The Challenge was created as an innovative way to pique competition among ski areas and recognize those who make significant efforts to boost skier and snowboarder conversion rates.
Applicants are judge on increases in Level 1 volumes; those volumes in relation to total resort visits; quantifiable success of multi-lesson packages; sales data on specific “learn to” programs; overall data collection capabilities and sophistication; and marketing.
Camelback’s Explorer Card offered guests three 90-minute lessons including lift tickets and rentals. Mt. Bachelor leveraged the momentum of its four-year-old “Ski Or Ride In 5” program at $199 that includes a 12-day pass when completed. Mountain Creek offered $99 Experience Snowboarding and Go Skiing packages.
Winner of the Conversion Cup Challenge will be announced during the NSAA National Convention in early May in Palm Springs, Calif.