PSIA-AASI

5.11.2010

SnowPro Snowbiz Update: Instructors Key to Industry’s Future

Orlando, Fla. (PSIA-AASI) - The great news coming out of the NSAA National Ski Areas Convention and Tradeshow last week was that the U.S. ski industry recorded its second best winter ever. According to the Kottke National End of Season Survey, U.S. ski resorts hosted 59.7 million visits during the 2009-10 season, only 1.2 percent below the all time record of 60.5 million skier visits recorded in 2007-08.

Across the country, every region except the Northeast saw substantial gains in skier visits, despite mixed snowfall, a decrease in average days open, and a decline in capital improvements across the board.

“It was kind of a stealth season in the way that the preliminary results turned out,” said Nolan Rosall, who prepares the survey for NSAA. Rosall also noted that, “The ability of the industry to perform well in a difficult economy and without the catalyst of exceptional snow points to the underlying enthusiasm of snowsports participants and the resilience of their participation in a suboptimal environment.”

The even better news for ski and snowboard instructors is that across a sample of 84 U.S. resorts, lesson volume increased by 9.2 percent. Those same resorts only saw a 3.2 percent increase in visitation, which equates to a 5.8 percent increase in visitor lesson volume. The more sobering news is that those trends are not expected to continue.

In a separate presentation on the updated NSAA Model for Growth, the conversion and retention rate for both new and existing skiers and snowboarders remains a worrisome issue. As Baby Boomers increasingly retreat from the sport, the Model for Growth is predicting a 2.5 percent decline in ski and snowboard visits every season from now until the year 2021. Add in the fact that only 10 percent of the folks who try snowsports are actually “converted” to continuing participation, and you have a long-term scenario where, as the Boomer exodus accelerates, “Millennials” and “Gen X’ers” are not stepping up to the snow in significant enough numbers to replace them.

So how will the industry stem the tide? According to NSAA President Michael Berry, with an ever-increasing focus on Level 1 Lesson Volume.

“For the decision makers at ski areas across the country,” Berry said, “This has got to be priority number one.”

Berry pointed to successes at areas such as Jiminy Peak, in the Burton Learn-to-Ride program, and in the tenets outlined in the NSAA Beginner Cookbook as templates for combating the problem. Look for continuing updates on this issue here, and also in upcoming issues of 32 Degrees.

In other news:

* SnowSports Industries America reports that overall sales for the 2009-10 season were 4 percent over the previous season. Snowsport retailers sold $2.94 billion in goods this season compared to $2.82 billion one year ago. SIA notes that although sales were up in dollars, fewer units were sold this season.

* Black Diamond Equipment and Gregory Mountain Products were acquired by the Clarus Corporation for approximately $135 million. Clarus, formerly an e-commerce software development company, acquired Black Diamond for $90 million, and Gregory for $45 million. Both sales are subject to adjustments.

* Learn to Ski and Snowboard Month (formerly Learn a Snow Sport Month) announced that ski industry veteran Mary Jo Tarallo, formerly of SnowSports Industries America (SIA), will serve as the Executive Director of the grassroots initiative aimed at getting more kids and families on the slopes. - By Peter Kray