Women’s Specific Version. 2 SnowSports Industries America (SIA) | SIA is the national not-for-profit, North American member-owned trade association representing.

Women’s Specific Version

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 SnowSports Trade Show, the largest winter sports industry trade show and networking environment, while delivering invaluable data/research, support, marketing products, services and programs. For over 53 years, SIA continues to work collectively with our members: Nordic, 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. Your Intelligent Partner.365. Membership in SIA is open to product manufacturers, distributors, suppliers, retail shops 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.), 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, Research Manager 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. ©2007, 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.

©2007, SIA. All rights reserved. 4 The SIA Intelligence Report – Women’s Version includes women’s specific participation data, demographics, merchandise distribution and more. It is the most comprehensive snow sports reference tool about women in snow sports available to snow sports industry professionals; perfect for presentations, writing business plans, research and overall industry knowledge. This report is updated 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 and Leisure Trends Group 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. Understanding the Intelligence Report

©2007, SIA. All rights reserved. 5 Content Overview TitleSlide The Women’s Snow sports Market Overview6 Women’s Alpine Skiing20 Women’s Snowboarding59 Women’s Cross Country Skiing86 Women’s Telemark Skiing97 Women’s Snowshoeing101 Women’s Equipment Accessories107 Women’s Apparel Accessories110 Appendix125

©2007, SIA. All rights reserved. 7 Total Women’s Snow Sports Market Executive Summary  2006/07 brought $482 million in sales of women’s specific snow sports equipment, apparel, and accessories in specialty brick and mortar shops  $135 million in equipment  $256 million in alpine and snowboard apparel  $91 million in accessories  Women’s specific products sales represent one quarter of total sales in the snow sports market for the 2006.07 season  Chain store data was not available in 2006/07  Women’s alpine and snowboard apparel brought in more than one third of all dollar sales for all alpine and snowboard apparel in specialty shops in 2006/07  Approximately 25% of all equipment sales were for women’s specific equipment  The market for women’s specific snow sports products grew 7.8% in units and 5.7% in dollars in 2006.07 when the total market was relatively flat  Women’s snowboard equipment sales were down 7.2%, women’s alpine equipment was down 9.3%, but women’s alpine apparel was up more than 12 percent in 2006.07*  About 3%, or 5 million of the 152 million women in the U.S. participate in snow sports, but you don’t have to ski or snowboard to buy snow sports apparel  The typical snow sports woman participant is 31 years old, participates in a winter sport 10 days each year, has a college degree, and lives in household with average earnings above $100K per year**  Females accounted for 32.8% of the 55.1 million skier visits (ski and snowboard) reported by the NSAA in the U.S. during the 2006/07 season***  Three of the top 5 selling ski models for 2006.07 were female specific skis, two were women’s models and one model was for girls. *SIA Retail Audit, March top lines, specialty shops only. **NSGA 2006 Sports Participation Study. ***2006/07 NSAA Kottke End of Season Skier Participation Study

©2007, SIA. All rights reserved. 9 All Women’s Snow Sports Products Unit Sales in Specialty Shops 2000/01 – 2006/07 Source: Totals from SIA Retail Audit Gender Data Cubes for August to March Women’s products grew from 15% of the market in 2004.05 to 17% of the market in 2006.07

©2007, SIA. All rights reserved. 10 Women’s Retail Landscape Source: Totals from SIA Retail Audit Gender Data Cubes for August to March Total Women’s Winter Sports Product Sales 2005/06 vs. 2006/07 Women’s apparel sales increased while equipment sales declined, a pattern consistent with the market overall where equipment sales declined 8.6 % in dollars and increased 7.6% in apparel dollars.

©2007, SIA. All rights reserved. 11 Women’s Snow Sports Products Dollar Sales in Specialty Shops and on the Internet 2006/07 (August – March) Women spent most of their snow sports dollars on apparel. In fact, more than half of all apparel sales were for women’s products in the snow sports industry during the 2006/07 season Channel of DistributionEquipmentAccessoriesApparelTotal Specialty – Women’s$134,427,958$90,682,292$256,387,043$488,817,442 Internet – Women’s$11,133,782$10,975,662$78,982,186$212,643,691 Total Women’s Sales (Dollars)$145,561,740$101,657,954$335,369,229$582,588,923 Total Sales [All] (Dollars)$629,041,820$679,538,107$813,702,260$2,122,282,187 Women’s Dollars as a Percentage of Total (Dollars)23%15%41%27% Source: Totals from SIA Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 12 All Snow Sports Products Women’s Unit Sales in Specialty and on the Internet 2006/07 (August – March) Total women’s sales in units was 17 percent of all sales in units for the 2006.07 season. Apparel sales of women’s products accounted for almost 40 percent of total apparel sales for the season. Channel of Distribution EquipmentAccessoriesApparelTotal Women’s Specialty546,2932,096,0631,897,9454540301 Women’s Internet55,633268,145642,492966270 Total – Women’s Sales601,9262,364,2082,540,4375,506,571 Total – All Sales3,319,49523,209,0866,547,57333,076,154 Women’s Units as a Percentage of Total (Units) 18%10%39%17% Source: Totals from SIA Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 13 Total Women’s Equipment Comparison of Women’s Dollars and Total Market Dollars in Specialty Shops 2006/07 Source: Totals from SIA Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 14 Total Women’s Equipment Accessories Comparison of Women’s Dollars and Total Market Dollars in Specialty Shops 2006.07 Source: Totals from SIA Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 15 Total Women’s Apparel Comparison of Women’s Dollars and Total Market Dollars in Specialty Shops 2006/07 More than 40 percent of the $643 million spent on apparel in total was used to purchase women’s apparel. Source: Totals from SIA Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 16 Total Women’s Apparel Accessories Comparison of Women’s Dollars and Total Market Dollars in Specialty Shops 2006/07 Women spend far more on base layers as a group, more than 37 percent of the $81.8 million spent on women’s apparel accessories was spent on base layer items. Source: Totals from SIA Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 18 Source: *NSGA Sports Participation Study, 2006 calendar year These numbers include any participant of alpine skiing, cross county skiing or snowboarding and may include crossover, i.e. an individual may participate in both alpine skiing and snowboarding. Snow Sports Women Participants Profile Typical Participants Average age of Snow Sports participants*Male 28, Female 31 Gender of Snow Sports participants*36.3% Female Percentage of Head of HH that are College graduates*79.2% Female Typical Household Income$100K or above Average Number of Days Participating in Snow Sports9.73

©2007, SIA. All rights reserved. 20 Women’s Alpine Ski Executive Summary  $95.5 million in women’s specific alpine equipment sold in specialty retail shops during the 2006/07 season  $51 million for women’s skis  $43 million for women’s boots  $582 thousand for women’s bindings  $981 thousand for women’s poles  All women’s ski sales decline 6% percent in dollars and 8% in units n the 2006.07 season.  Women’s Alpine equipment sales decreased by 6 percent in units and 8 percent in dollars in 2006/07  Women’s participation in alpine skiing declined from 3.4 million in 2005 to 2.4 million in 2006  2006/07 was an unusual winter with all regions except for the Rockies negatively impacted by reduced snowfall and fewer visits to ski resorts.  The typical woman alpine skier is 33 years old, has a college degree and lives in household with average earnings above $100K per year  Participation in alpine skiing by gender reversed course from last season’s 50/50 split. In 2006/07 only 37 percent of alpine skiers were women  Sales of women’s ski systems increased slightly in dollars while women’s flat skis (bindings sold separately) declined more than 20 percent in dollars  Although women’s specific alpine pole sales don’t bring in big dollars, just under $1 million this year, sales of these poles doubled in 2006.07  Three of the top 5 selling ski models for 2006.07 were female specific skis, two were women’s models and one model was for girls.

©2007, SIA. All rights reserved. 22 Alpine Skier Participation by Gender Source: NSGA Sports Participation Study, 2006 calendar year In 2006 4.0 million alpine skiers were male 2.4 million alpine skiers were female

©2007, SIA. All rights reserved. 25 Demographics of Women Alpine Skiers 2006 Calendar Year Women’s Age Household Income (All) Source: NSGA Sports Participation Study, 2006 calendar year Gender Male 63% Female 37%

©2007, SIA. All rights reserved. 26 Female Alpine Skier Profile Source: *NSGA Sports Participation Study, 2006 calendar year; **NSAA Kottke National End of Season Survey 2006/07; ***2006/07 SIA Retail Audit Average age of alpine skiers*Male 32, Female 33 Gender of alpine skiers*63.0% Male, 37.0% Female Percentage of Head of HH that are College graduates*71.4% Male, 79.5% Female Avg. price paid for women’s skis at specialty shop***$385 Avg. price paid for women’s skis on the Internet***$283 Avg. price paid for women’s boots at specialty shop***$268 Avg. price paid for women’s bindings at specialty shop*** $104 Avg. price paid for women’s poles at specialty shop***$38 Avg. price paid for women’s ski systems at specialty shop*** $471 Avg. # of days women participants spent skiing*9.9 Avg. price paid for weekend adult lift ticket**$64.17

©2007, SIA. All rights reserved. 27 Skier Visits Projected Skier Visits by Region 2004/05 vs. 2006/07 Source: NSAA Kottke National End of Season Survey 2006/07 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. *There were 1.4 million female snowboarders and 3.8 million male snowboarders, and there were 2.4 million female alpine skiers and 4 million male alpine skiers. As a guide to female skier visits, use the following guideline, 3.8 million female alpine and snowboard participants our of 11.6 million total is 32.8%t female lift ticket holders. Using the same method, results for 2004 and 2005 were 35.31% and 38.43% respectively Using participation data from NSGA as a guideline, 32.8 percent of 06.07 lift ticket holders were female*

©2007, SIA. All rights reserved. 28 Historical Skier Visits Estimated Skier Visits Trends by Region 1996/97 – 2006/07 Source: NSAA Kottke National End of Season Survey 2006/07 *There were 1.4 million female snowboarders and 3.8 million male snowboarders, and there were 2.4 million female alpine skiers and 4 million male alpine skiers. As a guide to female skier visits, use the following guideline, 3.8 million female alpine and snowboard participants our of 11.6 million total is 32.8%t female lift ticket holders. Using the same method, results for 2004 and 2005 were 35.31% and 38.43% respectively Using participation from the NSGA as a guideline, 32.8% of 06.07 lift ticket holders were female*

©2007, SIA. All rights reserved. 29 Skier Visits Estimated Skier Visits by State Top 10 in 2006/07 RankState Estimated Skier Visits (millions) Operating Ski Areas Average Visits Per Resort 1Colorado12.528447,572 2California6.132190,478 3Utah4.214300,266 4Vermont3.925154,505 5New York3.45068,567 6Pennsylvania2.73285,579 7Michigan2.03853,862 8Washington1.916116,054 9New Hampshire2.02481,507 10Wisconsin1.93456,476 Source: NSAA Kottke National End of Season Survey 2006/07 *There were 1.4 million female snowboarders and 3.8 million male snowboarders, and there were 2.4 million female alpine skiers and 4 million male alpine skiers. As a guide to female skier visits, use the following guideline, 3.8 million female alpine and snowboard participants our of 11.6 million total is 32.8%t female lift ticket holders. Using the same method, results for 2004 and 2005 were 35.31% and 38.43% respectively Using participation data from NSGA as a guideline, 32.8 percent of 06.07 lift ticket holders were female*

©2007, SIA. All rights reserved. 30 Alpine Ski Lessons Average Number per Ski Area 2005/06 vs. 2006/07 2006/072005/06Percent Change Alpine Total17,57018,514-5.1% Level 1 Alpine5,7255,949-3.8% Level 2+ Alpine11,84512,565-5.7% 2006/072005.06Percent Change Alpine Total17,57018,514-5.1% Northeast20,84122,987-9.3% Southeast13,28816,842-21.1% Midwest7,5338,281-9.0% Rocky Mountain26,01924,6325.6% Pacific West10,93913,059-16.2% Source: NSAA Kottke National End of Season Survey 2006/07 *There were 1.4 million female snowboarders and 3.8 million male snowboarders, and there were 2.4 million female alpine skiers and 4 million male alpine skiers. As a guide to female skier visits, use the following guideline, 3.8 million female alpine and snowboard participants our of 11.6 million total is 32.8%t female lift ticket holders. Using the same method, results for 2004 and 2005 were 35.31% and 38.43% respectively Using participation data from NSGA as a guideline, 37 percent of 06.07 alpine participants were female*

©2007, SIA. All rights reserved. 31 2006/072005/06Percent Change Level 1 Alpine5,7255,949-3.8% Northeast4,9454,6695.9% Southeast5,9777,393-19.2% Midwest4,4084,638-5.0% Rocky Mountain7,5777,2644.3% Pacific West4,3285,351-19.1% 2006/072005/06Percent Change Level 2+ Alpine11,84512,565-5.7% Northeast15,89718,317-13.2% Southeast7,3119,449-22.6% Midwest3,1253,643-14.2% Rocky Mountain18,44117,3696.2% Pacific West6,6127,709-14.2% Alpine Ski Lessons Average Number per Ski Area 2004/05 vs. 2006/07 Source: NSAA Kottke National End of Season Survey 2006/07 *There were 1.4 million female snowboarders and 3.8 million male snowboarders, and there were 2.4 million female alpine skiers and 4 million male alpine skiers. As a guide to female skier visits, use the following guideline, 3.8 million female alpine and snowboard participants our of 11.6 million total is 32.8%t female lift ticket holders. Using the same method, results for 2004 and 2005 were 35.31% and 38.43% respectively Using participation data from NSGA as a guideline, 37 percent of 06.07 alpine participants were female*

©2007, SIA. All rights reserved. 32 Women’s Alpine Ski Equipment Unit Sales in Specialty Shops 2004/05 - 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 33 All Alpine Ski Equipment Unit Sales in Specialty Shops 2004/05 - 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 34 Women’s Alpine Ski Equipment Dollar Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 35 All Alpine Ski Equipment Dollar Sales in Specialty Shops 2004/05 – 2006/07 Alpine systems sales continue to surge in the 2006/07 while skis, boots, and bindings sales decline and sales of poles remain flat Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 36 Women’s Alpine Skis Dollar Sales in Specialty Shops 2004/05- 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data Cube. 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. 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. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. Women are buying more mid fat skis and more twin tip skis. In dollar sales, mid fat ski sales to women increased more than 50% and twin tip sales more than doubled between the 2005.06 season and the 2006.07 seasons

©2007, SIA. All rights reserved. 37 Women’s Alpine Skis Unit Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Total from Gender Data Cube 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. 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. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. Women are buying more midfat systems, more fat skis, more twin tip skis, and fewer carve skis. In fact, sales of carve skis decreased more than 40% from the 2005.06 season to the 2006.07 season.

©2007, SIA. All rights reserved. 38 2006/07 Women’s Specialty Average Price 2006/07 Men’s Specialty Average Price 2005.06 Women’s Internet Average Price 2005.06 Men’s Internet Average Price Skis$385.03$424.76$283.00$362.86 Ski Systems$470.89$523.17$413.02$449.42 Boots$268.31$315.20$190.86$241.25 Bindings$104.05$133.46$109.26$130.67 Poles$37.50$40.74$31.70$35.56 Comparison of Women’s and Men’s Alpine Ski Equipment Average Retail Prices Internet and Specialty Shops 2006/07 Women paid less for alpine ski equipment than men in specialty stores and on the Internet Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 39 Comparison of Women’s and Men’s Alpine Ski Equipment by Type Average Retail Prices Internet and Specialty Shops 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data Cubes August to March 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. 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. Ski Systems: Physically combined ski and binding components sold into and out of retail as one unique and complete unit with one unique SKU. 2006/07 Women’s Specialty Average Price 2006/07 Men’s Specialty Average Price 2005.06 Women’s Internet Average Price 2005.06 Men’s Internet Average Price Ski Type Midfat$417.55$437.04$374.52$321.64 Fat$423.16$383.45$334.16$335.52 Twintip$392.82$347.35$287.49$311.13 Carve$331.58$433.32$185.71$294.77 Ski Systems$470.89$523.75$413.02$449.42 Women enjoyed lower prices on the Internet and in specialty shops for carve skis and for ski systems, but the results were mixed for other categories in 2006/07

©2007, SIA. All rights reserved. 40 Women’s Alpine Boots Unit Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data Cube 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. Women’s boot sales were booming in specialty shops during the 2005.06 season due to more boot models for women and more snow on the mountains

©2007, SIA. All rights reserved. 41 Women’s Alpine Boots Dollar Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data Cube 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.

©2007, SIA. All rights reserved. 42 Comparison of Women’s and Men’s Alpine Ski Boots by Type Average Retail Prices Internet and Specialty Shops 2006/07 Source: SIA Retail Audit, Total fro Gender Data Cube, COGNOS Dynamic Data Cubes 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. Women’s Boots 2006/07 Specialty Average Price Men’s Boots 2006/07 Specialty Average Price Women’s Boots Internet Average Price 2006/07 Men’s Boots Internet Average Price 2006/07 Boot Type High Performance$363.92$401.77$216.92$299.12 Sport Performance$258.64$260.30$178.64$183.48 Recreation$174.07$168.06$146.00$120.70 Internet shoppers of both genders enjoyed far lower average prices for boots, however only 5 percent of all boots were sold on the Internet.

©2007, SIA. All rights reserved. 43 Women’s Alpine Bindings Unit Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit, Totals from Gender Data Cube, COGNOS Dynamic Data cubes, DIN 1-7, 8-11, and 12-14 for adult only, does not include carryover bindings. Junior category includes all DIN settings/

©2007, SIA. All rights reserved. 44 Women’s Alpine Bindings Dollar Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit, Totals from Gender Data Cube, COGNOS Dynamic Data cubes, DIN 1-7, 8-11, and 12- 14 for adult only, does not include carryover bindings. Junior category includes all DIN settings.

©2007, SIA. All rights reserved. 45 Comparison of Women’s and Men’s Alpine Bindings by DIN Average Retail Prices Internet and Specialty Shops 2006/07 Women’s Specialty 2006.07 Average Price Men’s Specialty 2006.07 Average Price Women’s Internet 2006.07 Average Price Men’s Internet 2006/07 Average Price Binding DIN MAX DIN 12-14$0$177.73 $0$156.30 MAX DIN 8-11$104.50$105.00 $109.26$90.02 MAX DIN 1-7$0 Source: SIA Retail Audit, Totals from Gender Data Cube, COGNOS Dynamic Data cubes, DIN 1-7, 8-11, and 12-14 for adult only, does not include carryover bindings. Junior category includes all DIN settings.

©2007, SIA. All rights reserved. 46 Women’s Alpine Poles Unit Sales in Specialty Shops 2005/06 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data Cube, August to March All Alpine Poles includes carryover poles.

©2007, SIA. All rights reserved. 47 Women’s Alpine Poles Dollar Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from gender Data Cube August to March All Alpine Poles includes carryover poles.

©2007, SIA. All rights reserved. 48 Comparison of Women’s and Men’s Alpine Poles Average Retail Prices Internet and Specialty Shops 2006/07 Source: SIA Retail Audit, Gender Data Cube, COGNOS Dynamic Data Cubes, total does not include carryover poles. Women’s Specialty 2006.07 Average Price Men’s Specialty 2006.07 Average Price Women’s Internet 2006/07 Average Price Men’s Internet 2006/07 Average Price Adult$37.50$39.21$31.70$35.31 Overall, women pay less than men for alpine poles. The Internet price for Women’s and Men’s adult alpine poles was significantly lower, however fewer than 6 percent of all adult poles were sold over the Internet. Possibly, the cost of shipping makes the price difference negligible.

©2007, SIA. All rights reserved. 49 Women’s Apparel (Excluding Snowboard) Unit Sales in Specialty Shops 2004/05 – 2006/07 One third of the apparel market is women’s specific apparel and the market is growing Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 50 Women’s Apparel (Excluding Snowboard) Dollar Sales in Specialty Shops 2004/05 – 2006/07 More than one third of the dollars spent in the apparel market is women’s specific apparel, a larger share of the total market dollars than units indicating women pay higher prices for apparel than men and juniors Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 51 Comparison of Women’s and Men’s Apparel Average Retail Prices Internet and Specialty Shops 2006/07 Women’s Specialty Average Price 2006.07 Men’s Specialty Average Price 2006.07 Women’s Internet Average Price 2006.07 Men’s Internet Average Price 2006.07 Apparel Tops$148.75$135.83$132.06$126.31 Apparel Bottoms$131.81$112.03$108.31$124.78 Apparel Suits$333.52$337.01$353.79$341.57 Source: SIA Retail Audit, Totals from Gender Data Cubes, COGNOS Dynamic Data Cubes, total does not include carryover apparel. Note: apparel suit prices vary widely ($hundreds) between brands.

©2007, SIA. All rights reserved. 52 Women’s Alpine Tops (Excluding Snowboard) Unit Sales in Specialty Shops 2004/05 – 2006/07 Unit sales in women’s parka categories grew by more than 17 percent even though shell parka unit sales declined. All women’s alpine tops unit sales increased by 18 percent in 2006/07. Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 53 Women’s Alpine Tops (Excluding Snowboard) Dollar Sales in Specialty Shops 2004/05 – 2006/07 Women’s Fleece dollars sales increased 47% and women’s insulated parkas sales have increased by almost $25 million since 2004/05. Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 54 Alpine Tops (Excluding Snowboard) by Gender Average Retail Prices in Specialty and Internet Stores 2005/06 vs. 2006/07 2005/06 Specialty Average Price 2006/07 Specialty Average Price 2005/06 to 2006/07 Price Movement 2006/07 Internet Average Price Price Difference Internet/Specialty 2006/07 Insulated Parkas Men$227.78$226.04$1.74$200.51$25.53 Women$218.38$223.40$5.02$187.76$35.64 Juniors$107.17$113.20$6.03$106.71$6.49 Shell Parkas Men$183.18$174.11$9.07$159.24$14.87 Women$172.11$155.07$17.04$125.65$29.42 Juniors$93.53$75.93$17.60$53.31$22.62 Softshell Parkas Men$158.00$157.63$0.37$142.56$15.07 Women$138.53$135.55$2.98$129.05$6.50 Juniors$63.47$96.00$32.53$66.34$29.66 Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 55 Women’s Alpine Bottoms (Excluding Snowboard) Unit Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 56 Women’s Alpine Bottoms (Excluding Snowboard) Dollar Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit top line reports for Specialty Shops. Totals from August to March top line report, not adjusted historic comparisons.

©2007, SIA. All rights reserved. 57 Comparison of Women’s and Men’s Alpine Bottoms Average Retail Prices Internet and Specialty Shops 2006/07 Women’s Specialty Average Price 2006.07 Men’s Specialty Average Price 2006.07 Women’s Internet Average Price 2006.07 Men’s Internet Average Price 2006/07 Shell Waist$118.24$114.76$106.04$129.66 Softshell Waist$176.25$180.99$142.21$153.54 Insulated Waist$133.24$129.38$123.54$140.94 Stretch Waist$164.11$262.04$118.75$73.67 Fleece Waist$52.43$57.65$56.05$92.68 Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 59 Executive Summary for Snowboard  Women snowboarders spent $58.3 million on equipment and apparel in snow sports specialty shops during the 2006/07 season  Boards $16 million, 19% of the total market  Boots $11.3 million, 22% of the total market  Bindings $8.5 million, 18% of the total market  Apparel $28 million, 32% of the total market  Women agreed with the rest of the snowboard marketplace that all mountain snowboards were the boards for them, women’s all mountain board sales increased 16 percent in units and 12 percent in dollars  Despite increased sales of women’s all mountain snowboards, sales of all women’s snowboards declined 2.7% in units and 7% in dollars in 2006.07  Men pay more for snowboard equipment than women. In snow sports specialty retail shops, men’s all mountain boards averaged $100 more than women’s all mountain boards, men’s boots averaged $15 more, and men’s bindings prices were $12.50 more than women’s bindings  Typical female snowboarders are 23 years old, have a college degree and live in a household with more than $75,000 in annual income.  Women’s participation in snowboarding declined 11% in 2006

©2007, SIA. All rights reserved. 60 Demographics of Female Snowboarders 2006 Calendar Year Gender Split Women’s Age Source: NSGA Sports Participation Study, 2006 calendar year Male 72.9% Female 27.1% Women’s Education

©2007, SIA. All rights reserved. 61 Female Snowboarder Participation On average, female snowboarding participation declined 12 percent each year since 2003, but the decline in women’s participation is slowing faster than the overall rate of decline and the number of days females participate each year is increasing Source: NSGA Sports Participation Study, 2006 calendar year * The drop from 1996-1997 was most likely due to sample error, not to a participation drop.

©2007, SIA. All rights reserved. 62 Snowboarder Average # of Days Participated Source: NSGA Sports Participation Study, 2006 calendar year The number of days females participate each year is increasing, and last year, the average female snowboarder was on the slopes an extra day and a half compared to their male counterparts

©2007, SIA. All rights reserved. 63 Snowboarder Participation by Gender Source: NSGA Sports Participation Study,1999- 2006 calendar years In 2006 3.8 million snowboarders are male 1.4 million snowboarders are female

©2007, SIA. All rights reserved. 66 Snowboarder Profile Average age of snowboarders*Male 20, Female 23 Gender of snowboarders*73.3% Male, 26.7% Female Percentage of Head of HH that are College graduates*62.1% Male, 79.3% Female Avg. price paid for women’s snowboards at specialty shop***$277 Avg. price paid for women’s snowboard boots at specialty shop*** $131 Avg. price paid for women’s snowboard bindings at specialty shop*** $130 Avg. # of days women snowboarders spent snowboarding*9.0 (Male 8.6, Female 10.4) Percent of snowboarders that reporting riding outside of a resort that are women* 31% Avg. price paid for weekend adult lift ticket**$64.17 Source: *NSGA Sports Participation Study, 2006 calendar year; **NSAA Kottke National End of Season Survey 2006/07; ***2006/07 SIA Retail Audit

©2007, SIA. All rights reserved. 67 Snowboard Lessons Average Number per Ski Area 2005/06 vs. 2006/07 Source: NSAA Kottke National End of Season Survey 2006/07 Level2006/072005/06Percent Change Snowboard Average - All Levels5,2815,946-11.20% Level 1 Snowboard2,5943,032-14.50% Level 2 Snowboard2,6872914-7.8 Region 2006/072005/06Percent Change Snowboard Average - National5,2815,946-11.20% Northeast5,3205,825-8.70% Southeast5,0946,340-19.70% Midwest2,3352,3051.30% Rocky Mountain6,4386,629-2.90% Pacific West6,4388,629-25.40% Using participation from the NSGA as a guideline, 27.1% of 06.07 snowboarders were female*

©2007, SIA. All rights reserved. 68 Snowboarder Visits Snowboarders as a Percent of Total Visits 2003/04 – 2006/07 Source: NSAA Kottke National End of Season Survey 2006/07 Using participation from the NSGA as a guideline, 27.1% of 06.07 snowboarders were female*

©2007, SIA. All rights reserved. 69 Snowboard Lessons Average Number per Ski Area 2005/06 vs. 2006/07 Source: NSAA Kottke National End of Season Survey 2006/07 2006/072005/06Percent Change Level 1 Snowboard2,5943,032-14.50% Northeast1,8392,024-9.10% Southeast3,2353,856-16.10% Midwest1,8671,930-3.20% Rocky Mountain2,7803,033-8.30% Pacific West3,5725,030-29.00% 2006/072005/06Percent Change Level 2+ Snowboard2,6872,914-7.80% Northeast3,4823,802-8.40% Southeast1,8592,484-25.20% Midwest46737524.70% Rocky Mountain3,6583,5961.70% Pacific West2,8663,599-20.40% Using participation from the NSGA as a guideline, 27.1% of 06.07 snowboarders were female*

©2007, SIA. All rights reserved. 70 Women’s Snowboard Equipment Unit Sales in Specialty Shops 2004/05 – 2006/07 Sales of all snowboard equipment declined 9.85% in units during the 2006/07 season. Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 71 Women’s Snowboard Equipment Dollar Sales in Specialty Shops 2004/05 – 2006/07 Women’s snowboard equipment sales dropped less than snowboard equipment overall, dollar sales of all snowboard equipment declined 12.6% while women’s dropped just 6.78% and sales of women’s bindings actually increased Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 72 Comparison of Women’s and Men’s Snowboard Equipment A verage Retail Prices Internet and Specialty Shops 2006/07 Women’s Specialty Average Price 2006.07 Men’s Specialty Average Price 2006.07 Women’s Internet Average Price 2006/07 Men’s Internet Average Price 2006/07 Snowboards$276.64$294.46$295.49$268.08 Snowboard Boots$130.57$136.61$129.05$125.85 Snowboard Bindings$130.00$71.49$135.87$119.25 Women’s prices in specialty stores for boards and bindings were lower than average prices online, and lower than men’s average prices in specialty. Online was a different story where prices for women’s boards and boots were higher than men’s, and higher than specialty shop average prices Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 73 Women’s Snowboards Unit Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from SIA Retail Audit Gender Data Cube. Freeride: Boards primarily for on-mountain (out of park/pipe) use. Freestyle: Boards primarily for park/pipe use. All Mountain: Also includes BAM, race, carve and powder boards. Freeride/Freestyle: Board specifically marketed as ride/style. Women’s all mountain snowboards enjoyed a 16% increase in unit sales while already weak sales of freeride/freestyle board sales plummeted

©2007, SIA. All rights reserved. 74 Women’s Snowboards Dollar Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals (in $millions) from SIA Retail Audit Gender Data Cube. from August to March top line report, not adjusted historic comparisons. Freeride: Boards primarily for on-mountain (out of park/pipe) use. Freestyle: Boards primarily for park/pipe use. All Mountain: Also includes BAM, race, carve and powder boards. Freeride/Freestyle: Board specifically marketed as ride/style. Women’s All Mountain snowboard sales were up 12% 2006/07

©2007, SIA. All rights reserved. 75 Comparison of Women’s and Men’s Snowboards Average Retail Prices Internet and Specialty Shops 2006/07 Women’s Specialty Average Price 2006.07 Men’s Specialty Average Price 2006.07 Women’s Internet Average Price 2006/07 Men’s Internet Average Price 2006/07 Freeride$301.72$328.89$335.52$375.96 Freestyle$281.31$375.96$292.77$335.35 All Mountain$235.58$335.35$244.59$251.42 Freeride/Freestyle.$176.97$231.10NA$335.35 15% of the 52,077 snowboards purchased online in 2006/07 were made specifically for women. Those boards sold at average retail prices above brick and mortar specialty shop average prices and above the prices for men’s boards in the same categories. Source: SIA Retail Audit for Specialty Shops. Totals (in $millions) from SIA Retail Audit Gender Data Cube. from August to March top line report, not adjusted historic comparisons. Freeride: Boards primarily for on-mountain (out of park/pipe) use. Freestyle: Boards primarily for park/pipe use. All Mountain: Also includes BAM, race, carve and powder boards. Freeride/Freestyle: Board specifically marketed as ride/style.

©2007, SIA. All rights reserved. 76 Women’s Snowboard Boots Unit Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data Cube Step-In: Used with step-in binding Non Step-In: Meant to be used with strap binding

©2007, SIA. All rights reserved. 77 Women’s Snowboard Boots Dollar Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals (in $millions) from SIA Gender Data Cube Step-In: Used with step-in binding Non Step-In: Meant to be used with strap binding

©2007, SIA. All rights reserved. 78 Comparison of Women’s and Men’s Snowboard Boots Average Retail Prices Internet and Specialty Shops 2006/07 Women’s Specialty Average Price 2006.07 Men’s Specialty Average Price 2006.07 Women’s Internet Average Price 2006/07 Men’s Internet Average Price 2006/07 Step-In$131.60$54.22$70.09$40.85 Non Step-In$130.57$145.09$129.40$159.43 250 pairs of women’s step-in boots (and 0 step-in bindings) sold in the 2006/07 season, that type of boot will be extinct within the next few seasons. Source: SIA Retail Audit for Specialty Shops. Totals from Gender Data Cube Step-In: Used with step-in binding Non Step-In: Meant to be used with strap binding

©2007, SIA. All rights reserved. 79 Women’s Snowboard Bindings Unit Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit top line reports for Specialty Shops. Totals from SIA Gender Data Cube Step-In: Step-in interface includes step-in high back and plate bindings Non Step-In: Traditional strap binding Women’s bindings sales grew in 2006.07 while the general snowboard binding market shrank 15%

©2007, SIA. All rights reserved. 80 Women’s Snowboard Bindings Dollar Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit top line reports for Specialty Shops. Totals from SIA Gender Data Cube Step-In: Step-in interface includes step-in high back and plate bindings Non Step-In: Traditional strap binding

©2007, SIA. All rights reserved. 81 Comparison of Women’s and Men’s Snowboard Bindings Average Retail Prices Internet and Specialty Shops 2006/07 Women’s Specialty Average Price 2006.07 Men’s Specialty Average Price 2006.07 Women’s Internet Average Price 2006/07 Men’s Internet Average Price 2006/07 Step-InNA$103.17NA$38.40 Non Step-In$130.00$142.50$135.87$155.13 During 2006.07 less than 1600 step-in bindings were sold to any adult and none were women’s specific gear Source: SIA Retail Audit top line reports for Specialty Shops. Totals from SIA Gender Data Cube Step-In: Step-in interface includes step-in high back and plate bindings Non Step-In: Traditional strap binding

©2007, SIA. All rights reserved. 82 Women’s Snowboard Apparel Unit Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 83 Women’s Snowboard Apparel Dollar Sales in Specialty Shops 2004/05 – 2006/07 All snowboard apparel sales decreased 8 percent in dollars in the 2006/07 season, but sales for women’s specific snowboard apparel increased 4% Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 84 Comparison of Women’s and Men’s Snowboard Apparel Average Retail Prices Internet and Specialty Shops 2006/07 Women’s Specialty Average Price 2006.07 Men’s Specialty Average Price 2006.07 Women’s Internet Average Price 2006/07 Men’s Internet Average Price 2006/07 Snowboard Tops$141.31$142.50$147.63$158.23 Snowboard Bottoms$115.12$115.60$128.94$143.88 Snowboard apparel sold online for higher average prices than shoppers would find in brick and mortar Specialty Shops, and in contrast to alpine apparel, men paid more than women paid for snowboard apparel on average Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 86 Women’s Nordic Ski Executive Summary  $2. million in Nordic equipment sold in specialty retail shops during the 2006/07 season  $332 thousand for skis  $2.1 million for boots  $224 thousand for bindings  $23 thousand for poles  Women’s Nordic equipment captures 5 percent of all dollars spent on snow sports equipment  Women’s Nordic equipment sales decreased by 25 percent in units and 25 percent in dollars in 2006/07  Although equipment sales were down, participation was up, women’s participation in nordic skiing increased from 923 thousand in 2005 to 1.3 million in 2006  1.3 million women Nordic skiers spent an average of 6.9 days skiing during the 2006/07 season  The typical woman Nordic skier is 39 years old, has a college degree and lives in a household with average earnings above $100K per year  Participation in nordic skiing by gender is close to evenly split at 49.3 percent female 50.7 male  Men pay more for Nordic equipment than women, men’s all Nordic skis averaged $28 more than women’s Nordic skis, men’s boots averaged $12 more, and men’s bindings prices were $10 more than women’s bindings in specialty shops

©2007, SIA. All rights reserved. 87 Cross Country Skier Participation There were 2.56 million cross country skiers over the age of seven in the U.S. in 2006. Half are women, she typically is 39 years old, has a college degree, cross-country skied 7 times in 2006, and lives in household with earnings of more than $100k per year. Source: NSGA Sports Participation Studies, 1994-2006 calendar years

©2007, SIA. All rights reserved. 88 Cross Country Skier Participation by Gender Source: NSGA Sports Participation Studies, 1994-2006 calendar years 1.3 million cross country skiers are male 1.26 million cross country skiers are female There was no change in the male to female ratio of cross country skiers in 2006

©2007, SIA. All rights reserved. 89 Women’s Cross Country Skier Participation by Age Source: NSGA Sports Participation Study, 2006 calendar year NSGA data for women’s participation in cross country skiing in 2005 is a bit erratic, SIA recommends taking the average of 2004 and 2006 to determine percentage participation for 2005 in the 18-24, and 35-54 age categories. Data issues such as this may occur when using a sample methodology in a large population to measure relatively small groups such as cross country skiers. Data remains valid, but should be smoothing is recommended to correct for inconsistencies

©2007, SIA. All rights reserved. 92 Cross Country Skier Profile 2006 Calendar Year Source: *NSGA Sports Participation Study, 2006 calendar year; ***2006/07 SIA Retail Audit for Specialty Shops. Totals from August to March top line report, not adjusted historic comparisons Average age of cross country skiers*Male 35, Female 39 Gender of cross country skiers*50.7% Male, 49.3% Female Percentage of Head of HH that are College graduates*78.9% Male, 76.7% Female Avg. price paid for women’s cross country skis at specialty shop***$115.70 Avg. price paid for women’s cross country boots at specialty shop***$92.26 Avg. price paid for women’s cross country bindings at specialty shop***$40.01 Avg. price paid for women’s cross country poles at specialty shop***$26.43 Avg. # of days cross country skiing*7.77 (Male 8.64, female 6.88)

©2007, SIA. All rights reserved. 93 Women’s Cross Country Ski Equipment Unit Sales in Specialty Shops 2004/05 – 2006/07 Although half of all participants are women, women’s specific equipment made up just 11 percent of the market for cross country equipment in 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 94 Women’s Cross Country Ski Equipment Dollar Sales in Specialty Shops 2004/05 – 2006/07 Overall, women’s Nordic equipment dollar sales fell more than 25% in 2006/07, while the market for all Nordic equipment was down 22% Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 95 Comparison of Women’s and Men’s XC Ski Equipment Average Retail Prices Internet and Specialty Shops 2006/07 Women’s Specialty Average Price 2006.07 Men’s Specialty Average Price 2006.07 Women’s Internet Average Price 2006/07 Men’s Internet Average Price 2006/07 Skis$115.70$143.44$134.02$151.47 Boots$92.26$104.07$96.42$82.94 Bindings$40.01$50.12$38.44$44.33 Poles$26.43$34.15$20.12$45.76 More than 18 percent of Nordic equipment was sold online, 18,027 sets of poles were sold online 2006/07 at almost $10 above the brick and mortar specialty shop price. Overall, women’s equipment was less expensive than men’s in the shop and online Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 97 Women’s Telemark Ski Equipment Unit Sales in Specialty Shops 2004/05 – 2006/07 Women’s specific telemark equipment makes up more than 20% of the market Source: SIA Retail Audit for Specialty Shops. Totals from Retail Audit Gender Data Cubes for August to March

©2007, SIA. All rights reserved. 98 Women’s Telemark Ski Equipment Dollar Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from August to March top line report, not adjusted historic comparisons Dollar sales of women’s telemark skis declined by 18% while all telemark skis declined 35% in 2006/07

©2007, SIA. All rights reserved. 99 Comparison of Women’s and Men’s Telemark Ski Equipment Average Retail Prices Internet and Specialty Shops 2006/07 Source: SIA Retail Audit for Specialty Shops. Totals from August to March top line report, not adjusted historic comparisons Telemark Women’s Specialty Average Price 2006.07 Men’s Specialty Average Price 2006.07 Women’s Internet Average Price 2006/07 Men’s Internet Average Price 2006/07 Skis$337.01$363.98$341.01$356.93 Boots$392.93$431.45$401.80$419.79 Bindings$132.60$135.67$152.91$147.98 The downward price trend reflects that there were more telemark skis sitting in inventories (15,564) than were sold (13,309) in specialty shops over the 2006/07 season

©2007, SIA. All rights reserved. 101 Women’s Snowshoes Unit Sales in Sales in Snow Sports Specialty Shops 2004/05 – 2006/07 Source: Leisure Trends Group Outdoor Retail Audit, Calendar years 2004 to 2006

©2007, SIA. All rights reserved. 105 Snowshoes Average Retail Prices Internet and Specialty Shops 2005/06 vs. 2006/07 Women’s Specialty Average Price 2006.07 Men’s Specialty Average Price 2006.07 Women’s Internet Average Price 2006/07 Men’s Internet Average Price 2006/07 Snowshoes$139.73$137.25$134.63 More snowshoe units were sold online in 2006, but consumers spent more money buying snowshoes in specialty shops, the higher average retail price in specialty shops explains how they could sell less but make more when competing for shoppers with online retail Source: Leisure Trends Group Outdoor Retail Audit, 2006

©2007, SIA. All rights reserved. 107 Equipment Accessories Unit Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit top line reports for Specialty Shops and Dynamic data cubes. Totals from August to March top line report, not adjusted historic comparisons.

©2007, SIA. All rights reserved. 108 Equipment Accessories Dollar Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit top line reports for Specialty Shops and Dynamic data cubes. Totals from August to March top line report, not adjusted historic comparisons.

©2007, SIA. All rights reserved. 110 Women’s Apparel Accessories Unit Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit top line reports for Specialty Shops and Dynamic data cubes for Neck Gaiters only. All other totals from August to March top line report, not adjusted historic comparisons.

©2007, SIA. All rights reserved. 111 Total Apparel Accessories Unit Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit top line reports for Specialty Shops and Dynamic data cubes for Neck Gaiters only. All other totals from August to March top line report, not adjusted historic comparisons.

©2007, SIA. All rights reserved. 112 Women’s Apparel Accessories Dollar Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit top line reports for Specialty Shops and Dynamic data cubes for Neck Gaiters only. All other totals from August to March top line report, not adjusted historic comparisons.

©2007, SIA. All rights reserved. 113 Total Apparel Accessories Dollar Sales in Specialty Shops 2004/05 – 2006/07 Source: SIA Retail Audit top line reports for Specialty Shops and Dynamic data cubes for Neck Gaiters only. All other totals from August to March top line report, not adjusted historic comparisons.

©2007, SIA. All rights reserved. 117 Bibliography StudyContact 2006 NSGA Sports Participation Study: Snow Sports, National Sporting Goods Association NSGA, 847.296.NSGA 2005 NSGA Sports Participation Study: Snow Sports, National Sporting Goods Association NSGA, 847.296.NSGA NSAA Kottke National End of Season Survey 2006/07NSAA, 303.987.1111 NSAA National Demographic Study 2005/06NSAA, 303.987.1111 NSAA Economic Analysis of US Ski Areas 2004/05NSAA, 303.987.1111 SIA Retail Audit, Leisure Trends GroupSIA, 703.556.9020 2003/04 SIA SnowSports US Distribution Study, Leisure Trends GroupSIA, 703.556.9020 SIA Canadian Snowsport Retail Market Study 2004/05 Season, Leisure Trends GroupSIA, 703.556.9020 Average Snowsport Specialty Shop front, Leisure Trends GroupSIA, 703.556.9020 Summer Retail Sales Survey, Leisure Trends GroupSIA, 703.556.9020 SIA’s inSight™ version 5.0SIA, 703.556.9020 SIA SnowSports Consumer PanelSIA, 703.556.9020 SIA offers research reports to both members and non-members. Please contact Chris Semon for more information, at 703.556.9020.

©2007, SIA. All rights reserved. 118 The SIA Retail Audit monitors retail sales and inventory levels by using a representative sample of retail stores throughout the country that sell alpine, cross-country and snowboard merchandise. The sample stores send to Leisure Trends their end-month sales and inventory files in a variety of ways such as e-mail, modem transfer and diskette/tape. The table on the next slide describes the panel for the 2007/08 reporting season. While Specialty Shops report inventory data, chain stores do not. The end of October report (sales from August, 2007 through the end of October, 2007) 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 2004, we conducted a distribution survey of snowsport stores and identified 1,744 Specialty Shop fronts and 1,364 chain store fronts. We are currently conducting another Distribution study, results will be available in late 2007. 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 Retail Audit Methodology and Sample Size SIA Retail Audit

©2007, SIA. All rights reserved. 119 The following table represents the 2007/08 snow sport panels by channel of distribution and region. *Chain Store total TBD ** The Internet & Catalog retail channel for the 2006-07 Retail Audit currently consists of 13 Internet & Catalog retail managements which represent nearly 40% of the total Internet/catalog snow sports sales. 2007/08 Retail Audit issues and release dates: Seasonal Publication dates: Estimated Release Dates: 1. August – OctoberDecember 7, 2007 2. NovemberJanuary 7, 2008 3. DecemberFebruary 5, 2008 4. JanuaryMarch 5, 2008 5. FebruaryApril 7, 2008 6. MarchMay 5, 2008 Source: SIA Retail Audit Methodology and Sample Size SIA Retail Audit

©2007, SIA. All rights reserved. 120 1. Specialty Shops:  Higher priced merchandise  More technical products  Annual average sales per store front: $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 06-07) Top Line 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 06-07) includes Top Line + 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 Retail Audit Retail Sales Channel Outline Source: SIA Retail Audit 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 Retail Audit.

©2007, SIA. All rights reserved. 121 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 7 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%. 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 US Bureau of Census categories of household size, gender, age, and income. The sampling error for snow sports participation is +/- 1%. NSGA Sports Participation Study 2006 Source: NSGA Sports Participation Study, 2006 calendar year To order, please contact NSGA, 1601 Feehanville Drive, Suite 300, Mount Prospect, IL 60056-6035, 847.296.NSGA

©2007, SIA. All rights reserved. 122 Snow Sports Web Sites SIA Sites www.thesnowtrade.orgAssociation site www.snowlab.comConsumer site www.winterfeelsgood.comNational PR Campaign www.wintertrails.orgWinter Trails Snowshoe Program Industry Media and Association (Trade) Sites www.nsaa.orgNational Ski Areas Association www.psia.orgProfessional Ski Instructors Assn. www.saminfo.comSki Area Management www.outdoorindustry.orgOutdoor Industry News www.nsga.orgNational Sporting Goods Association Consumer Snow Sports Sites www.powdermag.comPowder Magazine www.snowboard.comSnowboard www.skinet.comSki news site www.skiracing.comRacing news www.twsnow.comTransworld Snowboarding www.skipressmag.comSki Press Magazine www.skimag.comSKI Magazine www.Freeskier.comFreeskier Magazine www.skiingmag.comSKIING Magazine www.freezeonline.comFreeze Magazine www.usoc.orgU.S. Olympic Committee Olympic Sites www.usskiteam.comU.S. Ski Team Info

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Women’s Specific Version. 2 SnowSports Industries America (SIA) | SIA is the national not-for-profit, North American member-owned trade association representing.

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Presentation on theme: "Women’s Specific Version. 2 SnowSports Industries America (SIA) | SIA is the national not-for-profit, North American member-owned trade association representing."— Presentation transcript:

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