The National Ski Areas Association (NSAA) recognized Snowbasin this past weekend during its National Convention for the resort’s innovative Learn and Earn program designed to convert beginner skiers and riders into repeat and lifelong enthusiasts of snow sports. The resort took home the 2022 Conversion Cup award for its efforts and is the first ski area to have earned this prestigious recognition twice since the inception of the award in 2010.
The Conversion Cup was created by NSAA as a friendly competition amongst member ski areas to address the industry’s overall goal of growing the sport by introducing newcomers to skiing and riding. Snowbasin took the challenge and created its Learn and Earn program in 2015. This three-year program provides lessons, equipment and a season pass at a great value, alleviating some of the biggest deterrents to entering the sport. Guests who complete the first year are eligible for year two, and guests who complete year two are qualified for year three. Since the program’s inception, Snowbasin has brought over 16,000 people through the program, converting 11,495 guests and effectively creating loyal, returning, never-ever skiers and riders to the sport.
“I’m thrilled that the team has been recognized again by the National Ski Area Association for their critical work in bringing new skiers and snowboarders into the sport we love,” said Davy Ratchford, General Manager at Snowbasin. “We’ve learned that the barriers of entry have long centered on cost, confidence and convenience. The Learn and Earn program has shown that tens of thousands of people from all backgrounds can enjoy these mountains and find a passion in winter sports.”
In the 2021 – 2022 winter season, Snowbasin further improved the program by streamlining the rental and equipment portion of its offering and increasing guest savings and accessibility by partnering with a local and renowned outfitter, Salomon. As part of this collaboration, guests received personalized gear fittings and a variety of discounts on apparel. Through this partnership, the resort grew the program year over year in volume by 32%, with a conversion rate of 71% and saved guests over 65% on the cost to purchase the necessary equipment separately.
“The barriers to entry for a new snow sports participant can be plentiful and Snowbasin’s Learn & Earn program meets the challenges head-on with a truly best-in-class program that delivers a combination of great instruction, the right product, and an opportunity to keep enjoying the mountain season after season,” said Jordan Judd, President and General Manager of Salomon North America. “All of us at Salomon are proud to support Snowbasin and this award-winning program. This Conversion Cup win is proof that new skiers and riders can be created when companies like ours come together for the common good of the industry.”
To learn more about Snowbasin’s award-winning Learn and Earn program and to get started on your journey into snow sports, click here or call 801-620-1000.