Back to the Mountains Although US snowsports visits for the 2015–2016 season decreased 1.5% from the previous year, to 52.792 million, the number of visitors increased for the 2016–2017 season by 3.7%, or 54.761 million. There were 481 US ski resorts operating during the 2016– 2017 season, which was a 3.9% increase from the 463 resorts operating during the 2015–2016 season. Unlike the previous season, the eastern regions experienced increased visits and the western regions fewer visits: Northeast, +27.7%; Southeast, +5.7%; Midwest, - 1.7%; Rocky Mountain, -2.5%; Pacific Southwest, -1.3%; and Pacific Northwest, -2.6%.

The Magical Attraction During spring 2017, 9.78 million people in the US said they had skied or snowboarded during the past 12 months, an increase of 1.7% from spring 2016. During 2016, there were 5.275 million snowboarders in the US. According to the Physical Activity Council’s 2017 Participation Report, winter sports had the lowest participation rate, at 7.6%; however, this level has increased steadily from 2011, when it was only 6.9%.  While just 2.6% of Baby Boomers participated in winter sports, there were more young people participating: Gen X, 7.2%; Millennials, 12.1%; and Gen Z, 12.3%.

Hard Poling to Increase Business Revenues According to Snowsports Industries America, August 2017 bookings at western mountain resorts for arrivals August through January 2018 decreased 10.6%, compared to bookings for August 2016 to January 2017, but revenues increased 8.4%. Average snowfall at US winter resorts increased 36% during the 2016–2017 season, leading to ski areas being open an additional week compared to the 2015–2016 season. The most were in the Southeast (+23 days) and Northeast (+15 days). The industry’s retail sales decreased by 1% for the 2015– 2016 season to $4.7 billion. North American sales of snowsports apparel are projected to reach $546.3 million by the end of 2022, a CAGR of 6.5% from 2017 to 2022.

Interest-Building Strategies RRC Associates found that although Millennials are the largest percentage of skiers and snowboarders by generation, they have the fewest number of participation days per season. Many aging Baby Boomers are “retiring” from the sport. To attract beginners, ski resorts are offering low-cost starter packages, including equipment rental, a lesson and access to the beginner slopes. Once beginners have that first experience, they are more likely to return. Viewing the Winter Olympics on TV drives demand for the snowsports market and inspires young people to participate in winter sports. The next Winter Olympics will be held in South Korea during February 2018.

Contrasts and Challenges There are now more ski resort visitors with $150,000+ incomes while those earning less than $150,000 have been dwindling. More than half of snowsports participants earn more than $100,000, but only 22% of the US population does. When asked why they haven’t tried snowsports, young people, aged 13 to 25, said they didn’t know how to start, have no one to accompany them and are concerned about climate change and its impact on winter sports during the future. Each year, approximately 13 million children go sledding, and 25% become skiers.

Advertising Strategies Attract Millennials by offering group packages when they bring their friends. Offer free children’s and reduced teen prices with the purchase of an adult ticket to attract new and younger participants to the sport. Sponsor snow-themed festivals where there is a variety of entertainment options, including skiing and snowboarding, music, food, etc.

New Media Strategies Show video promotions on your Website and Facebook of not only skiing and snowboarding, but also the social aspects of a winter vacation, including upscale restaurants, being with friends and exploring mountain towns and music venues. Offer discounts to first-time skiers and snowboarders in return for permission to interview them and showcase their stories about what a great experience they had, via blog posts and/or videos. Update past customers on snow conditions and forecasts and offer exclusive promotions by text, and also by Facebook and Twitter.