Grade 4 & 5 snowpass report Winter 2008/2009

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2 ProgramBackground The Grade 5 SnowPass program was introduced 12 years ago in 1997/1998. For the past 11 years anyone in Grade 5 could sign up for a SnowPass. The 2008/2009 season marked a huge changeforthesnowpassprogram.thisyearchildreningrade4werewelcomedtotheprogram changingittoagrade4&5snowpassprogram.thesnowpassprogramisopentoallchildren9 or10yearsoldbornin1998/99thatresideincanada.thesnowpassofferscouponsforupto3 complimentarylift/trailticketsateachoftheparticipatingskiareas.eachparticipatingskiarea determinesrestrictionsregardingcouponredemption.applicantsarerequiredtoprovideproof of age/grade and an administration fee to the Canadian Ski Council to receive their SnowPass booklet. The purpose of this program is to remove the barriers to trying skiing/snowboarding andtoencouragetheenjoymentofoutdoorwinterrecreation.skiing/snowboardingshouldbea rite of passage for every child lucky enough to be raised in Canada and this program will help make that happen. The program also helps young people stay physically active during winter months. SnowPassReach PotentialmarketforChildrenbornin1998orenrolledinGrade5forthe2008/2009 schoolyearwasapproximately376,127. PotentialmarketforChildrenbornin1999orenrolledinGrade4forthe2008/2009 schoolyearwasapproximately368,206. Usingthisanalysis,andtakingintoaccountthattherewere40,631SnowPassholdersin 2008/2009weknowthattheSnowPassProgramreached103,608peoplethisseason, with69,072ofthembeingadditionalfamilymembers. AccordingtotheSnowPassfollow upsurvey,therewasanaverageof3people (includingthesnowpassholder)whowentskiing/snowboardingondayswhenthe SnowPasswasused. SnowPassProgramObjectivesandGoalsfor2008/2009 Toobtain4.7%ofthemarketsharein2008/2009,or34,984SnowPassapplications.To haveeachsnowpassholdervisitskiareasthreetimesduringtheseasonforatotalof 98,700resortvisits. Actualfor2008/2009was5.5%ofthemarketshare,or40,631SnowPassholders.In 2007/2008wehad8.1%ofthemarketwith31,806SnowPassholders.SnowPassholders visitedskiareas2.4timesduringthe2008/2009seasonforatotalof97,514resortvisits (note:only15%ofsnowpassholdersreportedthattheydidnotusetheirsnowpass duringthe2008/2009season). Tointroduce9and10yearolds,alongwiththeirfamiliestoskiingandsnowboarding acrosscanada. TopositivelyinfluencethewinteractivitychoicesofCanadianfamiliesbyproviding Grade4and5studentswithanopportunitytoski,snowboardandcross countryski moreoftenthantheywouldotherwise. Togivechildrenwhoare9and10yearsoldorinGrade4or5theopportunitytotry skiingandsnowboardingforthefirsttime. 1

3 To"getthemhooked"whiletheyareyoungandconvertthemtolifetimeskiers Toencouragefamiliestospendqualitytimetogetherwhilevisitingtheirlocalskiareas andencouragelapsedandinfrequentskierstoreturntotheslopeswithgreater regularity. Toincreasetheawarenessofskiing,snowboardingandcrosscountryskiingacross Canada. Toincreaseretailsalesofski/snowboardequipmentandapparel. ForzaniGroupInvolvementintheSnowPassProgram Grade4&5SnowPassapplicationbrochureswereavailableatSportChek,SportMart,Sports ExpertsandIntersportstoresnationwide.TheCSCprovidedeachstorewithbrochuresand newlydesignedpopholdersthatincorporatedtheupdatedgraphicsandlookoftheprogram thatcouldbeeasilyplacedonthecheckoutcountersin store.forzanialsopromotedthe programthroughtheirwintermediacampaign,andplacedstorerebatecouponsinsideof SnowPassbooklets. Application(Process) Allparticipantswererequiredtofilloutashortapplicationformwhichaskedfortheir name,address,city,province,postalcodeand address(optional)inordertosend thepasstothem.applicationswereavailableonlineaswellinapapermailbackformat ortouploadallinformationaswellasaphoto,proofofageorgradeandpayment. Eachapplicationformhadtobeaccompaniedbyanadministrationfeeof$15(ifthey wishedtopayforxpressrushservice,thetotalfeeforeasterncanadawas$22andfor WesternCanadaitwas$25),apictureandproofthatthechildwaseitherinGrade4or 5forthe2008/2009schoolyearorwasbornin1998or1999. Datawasalsocollectedfromtheapplicationformtodeterminetheskiingand snowboardinghabitsofeachparticipant. Application(BrochureDetails) Atotalof1,047,600brochureswereprintedforthe2008/2009season. ThreeversionsoftheGrade4&5SnowPassbrochurewereprinted:CanadaEast (English),CanadaEast(French)andCanadaWest(English). Application(BrochureDistribution) BrochuresweredistributedtomostschoolsinCanadabytheRegionalSkiAreaOperator Associations:CanadaWestSkiAreasAssociation(CWSAA),theAssociationdesstations deskiduquébec(assq),andtheontariosnowresortsassociation(osra). Brochureswerealsoavailableatparticipatingskiareas,skishows,aswellastheForzani Groupstores:SportMart,SportChek,IntersportandSportsExpertsstoresacross Canada. 2

4 Thebreakdownofbrochuredistributionisasfollows: CompleteListforSnowPassBrochureDistribution EastEnglish EastFrench WestEnglish SportExperts/ Intersport 3,500 23,500 2,600 SportMart 7,500 7,500 SportChek 45,000 30,000 OSRA 318,000 23,000 CWSAA 220,000 ASSQ 55, ,000 CSC 40,000 6,000 6,000 TOTAL 469, , ,100 Application(ApplicantProfile) Ashortquestionnairewasincludedonthebrochureapplicationformaswellasonthe Internetapplicationform. Thequestionnaireaskedeachrespondentforthefollowinginformation: o Gender o Hastheapplicanteverskiedbefore?Howmanytimesdidyouskilastwinter? o Hastheapplicanteversnowboardedbefore?Howmanytimesdidyouboard lastwinter? o Wheredidtheygettheirapplication? o WheredidtheyhearabouttheSnowPassprogram? TheGenderBreakdown,nationallywasMale55%vs.Female45%andthebreakdown provinciallyisasfollows: BreakdownbyProvince2008/2009SnowPassSeason ON QC NB NFLD NS PEI BC AB MB SASK TERR 32% 32%.3%.1%.4% 0% 22% 22%.4%.3% 0% Application(DistributionOutlet) Accordingtothe2008/2009Grade4&5SnowPassfollow upsurvey,8%respondedthat theyfirstheardaboutthesnowpassprogramfromoneoftheforzanigroupstores: SportChek(3%),SportsExperts(2%),SportMart(3%),andIntersport(0%). While,accordingtotheresponsesfromtheshortquestionnaireonthebrochures,6.7% (or2,712people)pickeduptheirapplicationfromoneoftheforzanigroupstores.see belowforacompletebreakdown: Thispastseason,Internetapplicationsreceivedrepresentedatotalof47%(19,201)ofalltypes ofapplicationscomparedto33.93%(10,835)in2007/2008and32.1%(10,375)in2006/2007 Schoolapplications,fromwhichapplicationsarereceivedrepresented41.4%(16,854) comparedto48.89%(15,612)in2007/2008and51.6%(16,670)in2006/

5 SnowPassBooklet(Details) 52,000Grade4&5SnowPassbookletswereprintedforthetworegions;34,000Canada Eastbookletsand18,000CanadaWestbooklets. ChildrenwhoresideinBritishColumbia,Alberta,Manitoba,Saskatchewan,Yukonorthe TerritoriesreceivedaWesternCanadaGrade4&5SnowPass. ChildrenwhoresideinOntario,Quebec,NewBrunswick,NovaScotia,Newfoundland& LabradororPrinceEdwardIslandreceivedanEasternCanadaGrade4&5SnowPass. Eachparticipatingresort(154resortsintotal)offereduptothree*Grade4&5lift/trail coupons. SnowPassBooklet(Restrictions) Skiareashadtheoptionofrequiringapayingadulttoaccompanythechildwhilethey wereskiing/snowboarding. AmaximumoftwoGrade4&5SnowPassholderscouldaccompanyeachpayingadult. Thechildreceivedthesametypeofticketastheparentpurchased.(i.e.fullday,half day,etc.). 41ofthe154participatingskiareasrequiredapayingadulttoaccompanytheSnowPass holder. 23ofthe154participatingskiareashadarestrictiononusingtheSnowPassduringthe Christmasholidays. 1ofthe154participatingskiareashadarestrictiononusingtheSnowPassduringthe SpringBreak. 4

6 SnowPassBooklet(SkiAreaBonusCoupons) Skiareaswereaskedtoofferabonuscouponfordiscountsonlessons,rentals, equipmentorotheroffers.belowisthebreakdown. CouponType BC AB MB SK ON QC ATL Total Grade6coupon* Freerentals Freegrouplesson %offrentals %offgrouplesson %offprivatelesson %offrentals %offgrouplesson %offprivatelesson 2 2 2for1tubing ExtraGrade6coupon 1 1 Extradaypass Freeadultdaypass Freediscover %offpurchase Freehotchocolate %offrepairs %offliftticket %offadultclinics 1 1 Total TotalBonusCouponsOffered:220 *104 of the 154 participating ski areas offered a Grade 6 Coupon, which the SnowPass holder canuseduringthe2009/2010skiseason. TheForzaniGroupstoresalsoprovidedcouponsintheSnowPassbookgoodforrebateson skiing/boardingequipment,winterapparel,andfootwear(seepage14forsamples).forzani alsopromotedtheir"juniorski&snowboardtradeinprogram"inthesnowpassbook. Accordingtothe2008/2009Grade4&5SnowPassfollowupsurvey,whenasked Which ofthefollowingextracouponsfoundinthesnowpassbooklethavetheyorwillthey use?,73%saidthattheywoulduseatleastoneofthefourcouponsprovidedby Forzani(RebatesatSportMart23%orSportChek30%,)comparedto44%in2007/2008. AlthoughtherewasnotaSportsExpertsorIntersportcouponinthebooklet,thisoption wasplacedintheanswerkeyand20%respondedthattheywouldusebothofthe coupons. 7%ofrespondentstookadvantageoftheSportChek"JuniorSki&SnowboardTradein" programcomparedto7%in2007/2008and6%in2006/

7 ParticipatingSkiAreas 154skiareasparticipatedintheGrade4&5SnowPassProgramforthe2008/2009 season. Abreakdownofthenumberofparticipatingresortssincetheprogram sinceptionin 1997/1998isprovidedbelow: ProgramYear Numberof ParticipatingSkiAreas 2008/ / / / / / / / / / / / BreakdownofParticipatingSkiAreasbyProvince CanadaEast 98skiareasinEasternCanadaparticipatedintheGrade4&5SnowPassProgramforthe 2008/2009skiseason.Thenumberofparticipatingskiareasfromthisandprevious yearsislistedbelow: Province 08/09 07/08 06/07 05/06 04/05 03/04 02/03 01/02 00/01 99/00 98/99 Ontario Quebec Atlantic CanadaWest 56skiareasinWesternCanadaparticipatedintheGrade4&5SnowPassProgramfor the2008/2009skiseason.thenumberofparticipatingskiareasfromthisandprevious yearsislistedbelow: Province 08/09 07/08 06/07 05/06 04/05 03/04 02/03 01/02 00/01 99/00 98/99 BC Alberta SASK Manitoba SnowPassResults(NumberofSnowPassApplicants) AsofMarch20,2009therewere40,631applicants,whichwasanoverallincreaseof 27% 6

8 SnowPassResults(ProvincialBreakdowns) Grade4&5SnowPassProvincialComparisonBetween 2008/2009and2007/2008 Total 08/09 %ofgrand Total 08/09 Total 07/08 %ofgrand Total 07/08 % Difference Ontario 13, % 9, % 39% Quebec 13, % 11, % 17% NewBrunswick 120.3% 84.3% 43% Nfld&Labrador 37.1% 22.1% 68% NovaScotia 157.4% 101.6% 55% PEI 12.03% 10.03% 20% BritishColumbia 8, % 6, % 31% Alberta 5, % 3, % 29% Manitoba 162.4% 206.6% 21% Saskatchewan 120.3% 130.4% 8% Territories 11.03% 1 0% 0 GrandTotal 40, % 31, % 28% Marketsharereflectsthenumberof9and10yearoldchildrenwhoappliedforaGrade 4&5SnowPasscomparedtothenumberof9and10yearoldchildrenperprovince expressedasapercentage. Grade5SnowPassMarketSharebyProvince (AsofMarch19,2009) Province #of10 yearolds 08/09 Number ofapps 08/09 Percentage ofmarket #of10 yearolds 07/08 Number ofapps 07/08 Percentage ofmarket Ontario 150,723 7, % 159,093 9, % Quebec 81,320 7, % 85,576 11,209 13% NewBrunswick 8, % 8, % NFLD&Labrador 5, % 5, % NovaScotia 9, % 10, % PEI 1, % 1, % BC 46,728 5, % 48,723 6, % Alberta 42,523 2, % 42,931 3, % Manitoba 15, % 15, % Saskatchewan 12, % 13, % Territories 1, % 1, % Total 376,127 24, % 392,522 31, % 7

9 Grade4SnowPassMarketSharebyProvince (AsofMarch19,2009) Province #of9year olds 08/09 Number ofapps 08/09 Percentageof Market Ontario 147,197 5, % Quebec 78,489 5, % NewBrunswick 7, % NFLD&Labrador 5, % NovaScotia 9, % PEI 1, % BC 45,854 3, % Alberta 42,558 2, % Manitoba 15, % Saskatchewan 12, % Territories 1, % Total 368,206 16, % SnowPassTotalsSinceProgramInception (asofmarch19,2009) 08/09 07/08 06/07 05/06 04/05 03/04 02/03 01/02 00/01 99/00 98/99 97/98 Total 40,631 31,806 32,303 30,685 30,440 30,009 29,493 25,269 20,886 17,448 10,395 9,711 BothoftheSnowPassprogram swebsites;snowpass.caandpasseportdesneiges.ca, werecompletelyredesignedtoincorporatethenewlogoandfeelofwelcomingthe Grade4 stothesnowpassprogram. PrintableOnlineapplicationformswereagainavailablethisseason,38%(15,481)of applicationsreceivedwereusingthismethod,whichwasanincreasefrom34%in 2007/2008and32%in2006/2007. o Thisseasonacompletelyonlineapplicationwaslaunched.Parentswereableto applyfortheirchild ssnowpassbyuploadingtheirphoto,proofofage/gradeas 8

10 wellapplypaymentwithavisaormastercard.9%(3,720)ofapplicationswere receivedusingthismethod. TheSnowPasswebsitesreceivemanyvisitorseachwinterseason.AsofMarch21,2009, snowpass.cahad100,758visitsfromnovember'08tomarch'09and passeportdesneiges.cahad26,803visits,withatotalof127,561visitscombined. AdvertisingandPromotionoftheSnowPassProgram SnowPassapplicationswereavailableatalltheForzaniGroupstorelocations(Sport Mart,SportChek,SportsExperts,andIntersport). SnowPassapplicationandPOPholdersweresenttoallparticipatingAtlanticSkiAreas, andselectschoolsintheatlanticskiareas respectiveregions. AdplacementintheSportChekChristmascampaignsentto2.2millionmajormarket households. AdinSkiPressMagazineforboththeNovemberandJanuaryissues. Pressreleasesto7,000mediaoutletsacrossCanada. Advertisedonytv.comfromNovember2008toJanuary2009. AnadwasplaceintheCanadaTeacherMagazine TellaFriendContestprovedtobesuccessfulasitdoubledwebsiteactivityfor2days afterbeing edout. RoleofRegionalSkiAreaOperators CWSAA/OSRA/ASSQsenttheSnowPassapplicationstoalmostalloftheelementary schoolsintheirrespectiveregion. CWSAA/OSRA/ASSQsenttheSnowPassapplications&POPholderstomemberski areas. OSRA:placedadsinCityParentmagazineinDecemberandJanuaryandspecial DecemberChristmasissue,OntarioTourismmagazine, OSRA:ispresentatTorontoSki,Snowboard&TravelShowwithPOPdisplaysatbooths andsnowpassbanner. OSRA:SnowPassbannerplacedonOSRAwebsitewithlinktosnowpass.ca. OSRA:waspresentattheOPHEAconvention,anassociationofphysicaleducation teachersinontario. ASSQ:Advertisedlogoandprogramontheirwebsitewithalinkto passeportdesneiges.ca CSCMediaCampaignResults AccordingtoCisionMediamonitoringtherehavebeen36mediaclippingsincluding informationpromotingthegrade4&5snowpassprogram,whichhasreacheda circulationof1,050,663. InordertoevaluateandimprovetheSnowPassProgram,theCanadianSkiCouncilhas surveyedprogramparticipantsaftereachseasonforthepast11years.objectives includeidentifyingthedemographicprofileofparticipantsandtheirfamilies, quantifyingtheirskiing/snowboardinghabits,measuringtheimpactoftheprogramon theirskiing/snowboardinghabits,identifyanyproblemswiththeprogramandseek suggestionsforimprovingtheprograminthefuture. 9

11 Grade 4 & 5 snowpass report Winter 2008/2009 Forthelastfiveyears,thesurveyhasbeenconductedontheweb.An withalink tothewebsurveyissenttoapproximately15,000 20,000SnowPassapplicantswho providedtheir addressesontheapplicationformandconsentedtobeing contacted.intotal,over4,000completedsurveyswerereceivedthisseasoncompared to3,000in2007/2008and5,670in2006/2007. PastSkiing/SnowboardingHabits 08/09 07/08 06/07 05/06 04/05 02/03 01/02 00/01 99/00 98/99 Beginner/ 64% 37% 31% 16% 15% 16% 14% 13% 13% 12% Lapsed* Infrequent 11% 32% 33% 58% 53% 49% 45% 53% 53% 52% Core 25% 31% 35% 26% 32% 35% 41% 34% 34% 36% *priorto06/07,thisinformationwasdeteminedsoleybythenumberof never evers whoappliedforasnowpass.wenow includenever everswithlapsedskiers/boarderswhoskiedorboardedonly1 2timespreviously. FrequencyofSkiing/Boarding(ifthechildskied/boardedmore,lessorthesame numberofdaysaslastyear'swinterseason). 08/09 07/08 06/07 05/06 04/05 03/04 02/03 01/02 %whoskied/boardedmore 51% 65% 57% 59% 52% 61% 57% 54% %whoskied/boardedthesame 35% 26% 20% 25% 26% 26% 30% 38% %whoskied/boardedless 14% 8% 13% 5% 17% 12% 11% 6% %whodidnotski/boardthisyear 2% 10% 0% 2% 5% 1% 2% 3% ImpactofSnowPassonSkiingandBoardingHabits o TheabilitytosavemoneywastheprimaryreasonforpurchasingaGrade4&5 SnowPassin2008/2009(29%)sameasthe2007/2008season.Theabilityto ski/snowboardmoreoftenwasthesecondmostcommonreason(27%),up from2007/2008(24%).theabilitytoparticipateinawintersportasafamily (18%)andtointroducetheSnowPassholdertothesport(9%)areamongother reasonsforpurchasingagrade4&5snowpass. o Thetotalamountofdaysthechildskied/boardedin2008/2009was7.4daysas comparedto8.4daysin2007/2008and6.7daysin2006/2007. o Onaverage,SnowPassholdersskied/boardedapproximately4.2additional timeswithapproximately3otherpeoplegenerating435,153additional ski/snowboarddaysin2008/2009,comparedto273,874additional ski/snowboarddaysduringthe2007/2008seasonand duringthe 2006/2007season. Usageratesforthepast5yearsareasfollows: 08/09 07/08 06/07 05/06 04/05 03/04 02/03 %WhousedtheirSnowPass 85% 90% 97% 98% 95% 99% 95% AveragenumberoftimesSnowPasswasused TotalnumberofSki/Snowboarddays 145, , , , , , ,600 10

12 34%ofparentssaidthattheyskied/snowboardedmorethisseasonasaresultoftheirchild havingagrade4&5snowpass. 16%ofsurveyrespondentssaidthatanothermemberofthefamilystarted skiing/snowboardingasadirectresultoftheirchildowningagrade4&5snowpass. Comparedto18%in2007/2008and19%in2006/2007. Thebreakdownofpastparentalparticipationisasfollows: SnowPassProgramHistory o 32%ofparentsreportedthatatleastoneoftheirotherchildrenhadbeena SnowPassholderinpreviousyears,comparedto25%in2007 o 82%offamilieswillhaveatleastoneotherchildeligibleforaGrade4&5 SnowPasswithinthenextfiveyears,comparedto49%in2007/2008and50%in 2006/2007.4%offamilieswillhave2ormorechildreneligible. EquipmentInventory o Onaverage,manySnowPassholderscamefromhouseholdswhereatleastone parent/guardianownedski/snowboardequipment.theequipmentbreakdownis asfollows: 08/09 07/08 06/07 05/06 04/05 03/04 02/03 %WhoOwnDownhill Equipment 71% 68% 74% 75% 81% 61% 51% %WhoOwnSnowboard Equipment 6% 6% 12% 9% 9% 7% 5% %WhoOwnCross CountryEquipment 6% 7% 21% 24% 28% 24% 16% o Atotalof58%ofGrade4&5SnowPassholdershadnewequipmentpurchasedfor themin2008/2009comparedto60%in2007/2008and53%in2006/2007. o Atotalof29%ofparents/guardianspurchasedequipmentforthemselvesin 2008/2009comparedto30%in2007/2008and28%in2006/2007. o 58%ofparents/guardiansofSnowPassholderspurchasedequipmentforanother familymemberin2008/2009comparedto54%in2007/2008and55%in 2006/2007. o Atotalof62%ofparentsplantopurchasenewequipmentfortheirGrade4or5 NEXTSEASONcomparedto61%in2007/2008and56%in2006/2007. o Atotalof31%ofparents/guardiansplantopurchaseequipmentforthemselves 08/09 07/08 06/07 05/06 04/05 03/04 02/03 DownhillSki 93% 93% 92% 91% 95% 57% 61% Snowboard 21% 18% 21% 17% 16% 9% 11.0% Cross CountrySki 71% 73% 74% 61% 59% 33% 32% o NEXTSEASONcomparedto32%in2007/2008and30%in2006/ %ofparents/guardiansofSnowPassholdersplantopurchaseequipmentfor anotherfamilymembernextseasoncomparedto57%in2007/2008and59%in 2006/

13 Grade 4 & 5 snowpass report Winter 2008/2009 Lessons o 28%ofGrade4&5SnowPassholdersreportedthattheytookaSKIlessononaday theyusedasnowpasscouponin2008/2009comparedwith30%in2007/2008and 18%in2006/2007 o 14%ofGrade4&5SnowPassholdersreportedthattheytookaSNOWBOARD lessononadaytheyusedasnowpasscouponin2008/2009comparedto18%in 2007/2008and13%in2006/2007. o 10%ofsurveyrespondentsreportedthateithertheyortheirspousetookalesson onadaywhentheirchildusedagrade4&5snowpasscouponcomparedwith13% in2007/2008and15%in2006/2007. ParticipationHabits o 72%ofparentsreportedthattheyhadlapsedfromskiing/snowboardingfora periodof1yearormoresincehavingchildrencomparedto74%in2007/2008and 2006/2007and73%in2005/2006. HelmetUsage o 54%ofparentsreportedthattheywearahelmetwhentheyski,upfrom48%in 2007/2008and38%in2006/2007 o 93%ofallSnowPassholderswearahelmetwhentheyski/snowboardupfrom90% in2007/2008,2006/2007and88%in2005/2006. SnowPass"appreciation" o 97%ofrespondentsstatedthattheylikedtheartworkonthefrontoftheGrade 4&5SnowPassapplicationandbrochurewhichisthesamefrom2007/2008. o 94%ofrespondentsthoughtthe$15administrationfeewasabargainora reasonablefee;whichisthesamefor2007/2008and2006/ %thoughtthe ExpressRushfeewasabargainorreasonablefeewhichisdownfrom79%in 2007/2008and78%2006/2007. o 63%ofrespondentsstatedthattheywouldnotchangeanythingaboutthe application,although12%wouldliketoseealistofrestrictionsandblackoutdates present.aswell10%wouldliketobeabletoseewhichareasparticipateinthe programbetter. o 73%ofallSnowPassholdersstatedthattheyvisitedeitherwww.snowpass.caor informativeanduserfriendly. OtherProgramHighlights o 26%ofrespondentssaidthatwhentheyhadtocontacttheCanadianSkiCouncil theyreceivedexcellentorsatisfactorycustomerservice.72%ofrespondentssaid thattheydidnotcontactthecanadianskicouncil. o 50%ofrespondentssaidtheywouldusetheirGrade6Couponcomparedto78%in 2007/2008and83%in2005/2006thislargedifferencehasalottodowiththe additionofgrade4studentstotheprogramasthegrade6couponsarenot availabletothem. o 68%saidthattheywoulduseacouponforaparticularresort(I.e.50%offlessonor rental)comparedto59%in2007/2008,83%in2006/2007and28%in2005/2006. o 82%ofSnowPassholdersareCaucasianethnicitywhile10%representavisable minority.chinesebeingthenextmajordemographicat3%. 12

14 o o o Grade 4 & 5 snowpass report Winter 2008/ %ofrespondentsareCaucasianethnicitywhile10%representsavisableminority. Chinesebeingthenextmajordemographicat5% Onaverage,SnowPassholdershaveatotalhouseholdincomeof$115,25compared to$152,000in2007/2008and$97,000in2006/2007.pleasenotethat28%stated thattheirtotalhouseholdincomewasbetween$50,000and$99,999.27%of respondentsstatedthattheirhouseholdincomewasbetween$100,000and $149, %ofrespondentssaidthattheywouldusetheInternettopurchasea ski/snowboardvacation,lifttickets(68%),season spasses(62%)and/orequipment (30%);in2007/2008thenumberswereasfollows:ski/snowboardvacation(69%), lifttickets(43%),season spasses(61%)and/orequipment(29%). SkiAreaInvestment: Total investment and revenues generated for all participating ski areas for 2008/09 is describedinthefollowingsections: TotalCosttoallResorts ComplimentaryLiftPasses (providedtospholders) Numberof SnowPass Holders Avg.Number ofvisitsusing thesnowpass Coupons TotalNumberof ResortVisits usingsnowpass Coupons *Avg.Lift TicketPrice Approx.Costto AllResorts 34,536** ,886 $28.00 ($2,320,819) TotalRevenueforallResortsbasedonLiftTicketsPurchasedbySnowPassHoldersandTheirFamily&Friends ADDITIONALLIFTPASSES PURCHASEDBYSNOWPASS HOLDER ADDITIONALNUMBEROFOUTINGSBY THESNOWPASSHOLDERSANDTHEIR FAMILIES Numberof SnowPass Holders Avg.Numberof Visitsnotusing thesnowpass Coupons TotalNumberof ResortVisitsNOT usingsnowpass Coupons *Avg.Lift TicketPrice Approx. RevenuetoAll Resorts 34,536** ,866 $28.00 $4,448,248 Numberof SnowPass families Avg.NumberofOutingsper SnowPassFamily TotalNumberofOutings 34,536** ,051 TotalRevenuegeneratedperyearbasedonaveragemoneyspentperSnowPassfamilyouting*. TotalNumberofoutings bythesnowpassholders andtheirfamilies Avg.Moneyspentper StudentOuting*and TheirFamilies TotalRevenue PerYear REVENUEGENERATEDASARESULT 145,051 $ $22,047,752 OFSNOWPASSFAMILYOUTINGS. *Averagemoneyspentperfamilyoutingincludes:transportation,lifttickets,meals/snacks,rentals,lessonsand/oraccommodation. **34,536represents:40631(totalnumberofSnowPassholders) 15%(numberofholderswhostatedtheyneverusedtheirpass) 13

15 Thefollowingaresamples*ofTheForzaniGroupcouponsthatwereintheSnowPass booklets. 14

16 The Canadian Ski Council would like to sincerely thank each of the 154 participating ski areas for their support and contributions to this year s Grade 4 & 5 SnowPass program. The CSC would also like to thank all of its contributing financial member organization partners. Their help and support towards the CSC s skier/rider development programs is greatly appreciated. Supporters include: The National Snow Industries Association (NSIA), Canada West Ski Areas Association (CWSAA), Ontario Snow Resorts Association (OSRA), Québec Ski Areas Association (ASSQ), Atlantic Ski Area Association (ASSA), Canadian Ski Instructors Alliance (CSIA), Canadian Ski Coaches Federation (CSCF), the Canadian Snowsports Association (CSA), and Forzani Group Ltd. Without their help and contributions, the great success that the CSC has had with this year s Grade 4 & 5 SnowPass program would not have been possible.