conversion cup logo

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. 

Congratulations to the 2021 Conversion Cup Finalists

  • Winner: Sky Tavern, NV
    • For its devotion to teaching local youth the sport of skiing & riding, and resort mission to support those who would like to experience snowsports, this volunteer-run nonprofit ski hill was selected as the deserving winner of the 2020/21 Conversion Cup.
  • Big SNOW American Dream, NJ
    • For its dedication to improving accessibility and capitalizing on its unique location, Big SNOW American Dream was selected as a finalist for the Conversion Cup.
  • Crystal Mountain, MI
    • For its focus on the community and commitment to every newcomer's current and future experience, Crystal Mountain was tapped as an NSAA Conversion Cup finalist.

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: 

Please join us in congratulating the 2019/20 Conversion Cup Winner

Blue Mountain employs a variety of tools in its conversion efforts, and the ski area boasts the most learning terrain in the state of Pennsylvania (10 acres), Terrain Based Learning, and continuous, on-demand lessons 7 days a week. The ski area’s school-based Shreducation program is targeted to 8th graders, and in the span of a year, the number of participating schools has increased from 3 to 10, and the number of students expanded from 465 to 985. The Family & Friends program—allowing a group of varying ages, ability levels, and equipment types to be in the same lesson—has quickly become the most popular lesson product at Blue, eclipsing the standard beginner group lesson. In terms of follow-up, guests are offered another lesson on the same day for $20, an all-mountain lift ticket upgrade for $20, or a Refresh and Ride email offer for $49 (lesson, rental, all-mountain lift ticket). Combined, these efforts have generated nearly 1,000 additional lessons from returning guests. Addressing the non-lesson taking beginner, Blue Mountain has instructors roam the beginner area, looking for skiers or snowboarders struggling with the terrain. This program, Sliders Needing Assistance Program (SNAP) gives such guests a few tips on the spot and a voucher for a free beginner group lesson. As of February 2020, 59 such vouchers had been redeemed. For its innovative, creative and successful programs that address beginner customers as part of an integrated and coordinated effort to increase the total number of skiers and snowboarders, NSAA named Blue Mountain the winner of this year’s Conversion Cup.

Past Conversion Cup Winners:

2018-19 Les Sommets, Canada
2017-18 Snowbasin, Utah
2016-17 Mission Ridge Ski & Board Resort, Washington
2015-16 Wachusett Mountain, Massachusetts
2014-15 Killington Resort, Vermont
2013-14 Camelback Mountain Resort, Pennsylvania
2012-13 Mountain Creek, New Jersey
2011-12 Mt. Bachelor, Oregon
2010-11 Snow Time, Inc.