NSAA National Convention & Tradeshow
SAN FRANCISCO
May 3-6, 2015
For more information go to www.nsaa.org
Thanks to Our Sponsors
GOLD
Active Network - The Technology that Powers Resorts and Attractions
AXESS - RFID Designed for North American Resorts
Burton Snowboards - Proudly Supporting the Progression of Snowboarding for Over 35 Years
CNL Lifestyle Properties, Inc. - Owning America’s Lifestyle
Doppelmayr - Upholding a Tradition of Excellence for 120 Years
E4soft - Open Source ERP - Software at Play
Head - Committed to Conversion
KneeBinding - Innovative Ski Bindings Mitigate On-the-Job Knee Injuries
Leitner-Poma of America - We Move People
Liftopia - #1 in Online Lift Ticket Sales
Lumiplan - Digital Signage and Mobile App: Real-time Information Systems
MountainGuard - Insuring the Success of the Mountain Resort Industry
PistenBully - The Number One Around the Globe
PRINOTH - For Perfect Pistes
SMI SnowMakers - Covers the World with Snow
TechnoAlpin USA - From Finding the Water to Delivering the Snow
Wells Fargo & Company - A Diversified Financial Services Company
S I LV E R
Active Interest Media Mountain Group - Own the Mountain
ADG - Your Path to Year-Round Profits
Guest Research - Driving Loyalty and Revenue with NPS
IFS - Equipment Financing & Leasing: Great Rates! Seasonal Payments
Inntopia - The Mountain Resorts’ Leading Advanced Reservations Systems
Mountain Uniforms - Custom Built for the Industry
PNP Supply - Simplicity. Strength. Longevity. Success.
Ryan Solutions - Leading the Resort Industry in Database Marketing
Siriusware - Salespoint Solutions
SkiData - One Step Ahead!
Snomax - For Positive Effects on Operating Costs and the Environment
BRONZE
Alford Design Group - Objective Excellence Born of Experience
The Cawley Company - Where the Best Names are Seen
BSA Architects: Bull Stockwell Allen - Designing Resorts, Creating Destinations
CIEE - The Premier Sponsor of the J1 Work & Travel Visa Program
CWA - Your Best Choice in Cabins
ExtenData - Mobile Computing, Wireless, and RFID Solutions for Your Resort
Geise Engineering - Creating Fun in Snow and Sun
Magic Carpet Lifts - Conveyor Lift Experts for All Seasons
SE Group – Strategy. Planning. Permitting. Design.
Smarte Carte - Keeping Your Guest’s Valuables Safe and Secure
Star Lifts - Taking You to the Top
TrailCheck - Ski Patrol Incident Reporting Software
For more information go to www.nsaa.org
Schedule at a Glance
Sunday, May 3, 2015
7:00am - 6:00pm .............................................................................................................................................................................NSAA Registration Open
8:00am - 1:00pm ..............................................................................................................................................................................NSAA Golf Tournament
8:00am - 4:30pm . ...........................................................................................................................................................................NSAA Committee Meetings
12:00pm - 5:00pm ..........................................................................................................................................................................Exhibitor Move-In
2:00pm - 4:45pm .............................................................................................................................................................................Sponsored Arrival Day Programs
5:00pm - 5:30pm . ...........................................................................................................................................................................Annual Business Meeting
6:00pm - 9:00pm ............................................................................................................................................................................Welcome Reception
Monday, May 4, 2015
7:00am - 5:30pm .............................................................................................................................................................................NSAA Registration Open
7:30am - 8:30am . ............................................................................................................................................................................Continental Breakfast
8:00am - 11:00am ............................................................................................................................................................................Exhibitor Move-In
8:30am - 9:45am .............................................................................................................................................................................Opening Keynote
9:45am - 10:00am . .........................................................................................................................................................................Morning Break
10:00am - 11:15am ............................................................................................................................................................................Sessions
11:00am-1:30pm..............................................................................................................................................................................TradeshowOpeningLunch
1:45pm - 3:00pm ..............................................................................................................................................................................Sessions
3:15pm - 4:30pm ...............................................................................................................................................................................Sessions
4:30pm - 5:30pm .............................................................................................................................................................................Golden Eagle & Safety Awards Reception
5:30pm - 7:30pm .............................................................................................................................................................................Tradeshow Reception
Tuesday, May 5, 2015
7:00am - 8:45am .............................................................................................................................................................................Continental Breakfast
9:00am - 10:30am ..........................................................................................................................................................................Featured Keynote
10:30am - 10:45am .........................................................................................................................................................................Morning Break
10:45am - 12:00pm .........................................................................................................................................................................Sessions
11:45am - 1:30pm ..............................................................................................................................................................................Tradeshow Lunch
1:30pm - 5:00pm ..............................................................................................................................................................................Exhibit Move-Out
1:30pm - 2:45pm ...............................................................................................................................................................................Sessions
2:45pm - 3:00pm .............................................................................................................................................................................Afternoon Break
3:00pm - 4:15pm ..............................................................................................................................................................................Sessions
4:45pm - 5:30pm .............................................................................................................................................................................Marketing Awards Reception
5:30pm - 7:30pm ............................................................................................................................................................................Final Night Reception
Wednesday, May 6, 2015
8:00am - 10:00am ..........................................................................................................................................................................Departure Breakfast
9:00am - 1:00pm ..............................................................................................................................................................................Bike to Sausalito
12:30pm - 4:30pm ...........................................................................................................................................................................Sailing on the Bay
Golf the Historic Presidio Golf Course
San Francisco’s prestigious Presidio Golf Course, a national historic landmark, will host
this year’s NSAA golf tournament. Located on the pristine grounds of the Presidio
National Park, this “hilly” golf course features Eucalyptus and Monterey Pine trees,
tight fairways, and strategically placed bunkers. This mix of terrain and coastal
environment offers a challenging, yet enjoyable, golfing experience for players of all
ability levels. For those looking for more golf while in San Francisco, there are many
more world-class courses only a short drive away.
Arrival Day Programs
SUNDAY AFTERNOON, MAY 3
Sponsors providing insights and expertise on their products and services.
2:00 - 2:45 P.M.
RTP|ONE CUSTOMER SESSION
Speaker - TBD
ACTIVE Network invites all RTP|ONE customers
to join us for this product session. Discover the key
changes and initiatives that took place in 2014, gain
insights on the RTP|ONE and LivePass product
roadmaps for 2015, and get to know how ACTIVE
Network partners with you to drive participation and
increase revenues.
3:00 - 3:45 P.M.
INNTOPIA’S COMPLETE COMMERCE
SOLUTION
Trevor Crist, CEO, Inntopia
Inntopia highlights case studies from the past season,
showing how users have maximized revenues for lifts,
lodging, and more across all sales channels with the
Inntopia platform. Inntopia will also demonstrate
new features, including the recently launched season
pass sales module, electronic waivers, and golf and
summer activity innovations.
NPS 2015: FROM A SIMPLE SCORE
TO A REVENUE-GENERATING SYSTEM
Scott Hannah, President, Guest Research, Inc.
Net Promoter Score has become one of the most
important tools in enhancing the guest experience
For more information go to www.nsaa.org
and loyalty. Building on last year’s NPS panel discussion in Savannah, this session will discuss how NPS
has evolved from a simple score to a revenue-generating system, and highlight best practices from the
2014-15 season.
4:00 - 4:45 P.M.
PRICING TRENDS FROM 2014-15
AND INTO 2015-16
Evan Reece, Co-Founder & CEO, Liftopia
In the pricing game, the best data wins. Liftopia’s
co-founder and CEO takes a look back at 2014-15
pricing trends and will share insights gleaned from
decades of data gathered from hundreds of resorts’
optimized eCommerce strategies. Liftopia will review
best practices for the upcoming winter season including how to better manage yield and maximize revenue
through effective pricing of all products from window
rates to season pass sales.
AN ACCESSO SIRIUSWARE UPDATE
Mark Danemann, President, Siriusware
Siriusware will present their point-of-sale software
solution and those of accesso as well. These topics
and more will be discussed in a session designed both
for existing and potential users. As always you will
have an opportunity to bring up site-specific topics
and general questions.
PAUL TAYLOR
JIM KNIGHT
NSAA Convention Keynoters to Focus on
Demographics, Guest Service
One of the best things about NSAA’s National Convention and Tradeshow is the
compelling keynote speeches. Even one takeaway can inspire new ways of thinking
and lead to significant improvements in resort operations and customer service.
In keeping with that tradition NSAA will bring in two excellent keynoter speakers to
address the most pressing issues the snowsports industry faces and will continue
to face in the coming years.
Paul Taylor is a senior fellow at the Pew Research Center, a non-partisan “fact tank” that provides
information on the issues, attitudes, and trends shaping America and the world. He is the author
of several books, including The Next America: Boomers, Millennials, and the Looming Generational
Showdown (Public Affairs, 2014), a book about demographic change.
Before helping to launch the Pew Research Center in 2003, Taylor served as president and board
chairman of the Alliance for Better Campaigns, a public interest group that sought to reduce
the cost and improve the content of political campaign communication on television. He was
also a newspaper reporter for 25 years, the last 14 at The Washington Post, where he covered
national politics.
Drawing on the Pew Research Center’s extensive archive of attitudinal, economic, and demographic trend data, Taylor will discuss how the America of the near future will look nothing like
the America of the recent past. His insights will set the tone for further discussion at the education sessions, where presenters will examine the implications of this demographic evolution on
ski/snowboard resorts.
Jim Knight is the CEO of Hospitality On Point, a business solutions company providing
organizational expertise to the hospitality industry. Knight’s 30 years of experience in training
and development informs his presentations on a variety of interactive topics, including organizational culture, world-class service, employee engagement, internal branding, and performance
management—all of which pertain to ski and snowboard resort operations.
After starting out as a restaurant staff-level employee for Olive Garden and Hard Rock Café,
Knight eventually became the head of the “School of Hard Rocks,” a corporate training group
supporting all café, hotel, and casino properties for the Hard Rock International restaurant chain.
Over the years he has developed numerous cutting-edge training concepts, winning several
national awards for related programs, videos, and e-learning courses.
Knight has been recognized by Training Magazine for representing one of the top 125 training
companies in the world out of all industries and businesses.
Kelly Canova Photography
Keynote Speakers
Sessions
For a complete listing of sessions see nsaa.org
UNDERSTANDING THE NEW MARKET – NSAA’S MILLENNIAL STUDY
Nate Fristoe, Managing Director, RRC Associates, CO
The Millennial generation is a critical demographic for our industry, and NSAA has commissioned research to identify what attracts this elusive guest. Nate Fristoe, managing director for
RRC, will provide analysis and insights from this research along with tangible and actionable
ideas for new products, marketing efforts, and other resort offerings. Understanding this demographic will help you identify how to give these multi-faceted guests what they are looking for,
and how to position your area as an accessible gateway to get them on snow.
BUILDING A CHILDREN’S CENTER – PLANNING A MULTI-USE SPACE
Moderated by Claire Humber, ASLA, PLA, Director of Resort Planning & Design,
SE Group
A children’s center is so much more than just a place for your kids programs. These facilities often
become multi-use resource centers that are utilized all year long – used to house and feed kids
in daily and multi-week programs, provide precious space for staff meetings and training, and
even serve as conference facilities at times. Join our panel of resort and planning experts as they
discuss the issues around planning, designing, and building a children’s center.
NSAA’S BEGINNER CONVERSION DASHBOARD – ANALYSIS AND RESULTS
Rob Linde, Director of Development, RRC Associates, CO
After the first season of the NSAA Beginner Conversion Study, NSAA and RRC are ready to
release the findings of this ground-breaking research. Looking at first-timers from resorts across
the county, we are now able to track whether they continue to ski or ride, and why. Through
analysis of the responses given by those first-time skiers and riders, we will be able to truly identify
those strategies that drive trial and conversion—along with those that don’t.
CLIMATE CHANGE – THE NUTS AND BOLTS
OF A MARKET-DRIVEN SOLUTION
Mark Reynolds, Executive Director, Citizens’ Climate Lobby, CA
Climate change is a serious challenge, and embracing a free market-based approach to slowing
CO2 emissions seems to be the only path forward in finding a bi-partisan solution. Mark
Reynolds, executive director of the Citizens’ Climate Lobby, will explain how a “carbon fee and
dividend program” would work to reduce carbon emissions, placing the burden on the user to
pay for carbon that they put in the air—but without growing the government. This revenueneutral approach to solving climate change is gaining traction on both sides of the aisle, and is a
great topic of discussion for the ski industry. Reynolds will also provide specific action plans that
ski areas can use to help influence elected officials on climate change solutions.
For more information go to www.nsaa.org
THE NEW BEGINNER PROGRAM – HOW EQUIPMENT IS MAKING A
DIFFERENCE IN CONVERSION
Moderator - Greg Ditrinco, Editor, SKI & Skiing Magazine, CO
Dave Beckwith, Director of Golf & Snowsports, Killington, VT
Tyler Fairbank, CEO, The Fairbank Group, MA
Jeff Boliba, VP Global Resorts, Burton Snowboards, VT
Bill Irwin, Sales Manager, Elan, NH
Jason Newell, Director of Marketing, Rossignol, UT
Jon Rucker, Vice President, HEAD Tyrolia Wintersports, CO
Beginner programs have always been one of those products where areas have tried new and different incentives to bring new skiers and riders to the sport. Yet, despite the low costs and creative
ideas, one hurdle that has remained is the cost of a person’s own equipment. Areas and manufacturers are now working together to eliminate or minimize this hurdle through creative programs
that provide equipment as incentives for completing their beginner programs. Our panel of resort
and manufacturer representatives will give you the inside scoop on what makes these programs
tick and makes them financially feasible.
KOTTKE STUDY – FINAL SEASON DATA
Dave Belin, Director of Consulting Services, RRC Associates, CO
The perennial Kottke Study, commissioned by NSAA, always provides interesting insights into
the past season’s results. Dave Belin, director of consulting services for RRC Associates, will
provide analysis and key findings from the 2014-15 season. This analysis provides critical
information as you assess your resort’s performance relative to the industry and to your region.
DATA BREACHES – NO LONGER JUST A PROBLEM
FOR THE IT DEPARTMENT
Rima E. L. Schafer, CIPP/US — Corporate Counsel & Chief Privacy Officer,
Intrawest
Dave Byrd, Director of Risk & Regulatory Affairs, NSAA, CO
Every day it seems a new data breach is revealed. Much more than an IT issue, data breaches are
impacting human resources, marketing, and financial operations to a significant degree. Despite
promises of increased security, consumer and employee data often remains in peril. Using real-life
examples from within the industry, our panel will discuss what happened, how it happened, and
what can be done to prevent the same thing happening to your operation.
Sessions (continued)
EPIC MIX – CELEBRATING 5 YEARS
Stacey Pool, Senior. Director of Marketing, Vail Resorts, CO
Vail Resorts launched the Epic Mix program to wide acclaim across the industry. Weaving
together social networking, gamification, and the all-important selfie, Epic Mix has won more
than its share of fans. Now, 5 years later, what has been learned from this program? Join Stacey
Pool, senior director of marketing for Vail Resorts, to learn about the thought process leading to
the development of Epic Mix – and what Vail Resorts has learned through the maturation of one
of the industry’s most ambitious marketing programs.
COMPENSATION STRUCTURE – REMAINING COMPETITIVE
THROUGH A SEA OF PRESSURES
Laura Moriarty, Tahoe Training Partners, CA
Scott Smith, Senior HR & Business Development Director at
Waterville Valley Resort, NH, & Principal of Compass HR Designs
The federal and state minimum wage increases are impacting resorts of all sizes. Beyond simply
increasing the wages of the lowest paid workers at your area, there are cascading impacts that
resorts must also address. Wage compression, internal and external equity issues, defensibility,
etc. all have a ripple effect throughout your organization. Through thoughtful planning and
carefully crafting your compensation structure, you will be able to add needed insurance to
decisions about pay, and remain competitive in your region as you seek to attract and retain
valuable employees.
THE ADA AND ACCESSIBILITY – MANAGING ACCESS AND OPPORTUNITY
Janet Zeller, National Accessibility Program Manager, U.S. Forest Service
Dan Stormer, Partner Hadsell Stormer & Renick LLP, CA
Peter Axelson, MSME, ATP, RET – Director of Research & Development,
Beneficial Designs, Inc., NV
Bill Bowness, Technical Director, Disabled Sports Far West, CA
The Americans with Disabilities Act and other accessibility legislation are much more than just a
set of rules and regulations. Accessibility legislation ensures that people of all abilities can access
and enjoy our resorts and provides guidance as our ski area environments and expectations
change—and, more importantly, as the technologies and abilities of our citizens change. Our
panel of experts have been involved with the drafting of ADA regulations and consulted with
many areas as they have developed their base areas and adaptive programs. These experts will
provide insight into how your area can provide safe access for all and be viewed as a desirable
area to visit for guests of all abilities.
For more information go to www.nsaa.org
DESTINATION TRAVEL AND THE MILLENNIAL GENERATION
Dave Bratton, Founder & Managing Director, Destination Analysts, CA
For many years, destination areas focused their efforts on attracting an older clientele, or at least
one with significant financial resources. This was because these individuals had (and have) the
means to travel and visit the top areas around the country. Now, as Millennials are earning more
and more, how are destinations changing their marketing to attract this new generation? Making
up 24 percent of the U.S. population, Millennials not only represent a major share of the potential
market, but they also prize high-quality experiences and are willing to pay for them (even if it is
only to be able to humblebrag).
PROGRAMMATIC ADVERTISING – LEVERAGING TECHNOLOGY
TO INCREASE YOUR REACH
Saloni Shah, Principal, Account Director, BravoEcho, Inc.
Technology is changing virtually every aspect of resort business operations, including marketing.
Not only do you need to pay attention to what your message is and how you present it (i.e., video,
blog, print), you also need to advertise in the right place. With so many choices, how do know
where to place your message, or even when space is available? Programmatic advertising helps to
ease some of this pain, with automated purchasing and placement of your advertising. Marketing expert Saloni Shah will cover the basics of programmatic advertising and how you can take
advantage of this technology to increase your resort’s reach.
Outdoor Activities
BIKE THE GOLDEN GATE BRIDGE TO SAUSALITO
Wednesday, May 6, 9:00am -1:30pm
This half-day cycling excursion is a great way to experience the
spectacular sights and sounds of the city and bay, get some exercise, and visit picturesque Sausalito for lunch on your own among
its quaint restaurants, bars, and boutiques. Wednesday morning
a shuttle will transport you from the hotel to a bike shop to pick
up your multispeed mountain bike and helmet, then you’re off for
a 10-mile ride with a guide through Fisherman’s Wharf, Aquatic
Park, past the Presidio, Fort Point, and finally over the Golden Gate
Bridge to Sausalito. There, you can leave your bike with your guide
and take a ferry back to Fisherman’s Wharf. Space is limited for
this fun activity, so sign up early!
GO SAILING ON THE BAY
Wednesday, May 6, 12:30 - 4:30pm
Experience San Francisco in a whole new way as you relax on
the deck of the Bay Lady, a majestic 90-foot schooner, as we sail
around San Francisco Bay. On Wednesday afternoon a charter
bus will pick you up at the hotel and take you right to Pier 40. On
board, you’ll be served a delicious deli lunch alongside an open bar
of beer and wine. As you approach the center of the bay, get ready
to hold onto your hat as the gusts pick up and you sail for the next
two hours. When you get back to the Pier, the bus will be waiting
to return you to the hotel. What better way to end the Conference?
Tradeshow
Ski area personnel and other attendees will have the opportunity to visit our
Tradeshow and check out the latest supplier offerings while also grabbing lunch,
dinner, and a few cocktails. This relaxed, fun setting is a great way to get up to
speed on what’s new and noteworthy from industry suppliers.
•A
dvertising, Marketing, Public
Relations & Research
• Lift Components, Drives,
Manufacturers, Supplies & Services
•A
rchitectural Design & Resort
Planning
• Maps, Trail Guides, Brochures
• Communications Systems
•C
omputer Systems, Hardware
& Software
• Consulting Services
•C
onsumer Equipment/Rental
Manufacturers
•P
hoto ID Equipment, Supplies
& Services
• Publications
• Racing & Competition Supplies,
Instructional Programs
• Safety Products & Equipment
• Security Lockers & Systems
• Education/Training Services
•E
lectrical/Mechanical Products
& Services
• Signs – Informational, Mountain
Advertising & Trail Marking
• Ski Report/Weather Services
• Engineering & Design Services
• Ski & Snowboard Manufacturers
• Equipment Brokerage & Leasing
• Facility Products & Services
• Fences, Nets, & Barriers
• Snowgrooming Equipment,
Manufacturers, Parts & Service
• Snowmaking Components, Design,
Products, Services & Systems
• Financial Services
• Floor/Deck Coverings & Surfaces
• Summer Recreation Equipment
& Services
•F
ood & Beverage Equipment,
Supplies & Services
• Ticketing Systems, Supplies
& Software
• Human Resource Services
• Travel Services
• Indoor/Outdoor Rack Systems
• Uniform Design & Sales
• Insurance
• Wire Rope Sales & Service
For more information go to www.nsaa.org
Ski Area Registration Fees
Fee (U.S. $) On/Before April 19, 2015 After April 19, 2015
Member $800 $900
Non-Member $950 $950
The Spouse/Companion Program $300 $300
Golf Tournament $165 $165
Bike to Sausalito (Wed., May 6, 9 a.m. - 1 p.m.)
$130
$130
Sailing on the Bay (Wed., May 6, 12:30 - 4:30 p.m.)
$145
$145
Accommodations
Hilton San Francisco Union Square Hotel
333 O’Farrell Street
San Francisco, CA 94102
(415) 771-1400
For Reservations go to www.nsaa.org.
NSAA Rate: $269 Single/Double plus Tax
Reservations deadline for NSAA rate: April 3, 2015
Final Night Cocktail Party
The final night reception this year will be the “pre party”
for your big night on the town. With a wide variety of
extraordinary restaurants to choose from, this will be
a great opportunity to meet up with friends and enjoy
a tapa or two before you head off for that restaurant
you’ve always wanted to visit. Relax a bit and get a taste
of the vibrant culture that is San Francisco before you
go exploring. Because the food scene is so dynamic and
restaurants book up weeks in advance, be sure to do your
homework now on Trip Advisor or Open Table, make
those reservations, and enjoy!
National Ski Areas Association
133 S. Van Gordon St., Ste. 300
Lakewood, CO 80228
PRSRT STD
US POSTAGE
PAID
PERMIT 2883
DENVER CO