SAN FRANCISCOMay 3-6, 2015

NSAA National Convention & Tradeshow

For more information go to www.nsaa.org

G O L D 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

B R O N Z E

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

Thanks to Our Sponsors

For more information go to www.nsaa.org

Schedule at a Glance

Golf the Historic Presidio Golf CourseSan 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.

Thanks to Our SponsorsSunday, May 3, 20157:00am-6:00pm............................................................................................................................................................................NSAARegistrationOpen8:00am-1:00pm.............................................................................................................................................................................NSAAGolfTournament8:00am-4:30pm............................................................................................................................................................................NSAACommitteeMeetings12:00pm-5:00pm..........................................................................................................................................................................ExhibitorMove-In2:00pm-4:45pm............................................................................................................................................................................SponsoredArrivalDayPrograms5:00pm-5:30pm............................................................................................................................................................................AnnualBusinessMeeting6:00pm-9:00pm............................................................................................................................................................................WelcomeReception

Monday, May 4, 20157:00am-5:30pm.............................................................................................................................................................................NSAARegistrationOpen7:30am-8:30am.............................................................................................................................................................................ContinentalBreakfast8:00am-11:00am...........................................................................................................................................................................ExhibitorMove-In8:30am-9:45am.............................................................................................................................................................................OpeningKeynote9:45am-10:00am..........................................................................................................................................................................MorningBreak10:00am-11:15am...........................................................................................................................................................................Sessions11:00am-1:30pm..............................................................................................................................................................................TradeshowOpeningLunch1:45pm-3:00pm..............................................................................................................................................................................Sessions3:15pm-4:30pm..............................................................................................................................................................................Sessions4:30pm-5:30pm............................................................................................................................................................................GoldenEagle&SafetyAwardsReception5:30pm-7:30pm.............................................................................................................................................................................TradeshowReception

Tuesday, May 5, 20157:00am-8:45am.............................................................................................................................................................................ContinentalBreakfast9:00am-10:30am..........................................................................................................................................................................FeaturedKeynote10:30am-10:45am........................................................................................................................................................................MorningBreak10:45am-12:00pm........................................................................................................................................................................Sessions11:45am-1:30pm..............................................................................................................................................................................TradeshowLunch1:30pm-5:00pm..............................................................................................................................................................................ExhibitMove-Out1:30pm-2:45pm..............................................................................................................................................................................Sessions2:45pm-3:00pm............................................................................................................................................................................AfternoonBreak3:00pm-4:15pm..............................................................................................................................................................................Sessions4:45pm-5:30pm.............................................................................................................................................................................MarketingAwardsReception5:30pm-7:30pm...........................................................................................................................................................................FinalNightReception

Wednesday, May 6, 20158:00am-10:00am..........................................................................................................................................................................DepartureBreakfast9:00am-1:00pm.............................................................................................................................................................................BiketoSausalito12:30pm-4:30pm...........................................................................................................................................................................SailingontheBay

Arrival Day Programs

2:00 - 2:45 P.M.RTP|ONE CUSTOMER SESSIONSpeaker - 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 SOLUTIONTrevor 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 SYSTEMScott Hannah, President, Guest Research, Inc.

Net Promoter Score has become one of the most important tools in enhancing the guest experience

and loyalty. Building on last year’s NPS panel discus-sion in Savannah, this session will discuss how NPS has evolved from a simple score to a revenue-gener-ating system, and highlight best practices from the 2014-15 season.

4:00 - 4:45 P.M. PRICING TRENDS FROM 2014-15 AND INTO 2015-16Evan 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 includ-ing how to better manage yield and maximize revenue through effective pricing of all products from window rates to season pass sales.

AN ACCESSO SIRIUSWARE UPDATEMark 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.

SUNDAY AFTERNOON, MAY 3Sponsors providing insights and expertise on their products and services.

For more information go to www.nsaa.org

Keynote Speakers

Arrival Day Programs

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 demo-graphic 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 educa-tion 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 organi-zational 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.

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PAUL TAYLOR JIM KNIGHT

SessionsFor a complete listing of sessions see nsaa.org

UNDERSTANDING THE NEW MARKET – NSAA’S MILLENNIAL STUDYNate Fristoe, Managing Director, RRC Associates, CO

The Millennial generation is a critical demographic for our industry, and NSAA has commis-sioned 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 demo-graphic 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 SPACEModerated 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 RESULTSRob 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 SOLUTIONMark 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 revenue- neutral 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

SessionsFor a complete listing of sessions see nsaa.org

THE NEW BEGINNER PROGRAM – HOW EQUIPMENT IS MAKING A DIFFERENCE IN CONVERSIONModerator - 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 dif-ferent 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 manufac-turers 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 DEPARTMENTRima 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.

EPIC MIX – CELEBRATING 5 YEARSStacey 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 PRESSURESLaura 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 OPPORTUNITYJanet 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.

Sessions (continued)

For more information go to www.nsaa.org

DESTINATION TRAVEL AND THE MILLENNIAL GENERATIONDave 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 REACHSaloni 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. Market-ing 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.

Sessions (continued)

BIKE THE GOLDEN GATE BRIDGE TO SAUSALITOWednesday, 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 exer-cise, 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 BAYWednesday, 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?

Outdoor Activities

Tradeshow

• Advertising, Marketing, Public Relations & Research

• Architectural Design & Resort Planning

• Communications Systems

• Computer Systems, Hardware & Software

• Consulting Services

• Consumer Equipment/Rental Manufacturers

• Education/Training Services

• Electrical/Mechanical Products & Services

• Engineering & Design Services

• Equipment Brokerage & Leasing

• Facility Products & Services

• Fences, Nets, & Barriers

• Financial Services

• Floor/Deck Coverings & Surfaces

• Food & Beverage Equipment, Supplies & Services

• Human Resource Services

• Indoor/Outdoor Rack Systems

• Insurance

• Lift Components, Drives, Manufacturers, Supplies & Services

• Maps, Trail Guides, Brochures

• Photo ID Equipment, Supplies & Services

• Publications

• Racing & Competition Supplies, Instructional Programs

• Safety Products & Equipment

• Security Lockers & Systems

• Signs – Informational, Mountain Advertising & Trail Marking

• Ski Report/Weather Services

• Ski & Snowboard Manufacturers

• Snowgrooming Equipment, Manufacturers, Parts & Service

• Snowmaking Components, Design, Products, Services & Systems

• Summer Recreation Equipment & Services

• Ticketing Systems, Supplies & Software

• Travel Services

• Uniform Design & Sales

• Wire Rope Sales & Service

For more information go to www.nsaa.org

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.

Ski Area Registration FeesTradeshow

AccommodationsHilton San Francisco Union Square Hotel333 O’Farrell StreetSan Francisco, CA 94102(415) 771-1400 For Reservations go to www.nsaa.org.

NSAA Rate: $269 Single/Double plus TaxReservations deadline for NSAA rate: April 3, 2015

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!

Final Night Cocktail Party

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

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