SCHOOL SPOTLIGHT
Carolyn Stimpson hoists the mighty Conversion Cup awarded to Wachusett Mountain, MA. Stimpson, the resort’s VP of mountain services, is pictured with her co- worker siblings, Dave Crowley (left), GM/CEO, DQG -Hff &URZOH\ SUHVLGHQW
DAVID KNAPP
MASSACHUSETTS' WACHUSETT MOUNTAIN WINS NSAA 2016 CONVERSION CUP AWARD
By Earl Saline Challenge, sponsored by HEAD Wintersports. Tis annual award W
recognizes resorts across the country that have developed outstanding programs to convert new skiers and snowboarders into lifelong enthusiasts. Wachusett was selected from a strong field of ski areas throughout the United States. Te other two finalists were Mission Ridge Ski & Board Resort and Stevens Pass, both of which are in Washington State. NSAA launched the initiative in 2010 as a way to pique competition among member ski areas and recognize those that make significant strides to boost conversion
88 | 32 DEGREES • FALL 2016
rates. Te winner is chosen based on proven results, creative ideas, consistent execution, and long-term commitment to the conversion effort. Several key metrics are used in the judging process, including beginner lesson volumes, quantifiable success of beginner lesson packages, season-to-date sales and repeat sales data collection, and marketing ingenuity and use of new media. Wachusett (which was featured in the
Spring 2016 issue of 32 Degrees) won the honor based on creative ideas, a logical learning progression – beyond the initial package offer
achusett Mountain Ski Area, in Westminster, Massachusetts, is the winner of the 2016 National Ski Areas Association (NSAA) Conversion Cup
– measurable results, solid execution, and long-term commitment to the conversion effort. Wachusett has been converting new skiers/riders for decades, taking advantage of its proximity to the large population centers of Boston, Providence, and Worcester. “We see it as our job to create future skiers and riders for the industry,” said Carolyn Stimpson, Wachusett’s vice president of resort services. Using customer data and analytics,
Wachusett designed various beginner programs targeted to specific audiences – augmented with follow-up emails – to help ensure they return. Te two primary learn-to programs are the one-day Learn- To-Turn package (lesson, rental, and lift ticket for $99), and a three-day package (lesson, rental, and lift ticket for $199). Tose who finish either program receive
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