dlague
Active member
In another thread there was a discussion regarding the % of criminals which led me to look into skiing/snowboarding numbers and the trend is a little disturbing. Last year the industry hit skier/snowboarder levels not seen in 25 years. Now that might be due to a poor winter since the numbers dropped dramatically last season. However over the past several seasons the trend is down
http://www.nsaa.org/media/275017/1516_visits.pdf
Now the total skier visits is one thing but the total number of participants is following a similar trend down 25% from the peak in 2010/2011.
This document also highlights issues in the industry - the struggle of the smaller ski areas where the number of ski areas has gone from the mid 500's to the mid 400's over the past 20 years.
http://www.nsaa.org/media/275065/Number_of_Ski_Areas_by_Season_1516.pdf
With all of that information, what I find interesting is the industry seems to focus of beginner conversion and now so much on the cost of entry. While resorts are getting creative with beginner packaging and experience which leads to beginner conversion model, and newer pricing schemes seem to be focused on retention, is it enough to get numbers to turn around. Looking at things like 6% new participants with 1% conversion based on the total and limiting retention loss as being the model, it seems like they are not discussing demographic changes especially with respect to an aging baby boomer population. However, there seems to be a growing number of resorts working on retaining to 20 something crowds.
While the document below is focused on beginner conversion, it seems like finding ways to lower the cost of entry should also be a factor.
http://www.nsaa.org/media/22284/conversion_cookbook.pdf
http://www.nsaa.org/media/275017/1516_visits.pdf
Now the total skier visits is one thing but the total number of participants is following a similar trend down 25% from the peak in 2010/2011.
This document also highlights issues in the industry - the struggle of the smaller ski areas where the number of ski areas has gone from the mid 500's to the mid 400's over the past 20 years.
http://www.nsaa.org/media/275065/Number_of_Ski_Areas_by_Season_1516.pdf
With all of that information, what I find interesting is the industry seems to focus of beginner conversion and now so much on the cost of entry. While resorts are getting creative with beginner packaging and experience which leads to beginner conversion model, and newer pricing schemes seem to be focused on retention, is it enough to get numbers to turn around. Looking at things like 6% new participants with 1% conversion based on the total and limiting retention loss as being the model, it seems like they are not discussing demographic changes especially with respect to an aging baby boomer population. However, there seems to be a growing number of resorts working on retaining to 20 something crowds.
While the document below is focused on beginner conversion, it seems like finding ways to lower the cost of entry should also be a factor.
http://www.nsaa.org/media/22284/conversion_cookbook.pdf