup, provides a model for areas to consider as they develop and refine their own programs.
The Best Overall Safety Program is one of seven NSAA safety awards that recognize exceptional initiatives to educate the public about skiing and snowboarding responsibility. Snowbasin’s SAFERmtn Team Initiative, a resort-wide program involving both employees and guests, focuses on the mantra, “Our Mountain – Our Community – Our Responsibility.” This message appears around the resort and beyond, including pins worn by all staff, community engagement aspects, rewarding responsible skiers and riders, and a strong web/social media presence. All of these attributes helped improve the safety culture at the resort.