Application Considerations

The NSAA Conversion Cup Award recognizes the best ski area programs aimed at bringing in first-time guests and converting them into lifelong participants. While there is no single recipe that works for every ski area, the common denominator for success is demonstrating a dedication to getting these new participants excited about snowsports, so much so that they come back time and again. Other parameters judges look for when making their selections include:

• 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.

Read About Our Conversion Cup Winner & Finalists

Despite a winter defined by challenging conditions across much of the country, one thing remained consistent in 2025—26: Ski areas and industry partners continued finding creative new ways to welcome beginners into snowsports.

READ ABOUT WINNERS & FINALISTS