Latest Trends in Skiing

As the weather turns colder, Americans hit the slopes of ski facilities throughout the U.S.  Last year, the 2006/07 NSAA National Demographic Study revealed a number of recent trends.  Including: the continued aging of the visitor base and increased participation in family and empty nester households.

Industry Numbers Take a Fall

·         The average age of skiers and snowboarders has risen steadily from 33.2 in 1997/98 to 36.6 in 2006/07.  This primarily has been due to gains in the proportion of visitors aged 45 and over, and declines in the proportion of visitors in most other age groups.  Nationally, 48 percent of skiers and snowboarders are part of a family with children at home, either parents with kids, representing 32 percent, or kids aged 17 and under, representing 16 percent.  The second largest segment is singles without children, representing 28 percent of snowsports participants.  The remainder is equally split between couples without children, 12 percent, and empty nesters, also 12 percent.  The proportion of singles has trended down since 1999/00.

·         2006/07 Season: 54.9 million visits

·         2005/06 Season: 58.9 million visits

·         2004/05 Season: 57.1 million visits

·         2003/04 Season: 57.6 million visits

·         2002/03 Season: 54.4 million visits

·         2001/02 Season: 57.3 million visits

·         2000/01 Season: 52.2 million visits

How the Midwest Fits In

·         The Midwest has the youngest visitor base in the country with a median age of 22.  Together with households with children at home, 33 percent, parents and children account for 71% of visitors in the Midwest region.

·         There are 485 operating ski resorts in the U.S. and 120 in the Midwest.  Midwest skier visits are predominately generated by five states, including Michigan (27.3%), Minnesota (17.5%), Wisconsin (12.9%), Ohio (10.5%), and Illinois (10.3%).  21.6% were a combination of other states.  The top designated market areas for the Midwest include:

·         Minneapolis: 16.9%

·         Detroit: 11.3%

·         Chicago: 8.9%

·         Cleveland: 7.4%

Midwest Visitor Profile

·         60.3% are skiers

·         39.7% are snowboarders

·         63% are male

·         37% are female

·         10% tried skiing or snowboarding for the first time during the 2006/07 season

·         27% wear a helmet (up 2% from previous season)

·         78.4% went skiing for the day instead of overnight

Making the Grade in the Midwest (change from 05/06)

·         7.20 million: Projected Skier Visits (-7.5%)

·         61 inches: Average annual snowfall (-10%)

·         93: Average days open (-8%)

·         9,868: Average lessons given (-6.8%)

·         $41.04: Average Adult Weekend Lift Ticket Price ($39.19)

·         2,902: Average Season Passes Sold Per Resort (+6%)

·         24,610: Average Snowtube Visits Per Resort (-5.8%)

·         610: Average Snowmaking Hours (+2.5%)

·         28.9: Average age of guests (29.0)

Results compiled from the 2006/07 NSAA National Demographic Study and the 2006/07 Kottke End of Season Survey which tracks demographic characteristics of skiers and snowboarders.  Results are based on brief surveys of skiers and snowboarders conducted by resort personnel.  For a full study, contact the NSAA at www.nsaa.org or 303-987-1111.  For more information on local results, contact Snow Trails at www.snowtrails.com or 419-774-9818.