By Karen D. Lorentz
updated
Wed, Feb 22, 2012 11:44 AM
The challenges are many: the recent economic downturn; climate
change and erratic winters; an ever-more sedentary society;
societal shifts with two-worker families which causes time poverty;
school activities that limit the ability of families to travel in
winter; more alternative leisure activities; and an aging
baby-boomer population.
These are all significant for the ski industry, but it is the
unfavorable demographic trend that threatens to derail the great
strides made in growing skier visits to a national record of 60.54
million in 2010-11.
It was the burgeoning baby-boomer generation that drove the history
of the sport, causing the "ski boom" in the 1950s and 1960s, when a
proliferation of new ski areas made it easy for people to find a
nearby hill to learn the sport.
Innovative developments in instruction - Shortee skis, Natur
Teknik, and GLM (pioneered at Killington) - furthered skier visits
as all ages and even the "non-athletic" learned to ski and found
that they loved it.
Their interest later translated to the condo boom and a transition
of ski areas to "ski resorts" in the 1980s and 1990s as well as
multi-generational family vacations in the 2000s.
The resulting economic impact to Vermont has been significant,
notes Parker Riehle, president of the Vermont Ski Areas Association
(VSAA). For the 2010-11 season Vermont had almost 4.4 million skier
visits, with an estimated economic impact of $750 million in direct
spending. "Two thirds of that spending occurs off-mountain in
surrounding villages and towns. The indirect spending is also
significant," he noted. The latter is estimated at $700 million in
an average year and includes all the expenditures made by the
businesses that rely on the skier/rider traffic. That equates to a
$1.5 billion contribution to the Vermont economy along with the
creation of about 12,000 jobs.
Put in perspective, "Vermont's skier-visit ranking continues
to position the state as number three in the country, behind only
Colorado (12 million skier visits) and California (7 million skier
visits)," Riehle noted.
But now one baby boomer turns age 63 every seven seconds, according
to Dr. Joseph F. Coughlin, director of MIT's AgeLab and a member of
the White House Conference on Aging. As members of the
77-million-strong group of swinging silvers, this cohort is
beginning to "age out" of snow sports, jeopardizing the ski
industry's future warns National Ski Areas Association (NSAA)
President Michael Berry.
At its 2009 National Convention, Berry stated that one of NSAA's
primary missions is to help its members "understand the
implications of the significant demographic shifts on the horizon.
As baby boomers continue to age, they will begin dropping out of
the sport at an alarming rate. Without an industry-wide effort
focused on attracting newer, younger participants and converting
them into loyal skiers and riders, ski areas could face dramatic
declines in visitation in the not-so distant future," he
said.
According to NSAA, national statistics show that 85 percent of
those who try the sport don't return, and their research indicates
that if conversion rates don't improve, overall visitation figures
could decrease by 2.5 percent per year to around 40 million visits
for the 2020-21 season. (That low number was last seen nationally
in the 1981 season, a year when Vermont did 3.1 million
visits.)
By "improving the conversion rate from 15 percent to 25 percent,
the industry can accomplish the overall turnaround that is badly
needed," Berry adds. To that end, NSAA has adopted a Growth Model
that features sharing best practices "aimed at converting new
generations into lifelong participants."
"Vermont ski areas have been answering the call of NSAA's
conversion challenge for several years and continue to add programs
and amenities every year in order to capture the newbies and keep
them skiing," Riehle commented. These initiatives range from the
streamlined rental programs to the annual Learn-to-Ski &
Snowboard packages, he said, adding "over 1,000 newbies" took
advantage of the January lessons this year.
"Ski schools play a pivotal role in the conversion process. It is
imperative that the first-timer's experience be a positive one that
will encourage a lifelong passion for the sport," Riehle
added.
Local Initiatives See Results
Rob Megnin, marketing director for Killington Resort and Pico
Mountain, notes, "Our new programs are absolutely necessary because
if we don't bring new skiers and snowboarders into the sport, we'll
see fewer and fewer participants in coming years. Our livelihood,
our community's livelihood, and the state's depend on the economic
impact the sports generate for Vermont... The greatest challenge is
how to make snow sports grow."
Killington consistently sets an above average conversion rate of 35
percent (one of the highest in the industry). Megnin attributed
that accomplishment to Killington's historic focus on teaching
methods. They go back to the 1960s when the area pioneered GLM in
concert with SKI Magazine, then developed the Accelerated Method
(1970s) followed by training stations (1980s) and a specially
contoured learning trail. Now the Max 3 and 5 programs (for group
lessons that run the spectrum from first-timers to experienced
skiers and snowboarders) provide the personal attention that
contributes to a better experience and the higher return rate, he
said.
But Megnin added, "We still need to do a better job of introducing
people to snow sports so that they become core enthusiasts. This is
necessitated not only by the upcoming aging out of the baby-boom
generation but also by recent events like 9/11 and the economic
downturn, which changed the way people consume recreation. The
continuing challenge is to understand: our customers; trends like
the importance of family and people being more value conscious; and
the way the internet has changed the game.
"We're looking at all that and are employing the new technology
such as the PURL program which helps us to move new skiers and
riders down a continuum of participation. This is all designed to
help people get to their third visit and bolster our retention and
conversion rate in the process," Megnin added.
Killington, Pico Learn-to-Ski/Ride Programs
"For the first-time skier or rider, the sport is an
equipment-intensive sport that sets a first timer on a downhill,
slippery surface in cold weather. For those reasons, it's difficult
enough to get folks to try it for the first time, much less get
them to come back if their first experience is not positive. So the
rental equipment fitting process, customer service, and on-snow
instruction are all key to a good experience that will inspire
beginners to try the sport again," Snow Sports School Director Dave
Beckwith explained.
To make the first day on the slopes as effortless and hassle free
as possible, Killington utilizes a process that begins with
first-timers meeting with their instructors indoors and being
assisted in putting on boots before heading out to a bus that takes
them to specially designed learning terrain.
"The turning point comes in just a few lessons, and when that
happens and everything clicks, people discover the most
exhilarating connection with nature and the great outdoors that
keeps them hooked for life. And that is where the sport remains so
resilient and industry leaders remain so hopeful for the future of
the sport," Beckwith noted.
"The unique thing is that all our Killington lessons are Max
3 or 5 (no more than three or five students to an instructor)," he
added, noting the faster learning that results from more personal
attention.
In addition to private and Max 5 group lessons for adults, there
are Max 3 and 5 lessons for children to nurture the next generation
of downhillers. Killington has been ahead of the industry in this
regard, offering a First Tracks Slide and Play program for ages 2-4
for many years now. This feature is a one-hour add-on option to the
Friendly Penguin Day Care program with on-snow activities designed
to introduce children to skiing or snowboarding. Ministars (ages
4-7), Superstars (7-12) and SnowZone (13-18) round out offerings
for the next generation.
Additionally, Pico Mountain offers a learn-to ski/ride package of
beginner lift, lesson, and equipment for ages 7 and older for $99
for three days (lessons do not need to be on consecutive
days). A $149 unlimited season pass with a free 1-hour
private lesson and a free rental is an optional add-on for anyone
completing the program. These are just a few ways in which Pico is
making learning affordable and fun.
March is a good time to introduce someone to snow sports. It's
warmer so fewer layers are needed and hands and feet aren't
subjected to January's colder temps. Days are lighter longer and
there's generally more sunshine. The snow is usually at its best
with snowmaking having built up base depths and storms
traditionally dumping 4 or more feet of flakes.
TIP: If you bring a first-timer age 18 or older who purchases a
learn-to package, you'll receive a free lift ticket valid that same
day. Call 800-923-9444 for more information or to make advance
reservations (required).
Check out Killington and Pico websites for more information on
learn-to programs.
Next week we'll follow a class of first timers to see how coaches
at Killington make that first introduction an easy and fun
experience.
Tagged:
killington, conversion
