Model for Growth
Dear NSAA Member Resort:
As I outlined at the 2009 National Convention, one of the primary
missions here at the National Ski Areas Association (NSAA) is to
help resorts understand the implications of the significant
demographic shifts that lie on the horizon. Simply put, as Baby
Boomers - a generation that helped build the industry into what it
is today - continue to age, they will begin dropping out of the
sport at an alarming rate. Without an industry-wide effort focused
on attracting newer, younger participants and converting them into
loyal skiers and riders, ski areas could face dramatic declines in
visitation in the not-so distant future.
With our renewed focus on conversion, information sharing
becomes more and more critical in order for us to meet the
demographic challenges and not only maintain, but grow visitation
levels over time. To this end, NSAA is updating our existing online
database of Best Practices found at resorts nationwide that are
aimed at converting new generations into lifelong participants. By
sharing your effective practices and innovative programs, you are
making an invaluable contribution to growing the sport.
No one resort department can meet this challenge on its own.
Rather this effort crosses departmental boundaries, and is a call
to action for the entire resort. Please take a moment to share this
survey and elicit information from the appropriate departments at
your resort regarding your overall trial and conversion practices
and programs. As you develop new programs or alter your existing
ones, we ask that you submit the updated information to NSAA. The
form on the link below this letter will be available for you to
submit updates. Your participation and willingness to share ideas
and practices are greatly appreciated. Thank you again for your
contributions to our industry and your efforts to help grow the
sport we all enjoy.