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.
David Ingemie<br />President of SnowSports Industries America<br />
Tim Petrick<br />SIA Chairman<br />President of Group Rossignol North America<br />
Some Guidelines for Today’s Discussion<br /><ul><li>The objective of this meeting is to begin the process of bringing together the primary stakeholders: Resorts, Retailers, Equipment Manufacturers and snowsports instructors.
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!
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.</li></li></ul><li>Some Guidelines for Today’s Discussion<br /><ul><li>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.
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.
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.</li></li></ul><li>USA Participants<br />Approx 13M<br />Approx 11.5M<br />ALL<br />Skiers<br />Snowboarders<br />Source: National Sporting Goods Association Sports Participation Report. <br />
Global Skier Visits<br />Source: 2010 International Report on Mountain Tourism – Laurent Vanat.<br /><ul><li>Global skier visits are flat at around 350M visits.
While the USA, Austria and Italy have grown, Japan, Canada &Switzerland have all seen fewer tickets sold.
Global resort visits are essentially flat.</li></li></ul><li>USA Ski and Snowboard Sales<br />Snowboarding!<br />Ski and snowboard unit sales are down 18% overall since the peak in 1999/00.<br />Source: SIA Snow Sports RetailTRAK. Note: Snowboard sales not measured until 1992/93<br />
Global Ski Sales<br />Source: FESI Ski Committee: Market Evolution 2002 – 2010.<br /><ul><li>Global Ski Sales have dropped from roughly 4.5M pairs in 2002/03 to 3.2M pairs in 2009/10.
The reduction in ski sales has been offset by snowboard sales which are estimated at 1.2M units annually.
Net effect is a flat market for hardgoods.</li></li></ul><li>Snow Sports Participation<br />Why didn’t they return after their first time?<br />83% of first time participants never return<br />Why: “cold, frustrated, painful, dangerous, expensive, too far, feet hurt.”<br />How can anything be sustainable when 83% of the people who try it don’t like the experience? <br />Casey Wrightman shot by Mike Benson<br />
Snow Sports Participation<br />Future Growth Opportunities<br />Photo Courtesy of CSCUSA<br /><ul><li>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.
Bring back lapsed participants – there are 5 to 10M people who “used to” ski.
Create more opportunities to get involved with snow sports – local hills, city jib parks, affordable skiing.
Get existing skiers to upgrade their gear, have more fun and spread the word.
Discover new aspects of the sport that you can get better at as you get older
Spread the word and bring a friend skiing. Help people discover the winter sports.</li></li></ul><li>Michael Berry<br />President of National Ski Areas Association<br />
Top Ten Things to Know about Growing Snowsports<br />SIA Snow Show<br />Denver, CO<br />January 28th, 2011<br />
#1<br /><ul><li>Having a model that quantifies the impacts of trial and conversion has helped keep the industry on track.</li></li></ul><li>#2<br /><ul><li>Carefully targeted, bottom-up programs have more power than large-scale, top-down initiatives.</li></li></ul><li>#3<br /><ul><li>Possessing a deep understanding of underlying demographic trends pays off in both the short and long-term.</li></li></ul><li>#4<br /><ul><li>It is essential to profile active participants and monitor their participation levels over multiple seasons.</li></li></ul><li>#5<br /><ul><li>Understanding beginner motivational types can improve the likelihood of conversion.</li></li></ul><li>#6<br /><ul><li>Monitoring our guests’ engagement with the sport and their loyalty to specific resorts has provided the industry with important benchmarking standards.</li></li></ul><li>#7<br /><ul><li>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.</li></li></ul><li>#8<br /><ul><li>The overall value of the experience is determined by more than just price.</li></li></ul><li>#9<br /><ul><li>Snow school and rental operations aren’t just important components of the beginner conversion process, they can be tremendous revenue generators. </li></li></ul><li>Northeast<br />Southeast<br />Midwest<br />Rocky Mountain<br />Pacific Southwest<br />Pacific Northwest<br />60.5<br />65<br />59.8<br />58.9<br />57.6<br />57.3<br />57.4<br />57.1<br />56.9<br />60<br />55.1<br />54.4<br />54.1<br />3.9<br />54.0<br />52.5<br />52.2<br />52.1<br />55<br />8.4<br />50<br />45<br />40<br />20.4<br />35<br />Skier Visits (millions)<br />30<br />25<br />7.7<br />20<br />6.0<br />15<br />10<br />13.4<br />5<br />0<br />1995/96<br />1996/97<br />1997/98<br />1998/99<br />1999/00<br />2000/01<br />2001/02<br />2002/03<br />2003/04<br />2004/05<br />2005/06<br />2006/07<br />2007/08<br />2008/09<br />2009/10<br />#10<br /><ul><li>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. </li></li></ul><li>
Mid-term Lesson Results<br />PA – 2,118 LSSM Coupons Downloaded<br />NH – 4,100 Lessons<br />VT – 908 Lessons<br />NY – 3,100 LSSM Vouchers Downloaded<br />Jiminy Peak – 32% of New Lessons from LSSM<br />Park City Mtn Resort – Goal, 4,000 Lessons<br />Deer Valley & Maine Sold Out of Lessons<br />
Industry Stakeholders<br />Ski Resorts<br />Retailers<br />Suppliers<br />
The Bottom Line<br />Learn to Ski & Snowboard Month will:<br />Help YOU gain new customers<br />Help YOU make more $$$<br />Position snow sports as fun<br />Debunk the “myths”<br />Get more people passionate about snow sports<br />
Growing the Sport…<br />We’re all in this together!<br />
How to Get Involved<br />Financially contribute to the initiative. <br />Use LSSM Logo on Web site, ads, etc. Display LSSM marketing materials in place of business. Donate gear for contests<br />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!!!!<br />