upgrade offers and coupons to continue their journey to becoming a lifelong skier or snowboarder. Messages with those deals are delivered via email 24 hours later or, for those who do not provide an email address, by direct mail. Te number of upgrades from the one-day package to the three- day package is up 65 percent from last season, even in a year when skier visits were down on the East Coast. To bring more newcomers into snowsports,
Wachusett also offers incentives for existing customers to bring a friend, for secondary school students, and for those riding public transportation.
RUNNERS-UP DESERVE ACCOLADES OF THEIR OWN While they didn’t win the coveted Conversion Cup, finalists Mission Ridge and Stevens Pass have also shown strong commitment to turning beginners into lifelong skiers and riders. Mission Ridge took the orthodoxy of three days of lessons for never-evers and went a step further with its $129 Learn to Ski/ Snowboard Freedom Pass, which covers unlimited group lessons, equipment rental, and beginner lift access. A new product, the Freedom Pass replaced
the three-day lesson package Mission Ridge offered the last several seasons. Te new pass is designed to give students “the freedom to progress their skills and explore new terrain – without pressure, when they feel comfortable, and when it is convenient,” according to Tony Hickok, snowsports school director at Mission Ridge. Te resort introduced the pass to address
the fact that some students are not ready to move up to intermediate terrain after their third lesson. Rather than risk of having those students drop out altogether, Mission Ridge provided additional incentive for them to stick with the initial, critical learning phase as long as necessary. As it turned out, the average student on the Freedom Pass took 4.1 lessons, proving that three learning sessions may not be enough for some beginners. Mission’s commitment to helping students learn doesn’t stop there. After completing the Freedom Pass program, they are invited to take the next step – the Triple Play Pass, a three-day all-mountain lift ticket for $49. In addition, graduates of the Freedom Pass are able to purchase an intermediate group lesson for $20, and a
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discounted season pass for the upcoming season. Students are also offered an aggressive 50 percent discount on a full gear setup (with either HEAD skis or a snowboard). Sales of the Freedom Pass exceeded last season’s Learn to Ski in 3 program by more than 32 percent.
445 complimentary lessons, and the resort takes the long view on what it will get in return for the investment in future skiers and riders. “We are creating experiences that drive
"We are creating experiences that drive conversion."
– Ben Folk, Stevens Pass
Stevens Pass is known for its challenging terrain and abundant snowfall, but the area had trouble attracting never-evers because of its limited beginner terrain. Two years ago, the resort invested in a new conveyor lift and worked with the terrain park crew to creatively implement a Terrain- Based Learning area – improvements that doubled the beginner acreage at the resort On the lesson front, Stevens’ Learn-In-
Tree Guarantee product is a $179 pass for three lessons, rentals, and lift tickets, with the guarantee that the student will be able to ski intermediate terrain after the third lesson. Otherwise, the beginner can continue with free lessons until he or she reaches that milestone. Not surprisingly, participation in the
Learn-In-Tree Guarantee is double what it was last winter and up 77 percent over the 2013-14 season. So far, Stevens Pass has given
conversion, [and making it] a resort-wide endeavor that is part of our mountain’s culture, not just a program,” said Ben Fok, ski and snowboard school manager at Stevens Pass. All graduates of the Learn-In-Tree
Guarantee have the next step mapped out for them, too: Stevens Pass gives them four free all-mountain lift tickets, one free intermediate lesson, and a voucher to
purchase a season pass for the current season for $199.
Communication has been a key to the
success of the beginner programs at Stevens Pass. A detailed first-timer’s guide and pre- arrival email (with high open rates) are two key parts to educating new snowboarders and skiers. Being close to Seattle, Stevens Pass has translated its print ads and parts of its website content into various Asian languages, including Japanese, Chinese, and Korean. Te Conversion Cup Award, a large
silver trophy based on a Stanley Cup prototype, is a traveling award. Wachusett claims ownership of the Cup for one year, until the next winner is announced at next year’s NSAA National Convention May 5-8, 2017, in Scottsdale, Arizona.
Earl Saline is the education director for the National Ski Areas Association.
COURTESY OF WACHUSETT MOUNTAIN
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