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BACKGROUND INFORMATION
The motivation behind the PSIA-AASI Go With a Pro campaign is simple. Our vision is to inspire lifelong passion for the mountain experience. The goal is to create an increased demand for lessons at your ski and snowboard schools from beginner to expert levels, thereby creating return visits year-after-year, and ultimately a more enjoyable experience on the mountain for your guests.
RESEARCH
The National Ski Areas Association (NSAA), in conjunction with RRC Associates, conducted customer research at eight test site resorts during the 2002-03 winter season, Observations under the category "A Conduit to Conversion: The Ski and Snowboard School" revealed the following:
- Those who took lessons were generally very enthusiastic about continuing, both with the sport and in general about taking lessons.
- 83 percent of lesson-takers said they were enthusiastic about continuing to participate and
- 74 percent of lesson-takers said they would continue to take lessons.
- The attribute of the lesson that students were most satisfied with was the instructor, including the ability to communicate, personal attention received and instructor overall.
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