INDUSTRY MARKETING INITIATIVES - NSAA
National Ski Areas Association (NSAA) represents 326 alpine resorts that account for
more than 90 percent of the skier/snowboarder visits nationwide.
* Model for Growth was introduced May 2000. It identified and quantified impacts of various obstacles mentioned in the situation analysis to be overcome. Resorts initially responded by developing ticket, lesson and equipment deals, state of the art learning centers and by increasing attention to beginner equipment and employee incentives.
* The goal is to increase number of beginners entering sport by 6% per year combined with increasing number of beginners converted into core skiers by 1% per year from 15% to 25%. Currently there is an 85% drop-out rate.
* NSAA Model for Growth - Trial & Conversion Best Practices (CA, OR, WA resort highlights)
- Boreal Mountain Resort, CA, Beginner Conversion program: Free level 2 & 3 lessons
- Mountain High Resort, CA, 3 Pack Beginner Package
- Stevens Pass, WA, Guarantee 1-2-3
- Mt. Bachelor, OR, 400 Free Beginner Lessons
- Tahoe Donner Ski Hill Area, CA, 6:1 Group Lessons
- Bear Mountain Resort, CA, Bounceback coupon
- Crystal Mountain, WA, First time package $39
- Inland Northwest Association, WA, EZ Ski/Ride 1-2-3
- Sierra at Tahoe, CA, Come Back program
- Sugar Bowl, CA, Fast Track program
- Northstar at Tahoe, CA, Free for First Timers
* Conversion is the key issue and has led to Phase II of the Model for Growth. Phase II builds upon its points to maximize resorts' ability to attract and, more importantly, convert new participants. There are three components – NSAA Snowsports Professional Panel, consumer panel research, and refinement from beginner conversion test sites and recommendations.
* NSAA Snowsports Professional Panel evaluated the entire entry-level process. The points of contact/opportunities for conversion in the beginner experience are: pre-arrival education (website information, online registration, brochures), arrival, rental shop, lesson assignment/grouping, lesson feedback/closure, and follow-up to lesson.
* Consumer focus groups were held in Boulder, Atlanta, Detroit, and Los Angeles. The objective was to obtain information from consumers about their first experience on the slopes as beginners who had taken a lesson and those who had not taken a lesson. Four themes emerged.
- Pre-arrival information – better information about what to expect.
- Rental shop – separate beginners/never-evers from others and focus on boot fit.
- Learning center – more senior/experienced instructors to teach never-evers, formal closure to lesson, and more personal attention/individual feedback.
- Other observations – non-intimidating place to socialize and provide encouragement, either pre-lesson or après-ski, follow-through communications and programs, and clear directional signage.
* Beginner conversion test site research from eight NSAA test site areas including Northstar-at-Tahoe, CA and Mt. Hood Meadows, OR. The most important motivations for trying snowsports are
- challenge/excitement
- desire to try a new sport/experience
- social – be with friends/family
* Pre-arrival education reduces the fear factor and improves the overall experience.