1. 2011 SIA Snow Sports Youth Market Intelligence Report

2. 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 over 50 years, SIA continues to work collectively with our members: cross country, backcountry, snowshoe, alpine and snowboard companies, 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 600 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.), SIA offers a Supporting Membership. 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.orgKDavis@snowsports.org Visit SIA’s website, www.snowsports.org for additional information on SIA.www.snowsports.org ©2011, 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.

3. Understanding the SIA Youth Market Intelligence Report The Snow Sports Youth Market Intelligence Report offers a compilation of research from over 10 different snow sports industry studies. This version of the SIA Market Intelligence Report covers all products and services specifically made or provided to persons under 18 (youth). 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 about sales of youth specific products and services 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. 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.

4. Content Overview Category/SubjectSlide Youth Snow Sports Market Overview5 Youth Alpine Skiing16 Youth Snowboarding35 Youth Cross Country Skiing53 Youth Snowshoe59 Youth Apparel64 Youth Equipment Accessories77 Youth Apparel Accessories80 Appendix83

5. The Youth Snow Sports Market Overview

6. Total Youth Snow Sports Market Executive Summary The youth market brought in over $296 million in the 2010/2011 season, which was up 15% from 2009/2010 and up 14% since before the economic downturn. Unlike adults, the most popular youth snow sport is snowboarding with over 2.5 million participants—the majority of which are boys. Alpine ski equipment outnumbers youth equipment dollar sales, representing 72%, snowboard falls in second at 24%. Although snowboard is the most popular youth snow sport – alpine tops are the most popular youth apparel item, accounting for 63% of their apparel purchases to snowboard’s 13%. The only youth apparel item that outsells the adults are alpine suits with 87,000 units sold to adults 1,752. Specialty shops sell the most youth snow sports products across the board, accounting for $191 million of youth sales, most likely because their parents also choose to shop here.

7. Youth Snow Sports Products Youth Unit Sales in All Snow Sports Shops 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

8. Youth Snow Sports Products Youth Dollar Sales in All Snow Sports Shops 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

9. Snow Sports Unit Sales Youth vs. Adult 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

10. Snow Sports Dollar Sales Youth vs. Adult 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

11. Total Youth Apparel Unit Sales Youth vs. Adult 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

12. Total Youth Apparel Dollar Sales Youth vs. Adult 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

13. Total Youth Equipment Unit Sales Youth vs. Adult 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

14. Total Youth Equipment Dollar Sales Youth vs. Adult 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

15. Youth Participation by Snow Sport Source: SIA/Physical Activities Council 2009/2010 Snow Sports Participation Study

16. Youth Alpine Skiing

17. Youth Alpine Ski Executive Summary Over 2.4 million kids ages 6-17 participated in alpine skiing in 2010. 8.5% were boys ages 6-12, 12.3% were girls 6-12, 11.6% were boys 13-17 and 10.6% were girls 13-17. Youth alpine equipment was up across the board this season; boots brought in the most noticeable increases with a 10% boost in units sold. Youth ski systems were up 15% in units sold; popular flat skis were down 7%, but still brought in more units overall. Youth high performance boots skyrocketed last season with a 43% increase in units sold. In past seasons, recreation boots were the best-sellers, which dropped 11% in unit sales in the 2010/2011 season.

18. Youth Alpine Ski Participation Source: SIA/Physical Activities Council 2009/2010 Snow Sports Participation Study

19. Youth Alpine Ski Participation by Gender Source: SIA/Physical Activities Council 2009/2010 Snow Sports Participation Study

20. Youth Alpine Ski Equipment Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

21. Youth Alpine Equipment Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

22. Youth Alpine Ski Equipment Average Retail Prices 2010/2011 Average Retail as values ChainSpecialtyInternetALL STORES All Alpine Skis$162.26$188.39$160.85$182.93 Alpine Boots$106.62$120.78$98.31$117.87 Alpine Bindings$74.32$85.10$77.90$84.04 Alpine Poles$28.20$29.14$25.27$28.75 ALPINE SKI EQUIPMENT$92.08$116.26$109.86$113.72 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

23. Youth Alpine Skis Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

24. Youth Alpine Skis Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

25. Youth Alpine Skis Average Retail Prices 2010/2011 Average Retail as values Flat SkisSki SystemsALL ALPINE SKIS Chain$165.90$156.57$162.26 Specialty$166.89$216.49$188.39 Internet$161.32$160.06$160.85 ALL STORES$166.04$206.06$182.93 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

26. Youth Alpine Boots Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

27. Youth Alpine Boots Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

28. Youth Alpine Boots Average Retail Prices, by Gender 2010/2011 Average Retail as values High PerformanceSport PerformanceRecreation ALPINE BOOTS BoysGirlsJUNIORBoysGirlsJUNIORBoysGirlsJUNIOR Chain$123.32$111.02$122.02$78.15$81.43$79.04$101.59$96.94$100.02$106.62 Specialty$159.57$108.88$151.29$108.81$109.05$108.82$93.09$98.65$94.14$120.78 Internet$125.27$124.19$125.11$96.90$92.46$96.59$88.33$82.23$84.81$98.31 ALL STORES$154.72$109.87$147.61$106.63$100.80$106.27$93.36$94.11$93.54$117.87 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

29. Youth Alpine Bindings Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

30. Youth Alpine Bindings Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

31. Youth Alpine Bindings Average Retail Prices, by Gender 2010/2011 Average Retail as values MAX DIN 8-11MAX DIN 1-7 ALPINE BINDINGS BoysJUNIORBoysGirlsJUNIOR Chain$78.94 $80.89$47.74$74.12$74.32 Specialty$109.15 $80.76$85.39$81.25$85.10 Internet$123.28 $78.85$58.18$73.13$77.90 ALL STORES$109.67 $80.63$77.27$80.20$84.04 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

32. Youth Alpine Poles Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

33. Youth Alpine Poles Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

34. Youth Alpine Poles Average Retail Prices, by Gender 2010/2011 Average Retail as values Alpine Poles - AluminumAlpine Poles - CarbonAlpine Poles - Composite ALPINE POLES BoysGirlsJUNIORBoysJUNIORBoysGirlsJUNIOR Chain$29.92$22.26$28.39$0.00 $19.96$11.77$11.95$28.20 Specialty$30.51$21.34$29.22$31.57 $25.94$22.62$23.93$29.14 Internet$25.77$25.32$25.70$25.56 $0.00$22.58 $25.27 ALL STORES $30.14$21.79$28.88$31.55 $25.92$22.00$23.14$28.75 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

35. Youth Snowboarding

36. Youth Snowboard Executive Summary 35.2% of male snowboarders are ages 6-17; girls represent 23.5% of the female snowboarding category. Girls continue to represent a small fraction of snowboard equipment purchases in comparison to boys. Youth snowboard equipment brought in over $10.5 million in sales last season—of that, $9.2 million came from boys equipment sales. Overall, youth snowboard purchases were down in 2010/2011 with the exception of freeride boards, which saw a 38% increase in unit sales. Snowboard equipment sales were down across the board, with the exception of boys bindings, which saw a nominal increase of 2% in units.

37. Youth Snowboarding Participation Source: SIA/Physical Activities Council 2009/2010 Snow Sports Participation Study

38. Youth Snowboarding Participation by Gender Source: SIA/Physical Activities Council 2009/2010 Snow Sports Participation Study

39. Boys Snowboard Equipment Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

40. Boys Snowboard Equipment Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

41. Girls Snowboard Equipment Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

42. Girls Snowboard Equipment Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

43. Youth Snowboard Equipment Average Retail Prices by Gender 2010/2011 Average Retail as values SnowboardsSnowboard BootsSnowboard Bindings SNOWBOARD EQUIPMENT BoysGirlsJUNIORBoysGirlsJUNIORBoysGirlsJUNIOR Chain$138.25$118.15$131.87$52.16$94.70$53.23$57.13$82.39$57.67$86.58 Specialty$171.89$148.80$167.60$80.32$92.31$81.20$76.94$77.06$76.95$120.04 Internet$164.43$134.62$155.35$60.93$79.31$62.97$59.53$57.16$59.23$104.11 ALL STORES $165.98$138.89$159.94$72.16$90.25$73.37$70.65$72.12$70.74$111.77 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

44. Youth Snowboards Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

45. Youth Snowboards Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

46. Youth Snowboards Average Retail Prices by Gender 2010/2011 Average Retail as values All Mountain BoardsFreeride BoardsFreestyle Boards Freeride/Freestyl e Boards SNOWBOAR DS BoysGirlsJUNIORBoysGirlsJUNIORBoysGirlsJUNIORBoysJUNIOR Chain$164.36$107.49$144.92$144.89$204.53$168.51$231.87$0.00$231.87$0.00 $158.22 Specialty$173.31$149.52$166.40$195.46$169.89$192.88$197.63$168.49$197.00$235.28 $178.71 Internet$179.57$129.00$155.31$160.35$225.88$165.29$227.53$196.26$223.89$0.00 $173.48 ALL STORES $173.15$139.27$161.98$183.74$190.57$184.82$203.11$182.78$202.39$235.28 $175.66 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

47. Youth Snowboard Boots Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

48. Youth Snowboard Boots Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

49. Youth Snowboard Boots Average Retail Prices by Gender 2010/2011 Average Retail as values Snowboard Boots BoysGirlsJUNIOR Chain$70.61$43.14$69.95 Specialty$87.29$90.79$87.62 Internet$58.65$76.30$60.05 ALL STORES$80.93$87.01$81.44 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

50. Youth Snowboard Bindings Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

51. Youth Snowboard Bindings Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

52. Youth Snowboard Bindings Average Retail Prices by Gender 2010/2011 Average Retail as values Snowboard Bindings SNOWBOARD BINDINGS BoysGirlsJUNIOR Chain$70.73$49.65$70.22 Specialty$83.11$79.98$82.91 Internet$59.18$52.18$58.14 ALL STORES$77.71$68.86$77.06 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

53. Youth Cross Country Skiing

54. Youth Cross Country Ski Executive Summary 739,000 kids participated in cross country skiing in 2010; 8.7% are ages 6-12, 7.7% are ages 13-17. Cross country equipment sales were up in all categories last season, but still struggle to surpass the 2007/2008 season. –Youth XC skis up 3% –Youth XC boots up 6% –Youth XC bindings up 5% –Youth XC poles up 7%

55. Youth Cross Country Participation Source: SIA/Physical Activities Council 2009/2010 Snow Sports Participation Study

56. Youth Cross Country Ski Equipment Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

57. Youth Cross Country Ski Equipment Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

58. Youth Cross Country Ski Equipment Average Retail Prices 2010/2011 Average Retail as values XC SkisXC Boots XC Bindings XC Poles NORDIC SKI EQUIPMENT Chain$83.06$64.37$39.95$19.97$51.67 Specialty$98.10$76.76$35.56$20.79$62.36 Internet$74.65$66.87$23.93$16.06$49.64 ALL STORES$92.88$73.42$33.69$19.92$58.81 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

59. Youth Snowshoe

60. Youth Snowshoe Participation Source: SIA/Physical Activities Council 2009/2010 Snow Sports Participation Study

61. Youth Snowshoes Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes) The 2010/2011 season was the year to snowshoe for girls—as popularity increased, so did unit sales, which saw an increase of 114%.

62. Youth Snowshoes Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

63. Youth Snowshoes Average Retail Prices 2010/2011 Average Retail as values Snowshoes SNOWSHOES BoysGirlsJunior Chain$46.46$56.42$48.39 Specialty$58.77$64.40$59.90 Internet$48.33$58.81$50.42 ALL STORES$51.97$60.48$53.66 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

64. Youth Apparel

65. Youth Apparel Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

66. Youth Apparel Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

67. Youth Apparel Average Retail Prices 2010/2011 Average Retail as values Alpine ApparelSnowboard ApparelOther Apparel APPARE L BoysGirlsJuniorBoysGirlsJuniorBoysGirlsJunior Chain$46.44$61.26$50.85$69.11$74.43$71.19$24.56$28.08$25.78$50.10 Specialty$85.87$89.93$87.74$91.13$88.51$90.20$34.30$33.83$34.10$83.39 Internet$63.12$78.01$69.50$101.67$91.28$98.22$30.72$29.58$30.23$67.78 ALL STORES$66.00$80.09$71.65$85.85$84.17$85.24$29.66$31.06$30.22$69.23 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

68. Youth Alpine Tops Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

69. Youth Alpine Tops Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

70. Youth Alpine Tops Average Retail Prices 2010/2011 Average Retail as values Shell Tops SoftShell Tops Insulated Tops Fleece TopsSweaters ALPINE TOPS Chain$46.11$57.59$72.88$39.34$33.15$54.78 Specialty$65.61$81.08$114.10$70.14$64.36$94.53 Internet$45.49$91.51$97.09$60.25$50.38$72.74 ALL STORES $49.78$80.57$98.69$57.47$57.15$76.21 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

71. Youth Alpine Bottoms Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

72. Youth Alpine Bottoms Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

73. Youth Alpine Bottoms Average Retail Prices 2010/2011 Average Retail as values Shell Bottoms SoftShell Bottoms Insulated Bottoms Stretch Bottoms Fleece Bottoms Alpine Bottoms Chain$26.74$0.00$42.75$42.48$22.29$40.90 Specialty$53.23$80.00$76.92$108.78$27.71$75.04 Internet$22.83$0.00$60.53$0.00$23.37$50.57 All Stores$35.47$80.00$63.04$107.17$23.88$59.88 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

74. Youth Snowboard Apparel Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

75. Youth Snowboard Apparel Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

76. Youth Snowboard Apparel Average Retail Prices 2010/2011 Average Retail as values Snowboard TopsSnowboard Bottoms SNOWBOARD BoysGirlsJUNIORBoysGirlsJUNIOR Chain$75.12$82.46$78.01$61.58$64.12$62.56$71.19 Specialty$101.47$95.88$99.42$80.83$80.43$80.69$90.20 Internet$109.65$99.38$106.27$90.33$80.18$86.91$98.22 ALL STORES$94.32$91.68$93.34$76.47$75.33$76.06$85.24 Source: SIA RetailTRAK™ by the Leisure Trends Group. (Totals from Data Cubes)

77. Youth Equipment Accessories

78. Youth Equipment Accessories Unit Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes) The awareness of head safety in snow sports has caused a spike in helmet sales, which had an increase in unit sales of 17% in the 2010/2011 season.

79. Youth Equipment Accessories Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

80. Youth Apparel Accessories

81. Youth Apparel Accessories Unit Sales in Specialty Shops 2007/2008 - 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

82. Youth Apparel Accessories Dollar Sales in Specialty Shops 2007/2008 – 2010/2011 Source: SIA RetailTRAK™ by the Leisure Trends Group for Specialty Shops. (Totals from Data Cubes)

83. Appendix

84. Methodology and Sample Size SIA RetailTRAK™ by the Leisure Trends Group This snow sport retail audit monitors retail sales and inventory levels by using a representative sample of retail stores throughout the country that sell alpine, Nordic and snowboard merchandise. The sample stores send to Leisure Trends their month-end sales and inventory files. While specialty stores report inventory data, chain & Internet stores do not. The end of October reports (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, Nordic and snowboard merchandise. In 2010 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.

85. SIA RetailTRAK™ by the Leisure Trends Group Retail Sales Channel Outline The following table represents the 2010/11 snow sport panels by channel of distribution. Store Definitions: Specialty Stores: Single and multiple store retail organizations that concentrate their merchandise at medium and high price points. These stores typically provide a higher level of service and are independently owned and operated. Chain Stores: Retail organizations that operate stores throughout either a regional or national area. Merchandise is centered in the medium and lower price points. Additionally, chain stores tend to promote heavily and discount deeper than specialty stores. Internet/Catalog: The panel of internet/catalog merchants comprises the core pure play e-commerce & catalog retailers as well as chain and specialty brick & mortar retailers that have an online presence. Brick & mortar retailers provide a separate report for their online transactions. * The Internet/Catalog retail channel for the 2010-11 Retail Audit consists of 20 Internet & Catalog retail managements including both pure online retailers as well as brick & mortar retailers selling online. These managements represent nearly 40% of the total Internet/catalog snow sports sales. Source: SIA RetailTRAK™ by the Leisure Trends Group 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 RetailTRAK™ by the Leisure Trends Group.

86. Snow Sports Websites SIA Sites Snowsports.orgAssociation site Snowlink.comConsumer site WinterFeelsGood.com LEARNASNOWSPORT.orgNational 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 Vancourver2010.com2010 Winter Olympics USSkiTeam.comU.S. Ski Team Info USSnowboarding.comU.S. Snowboard Team Info