2010 SIA INTELLIGENCE REPORT $500, €400 Non-Members.

2010 SIA INTELLIGENCE REPORT $500, €400 Non-Members

SnowSports Industries America (SIA) | SIA is the national not-for-profit, North American member-owned trade association representing the winter sports industry. Established in 1954, SIA annually produces the SIA Snow Show, the largest winter sports industry trade show and networking environment, while delivering invaluable data/research, support, marketing products, services and programs. For 56 years, SIA has worked continuously with our members: alpine, snowboard, cross country, backcountry, snowshoe, apparel, and accessories, rep, retailer, resort, regional and national associations and Buying Groups. Guidance from these different sectors of the industry make SIA what it is today, an organization representative of suppliers, retailers and reps all with the goal of getting more people on snow more often and making sure they are properly equipped and dressed to give them the best experience of snow sports. SIA. Partner. Resource. Advocate. Membership in SIA is open to product manufacturers, distributors, suppliers, retail shops, sales reps, and industry professionals that are involved in the snow sports industry and meet specific membership requirements. SIA’s membership base averages approximately 700 snow sports companies. For those businesses that provide services to companies in the snow sports industry (i.e., raw material and fabric suppliers, photographers, financial institutions, publications, Internet/Web designers and public relations consulting firms etc.), there is a limited membership available. Members magnify their power by working together to further the development of the snow sports industry. Call SIA at 703.556.9020 for more information about membership. For more information about SIA’s research products contact: Kelly Davis, Director of Research SnowSports Industries America 8377-B Greensboro Drive, McLean, VA 22102-3529 703.506.4224 | KDavis@snowsports.org Visit SIA’s website snowsports.org for additional information on SIA. ©2010, SnowSports Industries America, Incorporated ("SIA"). All rights reserved. This report is the exclusive property of SIA. Use, reproduction or distribution, in whole or in part, in any manner by any means, including any form of electronic distribution, without the prior written authorization of SIA is strictly prohibited and in violation of the copyright laws and international copyright treaties. A monetary reward will be provided to persons who provide SIA with conclusive evidence of unauthorized copying of this publication or transmission. SIA members may use this report for internal business. 2

The Snow Sports Market Intelligence Report offers a compilation of research from over 10 different snow sports industry studies. It includes detailed snow sports participation data, retail sales tracking for snow sports equipment, apparel and accessories, ski area visits, business trends, demographics, merchandise distribution and more. It is the most comprehensive snow sports reference tool available to snow sports industry professionals; perfect for presentations, writing business plans, research and overall industry knowledge. This report is published annually by SnowSports Industries America (SIA) before the start of each snow sport season. Special thanks to National Ski Areas Association, National Sporting Goods Association, Leisure Trends Group, and the National Climate Data Center for providing research material for this Report. SIA publishes a wide variety of research products for members including retail sales topline data, brand share data, wholesale Sales and Orders, Snow Sports Participation, Uniform Purchasing, Rental Equipment Purchasing, The Snow Sports Consumer Panel, Cost of Doing Business and Compensation Reports, and Special Studies including The Model for Success, Growing the Snow Sports Industry, and Succession Planning. For a Full Catalogue of Products please go to http://www.snowsports.org. http://www.snowsports.org The information contained in this Report is the property of SIA. It cannot be reproduced or extracted in whole or in part in any way without prior written permission of SIA. Understanding the Snow Sports Market Intelligence Report 3

Content Overview Category/SubjectSlide The Snow Sports Market Overview5 Alpine Skiing33 Alpine Apparel110 Snowboarding139 Cross Country Skiing182 Telemark199 Backcountry Randonee/AT Skiing204 Snowshoeing218 Equipment Accessories228 Apparel Accessories239 Rental Market251 Snow Sports Consumer Panel257 Sales Reps262 The History of Snow Sports263 Appendix271 4

THE SNOW SPORTS MARKET Overview 5

Total Snow Sports Market Executive Summary ●2009/2010 brought $2.94 billion in sales of snow sports equipment, apparel and accessories in specialty brick and mortar shops, chain stores and on the Internet.  $799 million in equipment  $1.1 billion in apparel  $1 billion in accessories ●Specialty shop sales decreased 3% in units, but increased dollar sales 4% to $1.78 billion. ●2009/2010 Internet units sales increased by 1% and dollar sales by almost 10% to $597 million. The Internet channel surpassed the chain store channel in sales this season. ●Chain stores sales were flat overall in 2009/2010, but equipment sales decreased 18% in units and 13% in dollars to $563 million as chains focused more on accessories and apparel sales. ●In all channels, alpine equipment sales declined 3% in units, but dollar sales were up 5% to $451 million. Fat ski sales ended the season up 26%. ●Snowboard equipment sales declined 6% in dollars and 3% in units overall. Reverse camber snowboard sales increased 93% in 2009/2010 and made up 29% of all boards sold, up from 15% in 2008/2009. Additionally, 24% of all snowboards sold in 2009/2010 were carryover (sold at or below average retail cost) boards. ●Cross country equipment sales were flat in overall units sold but dollar sales increased 11% to $40 million. Bindings were particularly good sellers in the category with an increase of 7% in units and 20% in dollars. ●Randonee/Alpine Touring equipment sales were positive in 2009/2010 with an 11% increase in units sold and 13% increase in dollars sold. Randonee/AT ski sales were up 57% in units and in dollars sold. ●Apparel sales declined 3% in units sold but price increases resulted in a 2% increase in dollars sold. Snowboard apparel sales were down 6% in units sold and brought in 4% fewer dollars in 2009/2010. ●Accessories sales slid 3% in units but increased 7% in dollars sold to over $1 billion in sales. Helmets sold at record levels and winter boots brought in an additional $17 million into the snow sports market in 2009/2010. ●The National Ski Areas Association [NSAA] reported 59.7 million skier visits in the U.S. during the 2009/2010 season, an increase over 2008/2009’s 57.4 million skier/rider visits. Source: SIA Snow Sports RetailTRAK, **2010 NSAA Kottke National End of Season. 6

Today’s Economic Situation Recession is Over But Lack of Jobs Will Prolong Recovery Period Unemployment stabilizing in snow sports demographic (College Degree). Unemployment rate at 5% in February to 4.5% in July 2010. All retail sectors’ sales up 6.8% in May compared with May 2009 Snow Sports Up 4% (Season to Date Aug to March) –Clothing Retailers up 4.7% –Department Stores’ sales flat –Sporting Goods up 4.2% Consumer confidence declined sharply in June and again in July as employment issues continue to affect American workers. The index declined from 54.3 in June to 50.4 in July (1985 = 100). Labor productivity over all non-farm business sectors up 2.8% in Q1 2010. The gain reflects a 4% increase in output partially offset by a 1.1% increase in hours worked. Manufactured goods new orders declined $2 billion or 1% in June and shipments of durable goods decreased.3% to $195 billion. Stocks are gaining value but have not yet recovered all losses suffered since fall 2007. The recession is over but recovery could take up to three years. Sources: Bureau of Labor Statistics Unemployment Situation, employment by educational attainment, June 2010 –Seasonally Adjusted. U.S. Census Bureau – Retail Trade and Food Services Sales Assessment Not Seasonally Adjusted, August 2010, Conference Board Consumer Confidence Survey August 2010, BLS Labor, Productivity and Costs Q1 2010, Manufacturing Orders, Shipments, and Inventories July 2010. 7

Economic Recovery “The U.S. economy appears to be emerging from Recession, but the severity of this downturn has left substantial underutilized resources in labor and product markets. To close the gap between actual and potential GDP (that is, the full-employment level of output) as quickly as possible, economic growth must accelerate beyond current expectations. Unless sustainable growth is achieved, the unemployment rate will remain close to 10 percent in the immediate future and a portion of the nation’s manufacturing capacity will continue to sit idle.” (National Association of Manufacturers – Jobs for America – “Investments and Policies for Economic Growth and Competitiveness”) 8

The Snow Sports Market The Snow Sports market finished the 2009/2010 season up 4% in dollars but unit sales ended down 3%. Channels: Specialty: $1.7 billion – down 3% in units and up 4% in dollars Internet: $597 million – up 1% in units and up 9.5% in dollars Chain Stores: $563 million – down 4% in units and flat in dollars Categories Apparel sales down 3% in units and up 2.5% in $ to $1.1 billion – 39% of snow sports (equipment, apparel and accessories) sales Accessories sales down 3% in units and up 7% in dollars Equipment sales down 4% in units and up 2% in dollars Retail Births and Deaths** 236 buying managements went out of business in 2008 and 2009. 96 new buying managements opened in 2008 and 2009. Net difference of 140 buying managements in 2008 and 2009. Currently there are 3603 snow sports buying managements with 5222 storefronts. Inventories: Due to low sell-in and healthy pre-season sales specialty snow sports apparel inventories (units) are down 17% overall, down 14% in equipment, and down 6% in accessories. Carryover sales of alpine equipment were down 18% in units sold for the 2009/2010 season. Overall Margins are up 3%, inventories are down 13%, and average retail prices are up 7%. Source: Snow Sports RetailTRAK, August 2009 to March 2010, SIA Retail Database 2010. 9

All Snow Sports Products Unit Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 10

All Snow Sports Products Dollar Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 11

Retail Landscape Unit Sales in Specialty by Category 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 12

Retail Landscape Dollar Sales in Specialty Shops by Category 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 13

Retail Landscape Chain Unit Sales by Category 2007/2008 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 14

Retail Landscape Chain Dollar Sales by Category 2007/2008 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 15

Retail Landscape Internet Unit Sales by Category 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 16

Retail Landscape Internet Dollar Sales by Category 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 17

All Snow Sports Products Average Prices in Specialty, Internet, and Chain 2008/2009 – 2009/2010 Average Retail as values ChainInternetSpecialty 2008/20092009/20102008/20092009/20102008/20092009/2010 Alpine Ski Equipment$136.23$149.95$212.68$224.14$227.89$243.70 Nordic Ski Equipment$59.34$69.95$79.42$80.28$80.58$89.42 Telemark Ski Equipment$275.06$223.98$288.97$297.96$287.39$282.57 Randonee/AT Ski Equipment$429.19$468.36$419.59$420.03$438.89$448.87 Snowboard Equipment$121.30$123.23$173.76$179.10$175.74$181.09 Apparel Tops$85.30$90.08$108.83$119.29$136.36$144.34 Apparel Suits$58.17$59.49$69.77$68.93$94.87$96.93 Apparel Bottoms$56.62$60.97$97.62$102.10$107.85$110.33 Snowboard Apparel$86.49$90.17$116.74$113.61$122.71$125.50 Equipment Accessories$22.13$24.40$55.05$59.67$31.83$36.71 Apparel Accessories$25.24$27.12$29.29$32.75$29.50$31.72 All Products$44.52$46.38$75.98$82.49$64.12$68.56 Specialty prices increased 7%, chain store prices rose 4% and Internet prices were up 8.5% on average in 2009/2010. Source: SIA Snow Sports RetailTRAK–Carryover included. 18

Category Share Unit and Dollar Sales in All Snow Sports Shops 2009/2010 Units Dollars Total Units = 45,286,188 Total Dollars = $2,936,649,456 Source: SIA Snow Sports RetailTRAK–Carryover included. 19

Channel Share Unit and Dollar Sales in All Snow Sports Shops 2009/2010 UnitsDollars Total Units = 45,286,188 Total Dollars = $2,936,649,456 Source: SIA Snow Sports RetailTRAK–Carryover included. 20

20 Year Sliding Device Trends Ski and snowboard unit sales are down 18% overall since the peak in 1999/2000. Source: SIA Snow Sports RetailTRAK. 21

All Snow Sports Products Hottest Product Categories 2009/2010 Source: SIA Snow Sports RetailTRAK March Top Line Report for All Snow Sports Shops. Product Units Sold 2009/2010 Units Sold 2008/2009 % Change in Units Sold 2008/2009 to 2009/2010$ Sold 2009/2010 $ Sold 2008/2009 Additional $ Sold 2008/2009 to 2009/2010 Fat (>80mm waist) Skis and Fat Ski Systems82,78765,90025.6%$47,113,545$37,220,857$9,892,688 Junior Ski Systems40,99732,77625.1%$7,670,689$5,099,688$2,571,001 Adult High Performance Boots325,751276,09218.0%$122,403,574$100,648,627$21,754,947 Alpine Bindings DIN 12- 14106,07685,98023.4%$22,381,604$17,701,065$4,680,539 Nordic Bindings98,99892,4017.1%$5,463,741$4,543,405$920,336 Randonee/AT Skis7,3414,68756.6%$2,958,362$1,888,921$1,069,441 Reverse Camber Snowboards119,22761,62325.6%$20,784,925$42,362,843$21,577,918 Junior Shell Parkas77,89653,57445.4%$4,885,569$3,611,532$1,274,037 Sweat Shirts/Hoodies511,689433,77518.0%$20,640,477$24,600,308$3,959,831 Helmets1,228,506997,71823.1%$100,390,435$76,357,621$24,032,814 Winter Boots1,007,251876,79514.9%$86,549,452$69,601,092$16,948,360 22

All Snow Sports Products Coldest Product Categories 2009/2010 Product Units Sold 2009/2010 Units Sold 2008/2009 % Change in Units Sold 2008/2009 to 2009/2010 $ Sold 2009/2010 $ Sold 2008/2009 Reduction in $ Sold 2008/2009 to 2009/2010 Adult Carve Skis (Flat)10,22413,206-22.6%$3,949,901$5,196,497-$1,246,596 Adult Sport Performance Boots59,90495,637-37.4%$13,487,645$23,419,017-$9,931,372 Normal Camber Snowboards285,551360,330-20.8%$73,219,548$97,420,932-$24,201,384 Telemark Skis2,9285,020-41.7%$858,444$1,621,609-$763,165 Adult Snowboard Bindings434,614478,693-9.2%$60,344,627$64,101,573-$3,756,946 Junior Snowboard Bindings27,68734,575-19.9%$2,039,083$2,375,267-$336,184 Snowboard Apparel1,635,6201,739,107-6.0%$188,739,044$196,601,196-$7,861,152 Stretch Waist Pants10,92017,673-38.2%$1,869,500$2,996,898-$1,127,398 Snow Skates/Decks2,6107,051-63.0%$274,345$631,899-$357,554 Luggage429,252478,953-10.4%$24,508,078$25,814,452-$1,306,374 Fleece2,300,5252,466,151-6.7%$189,496,075$199,263,986-$9,767,911 Source: SIA Snow Sports RetailTRAK March Top Line Report for All Snow Sports Shops. 23

All Snow Sports Products Percent of Dollar Sales in Specialty Shops by Week Source: Estimates by Leisure Trends Group. The day represents the Monday of the week and the percent sales is for the following seven days. 35% of all snow sports goods sold over the season are sold between Thanksgiving and Christmas 24

Weather – Winter 2009/2010 Based on current observations and dynamical model forecasts, El Niño strengthened in December and lasted through winter 2009/2010. Typically, El Nino produces warmer and drier weather north of the Mason-Dixon Line, and cooler and wetter weather in the south.  Northwest: El Niño produced warmer than normal temperatures however, El Niño seasons typically do have adequate snowfall, especially at higher elevations.  West: The Sierra Nevada mountain range enjoyed more snow than usual this winter and the Southwest resorts including Snowbowl in Flagstaff, AZ and Taos in N.M. had more snow than average.  Rocky Mountains: Colorado and Utah had some abundant early snow followed by a dry period and then lots of spring snow.  Midwest: Lake effect snow from the Great Lakes was hampered by warmer temperatures caused by El Niño.  East: El Niño snow years average above normal for the nine largest Northeastern cities particularly in late January to April. December snowstorms and snow over the holidays nationwide drove snow sports sales up significantly in December and snow across the Appalachian range, cooler temperatures and unusual snowfall as far south as Houston, TX drove apparel and accessories sales throughout the winter. Source: National Oceanographic and Atmospheric Administration [NOAA], ENSO Climate. 25

Snow Sports Participation 1 in 10 Americans Say They Ski, Ride, and/or Snowshoe SIA has been working for the past three seasons as a founding member of the Physical Activity Council to gather and analyze detailed information about sports and leisure participation in the U.S. The result is a highly detailed account of 117 different activities including snow sports. During January each year, more than 41,500 responses were collected from a nationwide sample of individuals and households. Snow sports results are measured seasonally rather than annually in this study. Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. 26

Snow Sports Participation Total projected participation during the 2008/2009 season was 20,548,000. In addition 9,400,000 people considered themselves skiers, snowboarders, or snowshoers but did not participate during the season. Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. 27

Snow Sports Participation Why Didn’t They Participate? Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. 28

Source: NSGA Sports Participation Study, 2000 to 2009 calendar years. NSGA Participation Study 1997 - 2009 SIA also uses the National Sporting Goods Association Participation Study to analyze long term topline participation trends. This annual study reports the number of persons who participated at least twice in a year and are 7 years old or older. The NSGA maintains a panel of more than 100,000 Americans and obtains approximately 6,300 responses from their panel to produce these results. 29

Snow Sports Participants Profile Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. Typical Snow Sports Participant Average Age31 Gender of Participants70.3% Male, 29.7% Female Percentage of Participants Currently in College or in Possession of a Bachelor's Degree or Higher Certification65% Most Popular Snow Sport Activity Alpine Skiing with 10.9 Million Participants State with the Most ParticipantsCalifornia State with the Most Participation Per CapitaMontana Total Number of Snow Sports Participants20,548,000 Total Number of Persons Who Identify Themselves as Skiers/Riders/Snowshoers but Did Not Participate in 2008/20099,400,000 Most Common Reasons for Not Participating Increased Family and Work Commitments (39.9%, No One To Go With (22.9%) Most Popular Crossover Activity for Snow Sports ParticipantsWalking for Fitness (47.3%) Percentage of Participants Living In Household with Annual Income >$75,00055% 30

Snow Sports Participation by Region New England: CT, ME, MA, NH, RI, VT Middle Atlantic: DE, NJ, NY, PA East North Central: IN, IL, MI, OH, WI West North Central: IA, KS, MN, MO, NB, ND, SD South Atlantic: DL, DC, FL, GA, MD, NC, SC, VA, WV East South Central: AL, KY, MS, TN West South Central: AR, LA, OK, TX Mountain: AZ, CO, ID, NM, MT, UT, NV, WY Pacific: AK, CA, HI, OR, WA Source: SIA/Physical Activity Council 2008/2009 Snow Sports Participation. 31

Snow Sports Participation by Region Source: SIA/Physical Activity Council 2008/2009 Snow Sports Participation New England: CT, ME, MA, NH, RI, VT Middle Atlantic: DE, NJ, NY, PA East North Central: IN, IL, MI, OH, WI West North Central: IA, KS, MN, MO, NB, ND, SD South Atlantic: DL, DC, FL, GA, MD, NC, SC, VA, WV East South Central: AL, KY, MS, TN West South Central: AR, LA, OK, TX Mountain: AZ, CO, ID, NM, MT, UT, NV, WY Pacific: AK, CA, HI, OR, WA 32

Alpine Skiing 33

Alpine Ski Executive Summary ●$451 million in alpine equipment sold through Specialty shops, Internet/online and Chain stores during the 2009/2010 season. Sales in all stores were up 5% in dollars but unit sales declined 3%.  $219 million for skis, up 4%  $176 million for boots, up 4%  $37 million for bindings, up 12%  $20 million for poles, up 8% ●Alpine equipment sales accounted for 56% of all snow sports equipment dollars sold in 2009/2010, unchanged from 2008/2009. ●Alpine equipment sales in Specialty shops declined 1% in units but increased 5% in dollars sold. 76% of all alpine equipment dollar sales occurred in specialty shops. ●Online sales of alpine equipment increased 8% in units and 14% in dollars sold to $58 million. ●Consumers shopped Chain stores for less expensive alpine equipment and sales increased 5% in dollars sold but declined 3% in units sold. Average prices in Chain stores were 30% lower than the average for all channels. ●29% of all skis sold were carryover skis. ●Alpine apparel sales decreased 3% in units and increased 2% in dollars sold. ●Adult high performance boot sales increased 18% in units and 22% in dollars as consumers continued a trend that took off in the 2008/2009 season toward higher quality boots. Sport performance boot sales tanked declining 37% in units and 42% in dollars. ●Participation in alpine skiing increased from 10.4 million to 10.9 million in 2008/2009 according to the new SIA Snow Sports Report from the Physical Activity Council Study for which 41,500 interviews were conducted in the U.S. market. ●The typical alpine skier is in their mid 30’s, has a college degree, and lives in a household with average earnings above $75K per year. ●Fat skis (waist width 80mm+) sales increased dramatically again this year; particularly flat skis that enjoyed a 32% increase in units sold and a 36% jump in dollars sold. ●Junior ski systems unit sales increased 25% to 41,000 units while junior flat ski sales declined 13% in units to 65,500. ●Reverse camber skis are an emerging trend. More than 15,000 pairs of reverse camber skis were sold in 2009/2010, almost double the number sold in 2008/2009. ●Skier visits increased to 57.9 million in 2009/2010 from 57.4 million in 2008/2009. 34

Alpine Skier Participation Long View Alpine skiing is on the rise since a low in 2007. The NSGA Sports Participation Report has been a source of participation trends in snow sports for more than 20 years providing excellent data on longitudinal trends. However, the results are the product of 6,300 interviews completed with a structured panel across the U.S. while the SIA Snow Sports Participation Report from the Physical Activity Council is based on more than 41,500 interviews making the results mathematically more reliable. Other differences between the two studies include counting by season (SIA/Physical Activity Council) vs. Annually (NSGA), Participated at least one time (SIA/PAC) vs. two times (NSGA), and age over six years (SIA/PAC) and age over seven years (NSGA). Source: NSGA Sports Participation Study, 1987 - 2009 calendar years. 35

Alpine Skier Participation Short View Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation SIA has been working for the past three seasons as a founding member of the Physical Activity Council (PAC) to gather and analyze detailed information about sports and leisure participation in the U.S. The result is a highly detailed account of 117 different activities including snow sports. During January each year, more than 41,500 responses were collected from a nationwide sample of individuals and households. Snow sports results are measured seasonally rather than annually in this study. 36

Alpine Skier Participation by Gender Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. 37

Alpine Skier Crossover The percentages shown in the chart above indicate how many alpine skiers also participate in other snow sports activities; 17.6% snowboard, 16.3% cross country ski, and almost 1 in 10 say they telemark. Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. 38

Alpine Skier Participation by Age Source: NSGA Sports Participation Study,2005-2009 calendar years. 39

Alpine Skier Participation by Household Income Source: NSGA Sports Participation Study, 1989-2009 calendar years. In 2009, 77% of skiers reported household incomes of $50K or more, 62% have household incomes at or above $75K and 46% have household incomes above $100K. 40

Alpine Skier Ethnicity Source: SIA/Physical Activity Council 2008/2009 Snow Sports Participation. 41

Alpine Skier Participation – Total Counts Color density map (darker = more participants) show percent of total alpine skiers represented by each state. Top Ten = CA 14.5%, NY 7%, TX 6%, NJ 5.3%, IL 5.1%, FL 5.1%, PA 4.4%, CO 3.9%, MA 3.9%, MI 3.3% Top Ten States represent 59% of total alpine ski participation in the U.S. Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. 42

Alpine Skier Participation – Density/Per Capita Color Density Map showing percent of population that skis in each state. Top Ten: MT-18.5%, NH-12.6%, UT-10.2%, CO-8.55, CT-8.2%, MA-7.5%, ME-7.4%, NJ-6.5%, DE-6.3%, VT-6.1%. Over-all 3.9% of total U.S. population (+6 years) participates in alpine skiing. Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. 43

Alpine Skier Education Levels Source: SIA/Physical Activity Council 2010 Snow Sports Participation. 44

Alpine Ski Participation by Region Source: SIA Snow Sports Participation Study from the Physical Activity Council Study 2007/2008 – 2008/2009. Alpine Skiing 2008/20092007/2008Delta Percentage of Participants Number of Participants Percentage of Participants Number of Participants Change in Number of Participants 2007/2008 to 2008/2009 New EnglandCT, ME, MA, NH, RI, VT9.8%1,070,0009.0%929,000141,000 Mid AtlanticNY, NJ, PA16.8%1,839,00018.3%1,895,000-56,000 E. North CentralIL, IN, MI, OH, WI13.9%1,523,00015.3%1,588,000-65,000 W. North CentralIA, KS, MN, MO, NE, SD4.8%520,0006.8%700,000-180,000 South Atlantic DC, DE, FL, GA, MS, NC, SC, VA, WV 13.8%1,511,00012.1%1,255,000256,000 E. South CentralAL, KY, MS, TN2.5%274,0002.6%270,0004,000 W. South CentralAR, LA, OK, TX7.8%853,0006.9%715,000138,000 MountainAZ, CO, ID, MT, NV, NM, UT, WY11.0%1,202,00011.1%1,147,00055,000 PacificHI, AK, CA, OR, WA19.6%2,137,00017.9%1,847,000290,000 45

Skier/Rider Visits Skier/Rider Visits by Region 2004/2005 – 2009/2010 Source: NSAA Kottke National End of Season Survey Snow Sports RetailTRAK Regions: Northeast: CT, MA, ME, NH, NY, VT, RI. Southeast: AL, DE, GA, KY, MD, NC, NJ, PA, TN, VA, WV. Midwest: IA, IL, IN, MI, MN, MO, ND, NE, OH, SD, WI. Rocky Mountain: CO, ID, MT, NM, UT, WY. Pacific West: AK, AZ, CA, NV, OR, WA, HI. 46

Skier/Rider Visits Alpine Skier Visits as a % of Total Visits 2009/2010 Source: NSAA Kottke National End of Season Survey Snow Sports RetailTRAK Regions: Northeast: CT, MA, ME, NH, NY, VT, RI. Southeast: AL, GA, KY, MD, NC, NJ, PA, TN, VA, WV. Midwest: IA, IL, IN, MI, MN, MO, ND, NE, OH, SD, WI. Rocky Mountain: CO, ID, MT, NM, UT, WY. Pacific West: AK, AZ, CA, NV, OR, WA. 47

Alpine Lessons Source: NSAA Kottke National End of Season Survey 2009/2010. For more information about the Kottke End of Season Report, please contact Paige Vickerman at pvickerman@nsaa.org 48

Alpine Skier Profile Source: *SIA/PAC Participation Study 2010; *2009/2010 Snow Sports RetailTRAK, ** 2010 NSGA Sports Participation in the U.S. Median Age of Alpine SkiersMale 33, Female 34 Gender of Alpine SkiersMale 64%, Female 36% Heads of Household with Bachelor’s Degree of Higher LevelMale, 83%, Female 80% Percentage who are African American/Black2.4% Percentage who are Asian/Pacific Islander9.0% Percentage who are Latino5.8% Avg. Price paid for Skis at a Specialty Shop$332.35 Avg. Price paid for Ski Systems at a Specialty Shop$482.23 Avg. Price paid for Alpine Boots at a Specialty Shop$291.19 Avg. Price paid for Alpine Poles at a Specialty Shop$43.51 Avg. Price paid for Skis on the Internet$302.34 Avg. Price paid for Bindings at a Specialty Shop$146.26 Avg. Number of Days Alpine Skiing in 2008/20098.1 Days 49

Alpine Ski Equipment Unit Sales in All Channels 2009/2010 All Alpine SkisAlpine BootsAlpine BindingsAlpine PolesChannel Total Chain97,58097,80129,507112,731337,619 Internet97,74972,61246,50441,536258,401 Specialty400,324484,871180,385340,8551,406,435 All Channels595,653655,284256,396495,1222,002,455 Source: SIA Snow Sports RetailTRAK–Carryover included. 50

Alpine Ski Equipment Dollar Sales in All Channels 2009/2010 All Alpine SkisAlpine BootsAlpine BindingsAlpine PolesChannel Total Chain$25,705,611$18,329,344$2,787,930$3,802,869$50,625,754 Internet$32,697,913$16,306,104$7,337,664$1,577,029$57,918,711 Specialty$160,328,548$141,191,422$26,383,935$14,841,016$342,744,921 All Channels$218,732,072$175,826,870$36,509,530$20,220,914$451,289,386 Source: SIA Snow Sports RetailTRAK–Carryover included. 51

Snow Sports Market Prices Change 2008/2009 – 2009/2010  Goggles$62.29 (+$1.73)  Insulated Parka $206.58 (+$8.43)  Gloves$38.88 (+$1.86)  Base Layer$39.69 (+$1.85)  Alpine Poles $44.36 (+$2.67)  Alpine Boots $343.94 (+$21.51)  Alpine (Flat) Skis $433.04 (+$26.30)  Bindings$159.51 (+$16.55)  Alpine Ski Systems $527.46 (+$29.11)  Adult Weekend Lift Ticket$74.21 (+$3.62) Source: SIA Snow Sports RetailTRAK–Carryover included., **2010 Kottke End of Season Report 52

Alpine Ski Equipment Unit Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 53

Alpine Ski Equipment Dollar Sales in Specialty Shops 2006/2007 – 2009/2010 Despite a slight decrease in total units sold, alpine equipment dollar sales in specialty shops increased 5.4% for the 2009/2010 season. Source: SIA Snow Sports RetailTRAK–Carryover included. 54

Alpine Ski Equipment Unit Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 55

Alpine Ski Equipment Dollar Sales Online [Internet] 2006/2007 – 2009/2010 Alpine equipment online sales brought in $7 million more dollars in 2009/2010 compared to 2008/2009 Source: SIA Snow Sports RetailTRAK–Carryover included. 56

Alpine Ski Equipment Unit Sales in Chain Stores 2007/2008 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 57

Alpine Ski Equipment Dollar Sales in Chain Stores 2007/2008 – 2009/2010 Chain stores are selling less equipment and the scarcity resulted in an 8% decrease in dollars sold in 2009/2010. Source: SIA Snow Sports RetailTRAK–Carryover included. 58

Alpine Ski Equipment Average Retail Prices by Channel 2008/2009 and 2009/2010 Alpine Equipment Prices [in-season equipment excludes carryover] 2008/20092009/2010 ChainInternetSpecialtyAll StoresChainInternetSpecialtyAll Stores Adult All Alpine Skis$387.63$361.70$494.34$460.44$444.04$416.92$506.67$485.51 Alpine Boots$259.56$236.95$341.71$322.43$293.87$265.45$359.73$343.94 Alpine Bindings$118.96$169.97$170.07$165.24$160.05$175.38$184.54$180.67 Alpine Poles$33.61$36.03$45.54$41.69$34.88$37.78$48.80$44.36 Alpine Ski Equipment$150.57$240.81$282.92$258.17$159.31$258.19$295.14$272.58 Junior All Alpine Skis$112.24$128.05$154.92$148.70$128.49$128.98$167.97$159.92 Alpine Boots$89.76$93.02$110.50$107.78$102.77$97.51$119.80$116.98 Alpine Bindings$49.31$68.90$73.84$70.64$53.01$69.53$80.44$76.71 Alpine Poles$25.15$17.05$24.62$24.33$25.82$22.38$28.06$27.37 Alpine Ski Equipment$67.87$86.67$101.25$96.45$78.49$93.90$109.72$105.19 Source: SIA Snow Sports RetailTRAK–Carryover included. 59

Alpine Flat Skis Unit Sales in All Stores 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK, Carryover included. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season. 60

Alpine Flat Skis Dollar Sales in All Stores 2006/2007 – 2009/2010 61 Source: SIA Snow Sports RetailTRAK, Carryover included. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Flat Skis Unit Sales in Specialty Shops 2006/2007 – 2009/2010 62 Source: SIA Snow Sports RetailTRAK, Carryover included. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Flat Skis Dollar Sales in Specialty Shops 2006/2007 – 2009/2010 63 Source: SIA Snow Sports RetailTRAK, Carryover included. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Flat Skis Unit Sales in Chain Stores 2007/2008 – 2009/2010 64 Source: SIA Snow Sports RetailTRAK, Carryover included. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Flat Skis Dollar Sales in Chain Stores 2007/2008 – 2009/2010 65 Source: SIA Snow Sports RetailTRAK, Carryover included. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Flat Skis Unit Sales Online 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK, Carryover included. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Twin tip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. 66

Alpine Flat Skis Dollar Sales Online 2006/2007 – 2009/2010 67 Source: SIA Snow Sports RetailTRAK, Carryover included. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Ski Systems Unit Sales in All Stores 2006/2007 – 2009/2010 68 Source: SIA Snow Sports RetailTRAK, Carryover included. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Ski Systems Dollar Sales in All Stores 2006/2007 – 2009/2010 69 Source: SIA Snow Sports RetailTRAK, Carryover included. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Ski Systems Unit Sales in Specialty Shops 2006/2007 – 2009/2010 70 Source: SIA Snow Sports RetailTRAK, Carryover included. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Ski Systems Dollar Sales in Specialty Shops 2006/2007 – 2009/2010 71 Source: SIA Snow Sports RetailTRAK, Carryover included. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Ski Systems Unit Sales Online 2006/2007 – 2009/2010 72 Source: SIA Snow Sports RetailTRAK, Carryover included. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Ski Systems Dollar Sales Online 2006/2007 – 2009/2010 73 Source: SIA Snow Sports RetailTRAK, Carryover included. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Ski Systems Unit Sales in Chain Stores 2006/2007 – 2009/2010 74 Source: SIA Snow Sports RetailTRAK, Carryover included. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Alpine Ski Systems Dollar Sales in Chain Stores 2006/2007 – 2009/2010 75 Source: SIA Snow Sports RetailTRAK, Carryover included. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Superfat: Skis with wider dimensions than fat skis, waist widths 95 – 110mm. Megafat – The widest skis, waist width greater than 110mm. Twintip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Carryover: Items sold at or below average retail cost for that item. Usually refers to items left over from the previous season.

Reverse Camber Alpine Skis Units Sales In All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK, Reverse camber skis sales are ramping up. 15,870 reverse camber skis were sold in 2009/2010, up from 8,406 in 2008/2009. Almost half of all reverse camber skis sold were twin tips. 76

All Alpine Skis Average Retail Price – 2009/2010 Flat Skis Average Retail Prices by Channel Adult Carve Skis (<70mm) Adult Fat Skis (80- 95mm) Adult Midfat Skis (70- 79mm) Adult Superfat Skis (95- 110mm) Adult Megafat Skis (>110mm) Adult Traditional Cut Skis Adult Twin tip Skis Junior Skis carryover Skis Alpine Flat Skis Chain 2009/2010$320.92$398.52$353.20$517.27$688.27$0.00$384.67$109.09$206.08$223.32 Internet 2009/2010$163.03$392.90$275.29$487.83$669.19$68.79$380.84$123.43$219.34$302.34 Specialty 2009/2010$438.63$499.35$427.90$546.72$678.47$549.60$414.31$149.81$282.92$332.35 All Stores$362.19$457.72$421.77$531.32$647.28$486.73$371.83$136.78$238.99$288.22 Ski Systems Average Retail as values Adult Carve Ski Systems Adult Fat Ski Systems Adult Midfat Ski Systems Adult Superfat Ski Systems Adult Megafat Ski Systems Adult Trad Cut Ski Systems Adult Twin tip Ski Systems Junior Ski Systems Ski Systems Chain 2009/2010$408.61$563.56$440.15$0.00 $379.09$163.30 $413.06 Internet 2009/2010$383.55$528.88$443.64$629.61$611.35$0.00$444.81$136.35 $411.15 Specialty 2009/2010$490.48$723.13$515.59$359.99$711.00$499.99$412.35$197.28 $482.23 All Stores$421.52$676.57$519.07$566.58$701.93$448.49$406.90$156.42 $464.94 Source: SIA Snow Sports RetailTRAK, Carryover included. Midfat: Skis with normal sidecut, overall dimensions slightly wider than carve waists, waist widths between 70 – 79mm. Fat: Skis with wider dimensions than Midfat, typically powder skis, waist widths between 80 - 95mm. Twin tip: Both tip and tail are upturned, allowing for riding in either direction. Carve: Skis with normal amount of sidecut, waist widths up to 69mm. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. 77

Alpine Skis Best Selling Models 2009/2010 Alphabetical Order  K2 Apache Raider  K2 Apache Recon  K2 T-Nine True Luv with ERP (Women’s)  K2 Silencer Ski  Volkl AC50  Volkl AC30  Volkl Gotama  Volkl Luna Attiva 3 Motion (Women’s)  Volkl Mantra  Volkl Tierra Attiva 3 Motion (Women’s) 78

Alpine Boots Unit Sales in All Stores 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. High Performance: Sold at the highest price points, includes all race boots. Sport Performance: Sold at the middle price points. Recreation: Sold at the lowest price points. 79

Alpine Boots Dollar Sales in All Stores 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. High Performance: Sold at the highest price points, includes all race boots. Sport Performance: Sold at the middle price points. Recreation: Sold at the lowest price points. 80

Alpine Boots Unit Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. High Performance: Sold at the highest price points, includes all race boots. Sport Performance: Sold at the middle price points. Recreation: Sold at the lowest price points. 81

Alpine Boots Dollar Sales in Chain Stores 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. High Performance: Sold at the highest price points, includes all race boots. Sport Performance: Sold at the middle price points. Recreation: Sold at the lowest price points. 82

Alpine Boots Unit Sales in Chain Stores 2006/2007 – 2009/2010 83 Source: SIA Snow Sports RetailTRAK–Carryover included. High Performance: Sold at the highest price points, includes all race boots. Sport Performance: Sold at the middle price points. Recreation: Sold at the lowest price points.

Alpine Boots Dollar Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. High Performance: Sold at the highest price points, includes all race boots. Sport Performance: Sold at the middle price points. Recreation: Sold at the lowest price points. 84

Alpine Boots Unit Sales Online 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. High Performance: Sold at the highest price points, includes all race boots. Sport Performance: Sold at the middle price points. Recreation: Sold at the lowest price points. 85

Alpine Boots Dollar Sales in All Stores 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. High Performance: Sold at the highest price points, includes all race boots. Sport Performance: Sold at the middle price points. Recreation: Sold at the lowest price points. 86

Alpine Boots by Gender Unit Sales in Specialty Shops 2007/2008 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 87

Alpine Boots Average Retail Prices 2008/2009 vs. 2009/2010 Average Retail as values ChainSpecialtyInternet All Stores Average Price 2008/2009 Adult High Performance$289.00$386.47$274.50$364.55 Adult Sport Performance$211.86$259.10$160.97$244.87 Adult Recreation$185.93$239.00$138.05$223.00 Junior Alpine Boots$89.76$110.50$93.02$107.78 2009/2010 Adult High Performance$310.43$394.47$288.72$375.76 Adult Sport Performance$245.17$229.77$183.17$225.15 Adult Recreation$219.76$249.21$162.68$237.44 Junior Alpine Boots$102.77$119.80$97.51$116.98 Source: SIA Snow Sports RetailTRAK–Carryover included. High Performance: Sold at the highest price points, includes all race boots. Sport Performance: Sold at the middle price points. Recreation: Sold at the lowest price points. 88

Alpine Boots Best Selling Models 2009/2010 Alphabetical Order  Dalbello, Proton 9  Nordica, Hot Rod 75  Nordica, Hot Rod 85  Nordica, Speedmachine 110  Salomon, Idol 8 CS  Salomon, Impact 7  Salomon, Impact 8  Salomon, Impact 8 CS  Salomon, Mission RS 7  Tecnica, Dragon 100 89

Alpine Bindings Unit Sales in All Snow Sports Shops 2006/2007 – 2009/2010 DIN is a German standard for the release settings on your ski bindings. The setting s determined by a combination of skier height, weight, boot length and skiing ability. Adjusting the DIN setting either compresses or decompresses a spring in the binding. That compression determines just how much force is required for the bindings to move and release the boot. Higher settings require more force, lower settings require less. Source: SIA Snow Sports RetailTRAK–Carryover included., DIN 1-7, 8-11, and 12-14 for adult only, does not include carryover bindings. Junior category includes all DIN settings. 90

Alpine Bindings Dollar Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 91

Alpine Bindings Unit Sales in Specialty Shops 2006/2007 – 2009/2010 DIN is a German standard for the release settings on your ski bindings. The setting s determined by a combination of skier height, weight, boot length and skiing ability. Adjusting the DIN setting either compresses or decompresses a spring in the binding. That compression determines just how much force is required for the bindings to move and release the boot. Higher settings require more force, lower settings require less. Source: SIA Snow Sports RetailTRAK–Carryover included. 92

Alpine Bindings Dollar Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 93

Alpine Bindings Unit Sales in Chain Stores 2007/2008 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 94

Alpine Bindings Dollar Sales in Chain Stores 2007/2008 - 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 95

Alpine Bindings Unit Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 96

Alpine Bindings Dollar Sales in Online [Internet] 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 97

Alpine Bindings Average Retail Price 2006/2007 – 2009/2010 Average Retail as values Adult Bindings - DIN 1-7 Adult Bindings - DIN 8-11Adult Bindings - DIN 12+Junior Bindingscarryover Bindings Chain 2007/2008$69.42$69.32$165.61$62.17$53.95 2008/2009$73.15$77.86$189.61$49.31$50.71 2009/2010$0.00$102.17$208.06$53.01$48.88 All Periods$71.61$77.70$188.86$54.64$51.86 Internet 2006/2007$0.00$91.36$156.19$62.23$72.13 2007/2008$75.32$90.79$202.61$62.42$119.24 2008/2009$61.83$101.74$193.49$68.90$114.48 2009/2010$63.32$101.22$190.25$69.53$113.00 All Periods$63.83$96.54$190.26$66.10$102.29 Specialty 2006/2007$0.00$106.07$178.37$68.66$83.27 2007/2008$104.36$109.11$199.99$71.76$85.31 2008/2009$77.62$120.42$211.80$73.84$91.34 2009/2010$88.68$129.70$220.52$80.44$84.53 All Periods$91.93$114.62$204.59$73.21$85.84 All Stores$87.94$108.98$200.56$71.36$75.45 Source: SIA Snow Sports RetailTRAK–Carryover included. 98

Alpine Poles Unit Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 99

Alpine Poles Dollar Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 100

Alpine Poles Unit Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 101

Alpine Poles Dollar Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 102

Alpine Poles Unit Sales in Chain Stores 2007/2008 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 103

Alpine Poles Dollar Sales in Chain Stores 2007/2008 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 104

Alpine Poles Unit Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 105

Alpine Poles Dollar Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 106

Alpine Poles Average Retail Price 2008/2009 – 2009/2010 Chain stores were the place for bargain hunters with average prices more than 25% below specialty shop prices. Average Retail Price by Sales ChannelAdult PolesJunior PolesCarryover PolesAlpine Poles Chain 2007/2008$32.01$22.94$25.17$30.40 2008/2009$33.61$25.15$32.05$32.52 2009/2010$34.88$25.82$28.49$33.73 Internet 2006/2007$33.90$22.64$32.23$32.70 2007/2008$41.35$20.86$27.70$35.74 2008/2009$36.03$17.05$28.40$32.61 2009/2010$37.78$22.38$51.13$37.97 Specialty 2006/2007$42.22$22.15$25.42$38.01 2007/2008$45.21$25.72$29.47$40.68 2008/2009$45.54$24.62$26.89$39.81 2009/2010$48.80$28.06$27.49$43.54 All Stores$42.29$24.79$28.24$38.46 Source: SIA Snow Sports RetailTRAK–Carryover included. 107

Alpine Equipment Inventories Inventory Units In Specialty Shops at End of Season 2006/2007 – 2009/2010 All alpine equipment inventories were down 16% in units at specialty shops at the close of the 2009/2010. Source: SIA Snow Sports RetailTRAK–Carryover included. 108

Alpine Equipment Margins Specialty Shops Margins 2006/2007 – 2009/2010 All alpine equipment retail margins were up 1% at specialty shops at the close of the 2009/2010, but down almost 7 points since 2006/2007. Source: SIA Snow Sports RetailTRAK–Carryover included. 109

APPAREL 110

Apparel (Excluding Snowboard) Unit Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 111

Apparel (Excluding Snowboard) Dollar Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 112

Apparel (Excluding Snowboard) Unit Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 113

Apparel (Excluding Snowboard) Dollar Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 114

Apparel (Excluding Snowboard) Unit Sales in Chain Stores 2007/2008 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 115

Apparel (Excluding Snowboard) Dollar Sales in Chain Stores 2007/2008 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 116

Apparel (Excluding Snowboard) Unit Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 117

Apparel (Excluding Snowboard) Dollar Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 118

Apparel (Excluding Snowboard) Average Retail Price 2008/2009 -2009/2010 Average Retail Price Chain Specialty Internet All Stores AdultJuniorAdultJuniorAdultJuniorAll Ages 2008/2009 Alpine Tops$96.63$49.82$151.38$91.07$123.10$72.68$117.62 Alpine Bottoms$64.98$36.86$126.20$67.65$120.78$52.14$92.07 Alpine Suits$66.45$57.82$264.76$85.63$267.98$59.16$78.98 Alpine Apparel$89.86$46.20$145.51$83.19$122.97$69.84$111.83 2009/2010 Alpine Tops$99.96$51.71$159.74$95.42$135.15$77.29$124.64 Alpine Bottoms$70.11$39.42$133.52$71.79$124.11$54.38$96.68 Alpine Suits$40.41$63.78$318.82$88.40$315.73$60.36$79.28 Alpine Apparel$93.42$48.50$153.80$87.32$134.05$73.28$118.27 Source: SIA Snow Sports RetailTRAK–Carryover included. 119

Apparel Tops (Excluding Snowboard) Unit Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 120

Apparel Tops (Excluding Snowboard) Dollar Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 121

Apparel Tops (Excluding Snowboard) Unit Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 122

Apparel Tops (Excluding Snowboard) Dollar Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 123

Apparel Tops (Excluding Snowboard) Unit Sales in Chain Stores 2007/2008 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 124

Apparel Tops (Excluding Snowboard) Dollar Sales in Chain Stores 2007/2008 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 125

Apparel Tops (Excluding Snowboard) Unit Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 126

Apparel Tops (Excluding Snowboard) Dollar Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 127

Apparel Tops (Excluding Snowboard) Average Retail Price 2008/2009 vs. 2009/2010 Average Retail Price by Channel AdultJunior 2008/20092009/20102008/20092009/2010 Chain Insulated Parkas$148.26$155.68$71.99$73.10 Shell Parkas$115.99$125.19$56.87$52.92 SoftShell Parkas$112.32$116.21$57.70$66.66 Vests (no fleece)$76.10$82.46$29.63$37.34 Fleece (includes vests)$65.85 $36.85$37.14 Sweaters$52.04$56.76$25.67$26.44 carryover Tops$49.97$70.20$0.00 Apparel Tops$92.27$97.96$49.82$51.96 Internet Insulated Parkas$179.07$191.02$99.49$105.76 Shell Parkas$140.30$145.10$56.99$56.62 SoftShell Parkas$126.81$137.06$72.94$84.32 Vests (no fleece)$87.17$99.02$45.61$66.78 Fleece (includes vests)$92.15$97.51$63.60$64.22 Sweaters$57.63$66.60$22.96$24.08 carryover Tops$66.79$66.60$0.00 Apparel Tops$114.60$126.22$72.68$77.33 Specialty Insulated Parkas$232.73$238.47$112.08$115.42 Shell Parkas$162.23$169.86$84.87$81.42 SoftShell Parkas$142.77$153.47$83.84$84.60 Vests (no fleece)$109.23$113.06$73.72$74.19 Fleece (includes vests)$100.39$102.66$67.69$72.15 Sweaters$95.28$97.14$50.51$45.72 carryover Tops$83.96$86.11$0.00 Apparel Tops$145.76$154.41$91.07$95.44 All Stores$120.53$129.25$73.80$77.14 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 128

Alpine Apparel Bottoms Unit Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 129

Alpine Apparel Bottoms Dollar Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 130

Alpine Apparel Bottoms Unit Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 131

Alpine Apparel Bottoms Dollar Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 132

Alpine Apparel Bottoms Unit Sales in Chain Stores 2007/2008 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 133

Alpine Apparel Bottoms Dollar Sales in Chain Stores 2007/2008 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 134

Alpine Apparel Bottoms Unit Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 135

Alpine Apparel Bottoms Dollar Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 136

Apparel Bottoms (Excluding Snowboard) Average Retail Price 2008/2009 vs. 2009/2010 Average Retail as values Adult 2008/20092009/2010 Chain Bibs$39.18$37.41 Shell Waist Pants$80.12$90.71 SoftShell Waist Pants$117.26$110.31 Insulated Waist Pants$57.26$68.27 Stretch Waist Pants$99.46$124.89 Fleece Waist Pants$47.83$48.91 Junior Bottoms$0.00 Carryover Bottoms$50.13$47.10 Apparel Bottoms$63.17$68.09 Internet Bibs$249.59$259.69 Shell Waist Pants$117.43$120.02 SoftShell Waist Pants$144.59$136.92 Insulated Waist Pants$122.17$128.70 Stretch Waist Pants$88.32$68.50 Fleece Waist Pants$60.07$60.94 Junior Bottoms$0.00 Carryover Bottoms$49.26$51.28 Apparel Bottoms$104.33$110.62 Specialty Bibs$85.98$78.23 Shell Waist Pants$117.51$121.37 SoftShell Waist Pants$160.97$162.93 Insulated Waist Pants$135.13$145.70 Stretch Waist Pants$188.63$199.82 Fleece Waist Pants$57.46$58.49 Junior Bottoms$0.00 Carryover Bottoms$75.26$62.72 Apparel Bottoms$121.62$123.07 All Stores$99.38$102.92 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 137

SNOWBOARDING 138

Executive Summary for Snowboard ●Overall, snowboard equipment sales were down 7% in units and 3% in dollars at the end of the season. Snowboarders spent $293 million on equipment and $189 million on snowboard apparel.  Boards $137 million  Boots $85 million  Bindings $71 million ●Reverse camber snowboard sales increased 26.5% in units and brought in double the dollars sold last season. Overall, snowboard sales were down 4% in units and 2% in dollars sold and 1 in 5 snowboards were sold at or below average retail cost. ●Snowboard boots sales declined 7% in units sold and 1% in dollars sold. ●Bindings sales were down 9% in units sold and 5% in dollars sold. ●Chain store sales have declined 24% in dollars sold over the past two seasons. In 2009/2010 alone, units sold were down 19% and dollars sold declined 18% to $50 million. ●19% of all snowboard equipment was sold online in 2009/2010. Internet sales increased 1% in units and 10% in dollars this season. ●One quarter of all snowboards were sold at or below average retail cost in 2009/2010. ●Only 63% of Male Snowboarders who are heads of households have a Bachelor’s Degree or higher level of education compared to 86% of male cross country skier, and 83% of male alpine skier heads of households. ●12% of snowboarders are of Asian or Pacific Island decent, 7% are Latino, and 3% are African American. ●More than 25% of U.S. snowboarders live in the Pacific region. ●The first major wave of snowboarders was born between 1973 and 1980, just 7% of snowboard riders are older than 44 (27% of alpine skiers are 45 or older). ●8% of snowboarders reported riding in urban areas, 2% rode on a golf course, and 16% snowboarded in the backcountry outside of resort areas at least once in 2008/2009. ●26% of snowboarders also alpine ski, 29% lift weights, 10% surf, 11% ride a skateboard, 22% play tennis, 42% hike, and 20% play basketball. 139

Snowboarder Profile Source: NSGA Sports Participation Study, 2009 calendar year; NSAA Kottke National End of Season Survey 2009/2010, 2009/2010SIA Snow Sports RetailTRAK. Snowboard Participant Profile Average Age19 Gender70.3% Male, 29.7% Female Heads of Household with Bachelor’s Degree of Higher LevelMale 63%, Female 80% Average Price Paid for A Snowboard at a Specialty Shop$282.33 Average Price Paid for A Snowboard Online$271.72 Average Price Paid for Snowboard Boots at a Specialty Shop$141.29 Average Price for Bindings at a Specialty Shop$136.95 State with the Most SnowboardersCalifornia Average Number of Days Riding$11.00 Percentage of Riders who also Alpine Ski26% Total Snowboard Participation7,421,000 Number of Male Riders Between the Ages of 13 and 343,844,078 Percentage of Snowboard Riders of Asian/Pacific Island Decent11.9% Percentage of Snowboarders of Latino Decent6.6% Percentage of Snowboarders of African American/Black Decent2.6% Household Income Above $75K per Year53% 140

Snowboarder Participation The Long View Source: NSGA Sports Participation Study, 2008 calendar year. * The drop from 1996 to 1997 most likely was due to sample error, not to a participation drop. Snowboarding is on the rise since a low in 2007. The NSGA Sports Participation Report has been a source of participation trends in snow sports for more than 20 years providing excellent data on longitudinal trends. However, the results are the product of 6,300 interviews completed with a structured panel across the U.S. while the SIA Snow Sports Participation Report from the Physical Activity Council is based on more than 41,500 interviews making the results mathematically more reliable. Other differences between the two studies include counting by season (SIA/Physical Activity Council) vs. Annually (NSGA), participated at least one time (SIA/PAC) vs. two times (NSGA), and age over six years (SIA/PAC) and age over seven years (NSGA). 141

Snowboard Participation Short View Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. SIA has been working for the past three seasons as a founding member of the Physical Activity Council to gather and analyze detailed information about sports and leisure participation in the U.S. The result is a highly detailed account of 117 different activities including snow sports. During January each year, more than 41,500 responses were collected from a nationwide sample of individuals and households. Snow sports results are measured seasonally rather than annually in this study. 142

Snowboard Participation by Gender Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. 143

Snowboard Crossover What Other Activities are Popular With Riders? Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. 144

Snowboarder Participation by Age Source: NSGA Sports Participation Study, 2003 - 2009 calendar years. Even snowboard riders grow up. Notice the 12 to 17 cohort from 2005 that moved en masse into the 18 to 24 category in 2007 and began to move into the 25-34 category in 2008. This may translate into much higher participation in the 25 to 34 category in the future. 145

Snowboarder Participation by Household Income Source: NSGA Sports Participation Study, 2003-2009 calendar years. Snowboard riders are growing up and making plenty of money. 146

Snow Sports Ethnic Mix Source: SIA/Physical Activity Council 2008/2009 Snow Sports Participation. 147

Snowboard Participation – Total Counts Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. Color Density Map showing percent of Total U.S. Participation In Snowboarding Represented in Each State. Top Ten: CA - 19.4%, IL- 5.8%, ny – 5.4%, WA – 4.7%, NJ – 4.3%, mi- 4.1%, OR – 3.0%, TX – 3.7%, WI – 3.6%, FL – 3.4% 148

Snowboard Participation – Density/Per Capita Color Density Map showing percent of population that Rides in each state. Top Ten: MT- 9.0%, NH – 6.0%, UT – 5.8%, OR – 5.4%, CT – 5.4%, WA – 4.9%, ID – 4.8%, WY – 4.8%, CA – 4.6%, VT – 4.5% Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. 149

Snowboard Rider Education Levels Source: SIA/Physical Activity Council 2010 Snow Sports Participation. 150

Where Snowboarders Ride Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. 151

Snowboard Rider Participation by Region Snowboarding 2008/20092007/2008Delta Percentage of Participants Number of Participants Percentage of Participants Number of Participants Change in Number of Participants 2007/2008 to 2008/2009 New EnglandCT, ME, MA, NH, RI8.1%600,0007.6%543,00057,000 Mid AtlanticNY, NJ, PA12.8%953,00015.3%1,097,000-144,000 E. North CentralIL, IN, MI, OH, WI18.4%1,362,00017.3%1,235,000127,000 W. North CentralIA, KS, MN, MO, NE, SD5.8%429,0007.1%505,000-76,000 South AtlanticDC, DE, FL, GA, MS, NC, SC, VA, WV11.0%813,00010.5%753,00060,000 E. South CentralAL, KY, MS, TN2.1%158,0002.3%165,000-7,000 W. South CentralAR, LA, OK, TX4.3%317,0004.1%296,00021,000 MountainAZ, CO, ID, MT, NV, NM, UT, WY9.5%705,00011.0%786,000-81,000 PacificCA, OR, WA28.1%2,084,00024.8%1,779,000305,000 Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. 152

Historical Rider Visits Snowboarders as a Percent of Total Visits 2005/2006 – 2009/2010 Source: NSAA Kottke National End of Season Survey 2009/2010. For more information about the Kottke End of Season Report, please contact Paige Vickerman at pvickerman@nsaa.org. NSAA indicates drop in the Pacific Northwest is related to a reported drop in in teenage visitors. 153

Snowboard Lessons Source: NSAA Kottke National End of Season Survey 2009/2010. For more information about the Kottke End of Season Report, please contact Paige Vickerman at pvickerman@nsaa.org. 154

Snowboards Unit Sales in All Snow Sports Stores 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 155

Snowboards Dollar Sales in All Channels 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 156

Snowboards Unit Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 157

Snowboards Dollar Sales in Specialty Shops 2006/2007 – 2009/2010 Source: *SIA Snow Sports RetailTRAK August to March sales. **SIA Proprietary eBay data August 2007 to March 2008 (equipment sold as new, but not necessarily current) 158

Snowboards Unit Sales in Chain Stores 2007/2008 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 159

Snowboards Dollar Sales in Chain Stores 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 160

Snowboards Unit Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 161

Snowboards Dollar Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 162

Snowboards Best Selling Adult Models 2009/2010 Alphabetical Order Burton, Blunt Series Burton, Bullet Series Burton, Clash Series Burton Custom V-Rocker Series Burton, Deuce Series Burton Feather Series Burton, Lux Series (Women’s) Gnu, Carbon Credit BTX Series K2, Anagram Series Lib-Tech, Skate Banana 163

Snowboard Boots Unit Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 164

Snowboard Boots Dollar Sales in All Snow Sports Shops 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 165

Snowboard Boots Unit Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 166

Snowboard Boots Dollar Sales in Specialty Shops 2006/2007 – 2009/2010 Source: *SIA Snow Sports RetailTRAK August to March sales. 167

Snowboard Boots Unit Sales in Chain Stores 2007/2008 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 168

Snowboard Boots Dollar Sales in Chain Stores 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 169

Snowboard Boots Unit Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 170

Snowboard Boots Dollar Sales Online [Internet] 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 171

Snowboard Boots Best Selling Adult Models 2009/2010 Alphabetical Order Burton, Freestyle Boot Burton, Hail Boot Burton, Invader Boot Burton, Mint Boot (Women’s) Burton, Moto Boot K2, Raider Boa Coiler Boot K2, Transit Boa Boot Ride, Orion Boot Thirtytwo, Lashed Boot 172

Snowboard Bindings Units Sold by Channel (Specialty, Online and Chain Stores) 2006/2007 – 2009/2010 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. Chain data not available 2006/2007. 173

Snowboard Bindings Dollar Sold by Channel (Specialty, Online and Chain Stores) 2006/2007 – 2009/2010 174

Snowboard Equipment Inventories Inventory Units In Specialty Shops at End of Season 2006/2007 – 2009/2010 All snowboard equipment inventories were down 16% in units at specialty shops at the close of the 2009/2010 season (March 31, 2010). Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 175

Snowboard Equipment Margins Specialty Margins for Snowboard Equipment 2006/2007 – 2009/2010 All snowboard equipment margins were down slightly at specialty shops at the close of the 2009/2010. Margins are down more than 10 points since 2006/2007 Source: SIA Snow Sports RetailTRAK–Carryover included. 176

Snowboard Equipment Average Retail Price 2008/2009 vs. 2009/2010 The lowest average prices can be found in chain stores, but most high-end equipment sells online and in specialty shops. Average Retail as values 2008/20092009/2010 ChainInternetSpecialtyChainInternetSpecialty Snowboards$176.48$275.38$282.38$176.18$271.72$282.33 Snowboard Boots$96.71$129.50$134.62$104.47$128.65$141.29 Snowboard Bindings$99.46$119.71$131.01$96.87$126.50$136.95 Snowboard Equipment$121.30$173.76$175.74$123.23$179.10$181.09 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 177

Snow Sports Market Prices and Change 2008/2009 to 2009/2010  Snowboard Pants$118.34 (+$5.25)  Snowboard Top$139.58 (+$2.21)  Helmet$94.68 (+$8.21)  Snowboard $306.45 (+$5.86)  Boots$147.43 (+$6.21)  Bindings$138.85 (+$4.94)  Weekend Lift Ticket $74.21 (+$3.62) Source: SIA Snow Sports RetailTRAK–Carryover included., **2010 Kottke End of Season Report

Snowboard Apparel Unit Sales In All Snow Sports Shops 2006/2007 – 2009/2010 In 2009/2010, Snowboard apparel sales were down 6% in units sold. Source: SIA Snow Sports RetailTRAK–Carryover included. Chain data not available 2006/2007. 179

Snowboard Apparel Dollar Sales In All Snow Sports Shops 2006/2007 – 2009/2010 All Snowboard apparel dollar sales were down 4% in 2009/2010. Source: SIA Snow Sports RetailTRAK–Carryover included. Chain data not available 2006/2007. 180

Snowboard Apparel Average Retail Prices 2008/2009 vs. 2009/2010 Average Retail as values 2008/20092009/2010 ChainInternetSpecialtyChainInternetSpecialty Snowboard Tops$97.79$129.84$139.81$107.98$123.97$147.04 Snowboard Bottoms$79.48$114.86$112.48$84.77$120.30$117.77 Carryover$76.93$79.40$79.32$65.92$78.57$77.07 Snowboard Apparel$86.49$116.74$122.71$90.17$113.61$125.50 Source: SIA Snow Sports RetailTRAK–Carryover included. Chain data not available 2006/2007. 181

CROSS COUNTRY SKIING 182

Cross Country Ski Executive Summary ●Cross Country Ski Equipment sales increased 11% in dollars sold to $40 million in 2009/2010. Unit sales were unchanged from 2008/2009.  $15.8 million for skis  $13.8 million for boots  $5.5 million for bindings  $4.9 million for poles ●Cross country equipment sales were a bright spot in specialty shops this season with a 6% increase in units sold and a soaring increase of 18% in dollars sold ●Online sales of cross country equipment slowed this season with a 2% drop in units sold and 1% fewer dollars sold. Online sales totaling $6.4 million represented about 16% of all cross country equipment sales. ●Chain store sales of cross country equipment were down 29% in units and 16% in dollars. Less than 10% of all cross country equipment sales were made in chain stores and fewer chain retailers carry cross country ski equipment. ●Unusually heavy snowfall in the Southern and Mid- Atlantic states brought on by a pronounced El Niño boosted sales to record levels in the Southern region where sales were up 250% in dollars and 230% in units. ●2008/2009 participation increased 8% to more than 4 million participants ●Cross Country may be the benefactor of persons over the age of 55 years leaving alpine for physical reasons. Cross country skiing offers a low impact alternative and more than 1 in 5 participants is over 50 years old. ●The typical male cross country skier is 37 years old, has a college degree and lives in a household with average earnings above $100K per year. ●Men over 35 are far more likely to participate in cross country skiing. Almost 70% of male participants were over 35 and 38% were 45 years or older. ●Cross country participants are among the best educated, more than 1 in 5 did post-graduate work and fewer than 1 in 5 do not yet have a bachelor’s degree. 183

Cross Country Skier Participation Long View Source: NSGA Sports Participation Studies, 1994-2008 calendar years 3,627 2,517 2,338 1,935 2,560 1,695 1,665 Cross Country (XC) skiing participation is flat since 2007. The NSGA Sports Participation Report has been a source of participation trends in snow sports for more than 20 years providing excellent data on longitudinal trends. However, the results are the product of 6,300 interviews completed with a structured panel across the U.S. while the SIA Snow Sports Participation Report from the Physical Activity Council is based on more than 41,500 interviews making the results mathematically more reliable. Other differences between the two studies include counting by season (SIA/Physical Activity Council) vs. Annually (NSGA), Participated at least 1 time (SIA/PAC) vs. 2 times (NSGA), and age over 6 years (SIA/PAC) and age over 7 years (NSGA). 184

Cross Country Ski Participation Short View Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation SIA has been working for the past three seasons as a founding member of the Physical Activity Council to gather and analyze detailed information about sports and leisure participation in the U.S. The result is a highly detailed account of 117 different activities including snow sports. During January each year, more than 41,500 responses were collected from a nationwide sample of individuals and households. Snow sports results are measured seasonally rather than annually in this study. 185

Snowboard Participation by Gender Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation 186

Cross Country Crossover What Other Activities are Popular With XC Skiers? Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation 187

Age Demographics Compared Cross country skiers and snowshoers tend to continue participating at older ages than alpine skiers and snowboard riders Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation 188

Cross Country Participant Household Income Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation 189

Snow Sports Ethnic Mix Source: SIA/Physical Activity Council 2008/2009 Snow Sports Participation 190

Cross Country Skier Participation by Age Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation 191

Cross Country Skier Participation by Region Cross Country Skiing 2008/20092007/2008Delta Percentage of Participants Number of Participants Percentage of Participants Number of Participants Change in Number of Participants 2007/2008 to 2008/2009 New EnglandCT, ME, MA, NH, RI, VT9.6%398,00010.4%402,000-4,000 Mid AtlanticNY, NJ, PA13.8%574,00017.2%662,000-88,000 E. North CentralIL, IN, MI, OH, WI20.6%856,00017.4%671,000185,000 W. North CentralIA, KS, MN, MO, NE, SD9.5%396,0009.9%381,00015,000 South Atlantic DC, DE, FL, GA, MS, NC, SC, VA, WV 8.7%362,00011.0%424,000-62,000 E. South CentralAL, KY, MS, TN1.6%68,0002.6%101,000-33,000 W. South CentralAR, LA, OK, TX5.8%240,0005.4%207,00033,000 MountainAZ, CO, ID, MT, NV, NM, UT, WY9.2%383,0009.5%367,00016,000 PacificAK, CA, HI, OR, WA21.2%880,00016.5%634,000246,000 Source: SIA Snow Sports Participation Study from the Physical Activity Council Study 2007/2008 – 2008/2009 192

Cross Country Skier Profile 2009/2010 Cross Country Ski Participant Profile Average Age of Cross Country Skiers38 Gender58.1% Male, 41.9% Female Heads of Household with Bachelor’s Degree of Higher LevelMale 86%, Female 86% Average Price Paid for Cross Country Skis in a Snow Sports Specialty Shop$158.89 Average Price Paid for Cross Country Skis Online$154.71 Average Price Paid for Cross Country Bindings in a Snow Sports Specialty Shop$55.02 Average Price Paid for Cross Country Boots in a Snow Sports Specialty Shop$110.71 Average Number of Days Cross Country Skiers Participate9.8 Percentage of Cross Country Skiers Who Ride Road Bikes42.8% Percentage of Cross Country Skiers Who Walk for Fitness57.0% Percentage of Cross Country Skiers Who Alpine Ski43.0% Percentage of Cross Country Skiers With Household Income >$100,00034.0% 193

Cross Country Ski Equipment Unit Sales In All Snow Sports Stores 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. Chain data not available 2006/2007. 194

Cross Country Ski Equipment Dollar Sales In All Snow Sports Stores 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. Chain data not available 2006/2007. 195

Cross Country Ski Equipment Average Retail Prices 2008/2009 vs. 2009/2010 Average Retail as values ChainInternetSpecialty XC SkisXC BootsXC BindingsXC PolesXC SkisXC BootsXC BindingsXC PolesXC SkisXC BootsXC BindingsXC Poles 2006/2007 n/a $144.57$84.44$43.94$45.43$132.96$94.94$47.56$33.33 2007/2008 $125.02$74.14$37.69$33.02$143.83$80.55$48.80$44.13$134.25$95.66$48.71$31.10 2008/2009 $101.12$56.81$45.20$39.87$140.57$85.24$45.92$39.78$144.97$96.02$50.21$34.09 2009/2010 $131.89$82.11$54.64$30.67$154.78$73.22$56.91$50.99$158.89$110.71$55.02$36.48 Source: SIA Snow Sports RetailTRAK–Carryover included. Chain data not available 2006/2007. 196

Cross Country Equipment Inventories Specialty Inventory Levels for Cross Country Ski Equipment 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK, Specialty Channel. 197

Cross Country Equipment Margins Specialty Retail Margins for Cross Country Ski Equipment 2006/2007 – 2009/2010 Cross country equipment margins are on the rise, up almost 2 full points in 2009/2010. Source: SIA Snow Sports RetailTRAK, Specialty Channel. 198

Telemark Skiing 199

Telemark Ski Participation Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation SIA has been working for the past three seasons as a founding member of the Physical Activity Council to gather and analyze detailed information about sports and leisure participation in the U.S. The result is a highly detailed account of 117 different activities including snow sports. During January of each year, more than 41,500 responses are collected from a nationwide sample of individuals and households. Snow sports results are measured seasonally rather than annually in this study. 200

Telemark Ski Equipment Unit Sales In All Stores 2006/2007 – 2009/2010 Telemark equipment unit and dollar sales declined 5% in all stores (specialty, chain, and Internet) during 2009/2010. Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 201

Telemark Ski Equipment Dollar Sales In All Stores 2006/2007 – 2009/2010 Telemark equipment unit and dollar sales declined more than 30% over the past two seasons. Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 202

Telemark Ski Equipment Average Retail Prices 2006/2007 – 2009/2010 Telemark ski and bindings prices dropped in the chain store and specialty channels 2009/2010 season, but online prices increased. Average Retail Price by Channel ChainInternetSpecialty All Stores 2007/20082008/20092009/20102006/20072007/20082008/20092009/20102006/20072007/20082008/20092009/2010 Telemark Skis $401.60$356.44$330.86$338.77$344.04$316.10$291.57$342.12$387.03$332.30$289.29$335.75 Telemark Boots $486.49$466.30$527.84$412.43$435.24$441.49$458.63$423.53$468.18$464.44$474.07$449.13 Telemark Bindings $142.60$167.82$136.65$148.32$159.46$180.26$194.66$134.96$145.41$152.81$140.81$155.52 Telemark Ski Equipment $270.92$275.06$223.98$256.47$280.96$288.97$297.96$270.21$300.78$287.39$282.57$280.06 Source: SIA RetailTRAK Snow Sports Topline –Carryover included. 203

Backcountry–Randonee/AT 204

Backcountry Participation Participation 2008/2009 Source: Physical Activity Council (SIA is a founding member), Sports, Fitness, and Recreation Participation Report 2010. Equipment Type Participants Report Skiing/Riding in Non-Resort Backcountry Participants Report Skiing/Riding in Resort Backcountry (side country) Alpine/Telemark/Randonee AT Skis (total participants 10,919,000)1,518,000677,000 Snowboard (total participants 7,421,000)1,054,0001,210,000 Snowboarders often define schoolyard rails, local sledding hills, and other more suburban settings as backcountry due to constraints in the participation survey definitions. Skiing participation reported in the backcountry is usually a report on what would traditionally be understood as backcountry activity and there are far more skiers in the traditional backcountry settings than snowboarders. 205

Randonee/AT Ski Equipment Unit Sales in All Snow Sports Stores 2006/2007 – 2009/2010 Backcountry sales continued the unlikely growth of the 2008/2009 season into the 2009/2010 season. Unit sales are up a solid 23% over the past two seasons. Source: SIA Snow Sports RetailTRAK–Carryover included. 206

Randonee/AT Ski Equipment Dollar Sales in All Snow Sports Stores 2006/2007 – 2009/2010 Dollar sales increased 12.5% in 2009/2010. Backcountry is one of the hottest equipment categories in snow sports. Source: SIA Snow Sports RetailTRAK–Carryover included. 207

Randonee/AT Ski Equipment Unit Sales in Specialty Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 208

Randonee/AT Ski Equipment Unit Sales in All Snow Sports Stores 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 209

Randonee/AT Ski Equipment Unit Sales in Chain Stores 2006/2007 – 2009/2010 Chain stores are carrying less backcountry equipment and is the only channel with a decrease in sales as consumers seek more specialized products and services in snow sports specialty shops and online. Source: SIA Snow Sports RetailTRAK–Carryover included. Chain sales not available in 2006/2007. 210

Randonee/AT Ski Equipment Dollar Sales in Chain Stores 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included, Chain store sales not available in 2006/2007. 211

Randonee/AT Ski Equipment Unit Sales Online 2006/2007 – 2009/2010 Backcountry consumers prefer to purchase online, consumers clicked to buy 65% of all equipment units sold in snow sports channels. Source: SIA Snow Sports RetailTRAK–Carryover included. 212

Randonee/AT Ski Equipment Dollar Sales Online 2006/2007 – 2009/2010 Dollar Sales online have increased 85% online since 2006/2007 and last season 47% of all backcountry dollars sold in snow sports sales channels came from online sales. Source: SIA Snow Sports RetailTRAK–Carryover included. 213

Randonee/AT Ski Equipment Unit Sales in Outdoor Specialty 2008 – Q2 2010 Outdoor channels are measured separately from snow sports channels and on an annual rather than a seasonal basis. Snow sports channels are measured monthly November - March and in a single period from August 1 to October 31. Source: Leisure Trends Group Outdoor RetailTRAK. 214

Randonee/AT Ski Equipment Dollar Sales in Outdoor Specialty 2008 – Q2 2010 Source: Leisure Trends Group Outdoor RetailTRAK. Outdoor channels brought in $12 million from January 2009 – June 2010 while snow sports channels brought in $9.7 million during the 2009/2010 season. 215

Randonee/AT Ski Equipment Retail Margins Outdoor v. Snow Sports 2009/2010 Source: SIA Snow Sports RetailTRAK and Leisure Trends Group Outdoor RetailTRAK. Outdoor specialty retailers reported lower margins on backcountry equipment than snow sports specialty retailers. 216

Randonee/AT Ski Equipment Average Retail Prices 2006/2007 – 2009/2010 Snow Sports and 2010 Q2 for Outdoor Specialty Source: SIA Snow Sports RetailTRAK and Leisure Trends Group Outdoor RetailTRAK. Average Retail Prices 2006/20072007/20082008/20092009/2010 Chain Randonee/AT Skis$0.00$392.96$402.38$421.83 Randonee/AT Boots$0.00$532.13$485.68$561.82 Randonee/AT Bindings$0.00$329.73$367.71$401.91 Randonee/AT Ski Equipment$0.00$407.00$429.19$468.36 Internet Randonee/AT Skis$369.28$410.85$401.70$406.04 Randonee/AT Boots$423.59$537.63$468.52$477.31 Randonee/AT Bindings$333.93$308.18$351.62$359.52 Randonee/AT Ski Equipment$371.61$405.62$419.59$420.03 Snow Sports Specialty Randonee/AT Skis$462.53$425.12$408.01$388.43 Randonee/AT Boots$471.53$528.58$514.20$535.83 Randonee/AT Bindings$325.34$328.36$321.67$332.81 Randonee/AT Ski Equipment$411.57$428.42$438.89$448.87 2008Q12009 Q12010 Q1 Outdoor Specialty Randonee/AT Skis $452.10$426.39$410.28 Randonee/AT Boots $553.69$532.52$513.56 Randonee/AT Bindings $343.85$336.00$327.43 217

SNOWSHOEING 218

Snowshoeing Participation Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation. SIA has been working for the past three seasons as a founding member of the Physical Activity Council to gather and analyze detailed information about sports and leisure participation in the U.S. The result is a highly detailed account of 117 different activities including snow sports. During January each year, more than 41,500 responses were collected from a nationwide sample of individuals and households. Snow sports results are measured seasonally rather than annually in this study. 219

Snowshoes Participation by Gender 2008/2009 3,431,000 Snowshoe Participants in 2008/2009 Source: Physical Activity Council (SIA is a founding member), Sports, Fitness, and Recreation Participation Report 2010. 220 58 Percent

Snowshoes Unit Sales in all Snow Sports Shops 2006/2007 – 2009/2010 Snowshoe sales in all stores (specialty, chain, and Internet) declined by less than 1% or 1,000 units in 2009/2010. Source: SIA Snow Sports RetailTRAK–Carryover included. 221

Snowshoes Dollar Sales in all Snow Sports Shops 2006/2007 – 2009/2010 Although unit sales were flat, snowshoe sales brought in more than $2 million more dollars, or 14% more in 2009/2010. Source: SIA Snow Sports RetailTRAK–Carryover included. 222

Snowshoes Unit Sales in Outdoor Specialty Shops 2006/2007 – 2009/2010 Snowshoe sales in all stores (specialty, chain, and Internet) declined by less than 1% or 1,000 units in 2009/2010. Source: Outdoor RetailTRAK–Carryover included. 223

Snowshoes Dollar Sales in Outdoor Specialty Shops 2007 – Q2 2010 152,760 pairs of snowshoes were sold in snow sports specialty shops compared with about 50,000 in outdoor specialty over comparable (August to March) time periods. Source: Outdoor RetailTRAK–Carryover included. 224

Snowshoes Dollar Sales in Outdoor Specialty Shops 2007 - Q2 2010 Source: Outdoor RetailTRAK–Carryover included. 225

Snowshoes Margins in Outdoor Specialty and Snow Sports Specialty Compared 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 226

Snowshoes Average Retail Price 2009/2010 Average Retail as values ChainInternetSnow Sports Specialty 2006/2007$0.00$114.02$119.27 2007/2008$105.73$119.45$130.20 2008/2009$105.05$120.06$120.83 2009/2010$122.79$137.20$132.99 Outdoor Outdoor Specialty 2007 $134.82 2008 $139.40 2009 $139.11 2010 Q1 & Q2 $145.06 Snowshoes are purchased at higher prices in outdoor specialty shops. Source: SIA Snow Sports RetailTRAK–Carryover included. 227

EQUIPMENT ACCESSORIES 228

Equipment Accessories Unit Sales In All Snow Sports Shops 2007/2008– 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 229

Equipment Accessories Dollar Sales In All Snow Sports Shops 2007/2008 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 230

Equipment Accessories Unit Sales In Specialty Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 231

Equipment Accessories Dollar Sales In Specialty Shops 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 232

Equipment Accessories Unit Sales In Chain Stores 20067/2008 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 233

Equipment Accessories Dollar Sales In Chain Stores 2007/2008 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 234

Equipment Accessories Unit Sales Online 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 235

Equipment Accessories Dollar Sales Online 2006/2007 – 2009/2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 236

Total Equipment Accessories Product Mix of Sales in All Snow Sports Shops 2009/2010 Dollars Units Source: SIA Snow Sports RetailTRAK–Carryover included. 237

Equipment Accessories Average Retail Prices 2006/2007 - 2009/2010 Average Retail as values GogglesSunglassesAuto RacksSnowshoesHelmets Technical Day Packs LuggageWax Snowboard Accessories Chain 2007/2008 $34.97$59.64$88.16$105.73$67.61$50.11$42.78$9.08$11.69 2008/2009 $34.00$56.92$89.35$105.05$67.30$51.57$45.21$9.42$10.97 2009/2010 $35.79$58.94$104.35$122.79$67.62$59.75$46.84$9.79$11.39 Internet 2006/2007 $47.21$62.07$83.68$114.02$71.26$87.96$58.44$9.33$17.36 2007/2008 $58.40$56.23$93.79$119.45$71.91$88.85$64.91$14.66$15.15 2008/2009 $51.12$50.45$101.88$120.06$65.99$75.42$58.47$22.08$13.85 2009/2010 $60.65$51.16$118.89$137.20$77.34$76.31$57.87$13.20$15.92 Specialty 2006/2007 $51.63$50.48$96.77$119.27$81.31$63.40$56.30$11.93$13.63 2007/2008 $53.90$56.23$102.81$130.20$80.71$62.89$56.75$12.11$11.90 2008/2009 $55.54$57.19$104.85$120.83$80.67$66.19$55.26$11.99$11.22 2009/2010 $57.11$54.37$108.30$132.99$85.58$70.29$59.60$12.92$11.88 All Stores$51.03$54.78$100.30$119.64$79.23$69.20$55.51$11.97$12.35 Source: SIA Snow Sports RetailTRAK–Carryover included. 238

APPAREL ACCESSORIES 239

Apparel Accessories Unit Sales in All Snow Sports Shops 2007/2008 – 2009/ 2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 240

Apparel Accessories Dollar Sales in All Snow Sports Shops 2007/2008 – 2009/ 2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 241

Apparel Accessories Unit Sales in Specialty Shops 2007/2008 – 2009/ 2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 242

Apparel Accessories Dollar Sales in Specialty Shops 2007/2008 – 2009/ 2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 243

Apparel Accessories Unit Sales in Chain Stores 2007/2008 – 2009/ 2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 244

Apparel Accessories Dollar Sales in Chain Stores 2007/2008 – 2009/ 2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 245

Apparel Accessories Unit Sales in Online 2006/2007 – 2009/ 2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 246

Apparel Accessories Dollar Sales in Online 2006/2007 – 2009/ 2010 Source: SIA Snow Sports RetailTRAK–Carryover included. 247

Total Apparel Accessories Product Mix of Sales in All Snow Sports Shops 2009/2010 Units Dollars Source: SIA Snow Sports RetailTRAK–Carryover included. 248

Apparel Accessories Average Retail Prices 2006/2007 – 2009/2010 Average Retail as values Winter BootsGlovesMittsSocksBase LayerTurtlenecksHeadwearNeck GaitersOther Apparel Chain 2007/2008$75.99$27.53$24.16$14.03$27.32$27.87$19.07$15.35$22.66 2008/2009$64.56$27.91$22.93$13.48$28.12$27.13$18.68$15.36$22.01 2009/2010$68.23$29.87$24.31$15.19$28.26$29.92$19.37$17.60$25.87 Internet 2006/2007$70.64$38.47$42.44$11.02$30.69$44.38$19.40$14.48$28.88 2007/2008$83.31$38.13$46.00$8.65$30.98$46.16$20.96$21.64$26.50 2008/2009$82.95$37.84$40.18$10.49$31.13$48.88$19.63$21.27$25.08 2009/2010$89.73$41.97$45.58$10.38$33.15$52.39$21.22$23.24$28.70 Specialty 2006/2007$79.99$39.16$37.02$14.70$36.07$47.17$22.75$14.47$23.77 2007/2008$86.91$39.92$37.43$14.94$37.41$53.52$23.10$14.93$24.86 2008/2009$89.06$39.96$38.28$15.38$38.52$55.51$22.51$14.99$24.18 2009/2010$97.13$40.54$39.81$16.70$41.44$55.96$23.45$16.65$25.90 All Stores$82.35$36.54$35.73$14.70$34.32$50.10$21.61$15.48$24.71 249

Snow Sports Rental Market 250

Snow Sports Rental Market The typical rental operation is a combination retail and rental shop that provides rental equipment (including helmets) each season to approximately: 26,000 skiers, 4,000 snowboarders, 1,000 cross country skiers, and 50 snowshoe renters. Each season they replace: 1/3 of their alpine inventory, 1/4 of their snowboard inventory, 1/5 of their cross Country equipment inventory, and 1/6 of their snowshoe inventory. According to the National Ski Areas Association Economic Analysis Report, resorts earned more than 4% of their annual income from rental operations. Source: SIA Rental Equipment Survey 2009, NSAA Economic Analysis 2009 251

Snow Sports Rental Market Rentals 2005/2006 – 2008/2009 Source: Leisure Trends Group special report for SIA on Rentals and Services 2005/2006 to 2008/2009 252

Snow Sports Equipment Services Market Service Receipts 2005/2006 – 2008/2009 Source: Leisure Trends Group special report for SIA on Rentals and Services 2005/2006 to 2008/2009. 253

●Resort stores gain the largest percentage (51.5%) of sales from rental and services programs. All channels have a similar percentage of sales from shop services with resort shops contributing the most (12.3%) and snowboard shops the least (9.7%). ●Cross country focused shops are the least likely to have no rental equipment or services, but the amount of sales contributed (20%) is smaller than either specialty shops (28.5%) or resort stores (51.5%). ●Snowboard specialty shops are the least likely retail operations to have rental or service programs in place. Snow Sports Rental Market Source: 2006/2007 SIA Distribution Study. 254

Snow Sports Rental Market Source: SIA Sales Survey 2006 – 2010. 255

SNOWSPORTS CONSUMER PANEL 256

SnowSports Consumer Panel Source: SIA SnowSports Consumer Panel For more information, please contact Kelly Davis at 703.556.9020. Five years ago, SnowSports Industries America (SIA), developed a product called the SnowSports Consumer Panel to track consumer participation and buying habits. Using the SnowSports Consumer Panel, SIA now provides a product that delves deeper into the snow sport customer mind. The panel is an online consumer research survey system devoted to understanding the consumer of winter sports products. It is a unique tool which enables SIA to examine, through market research, changing consumer behaviors, attitudes and perceptions. SnowSports Consumer Panel members are US residents, 16 years or older, that have participated at least once in any of the following sports: alpine skiing, backcountry skiing and/or riding, snowboarding, telemark skiing, cross country skiing or snowshoeing. The panel currently consists of 5,000 participants and is growing daily. Panel members are pre-recruited by using SIA’s consumer websites (Snowlink.com, WinterFeelsGood.com, and WinterTrails.org), BEWI SnowSports Expos databases and a partnership with Gen A Marketing (a division of the National Sports Network, LLC). The data can be projected to the winter sports community. 257

SnowSports Consumer Panel 2009/2010 Survey Results Source: SIA SnowSports Consumer Panel. For more information, please contact Kelly Davis at 703.556.9020. The first SIA Consumer Panel Poll of the 2009/2010 season was conducted in December 2009 and the results indicate that skiers and riders will be affected but not deterred by dismal economic conditions. The panel responses dovetailed nicely with the information SIA receives from monitoring retail sales across the country; that skiers and riders are spending conservatively but they still plan to ski and ride. 258

SnowSports Consumer Panel 2009/2010 Survey Results Source: SIA SnowSports Consumer Panel End of Season Survey 2010. We asked Panel members where they go for information about snow sports equipment, resorts, trends, apparel, events and athletes. The Internet has become their primary source. 259

SnowSports Consumer Panel 2009/2010 Highlights Source: SIA SnowSports Consumer Panel. For more information, please contact Kelly Davis at 703.556.9020. Many participants are waiting at least 6 years before they buy new equipment. The problem is particularly pronounced in the cross country category. Consumers replace alpine skis and snowboards with the highest frequency but they are more reticent to replace their well-worn, reliable and comfortable boots. We asked SnowSports Panel members to describe in their own words why they participated less, or more than they did last season. Their answers centered around snow conditions, health, money, and free time. Here’s a sample:  “I had an injury mid-season last season that kept me off the snow for 4 weeks.”  “I was laid off from my job and had the time to search out deals and take advantage of them.”  All 214 reasons for participating less often in 2009/2010 are provided in the Consumer Panel End of Season Report appendix. 260

SALES REPS 261

Manufacturers of snow sports equipment hire sales reps to promote and sell their products to buyers or retailers. There are three types of sales reps: independent sales reps, manufacturers, reps and tech reps. Independent Sales Reps: This group of reps makes up slightly more than 90% of all reps. They are sales agents for the manufacturers of industry products; however, they carry several product lines and work for themselves or sometimes with a partner. So they are their own small company or business. They sell different brands from different companies and also various products that retailers need to buy for their shops. All of their income is derived from commissions. They also pay their own expenses like travel, benefits, etc. Manufacturers Reps: This group of reps makes up 10% or less of all reps. These reps receive a salary and commission and work exclusively for one company selling their brands only. Most small start up companies will begin this way. Tech Reps: This type of rep is usually a young, new person, which may work part-time or full-time for an Independent rep. They tend to do more of the grunt work for the actual rep. Some are paid directly by the company. Sales Reps 262

The History of Snow Sports 263

Skiing, the winter form of recreation as we know it today, is a relatively modern invention. It actually began in response to the need of people in cold snowy climates to have some means of transportation during the winter. The word “ski” has a Northern European linguistic root, describing a splinter cut from a log. It also became the Scandinavian term for shoe and was pronounced “shee”. It is known that skis called “hotling skis” were used by prehistoric inhabitants of Scandinavia since remnants of their skis have been found in peat bogs that archaeologists say are close to 5000 years old. Rock carvings of skiers have been found in northern Norway that date back to 2000 B.C., supporting the theory that skiing originated in the Stone Age. The first recorded reference to skiing activity did not come until 900 A.D. when a man named Snoore, a writer of sagas, described Vikings as “good skiers”. For the next 300 years, skis served as a means for simple transportation, for herding reindeer, and hunting. Skiing technique was cross country in nature and equipment was primitive. Regular winter clothing was worn with a soft-leather mukluk type of boot to keep the feet warm. Skis were made of wood with straps of bark, straw or leather fastened through vertical holes to harness the foot to each ski. Other skis of that period were long pieces of wood hollowed out like canoes with a raised platform. Ski poles, as we know them, were not used. Rather, skiers carried one long stick for balance and braking. The History of Snow Sports 264

The Divergence of Cross Country and Alpine Skiing In the years between 1300 and 1800, the soldiers of Norway, Sweden, Russia and Finland put on skis during the winter months for military missions. The Norwegians had over 1,500 ski troops by the year 1776 and had written the first ski instruction book. In 1767, the first military ski competition was held in Norway. The meet consisted of four events: shooting while skiing at full speed down a hill; skiing through a deep wooded section; skiing down steep hills without poles; and a cross country run with a pack and rifle. This was the first formal separation of alpine and cross country skiing. In 1820, the first advertisements for skis appeared in newspapers in Oslo, and the first ski dealers were in operation. But it was not until the middle of 1800 that skiing began to take hold as a sport. In 1840, Sondre Norheim, in his book The Story of Skiing, discovered the possibility of landing from a jump not on flat ground. Hence, the ski jump was invented. At about the same time, a skier from Laplands won a cross country race by using two shorter poles in each hand instead of one long pole. This was the transition from skiing for utility to skiing for pleasure. By the end of the 19th century, skiing had spread throughout Europe. The U.S. Norwegian immigrants brought skis into the U.S. that were 12 feet long and soon organized ski races in the Sierra Nevada. The first ski club was formed in 1861 in Norway called the Trysil Shooting and Skiing Club. Inventions of the 1930’s included. the steel-edged ski, ski bindings (that could hold the boot securely to the ski) and uphill transportation (rope tows, chairlifts, bars, etc.) which brought skiing into the modern era. It was no longer necessary to be a superior athlete to enjoy the sport. These developments, coupled with the 1932 Winter Olympics at Lake Placid, NY, sparked a new and exciting interest in American skiing. The History of Snow Sports 265

The Birth of the Modern Ski Industry No alpine ski areas existed in 1932 when the Winter Olympic Games came to America for the first time. Cross country events were the only ski events held at Lake Placid. With the installation of a crude rope tow on a hill outside of Woodstock, VT, in 1934, the ski area industry was born. By 1940, the infant ski industry was marked by new ski lift construction from New Hampshire to the far West. Following WWII - and the return of the famed 10th Mountain Division ski troops from the Alps to U.S. ski slopes - the sport of alpine skiing snowballed. By 1955, there were 78 lifts serving ski areas in North America. That figure skyrocketed to over 650 in the next decade, many located in regions not necessarily noted for abundant snowfall or big mountains. Ski areas began popping up in New England, the Midwest and Rocky Mountains. Lodges and resorts were being built to accommodate the large numbers of skiers that flocked to the areas on weekends. Railroads began operating “snow trains” to ski areas. Skiing equipment and warm clothing were in great demand and a new industry was born. The impetus behind the dramatic growth in ski facilities was the invention of snowmaking equipment in the mid-1950s, a technological development that not only lengthened the ski season in the snow belt states, but made the sport possible in areas where natural snowfall was less than abundant. Machine-made snow brought the sport within reach of millions of new skiers in the 1960s because it helped assure snow on the lower hills close to major urban areas. Another parallel development in the 1950s and ‘60s was the advent of mass marketing of the sport to non-skiers, a movement initiated by a Vermont ski area, Mount Snow, in 1954. Before its development, a few big resorts tailored their facilities to the beginner-intermediate skier. Mount Snow installed a huge network of bulldozed trails suitable for the lower-level skier and proved that what had previously been done for only 1,000-2,000 skiers could easily be done for 10,000. The move also greatly improved revenues. The History of Snow Sports 266

The Development of Alpine Skiing in the U.S. Just as resorts were burgeoning throughout North America, the equipment kept pace. Technological advances in ski boots and bindings design made alpine and cross country skiing more accessible to the outdoors-oriented, recreational participant. The first modern revolution in skis occurred in the mid-1960’s when Howard Head developed the metal ski, freeing skis from their wooden roots. Soon after, skis were constructed of various materials included. more exotic metals and fiberglass. In boots, Lange charted a new course with the buckle boots that replaced laces. Plastic boots replaced leather in the early 1970’s. Bindings evolved from simple straps, to steel cables, to today’s step-in marvels of engineering. Because Mother Nature has created a short season (November to April) for the snow sports industry, capital improvements in the form of snowmaking have been necessary to extend the number of days available for the sport. Snowmaking in the modern day has expanded the snow sports season and improved conditions on thousands of runs nationwide. The majority of large ski resorts in the United States are located in remote parts of the country. These resorts have the most consistent snowfall and are less affected by variations in the weather. Over the years, advances in technology have made these large resorts more accessible to more people. Smaller resorts serve populations closer to urban centers and are more dependent upon weather conditions. However, lately, many of these small local resorts have closed while larger resorts like Whistler, Mammoth, Aspen, and larger resorts in the Northeast have expanded their ski-able acres. Today, technological advances in ski shape, edges, and materials used for the core and other construction materials have made skiing easier, more comfortable and more fun. Terrain parks spurred the growth in sales of twin tip skis that are the same at the tip and the tail placing the skier in the center of the ski allowing backwards and/or forwards skiing. Additionally, twin tips give skiers more balance and pop for the drops, jumps, and rails in terrain parks than traditional alpine skis. Today, skis with fatter waists are trending upward and before long nobody will ski with less than 80mm of ski underfoot. The History of Snow Sports 267

Snowboarding In 1964, Sherman Poppen, a young surfer built a surfboard for the snow. His first prototype was a simple plastic plank: two kids' skis bolted together. It was a present for his daughter Wendy which soon gained popularity among her friends in the neighborhood. Poppen put his idea into production a year later in 1965 in partnership with a bowling ball manufacturer, and that first production snowboard was called the "snurfer" (= snow-surfer). For the unbeatable price of $15, one million snurfers were sold in the 10 years following, and Mr. Poppen soon began to establish a competition series. But the snurfer as a mass phenomenon disappeared and is only fondly remembered as an uncontrollable toy. The idea itself may have died with Poppen’s snurfer if it weren’t for guys like Dimitrije Milovich and Jake Burton-Carpenter. In 1970, Milovich, who was an east coast surfer, had an idea while he was sliding around on cafeteria trays in the snow of upstate New York. He started to develop snowboards following the example of the new short surf boards. He even used rudimentary steel edges - an idea he soon gave up because he only rode in deepest powder anyway. He experimented with laminating glass and gravel on the board and also used nylon straps. His company "Winterstick" was the first snowboard company. In 1975, they were mentioned in American magazines like Newsweek and Playboy, but by 1980, the company was broke. Jake Burton, a 23-year-old student back then, was completely into snurfing and kept on improving the toy in an effort to make it into a real tool for sliding down the mountain. Jake was always looking for new details to improve his riding. In 1977, he started his own company in Vermont. Jake started with a small edition of a "snowboard" – a flexible wooden plank with water ski bindings. A few sold at the "high" price of $38 and it really didn’t look like the start of the biggest winter sport revolutions on our slopes, nor did it look like the birth of the biggest snowboard company today. The History of Snow Sports 268

Snowboarding At the same time Jake was selling his first snowboards, former skateboard champion Tom Sims, addicted to snurfing as well, started to produce snowboards. Bob Webber developed the famous "yellow banana" board in 1977, made of polyethylene. Chuck Barfoot invented fiberglass in the snowboard production in the following year. Most of the first Boards didn't have bindings and relied on a control-leash instead. They were not allowed on the public slopes in ski resorts, and of course the first boarders had to sneak into resorts by night or ride backcountry to avoid being arrested for trespassing. In 1979, at the annual Snurfer contest held in Michigan, pro snurfer Paul Graves performed a freestyle demo and made the crowd scream by showing four sliding 360s, dropping down on one knee for part of the course, and dismounting off his board at the finish with a front flip. At the same event, Jake Burton Carpenter tried to enter on his own equipment. There were protests about his non-Snurfer snowboard design. Paul Graves and others stood up for Jake's right to race and an open/modified division was created which only Jake entered and won. That race was considered the first competition for snowboards and is the birth of what has now become competitive snowboarding Ski technology materials improved the gliding abilities of the boards, and later on, the first high-back bindings were produced by snowboard pioneers Flite, founded in 1974. More and more riders took off the fins, and slowly but surely, the "snurfer" turned into a controllable "snowboard" and an accepted sporting good. Already in 1981, Ski Cooper in Leadville, Colorado, saw the first snowboard contest. One year later, the first National Snowboard Championships were held at Suicide Six near Woodstock, Vermont. Downhill racers were timed at 60 mph. In 1985 models like Sims 1500 FE and Burton Performer finally brought the comeback of the steel edge! The History of Snow Sports 269

Snowboarding In 1982 the first National Snowboard race was held near Woodstock, Vermont at Suicide Six. In 1983 the first World Championship half-pipe competition was held at Soda Springs, California. Tom Sims founder of Sims Snowboards organized the event with the help of Mike Chantry, snowboard instructor at Soda Springs Snowboarding's growing popularity is reflected in its recognition as an official sport: in 1985, the first World Cup was held in Zürs, Austria. The International Snowboard Association (ISA) was founded in 1994 to provide universal contest regulations. In addition, the United States of America Snowboard Association (USASA) provides instructing guidelines and runs snowboard competitions in the U.S.; high-profile snowboarding events like the Olympic Games, Winter X- Games, U.S. Open, and other events that are broadcast worldwide. Initially, ski areas adopted the sport at a much slower pace than the winter sports public. Indeed, for many years, there was animosity between skiers and snowboarders, which lead to an ongoing skier vs. snowboarder feud. Early snowboards were banned from the slopes by park officials. In 1985, only seven percent of U.S. ski areas allowed snowboarding, with a similar proportion in Europe. As equipment and skills improved, gradually snowboarding became more accepted. In 1990, most major ski areas had separate slopes for snowboarders. That was the year Vail built the first terrain park which attracts both skiers and snowboarders with rails, superpipes, slopestyle jumps and drops. Now, approximately 97% of all ski areas in North America and Europe allow snowboarding, and most maintain terrain parks. One of the few holdouts in North America was Taos Ski Valley, but on March 18, 2008, they finally welcomed snowboarders to their resort. Deer Valley, Mad River Glen, and Alta have no plans to lift their bans on snowboarding for the 2010/2011 season. The History of Snow Sports 270 Sources: Bulgariaski.com, Transworld Snowboarding.

Appendix 271

StudyContact 2010 NSGA Sports Participation Study: Snow Sports, National Sporting Goods Association NSGA, 847.296.NSGA http://www.nsga.org NSAA Kottke National End of Season Survey 2009/2010NSAA, 303.987.1111 http://www.nsaa.org SIA Snow Sports/Physical Activity Council Sports Participation StudySIA, 703-506-4224 http://www.snowsports.org SIA Snow Sports RetailTRAK, Leisure Trends GroupSIA, 703.556.9020 http://www.snowsports.org Average Snow Sports Specialty Shop front, Leisure Trends GroupSIA, 703.556.9020 http://www.snowsports.org SIA Snow Sports Consumer PanelSIA, 703.556.9020 http://www.snowsports.org http://www.snowsports.org National Climate Data Center, NOAA Satellite and Information Service, United States Department of Commerce 151 Patton Avenue Asheville NC 28801-5001 828.271.4800 http://www.noaa.gov Bibliography SIA offers research reports to both members and non-members. Please contact Chris Semon for more information, at 703.556.9020. 272

The Snow Sports RetailTRAK monitors retail sales and inventory levels by using a representative sample of retail stores throughout the country that sell alpine, cross country and snowboard hardgoods merchandise. The sample stores send to Leisure Trends their month-end sales and inventory files in a variety of ways such as email, modem transfer and diskette/tape. While specialty stores report inventory data, chain stores and Internet stores do not. The end of October report (sales from August, 2010 through the end of October, 2010) represents data from urban and suburban locations. In a normal year, resort shops report sales beginning in the month of November. The data from panel stores are used to create a computer model that projects the sample data to the total population of stores selling alpine, cross country and snowboard merchandise. In 2007 we conducted a distribution survey of snow sport stores and identified around 1,900 specialty storefronts and 1,634 chain store fronts. Each year, there are changes to the panel. These changes are caused by any number of reasons including closed stores, unwillingness to cooperate, data integrity issues and panel refinements. Source: SIA Snow Sports RetailTRAK Methodology and Sample Size SIA Snow Sports RetailTRAK 273

Seasonal Publication dates:Release Dates: 1. August – OctoberDecember 7, 2009 2. NovemberJanuary 5, 2010 3. DecemberFebruary 5, 2010 4. JanuaryMarch 5, 2010 5. FebruaryApril 5, 2010 6. MarchMay 5, 2010 Source: SIA Snow Sports RetailTRAK Methodology and Sample Size SIA Snow Sports RetailTRAK The following table represents the 2009/2010 snow sport panels by channel of distribution: Retail ChannelWestMidwestEastTotals - Chain287272217776 - Specialty27285135492 - Internet / Catalog* Totals5593573521,268 * The Internet & Catalog retail channel for the 2009/2010 Snow Sports RetailTRAK consists of 17 Internet & Catalog retail managements which represent nearly 40% of the total Internet/catalog snow sports sales. 274

1. Specialty Shops: ●Higher priced merchandise ●More technical products ●Annual average sales per storefront: $1.5 million ●These are stores like Alpine Hut, Blades Board & Skate, Mesabi, Hudson Trail Outfitters, Retail Concepts (Sun & Ski Sports), Blue Ridge Mountain Sports Rental & Service Sales: (new in 2006/2007) Topline Sales only ●Includes sales from specialty and resort shops only, no chains. 2. Chain Stores: ●Lower priced merchandise ●Less technical products ●These are stores like Gart Sports / Sports Authority, Dunham’s, REI, Sport Chalet, Dicks Sporting Goods 3. Internet & Catalog Sales: (new in 2006/2007) includes Topline + Brand/Model level sales ●Includes sales from stand-alone catalog businesses, Internet only retailers and from brick & mortar stores that have Internet/Catalog sales. Additionally, we do not distinguish between Internet sales from specialty and chain stores. SIA Snow Sports RetailTRAK Retail Sales Channel Outline Source: SIA Snow Sports RetailTRAK. Due to confidentiality agreements between Leisure Trends Group and retailers on the panel, the list of participating retailers is not available. Sales through mass merchants such as Wal-Mart and Kmart, large mail order companies or Internet companies (ebay, Amazon, etc.) and department stores are not included. in the SIA Snow Sports RetailTRAK. 275

The NSGA Sports Participation Study is a research program designed to measure the number of individuals seven years of age or older who participated in each of a number of different sports at least two times within the previous calendar year. A mail panel of more than 300,000 pre-recruited households were used for the sample. The panel is balanced on a number of characteristics determined to be key indicators of general purchase behavior, including household size and composition, household income, age of household head, socioeconomic status of the household, and region and market size. In February 2007, a self-administered questionnaire was mailed to 10,000 of these households. The sample is balanced to over-sample lower “return rate” segments, thereby yielding a return sample, which is correctly representative of the continental United States based upon characteristics. The questionnaire asked the male and female heads of household and up to two other household members who were at least seven years of age to indicate their age, the sports in which they participated in 2006, and the number of days of participation. The response rate was 60 percent. Sample returns were weighted to take into account over and under representation. The data was weighted for state and MSA market size, and then for the U.S. Bureau of Census categories of household size, gender, age, and income. The sampling error for snow sports participation is +/- 1 percent. NSGA Sports Participation Study 2010 Source: NSGA Sports Participation Study, 2009 calendar year. To order, please contact NSGA, 1601 Feehanville Drive, Suite 300, Mount Prospect, IL 60056-6035, 847.296.NSGA, 276

SIA/Physical Activity Sports Participation Study 2010 During January 2010/early February 2010 a total of 40,141 online interviews were carried out with a nationwide sample of individuals and households from the U.S. Online Panel operated by Synovate. A total of 15,067 individual and 25,074 household surveys were completed. The total panel has over 1 million members and is maintained to be representative of the U.S. population. Over-sampling of ethnic groups took place to boost response from typically under-responding groups. A weighting technique was used to balance the data to reflect the total U.S. population ages 6 and above. The following variables were used: gender, age, income, household size, region, and population density. The total population figure used was 281,658,000 people ages 6 and above. Sample size, oversampling and the weighting technique allow for the extrapolation of the sample data to a national projection of the number of participants in the snow sports disciplines of: alpine skiing, snowboarding, cross country skiing, snowshoeing, freestyle skiing and telemark skiing. 277

SIA Sites Snowsports.orgAssociation site SIASnowShow.comSnow Sports trade show site Snowlink.comConsumer site WinterFeelsGood.com SkiandSnowboardMonth.org National Youth Participation Initiatives WinterTrails.orgWinter Trails Program Industry Media and Association (Trade) Sites NSAA.orgNational Ski Areas Association Thesnowpros.com Professional Ski Instructors Association/American Association of Snowboard Instructors SAMinfo.comSki Area Management Magazine OutdoorIndustry.comOutdoor Industry Association (OIA) NSGA.orgNational Sporting Goods Association (NSGA) Business.transworld.netTransworld Business Consumer Snow Sports Sites EXPN.COMWinter X-Games Powdermag.comPowder Magazine Skinet.comSKI and Skiing Magazine Freeskier.comFreeskier Magazine Skipressworld.comSki Press Magazine Skiracing.comSki Racing Magazine Snowboarding.transworld.netTransworld Snowboarding Magazine Snowboardcanada.comSnowboard Canada Magazine Fresh.snowboardermag.comSnowboarder Magazine Snowboarding.transworld.comTransworld Snowboarding Snowboard-mag.comSnowboard Magazine Fuel.tvFuel TV Skichannel.comThe Ski Channel Olympic Sites Sochi2014.com2014 Winter Olympics USSkiTeam.comU.S. Ski Team Info USSnowboarding.comU.S. Snowboard Team Info Snow Sports Web Sites 278

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