NSAA's 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.

Sincerely,

Michael Berry, NSAA President