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

2. Wachusett Mountain

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

4. Massachusetts Ski Industry Challenges
Weather
First to Worst vs
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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

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