NSAA is calling on all member ski areas to convert, convert, convert! What is conversion? Conversion is simply the process of turning beginner skiers and riders into repeat customers, and ultimately lifelong enthusiasts of the sport. With this, NSAA has developed the Conversion Cup Challenge, a friendly competition among member ski areas that closely aligns with the industry's overall goals to grow the sport.

As NSAA's Growth Model outlines, conversion is not a short-term process but rather a long-term transformation. Yet the current demographics make it clear: Time is not on the industry's side. The Baby Boom generation continues to age and will ultimately hang up their ski and snowboard gear for good. Research shows that if we do not improve our efforts to introduce new participants to the sport -- and convert them to lifelong enthusiasts - overall ski and snowboard visitation figures could decrease by 2.5 percent per season. NSAA's Conversion Cup Challenge is designed as a fun way to pique competition among member ski areas and recognize those who make significant efforts to boost skier and snowboarder conversion rates.

As part of the competition, applicants must provide a detailed overview of their program designed specifically to increase skier and rider conversion rates. Some parameters judges look for when making their selections:

• Increase in Level 1 lesson volumes;
• Level 1 lesson volumes in relation to total skier and snowboarder visits;
• Quantifiable success of multi-lesson packages;
• Season-to-date sales data on specific learn-to packages designed to drive repeat visitation;
• Overall data collection capabilities and sophistication;
• Marketing ingenuity, creativity, use of new media, etc.

  The Conversion Cup is a traveling award. The winning resort will claim the Cup for a period of one year, until the next Conversion Cup winner is again crowned at the NSAA National Convention. Winners will receive a Conversion Cup plaque to keep on display at their ski area.