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Converting first timers
US resort Angel Fire, New Mexico, has been awarded "Best
Program to Convert New Participants to Core Participants" by the
National Ski Areas Association.
Angel
Fire Resort created a unique, new program called "You Keep The
Gear" which combines discounted lift tickets, snowboard lessons
and custom-fitted, new snowboard equipment which participants get
to keep. The resort has over 68km of trails, 5 high speed lifts
and 3 terrain parks
Feel part of the crowd
The "You Keep The Gear" program provided an effective hook to bring
newcomers to the sport of snowboarding. The thinking behind it is
that people who own their own sports equipment are more likely to
continue to participate in the sport on a regular basis. Plus, when
people purchase rather than rent equipment, they consider themselves
committed to the sport and a member of a "group" (i.e. if you own
golf clubs, you consider yourself a "golfer" and are more likely
to continue golfing). The cost of the "You Keep The Gear" package
which includes two half day group lessons, two half price lift ticket
vouchers, a new snowboard, snowboard boots and bindings is priced
at only $249.
Numbers were dwindling
The program grew out of the industry's dilemma of the flattening
numbers of participants in the sport during the 1990s. Efforts to
improve the conversion rate are fundamental to future growth and
the major component to increasing conversion is creating learning
experiences that make new participants fall in love with skiing
and snowboarding.
"The public response was fantastic," said Cynthia Stepleton, Angel
Fire Resort's rental programs manager. "With more than 700 participants
in the program, we had to reorder snowboard equipment three times
during the season."
Over half to return
At Angel Fire Resort, snowboard lessons increased by 66 percent
from the previous winter with more than 1200 lessons associated
with the program. Resort surveys showed 78 percent of people who
purchased the package were first time visitors to Angel Fire Resort;
with 65 percent of those planning to snowboard again that season.
This is in contrast to NSAA surveys that show on a national average
only about 15 percent of first time snowboarders and skiers actually
continue on in the sport. Next year the resort will partner with
K2 to offer a ski package along with the snowboard package.
[Source: Ski Press Media]
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