(LAKEWOOD, Colo. May 1, 2013) – Today the National Ski Areas Association (NSAA) named New Jersey's Mountain Creek Resort as the winner of its third annual Conversion Cup Challenge, sponsored by Head Wintersports. The announcement was made during NSAA's National Convention and Tradeshow in Palm Springs, California. Other finalists for the Cup included Oregon's Mt. Bachelor (winner of the 2012 Cup) and Pennsylvania's Camelback Mountain Resort. Conversion Cup applications are judged on a number of key skier and snowboarder conversion indicators including:
– Increases 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 and repeat sales data on specific "learn-to" packages;
– Overall data collection and tracking capabilities and sophistication;
– Marketing ingenuity, creativity, use of new media, etc.
As part of its effort, Mountain Creek presented its three-time terrain-based learning package that offers beginner skiers and snowboarders discounted lessons including lift tickets and rental gear. The resort's terrain-based learning system is designed to remove the fear and confusion often associated with first-time ski and snowboard lessons. Mountain Creek realized a 5 percent increase in beginner lessons during the 2012/13 season. Of those that took lessons, 33 percent returned for a second lesson, and 28 percent took a third lesson. Each of the lesson takers received a follow-up email offering additional discounts and promotions and encouraging continued engagement in the sport. The Conversion Cup is a traveling award. Last year's winner, Mt. Bachelor, claimed the Cup for the 2012/13 season. An in-depth review of this year's Conversion Cup winner will be highlighted in the Summer issue of the NSAA Journal.