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Growing Participation BreakfastFriday, Jan, 28  7:45APhoto Courtesy of CSCUSA -- Telluride
David IngemiePresident of SnowSports Industries America
Tim PetrickSIA ChairmanPresident of Group Rossignol North America
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.
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.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.
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.
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.
Global Skier VisitsSource:  2010  International Report on Mountain Tourism  Laurent Vanat.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.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
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.
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.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
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.
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.Michael BerryPresident of National Ski Areas Association
Top Ten Things to Know about Growing SnowsportsSIA Snow ShowDenver, COJanuary 28th, 2011
#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.
Thank You
Raelene DavisDirector of Marketing, Ski Utah
Growing Participation Presentation
Learn to Ski & Snowboard MonthWhat is it?
National Grassroots Initiative34 States300+ Resorts
Introduced in January 2009 by Resort Associationswith wide-spread industry support
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
WHYLearn to Ski & Snowboard Month?
Empowers State & CommunitiesInnovative & Energizing Message Consistency  Humans Were Never Meant to Hibernate/Take a LessonTime Limit and Focused - JanuaryIndustry SupportedAct Locally/Think Globally
www.skiandsnowboardmonth.orgLaunched mid-November 201020,000 Visits17,000 Unique Visitors Representing 74 countries 65,000 Page Views2:25m Time on Site3.45 Pages Viewed/per personMore than 86% New Visitors
Content Interest#1 - Learn & Improve#2 - Just For Kids#3 - How to Dress#4 - Taking Lessons from a Pro
Is It Working?
WOW!
PR & PublicityMedia Value $3,000,000+
Endemic Media SupportSKISkiingPowderFreeskierSnowboardSnowboarderTransWorld SnowboardingMountain Sports & LivingSki Area ManagementSkier NewsOntheSnow.comLiftopia.comSkis.comMedia Value:  $250,000
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
Industry StakeholdersSki ResortsRetailersSuppliers
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
Growing the SportWere all in this together!
We Want YOU!
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!!!!
Growing Participation Presentation
Posters strategically placed at over 300 resorts nationwide
Become an LSSM Ambassador and Join Glen Plake, Bode Miller, Caroline Gleich, Ross Powers & Others.
To learn more about getting involved, visit Booth #4512
SuccessNon-hibernating Humans
Glen PlakeSponsored by Elan & DalbelloLearn to Ski & Snowboard Month Ambassador
Meeting Glen Plake can be a hair-raising experience!
Growing Participation Presentation
Glen PlakeLearn to Ski & Snowboard Month Ambassador
Paul PrutzmanChairman of National Ski & Snowboard Retailers Association
Giving a Voice to Snowsports Specialty RetailersPaul J Prutzman, Chairman
Growing Participation Presentation
Growing Participation Presentation
Growing Participation Presentation
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
TakeawaysHoping for success is not enoughWe share the same boat and will make much more headway pulling together
Questions & Comments
Photos Courtesy of CSCUSAADJOURNMENTThanks for coming & enjoy the Show!
Growing Participation Presentation
Growing Participation Presentation

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Growing Participation Presentation

  • 1. Growing Participation BreakfastFriday, Jan, 28 7:45APhoto Courtesy of CSCUSA -- Telluride
  • 2. David IngemiePresident of SnowSports Industries America
  • 3. Tim PetrickSIA ChairmanPresident of Group Rossignol North America
  • 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.
  • 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 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.
  • 24. Raelene DavisDirector of Marketing, Ski Utah
  • 26. Learn to Ski & Snowboard MonthWhat is it?
  • 27. National Grassroots Initiative34 States300+ Resorts
  • 28. Introduced in January 2009 by Resort Associationswith wide-spread industry support
  • 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
  • 30. WHYLearn to Ski & Snowboard Month?
  • 31. Empowers State & CommunitiesInnovative & Energizing Message Consistency Humans Were Never Meant to Hibernate/Take a LessonTime Limit and Focused - JanuaryIndustry SupportedAct Locally/Think Globally
  • 32. www.skiandsnowboardmonth.orgLaunched mid-November 201020,000 Visits17,000 Unique Visitors Representing 74 countries 65,000 Page Views2:25m Time on Site3.45 Pages Viewed/per personMore than 86% New Visitors
  • 33. Content Interest#1 - Learn & Improve#2 - Just For Kids#3 - How to Dress#4 - Taking Lessons from a Pro
  • 35. WOW!
  • 36. PR & PublicityMedia Value $3,000,000+
  • 37. Endemic Media SupportSKISkiingPowderFreeskierSnowboardSnowboarderTransWorld SnowboardingMountain Sports & LivingSki Area ManagementSkier NewsOntheSnow.comLiftopia.comSkis.comMedia Value: $250,000
  • 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
  • 41. Growing the SportWere all in this together!
  • 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!!!!
  • 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
  • 49. Glen PlakeSponsored by Elan & DalbelloLearn to Ski & Snowboard Month Ambassador
  • 50. Meeting Glen Plake can be a hair-raising experience!
  • 52. Glen PlakeLearn to Ski & Snowboard Month Ambassador
  • 53. Paul PrutzmanChairman of National Ski & Snowboard Retailers Association
  • 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
  • 61. Photos Courtesy of CSCUSAADJOURNMENTThanks for coming & enjoy the Show!