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.
4. Some Guidelines for Todays DiscussionThe 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 Todays DiscussionI 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 skiings 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 ParticipantsApprox 13MApprox 11.5MALLSkiersSnowboardersSource: National Sporting Goods Association Sports Participation Report.
9. Global Skier VisitsSource: 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 SalesSnowboarding!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 SalesSource: 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 ParticipationWhy didnt they return after their first time?83% of first time participants never returnWhy: cold, frustrated, painful, dangerous, expensive, too far, feet hurt.How can anything be sustainable when 83% of the people who try it dont like the experience? Casey Wrightman shot by Mike Benson
15. Snow Sports ParticipationFuture Growth OpportunitiesPhoto Courtesy of CSCUSAImprove 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.
20. Spread the word and bring a friend skiing. Help people discover the winter sports.Michael BerryPresident of National Ski Areas Association
21. Top Ten Things to Know about Growing SnowsportsSIA Snow ShowDenver, COJanuary 28th, 2011
22. #1Having a model that quantifies the impacts of trial and conversion has helped keep the industry on track.#2Carefully targeted, bottom-up programs have more power than large-scale, top-down initiatives.#3Possessing a deep understanding of underlying demographic trends pays off in both the short and long-term.#4It is essential to profile active participants and monitor their participation levels over multiple seasons.#5Understanding beginner motivational types can improve the likelihood of conversion.#6Monitoring our guests engagement with the sport and their loyalty to specific resorts has provided the industry with important benchmarking standards.#7A participants 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.#8The overall value of the experience is determined by more than just price.#9Snow school and rental operations arent just important components of the beginner conversion process, they can be tremendous revenue generators. NortheastSoutheastMidwestRocky MountainPacific SouthwestPacific Northwest60.56559.858.957.657.357.457.156.96055.154.454.13.954.052.552.252.1558.450454020.435Skier Visits (millions)30257.7206.0151013.4501995/961996/971997/981998/991999/002000/012001/022002/032003/042004/052005/062006/072007/082008/092009/10#10Consistent positive economic performance across the industry over the last ten years (Gross revenue growth of over 30% since 2001/02) is evidence of progress.
29. Industry SupportNational Associations NSAA, PSIA-AASI, NSP, SIA, USSARegional/State 19 associations representing 34 statesResorts over 300 nationwideReps EWSRA, WWSRA, NEWSR, SWRABuying Groups SSL, SMC, Sports IncTrade Media SKI, Skiing, Powder, Mountain Sports and Living, Snowboarder, TransWorld Snowboarding, TWB, Freeskier, Snowboard, Skier News, OnTheSnow.com, SAM and moreNon-Profits WinterKids, SOS Outreach, YESClubs and Councils National Ski Club NewsletterConsumer Show Producers - Bewi
31. Empowers State & CommunitiesInnovative & Energizing Message Consistency Humans Were Never Meant to Hibernate/Take a LessonTime Limit and Focused - JanuaryIndustry SupportedAct Locally/Think Globally
38. Mid-term Lesson ResultsPA 2,118 LSSM Coupons DownloadedNH 4,100 LessonsVT 908 LessonsNY 3,100 LSSM Vouchers DownloadedJiminy Peak 32% of New Lessons from LSSMPark City Mtn Resort Goal, 4,000 LessonsDeer Valley & Maine Sold Out of Lessons
40. The Bottom LineLearn to Ski & Snowboard Month will:Help YOU gain new customersHelp YOU make more $$$Position snow sports as funDebunk the mythsGet more people passionate about snow sports
43. How to Get InvolvedFinancially contribute to the initiative. Use LSSM Logo on Web site, ads, etc. Display LSSM marketing materials in place of business. Donate gear for contestsAll of the above, plusCreate a special Learn-to program and advertise it; sponsor the creation of collateral material; do whatever works for yoube creative!!!!
54. Giving a Voice to Snowsports Specialty RetailersPaul J Prutzman, Chairman
58. A Personal View of Snow Sports ShrinkageFrom 5 Areas within 30 minutes to 17 Buying Managements Out of Business in My HometownIs It Just Change or Decline
59. TakeawaysHoping for success is not enoughWe share the same boat and will make much more headway pulling together