The NSAA Beginner Conversion Study Longitudinally Tracking the Beginner
Industry Support
Overview of Program Why Beginner Conversion? Preliminary Findings 2015-2016 Updates 3
Overview of Program 4
NSAA’s Beginner Conversion study targets beginners and follows up with them over tjme. 5
Two points of contact within a given season. Follow-up in season 2 and 3, etc. • % Likelihood of Contjnuing 1 st • % Who have contjnued Experience • Where They Contjnued • % Lesson taking • Perceived ability gains +30 days 2 nd • % Rentjng Contact • % Buying Equipment • If Dropped Out… why? • Detailed Demographics Season 2 Season 3 Season 3 6
How do you efgectjvely track conversion?
Goals for the NSAA Beginner Conversion Dashboard program: Defjne your own beginner conversion rate Defjne your own beginner conversion rate Benchmark conversion to natjonal numbers Benchmark conversion to natjonal numbers Identjfy segments with high conversion Identjfy segments with high conversion potentjal potentjal Determine migratjon patuerns regionally and Determine migratjon patuerns regionally and natjonally natjonally Understand the equipment purchase Understand the equipment purchase lifecycle lifecycle Identjfy barriers for contjnued partjcipatjon Identjfy barriers for contjnued partjcipatjon “what gets measured… gets done!” “what gets measured… gets done!” 8
Results integrated into the NSAA Beginner Conversion Dashboard showing your resort’s individual conversion rate. 9
Why Beginner Conversion? 10
T o t a l A c tj v e U S S n o w s p o r t s P a r tj c i p a n t s
Number of First Time Partjcipants
The Model for Growth 13
Preliminary Findings 14
Intentjons & aspiratjons of beginners/fjrst- tjmers high 55% - lifelong sport 55% - lifelong sport 56% - exceptjonally fun 56% - exceptjonally fun 15
Strong intentjons to return this/next season 68% - 1-5 more tjmes this season 68% - 1-5 more tjmes this season 55% - same resort next season 55% - same resort next season 66% - ski/board next season 66% - ski/board next season 16
Low conversion rate despite strong intentjons to contjnue 17% 17
Partjcipant Age 18
Partjcipant Household Income 19
Partjcipant Race 20
Partjcipant Household/Marital Status 21
Partjcipant Educatjonal Status 22
Equipment rentals strong at the resort; a quarter likely to buy gear 77% - 77% - rented at rented at resort resort 15-25% - likely to purchase gear 15-25% - likely to purchase gear 23
Beginners typically take 1 – 2 hour or half day lessons 24
Group lessons dominate lesson type 25
What did you like BEST about your skiing or snowboarding experience? 26
What did you like LEAST about your skiing or snowboarding experience? 27
Over two-thirds returned to the same resort for their second experience 68% - same 68% - same resort resort 32% - difgerent 32% - difgerent resort resort 28
Variety of reasons cited for not returning to sport Top “other” reasons: injury, end of season, bad experience, poor instructor. 29
2015-2016 Updates 30
2015-2016 Updates Enhanced Dashboard for Conversion Rates Enhanced Dashboard for Conversion Rates Appropriate surveying Appropriate surveying Refjned survey questjons Refjned survey questjons Guest comment sectjon with email contacts Guest comment sectjon with email contacts Dashboard of all survey questjons Dashboard of all survey questjons Web-based direct data feed from POS Web-based direct data feed from POS 31
Rob Linde rob@rrcassociates.com
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