The name of the game today for resorts is to do everything they can to create lifelong skiers and riders. Mountain Creek, in New Jersey, has been declared winner of the 2013 NSAA Conversion Cup for doing just that.
The announcement was made during NSAA’s National Convention and Trade Show currently underway in Palm Springs, Calif. Finalists were Mt. Bachelor, Ore., last year’s winner, and Camelback in Pa.
"We are incredibly proud to be recognized for the work we've done in growing our sports and improving the beginner experience at Mountain Creek. Thank you to all our staff, partners and guests" wrote Mountain Creek's Bill Benneyan on the resort's Facebook page.
Winners were selected based on increases in level 1 lesson volumes and the relation of that number to overall visits; quantifiable success of multi-lesson packages; sales and repeat sales data on specific “learn to” packages; overall data collection and tracking capabilities and sophistication; and marketing ingenuity and creativity.
Mountain Creek presented its three-time terrain-based learning package including lessons, discounted lift tickets, and equipment rentals.
Of those who took lessons 33 percent returned for a second lesson, and 28 percent took a third.
Photo: Bill Benneyan accepts Conversion Cup at NSAA Convention. (Mountain Creek/Facebook)