Advisory Council on Travel & Tourism The ‘STATE’ of the Ski Industry! Massachusetts Advisory Council on Travel & Tourism December 12, 2016

Wachusett Mountain

Massachusetts Ski Industry Strengths Proximity to Market Excellent Learning Mountains High Population of Skiers Boston Market Max Pass Economical Alternative Cultural Diversity Wachusett Mountain

Massachusetts Ski Industry Challenges Weather First to Worst 2014-15 vs. 2015-16 Snow is not a 4-letter word Introducing more people to sport 5% of US population ski/snowboard Barriers include: Dislike winter Fear Cost No one to go with Geographic Market Focus 80/20 Competition Other Ski States (ME, VT, NH, NY) Lack of Consistent Voice Short Season Wachusett Mountain

MA Ski Industry Skier Visits Annual average more than 1 million Roughly 10% of Northeast Region Often more visits than State of Maine Wachusett Mountain

Average spend per visit: Northeast Region: $80.61 per skier visit (*) MA Ski Industry Economic Impact Average spend per visit: Northeast Region: $80.61 per skier visit (*) Estimated MA: $77.00 per skier visit 2014/15 & 2015/16 Average = 1,078,090 skier visits Estimated Direct Spending = $83 million (based on estimated MA average spend) MOTT Revenue Multiplier = 1.6 Estimate = $49.8 million Estimated Total Impact = $132.8 million (*) National Ski Areas Association Economic Analysis Wachusett Mountain

MA Ski Industry Contributions Jobs Estimate nearly 5,000 250 full time 4400 part time/seasonal Marketing Reach Advertising $$S Boston, Providence, Worcester, Springfield, Hartford, Albany, Westchester, Long Island Social Media Impact Facebook 124,000 Twitter 19,000 YouTube Views 2.2 million YouTube Subscribers 3,138 Wachusett Mountain

MA Ski Industry Contributions Opportunity for Unique Partnerships MBTA – Ski Train AAA Radio/TV Stations Local Attractions Events Competitions Charitable Organizations Red Cross Special Olympics Wachusett Mountain

National Marketing Initiatives MA Ski Areas participate in the: National Learn to Ski/Snowboard Month Bring A Friend Program Guinness World’s Largest Lesson Record attempt on January 6th Wachusett Mountain

Need to Improve Communications Develop Ski MA Resource Guide to provide RTCs & MOTT: Ski Area contact info Ski Industry Associations and Resources Data Sources NSAA Demographic Study NSAA Economic Analysis NSAA Kottke National End of Season Survey Revised SKI MA logo Adopt #SKI MA hashtag More Timely MOTT and RTC’s need longer lead time to help promote ski areas and winter information Wachusett Mountain

Need to Develop Marketing Initiatives Assist MOTT to develop a “Love Winter” PR Campaign Partner with Local RTC’s Ski & Stay Packages Raise the profile of skiing/snowboarding as winter activity. Wachusett Mountain

Recommended Joint Ski Area Initiatives Reciprocal Pass program to allow skiers to try other areas.  College week programs in January Statewide 4th or 5th Grade program Wachusett Mountain

Moving Forward What can we do better? Maintain meetings/updates Liaison with MOTT Communication with RTC’s How can we help? Suggestions? Wachusett Mountain