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SnowSports Industries America (SIA), National Ski Areas Association (NSAA), National Ski and Snowboard Retailers Association (NSSRA) and Learn to Ski and Snowboard Month put together this presentation ...

SnowSports Industries America (SIA), National Ski Areas Association (NSAA), National Ski and Snowboard Retailers Association (NSSRA) and Learn to Ski and Snowboard Month put together this presentation for an Industry Breakfast Presentation on “Growing Participation” at the 2011 SIA Snow Show in Denver, CO. Take a look at how we can get new skiers and snowboarders into our sport and how we get those already in it to keep coming back for more.

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  • The graph of total skiers and snowboarders, is that all skiers? bcause it says just alpine skiers. and there is a lot of difference between that and the rest of skiing?
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Growing Participation Presentation Presentation Transcript

  • 1. Growing Participation Breakfast
    Friday, Jan, 28 – 7:45A
    Photo Courtesy of CSCUSA -- Telluride
  • 2. David Ingemie
    President of SnowSports Industries America
  • 3. Tim Petrick
    SIA Chairman
    President of Group Rossignol North America
  • 4. Some Guidelines for Today’s Discussion
    • The objective of this meeting is to begin the process of bringing together the primary stakeholders: Resorts, Retailers, Equipment Manufacturers and snowsports instructors.
    • 5. At the outset, please accept my apologies for using the words skiing or skiers to describe everyone who slides on snow – Alpine, Snowboard, Tele, Mono, AT, Nordic, and ski bikers!
    • 6. All of us involved in skiing – resorts, retailers, equipment manufacturers, and snowsports instructors – have an economic interest and responsibility to pass skiing on to the next generation.
  • Some Guidelines for Today’s Discussion
    • I think we should acknowledge that growing participation and commitment to winter sports is going to take a concerted, long term effort by all stakeholders to help skiing grow.
    • 7. We will not solve skiing’s problems this morning but I am hoping that we can begin the process of working together to begin the process.
    • 8. We will need to conclude at 9:00am so my apologies in advance for cutting off what I think will be a very interesting discussion.
  • USA Participants
    Approx 13M
    Approx 11.5M
    ALL
    Skiers
    Snowboarders
    Source: National Sporting Goods Association Sports Participation Report.
  • 9. Global Skier Visits
    Source: 2010 International Report on Mountain Tourism – Laurent Vanat.
    • Global skier visits are flat at around 350M visits.
    • 10. While the USA, Austria and Italy have grown, Japan, Canada &Switzerland have all seen fewer tickets sold.
    • 11. Global resort visits are essentially flat.
  • USA Ski and Snowboard Sales
    Snowboarding!
    Ski and snowboard unit sales are down 18% overall since the peak in 1999/00.
    Source: SIA Snow Sports RetailTRAK. Note: Snowboard sales not measured until 1992/93
  • 12. Global Ski Sales
    Source: FESI Ski Committee: Market Evolution 2002 – 2010.
    • Global Ski Sales have dropped from roughly 4.5M pairs in 2002/03 to 3.2M pairs in 2009/10.
    • 13. The reduction in ski sales has been offset by snowboard sales which are estimated at 1.2M units annually.
    • 14. Net effect is a flat market for hardgoods.
  • Snow Sports Participation
    Why didn’t they return after their first time?
    83% of first time participants never return
    Why: “cold, frustrated, painful, dangerous, expensive, too far, feet hurt.”
    How can anything be sustainable when 83% of the people who try it don’t like the experience?
    Casey Wrightman shot by Mike Benson
  • 15. Snow Sports Participation
    Future Growth Opportunities
    Photo Courtesy of CSCUSA
    • Improve conversion of first time participants – not easy! 10 years of effort by the resorts and PSIA has given us a 2% improvement in conversion.
    • 16. Bring back lapsed participants – there are 5 to 10M people who “used to” ski.
    • 17. Create more opportunities to get involved with snow sports – local hills, city jib parks, affordable skiing.
    • 18. Get existing skiers to upgrade their gear, have more fun and spread the word.
    • 19. Discover new aspects of the sport that you can get better at as you get older
    • 20. Spread the word and bring a friend skiing. Help people discover the winter sports.
  • Michael Berry
    President of National Ski Areas Association
  • 21. Top Ten Things to Know about Growing Snowsports
    SIA Snow Show
    Denver, CO
    January 28th, 2011
  • 22. #1
    • Having a model that quantifies the impacts of trial and conversion has helped keep the industry on track.
  • #2
    • Carefully targeted, bottom-up programs have more power than large-scale, top-down initiatives.
  • #3
    • Possessing a deep understanding of underlying demographic trends pays off in both the short and long-term.
  • #4
    • It is essential to profile active participants and monitor their participation levels over multiple seasons.
  • #5
    • Understanding beginner motivational types can improve the likelihood of conversion.
  • #6
    • Monitoring our guests’ engagement with the sport and their loyalty to specific resorts has provided the industry with important benchmarking standards.
  • #7
    • A participant’s life stage significantly impacts what they want out of the experience. Managing the quality of the skiing/snowboarding experience to match life stage has boosted the participation of the core.
  • #8
    • The overall value of the experience is determined by more than just price.
  • #9
    • Snow school and rental operations aren’t just important components of the beginner conversion process, they can be tremendous revenue generators.
  • Northeast
    Southeast
    Midwest
    Rocky Mountain
    Pacific Southwest
    Pacific Northwest
    60.5
    65
    59.8
    58.9
    57.6
    57.3
    57.4
    57.1
    56.9
    60
    55.1
    54.4
    54.1
    3.9
    54.0
    52.5
    52.2
    52.1
    55
    8.4
    50
    45
    40
    20.4
    35
    Skier Visits (millions)
    30
    25
    7.7
    20
    6.0
    15
    10
    13.4
    5
    0
    1995/96
    1996/97
    1997/98
    1998/99
    1999/00
    2000/01
    2001/02
    2002/03
    2003/04
    2004/05
    2005/06
    2006/07
    2007/08
    2008/09
    2009/10
    #10
    • Consistent positive economic performance across the industry over the last ten years (Gross revenue growth of over 30% since 2001/02) is evidence of progress.
  • 23. Thank You
  • 24. Raelene Davis
    Director of Marketing, Ski Utah
  • 25.
  • 26. Learn to Ski & Snowboard Month
    What is it?
  • 27. National Grassroots Initiative
    34 States
    300+ Resorts
  • 28. Introduced in January 2009
    by Resort Associations
    with wide-spread industry support
  • 29. Industry Support
    National Associations – NSAA, PSIA-AASI, NSP, SIA, USSA
    Regional/State – 19 associations representing 34 states
    Resorts – over 300 nationwide
    Reps – EWSRA, WWSRA, NEWSR, SWRA
    Buying Groups – SSL, SMC, Sports Inc
    Trade Media – SKI, Skiing, Powder, Mountain Sports and Living, Snowboarder, TransWorld Snowboarding, TWB, Freeskier, Snowboard, Skier News, OnTheSnow.com, SAM and more
    Non-Profits – WinterKids, SOS Outreach, YES
    Clubs and Councils – National Ski Club Newsletter
    Consumer Show Producers - Bewi
  • 30. WHY
    Learn to Ski & Snowboard Month?
  • 31. Empowers State & Communities
    Innovative & Energizing
    Message Consistency – “Humans Were Never Meant to Hibernate”/Take a Lesson
    Time Limit and Focused - January
    Industry Supported
    Act Locally/Think Globally
  • 32. www.skiandsnowboardmonth.org
    Launched mid-November 2010
    20,000 Visits
    17,000 Unique Visitors Representing 74 countries
    65,000 Page Views
    2:25m Time on Site
    3.45 Pages Viewed/per person
    More than 86% New Visitors
  • 33. Content Interest
    #1 - Learn & Improve
    #2 - Just For Kids
    #3 - How to Dress
    #4 - Taking Lessons from a Pro
  • 34. Is It Working?
  • 35. WOW!
  • 36. PR & Publicity
    Media Value $3,000,000+
  • 37. Endemic Media Support
    SKI
    Skiing
    Powder
    Freeskier
    Snowboard
    Snowboarder
    TransWorld Snowboarding
    Mountain Sports & Living
    Ski Area Management
    Skier News
    OntheSnow.com
    Liftopia.com
    Skis.com
    Media Value:
    $250,000
  • 38. Mid-term Lesson Results
    PA – 2,118 LSSM Coupons Downloaded
    NH – 4,100 Lessons
    VT – 908 Lessons
    NY – 3,100 LSSM Vouchers Downloaded
    Jiminy Peak – 32% of New Lessons from LSSM
    Park City Mtn Resort – Goal, 4,000 Lessons
    Deer Valley & Maine Sold Out of Lessons
  • 39. Industry Stakeholders
    Ski Resorts
    Retailers
    Suppliers
  • 40. The Bottom Line
    Learn to Ski & Snowboard Month will:
    Help YOU gain new customers
    Help YOU make more $$$
    Position snow sports as fun
    Debunk the “myths”
    Get more people passionate about snow sports
  • 41. Growing the Sport…
    We’re all in this together!
  • 42. We Want YOU!
  • 43. How to Get Involved
    Financially contribute to the initiative.
    Use LSSM Logo on Web site, ads, etc. Display LSSM marketing materials in place of business. Donate gear for contests
    All of the above, plus…Create a special Learn-to program and advertise it; sponsor the creation of collateral material; do whatever works for you…be creative!!!!
  • 44.
  • 45. Posters strategically placed at over 300 resorts nationwide
  • 46. Become an LSSM Ambassador and Join …
    Glen Plake, Bode Miller, Caroline Gleich, Ross Powers & Others.
  • 47. To learn more about getting involved, visit
    Booth #4512
  • 48. Success…Non-hibernating Humans
  • 49. Glen Plake
    Sponsored by Elan & Dalbello
    Learn to Ski & Snowboard Month Ambassador
  • 50. Meeting Glen Plake can be a hair-raising experience!
  • 51.
  • 52. Glen Plake
    Learn to Ski & Snowboard Month Ambassador
  • 53. Paul Prutzman
    Chairman of National Ski & Snowboard Retailers Association
  • 54. Giving a Voice to Snowsports Specialty Retailers
    Paul J Prutzman, Chairman
  • 55.
  • 56.
  • 57.
  • 58. A Personal View of Snow Sports Shrinkage
    From 5 Areas within 30 minutes to 1
    7 Buying Managements Out of Business in My Hometown
    Is It Just “Change” or “Decline”
  • 59. Takeaways
    Hoping for success is not enough
    We share the same boat and will make much more headway pulling together
  • 60. Questions & Comments
  • 61. Photos Courtesy of CSCUSA
    ADJOURNMENT
    Thanks for coming & enjoy the Show!