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The NSAA Beginner Conversion Study Longitudinally Tracking the - - PowerPoint PPT Presentation
The NSAA Beginner Conversion Study Longitudinally Tracking the - - PowerPoint PPT Presentation
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 NSAAs Beginner Conversion study targets
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Overview of Program Why Beginner Conversion? Preliminary Findings 2015-2016 Updates
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Overview of Program
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NSAA’s Beginner Conversion study targets beginners and follows up with them over tjme.
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1st Experience 2nd Contact Season 2 Season 3 Season 3 +30 days
- % Likelihood of Contjnuing
- % Who have contjnued
- Where They Contjnued
- % Lesson taking
- Perceived ability gains
- % Rentjng
- % Buying Equipment
- If Dropped Out… why?
- Detailed Demographics
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Two points of contact within a given
- season. Follow-up in season 2 and 3, etc.
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How do you efgectjvely track conversion?
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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 potentjal Identjfy segments with high conversion potentjal Determine migratjon patuerns regionally and natjonally Determine migratjon patuerns regionally and natjonally Understand the equipment purchase lifecycle Understand the equipment purchase lifecycle Identjfy barriers for contjnued partjcipatjon Identjfy barriers for contjnued partjcipatjon “what gets measured… gets done!” “what gets measured… gets done!”
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Results integrated into the NSAA Beginner Conversion Dashboard showing your resort’s individual conversion rate.
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Why Beginner Conversion?
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Total Actjve US Snowsports Partjcipants
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Number of First Time Partjcipants
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The Model for Growth
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Preliminary Findings
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Intentjons & aspiratjons of beginners/fjrst- tjmers high
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55% - lifelong sport 55% - lifelong sport 56% - exceptjonally fun 56% - exceptjonally fun
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Strong intentjons to return this/next season
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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
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Low conversion rate despite strong intentjons to contjnue
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17%
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Partjcipant Age
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Partjcipant Household Income
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Partjcipant Race
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Partjcipant Household/Marital Status
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Partjcipant Educatjonal Status
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Equipment rentals strong at the resort; a quarter likely to buy gear
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77% - rented at resort 77% - rented at resort 15-25% - likely to purchase gear 15-25% - likely to purchase gear
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Beginners typically take 1 – 2 hour or half day lessons
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Group lessons dominate lesson type
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What did you like BEST about your skiing or snowboarding experience?
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What did you like LEAST about your skiing
- r snowboarding experience?
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Over two-thirds returned to the same resort for their second experience
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68% - same resort 68% - same resort 32% - difgerent resort 32% - difgerent resort
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Variety of reasons cited for not returning to sport
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Top “other” reasons: injury, end of season, bad experience, poor instructor.
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2015-2016 Updates
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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
2015-2016 Updates
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