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. 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 winning resort will receive a Conversion Cup trophy to keep on display at their ski area.

The Conversion Cup is graciously sponsored by: 

Congratulations to the 2022 Conversion Cup Finalists

• Winner: Snowbasin Resort Co., UT
  • Snowbasin’s aptly named program “Learn and Earn” is chock full of discounts and freebies for new snowboarders and skiers. The program started in the 2015–16 season and has generated over 16,000 participants since that time. The continued commitment to the program on the part of Snowbasin is one of the more noteworthy aspects of the initiative. Learn and Earn is a three-year program that encourages new customers to continue with a variety of milestones and rewards along the way. Year one follows a well-worn path taken by other resorts: three lessons, an equipment rental package and a season pass. Snowbasin’s program takes it to the next level in year two, which includes three more lessons and a seasonal equipment rental package the guest can purchase at the end of the year. Snowbasin partnered with Salomon, which has a factory outlet in Ogden, for the Learn and Earn equipment component. Salomon also provided several coupons and discounts on products in the store or online, making it easy for customers to gear up with additional clothing and accessories. This season, Learn and Earn participation increased by 32% over last season. Over time, the average return rate of Learn and Earn participants for the subsequent season is an impressive 67%.

• Palisades Tahoe, CA
  • The Alpine Meadows side of Palisades Tahoe Resort boasts a Perfect Progression Program, which is designed as a two-year package with lots of discounts and incentives along the way. The target is to get new customers skiing and riding comfortably on intermediate terrain and to purchase a season pass. Among last year’s PPP participants, 34% purchased a season pass for the 2021–22 season. The first year of PPP includes three half-day lessons (including lift ticket and rental), and after completing the third lesson, the customer receives a season pass for the rest of the year. While this steppingstone progression has been done before at other ski areas, the program has a unique component. New participants receive a free piece of gear that many first-time skiers and snowboarders do not have: goggles. Participants also get free equipment rentals for the rest of the season and discounts on retail purchases. The graduation rate (those completing all three lessons) of PPP for the 2021–22 season was an impressive 80%. Year two features three more lessons, a season pass, 50% off equipment rentals and a free beanie. PPP is a growing portion of the snowsports school at Alpine-Palisades, representing 55% of beginner lessons this season.

• Ski Saint-Bruno, Quebec
  • Learning through play is a cornerstone of Ski Saint-Bruno’s Evolution Trail, a learning area specifically designed for new skiers and snowboarders. The trail has specialized zones for step-by-step learning and fun. The thought and preparation that went into designing the multi-day progression for learning is a noteworthy component of Saint Bruno’s application. The Evolution Trail is unique because it is set up to be either self-taught or instructor taught. The trail is broken up into four zones, each with a different slope angle and various features for beginners to experience the sensations of gliding, turning, changing direction and stopping. The trail also has distinct features for skiers and for snowboarders. Guests start in zone one, with an 8–10% slope angle for experimentation with initial movements. From there, the progression moves to zones two through four, which ends with riding a chairlift and skiing or snowboarding on a 16–20% slope angle. Results have been impressive. The Evolution Package includes four lessons, equipment rental and lift ticket. The self-guided option provides lift access and free on-site guidance via signage and roving instructors. Almost all (96%) of the Evolution Package participants completed the second lesson, and 32% completed all four lessons (only 10% of the self-guided participants completed all four lessons).

• Winter4Kids, NJ
  • Winter4Kids is a program and facility dedicated to sharing snowsports and outdoors with kids from the New York City metro area. The ski hill is a private facility located in New Jersey, and it is 100% committed to introducing area youth to different types of sliding on snow. Winter4Kids is focused on children aged 6–17 through public schools and other youth-serving organizations. One of the unique aspects of Winter4Kids is that participants are introduced to winter sports in three different disciplines: two lessons each in downhill skiing, cross-country skiing and snowboarding. After these six lessons, the student selects the equipment that they want to continue to use, which empowers the kids with a choice of their favorite snowsport. Winter4Kids also removes other barriers to participation: Transportation is provided, clothing is supplied and healthy meals are served as part of each day on the snow. The program is quite holistic in the materials and supplies that are included, and Winter4Kids goes well beyond the traditional lesson/lift ticket/equipment rental package. The program has hosted more than 10,000 kids to date at the facility. The annual return rate of participants is 62%, and Winter4Kids has a goal of lifelong conversion to snowsports for 50% of their students.

2021 Conversion Cup Winner

Sky Tavern, NV

Sky Tavern is a volunteer-run nonprofit committed to teaching the youth of Reno the life lessons that skiing and snowboarding instill. The youth program at Sky Tavern has been in operation since 1948 (how’s that for long-term commitment?). Over 2,000 kids go through the program each winter, which lasts eight weeks and costs just $250, including rental gear. Additionally, scholarships are available for families that need it. The majority of the children in the program are first-time skiers, and many of the coaches are alumni of the program. Most importantly, the program is available to all and has been since just after World War II. Everyone is welcome, as illustrated by this comment from a participant: “This is our first year with Sky Tavern. I don’t ski or snowboard, so I was completely out of my element. The Sky Tavern team has been wonderful to work with and has been great about helping us figure things out. My son loves the program and has learned a ton from the instructors. Thank you for all you bring to our community.”