SIA SNOW SPORTS PARTICIPANT STUDY

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1 SIA SNOW SPORTS PARTICIPANT STUDY

2 TABLE OF CONTENTS Section Page Number Participation Demographics 5 Gender and Age Demographics 27 Income and Education Demographics 38 Ethnic Demographics 54 Geographic Demographics 62 Cross Participation 73 Participation Trends 91 2

3 METHODOLOGY During January and February of 2013, a total of 42,356 online interviews were carried out with a nationwide sample of individuals and households from the US Online Panel of over one million people operated by Synovate/IPSOS. A total of 15,770 individual and 26,593 household surveys were completed. The total panel is maintained to be representative of the US population for people ages 6 and older. Over sampling of ethnic groups took place to boost response from typically under responding groups. The 2013 participation survey sample size of 42,356 completed interviews provides a high degree of statistical accuracy. All surveys are subject to some level of standard error that is, the degree to which the results might differ from those obtained by a complete census of every person in the US. A sport with a participation rate of five percent has a confidence interval of plus or minus 0.21 percentage points at the 95 percent confidence level. This translates to plus or minus four percent of participants. A weighting technique was used to balance the data to reflect the total US population ages six and above. The following variables were used: gender, age, income, household size, region, population density and panel join date. The total population figure used was 287,138,000 people ages six and older. In this year s report we have changed the definition of inactivity. In the past, we had included only those participants who report no activity in any of the 126 activities listed for the data year. This year we included 19 sports/fitness activities that require minimal to no physical exertion. We also added a calorie burning component. The results of this study were validated by correlation with retail data (SIA RetailTRAK produced by the Leisure Trends Group), sales and orders data (aggregated by Sports Marketing Services for SIA), and skier rider visit data (from the Kottke End of Season report produced by the National Ski Areas Association). The results of that validation exercise indicated that survey respondents were reporting activity for the current season when questioned about The participation data is therefore presented as activity for the 2012/2013 season in its entirety. 3

4 KEY FINDINGS The total number of participants across all six disciplines totaled 19,286,000 in 2012/2013, down 2%. Alpine skiers and snowboarders make up 49% of all snow sports participants. 54% of snow sports participants make more than $75K a year. Telemark skiers (avg. 13 days) and snowboarders (avg days) participated the most this season. Snowshoeing is the most popular snow sport amongst women, representing 46% of snowshoers. Freeskiing is the most diverse snow sport, with minorities representing half of its participants. Over 39% of snowboarders are under age % of snow sports participants are homeowners. 43% of snow sports participants are very interested in the winter Olympics. The majority of skiers (18%) and snowboarders (27%) live in the Pacific region. 4

5 PARTICIPATION DEMOGRAPHICS 5

6 SNOW SPORTS PARTICIPANT PROFILE Average Age Gender of Participants Percentage of participants currently in college or in possession of a bachelor's degree or higher certification (i.e. PHD, M.D., J.D., etc.) Most Popular Snow Sport Activity State with most participants State with most participation per capita Total number of snow sports participants Total number that identify themselves as skier/riders/snowshoers but did not participate in the 2011/12 season. Most common reasons for not participating 13% ages 6-12, 10% ages 13-17, 17% ages 18-24, 24% ages 25-34, 18% ages 35-44, 12% ages 45-54, 4% ages and 2% ages % Male, 38% Female 50% Alpine Ski (8,243,000 participants) California Maine 19,286,000 ( 2%) 6.6M No one to go with. Most common non-snow sport crossover activity Walking for fitness Household income above $75K per year 54% 6

7 ALPINE SKI PARTICIPANT PROFILE Total Alpine Ski Participation Age Gender 8,243,000 ( 19.2%) 2% are ages 6-17, 57% are between 18-44, 16% are and 2% are % Male, 40% Female % with Household Income >$75k 63% % of Core Alpine Skiers with Household Incomes >$100K 45% Bachelor s Degree or Higher 56% States with the Most Alpine Ski Participants CA, NY, CO, TX, MN % of Alpine Skiers that also Ride a Snowboard 17% Avg. Price paid for Flat Skis (bindings sold separately) at a Specialty Shop $ Avg. Price paid for Ski Systems at a Specialty Shop $ Avg. Price paid for Alpine Boots at a Specialty Shop $ Avg. Number of Days Alpine Skiing in 2012/ *Note Due to the timing of this year s survey, alpine ski participation occurring after the first week in February was not counted in the total. Snowfall patterns this season resulted in heavier participation in the late season, after this survey had been conducted. Retail sales data and NSAA s Kottke End of Season (skier/rider visits) report indicate that participation numbers were much healthier in the February to April time frame missed by this year s participation survey mitigating the reported decline in participation indicated by the data in this year s survey. 7

8 SNOWBOARD PARTICIPANT PROFILE Total Snowboard Participation Age Gender 7,351,000 ( 3%) 29% are under 17, 51% ages 18-34, 19% between 35 and 54 and only 1% over age 55 67% Male, 33% Female Bachelor s Degree or Higher 42% Avg. Price paid at Specialty for a Snowboard $ Avg. Price paid at Specialty for Snowboard Boots $ Avg. Price paid at Specialty for a Snowboard Bindings $ States with the Most Snowboarders CA, NY, WA, CO, PA Average Number of Days Riding 11.3 Percentage of Riders who also Alpine Ski 19% Percentage of Snowboarders of Asian/Pacific Island Decent 10% Percentage of Snowboarders of Hispanic Decent 9% Percentage of Snowboarders of African American/Black Decent Household Income Above $75K per Year 48% 10% *Note Due to the timing of this year s survey, snowboard participation occurring after the first week in February was not counted in the total. Snowfall patterns this season resulted in heavier participation in the late season, after this survey had been conducted. Retail sales data and NSAA s Kottke End of Season (skier/rider visits) report indicate that participation numbers were much healthier in the February to April time frame missed by this year s participation survey mitigating the reported decline in participation indicated by the data in this year s survey. 8

9 CROSS COUNTRY PARTICIPANT PROFILE Total Cross Country Ski Participation Age Gender 3,307,000 ( 23%) 33% are under age 24, 42% are between 25 and 44, 20% ages and 5% ages % Male, 40% Female % with Household Income >$75k 49% Bachelor s Degree or Higher 59% % of XC Skiers that also Alpine Ski 41% Where XC Skiers Participate Public Nordic Centers Avg. Price paid for XC Skis at a Specialty Shop $ Avg. Price paid for XC Boots at a Specialty Shop $ Avg. Number of Days XC Skiing in 2012/ % of XC Skiers who are very interested in the Winter Olympics 54% 9

10 FREESKI PARTICIPANT PROFILE Total Freeski Participation 5,357,000 ( 47%) Age 23% under 17, 50% between 18 and 34, 27% over age 35 Gender 64% Male, 36% Female % with Household Income >$75k 60% Bachelor s Degree or Higher 49% Percentage of Freeskiers of Asian/Pacific Island Decent 15% Percentage of Freeskiers of Hispanic Decent 15% Percentage of Freeskiers of African American/Black Decent Regions with the Most Freeskiers Mid-Atlantic (25%) and Pacific (21%) Percent who also Alpine Ski 42% Avg. Price paid at Specialty for Twin-Tip Skis $ Avg. Number of Days Freeskiing in 2012/ % 10

11 SNOWSHOE PARTICIPANT PROFILE Total Snowshoe Participation 4,029,000 ( 2%) Age 20% under 17, 39% 18-34, 29% and 12% ages 55+ Gender 54% Male, 46% Female % with Household Income >$75k 46% Bachelor s Degree or Higher 57% Regions with the Most Snowshoe Participants Mid-Atlantic and Mountain (17%) Avg. Price paid for Snowshoes at a Specialty Shop $ Biggest Economic Concern Earning Less Avg. Number of Days Snowshoeing in 2012/

12 TELEMARK PARTICIPANT PROFILE Total Telemark Ski Participation Age Gender 2,766,000 ( 32%) 29% are under 17, 45% are between ages 18 and 35, 24% are ages 35-54, and 3% are ages % Male, 39% Female % with Household Income >$75k 51% Bachelor s Degree or Higher 54% Region with the Most Telemark Skiers Mid-Atlantic (29%) % of Telemark Skiers that also XC Ski 50% Percentage of Telemark Skiers of Asian/Pacific Island Decent 9% Percentage of Telemark Skiers of Hispanic Decent 13% Percentage of Telemark Skiers of African American/Black Decent 21% Avg. Number of Days Telemark Skiing in 2012/

13 BACKCOUNTRY SKIERS Resort Backcountry Skiers Non-Resort Backcountry Skiers Age 23% between ages 6 and 24, 35% ages 25 to 34, 24% 35 to 44 and 18% over 45 Age 24% between 18 and 24, 36% ages 25 to 34, 17% 35 to 44 and 20% over age 45 Gender 76% Male, 24% Female Gender 73% Male, 27% Female Bachelor s Degree or Higher 59% Bachelor s Degree or Higher 60% Region 30% Pacific, 17% West North Central Region 22% Pacific, 19% West North Central Income over $75K 65% Income over $75K 60% 13

14 BACKCOUNTRY SNOWBOARDERS Resort Backcountry Snowboarders Age 11% under age 17, 21% between 18 and 24, 46% ages 25 to 34 and 22% over 35 Non-Resort Backcountry Snowboarders Age 18% under 17, 22% between 18 and 24, 45% ages 25 to 34 and 15% over 35 Gender 68% Male, 32% Female Gender 82% Male, 18% Female Bachelor s Degree or Higher 55% Bachelor s Degree or Higher 52% Region 27% Pacific, 20% Mid- Atlantic Region 26% Mid-Atlantic, 17% Pacific Income over $75K 56% Income over $75K 54% 14

15 Participants (000's) SNOW SPORTS PARTICIPATION BY DISCIPLINE 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Alpine Skiers Snowboarders Cross Country Freeskiers Snowshoers Telemark Skiers Skiers Participants 8,243 7,351 3,307 5,357 4,029 2,766 15

16 Percent of Total Participation SNOW SPORTS PARTICIPATION BY DISCIPLINE 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Alpine Skiers Snowboarders Cross Country Freeskiers Snowshoers Telemark Skiers Skiers Total Participants 26.5% 23.7% 10.6% 17.3% 13.0% 8.9% 16

17 Percent of Population 6+ That Participates PERCENTAGE OF PARTICIPANTS 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% Alpine Ski Snowboard Cross Snowshoe Freeski Telemark Country Ski Percent of Population % 2.5% 1.2% 1.4% 1.9% 1.0% 10.8% of the US population participated in at least one snow sport this season. 17

18 Number of Participants (000's) SNOW SPORTS PARTICIPATION TRENDS BY DISCIPLINE 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Cross Country Alpine Ski Snowboard Freeski Snowshoe Telemark Ski Ski 2008/2009 Season 10,346 7,159 3,848 2,711 4,922 1, /2010 Season 10,919 7,421 4,157 2,950 3,431 1, /2011 Season 11,504 8,196 4,530 3,647 3,823 1, /2012 Season 10,201 7,579 4,318 3,641 4,111 2, /2013 Season 8,243 7,351 3,307 5,357 4,029 2,766 18

19 Percent Change ANNUAL GROWTH RATE 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% -10.0% -20.0% -30.0% Alpine Ski Snowboard Cross Country Snowshoe Freeski Telemark Ski 2008/09 to 2009/10 5.5% 3.7% 8.0% 17.4% 8.8% 3.3% 2009/10 to 2010/11 5.4% 10.4% 9.0% 11.4% 23.6% 22.9% 2010/11 to 2011/ % -7.5% -4.7% 7.5% -0.2% 15.3% 2011/12 to 2012/ % -3.0% -23.4% -2.0% 47.1% 31.8% 19

20 Percent Change YEAR-TO-YEAR CHANGE IN PARTICIPATION 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% -10.0% -20.0% -30.0% Alpine Ski Snowboard Cross Country Freeskiers Snowshoe Telemark Ski Ski Discipline -19.2% -3.0% -23.4% 47.1% -2.0% 31.8% 20

21 Participants SINGLE AND MULTI-DISCIPLINE PARTICIPANTS 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Alpine Skiers Snowboarders Cross Country Snowshoers Freestyle Telemark Skiers Skiers Skiers Multi Discipline Participants 3,895 3,124 2,235 2,939 4,461 2,632 Single Discipline Participants 4,348 4,227 1,072 1,

22 Percent of Total Participation SINGLE DISCIPLINE PARTICIPATION 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Alpine Skiers Snowboarders Cross Country Snowshoers Freestyle Telemark Skiers Skiers Skiers Single Discipline Participants 37.0% 35.9% 9.1% 9.3% 7.6% 1.1% 22

23 Average Number of Days AVERAGE NUMBER OF DAYS PARTICIPATED Cross Country Alpine Ski Snowboard Freeskiers Snowshoe Telemark Ski Ski Average Days Participated

24 PARTICIPATION VS. NON-PARTICIPATION 19,286,000 6,614,000 Participants Considers Themselves Participants Total projected participation for the 2012/2013 season was 19,286,000 people; 6,614,000 people consider themselves skiers, riders and snowshoers but did not make it to the mountain this season. 24

25 REASONS FOR NOT PARTICIPATING No One to Go With 18.9% Age 17.3% Other 13.4% Poor Weather 12.2% Changed Residences 11.5% Prefer Activities Closer to Home 8.9% Prefer Other Sports/Vacation 8.9% Don't Want to Get Injured 7.4% Ill Health 7.4% Unfit 5.7% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% 25

26 WHAT ENCOURAGES PARTICIPATION 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Having Someone to Take Part With Tax Break on Equipment and Fees Availablity to Participate in my Community New Equipment Introductory Lesson/Outing Having a Friend Take Me Along Having a Friend Instruct me Being in Better Health More Vacation Time Fewer Work Commitments Cross Country 61.9% 26.1% 24.8% 23.7% 23.2% 39.4% 25.9% 21.7% 29.0% 21.9% Alpine 60.2% 25.2% 20.7% 20.8% 27.2% 41.8% 23.7% 17.4% 31.6% 25.9% Freestyle 51.7% 30.9% 29.3% 42.5% 32.2% 38.7% 37.2% 24.3% 29.4% 23.2% Snowboard 59.6% 23.9% 18.8% 24.1% 26.5% 42.0% 28.2% 23.1% 26.0% 24.0% Snowshoe 65.6% 19.9% 26.3% 26.8% 29.6% 44.1% 31.7% 31.3% 26.9% 26.7% Telemark 45.2% 30.3% 27.5% 23.3% 24.4% 38.9% 26.3% 24.4% 28.0% 15.3% 26

27 GENDER AND AGE DEMOGRAPHICS 27

28 Percent of Total Participation GENDER DEMOGRAPHICS MALE VS. FEMALE BY DISCIPLINE 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Cross Country Alpine Freeski Snowboard Snowshoe Telemark Male 59.9% 59.9% 63.7% 67.4% 53.7% 61.3% Female 40.1% 40.1% 36.3% 32.6% 46.3% 38.7% 28

29 Percent of Total Participation AGE DEMOGRAPHICS SKI VS. SNOWBOARD 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~ Ski 12.8% 11.3% 15.1% 21.7% 20.4% 12.3% 4.1% 2.3% Snowboard 12.4% 16.2% 24.6% 26.6% 14.2% 5.2% 0.6% 0.2% 29

30 Percent of Total Participation AGE DEMOGRAPHICS CROSS COUNTRY, FREESKI, SNOWSHOE & TELEMARK 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~ Cross Country 11.5% 5.7% 15.4% 25.6% 16.5% 13.4% 6.6% 5.3% Freeski 13.2% 10.1% 21.6% 28.6% 15.3% 8.6% 2.3% 0.5% Snowshoe 13.0% 6.9% 14.2% 25.1% 14.9% 13.7% 8.9% 3.3% Telemark 12.8% 16.2% 20.3% 24.4% 14.3% 9.4% 1.7% 0.8% 30

31 Percent of Alpine Participants AGE DEMOGRAPHICS CASUAL VS. CORE ALPINE SKIERS 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~ Casual 1+ Days 9.9% 5.2% 14.9% 36.3% 18.3% 10.7% 3.2% 1.4% Core 9+ Days 16.3% 16.9% 12.4% 11.2% 16.7% 16.1% 6.8% 3.6% 31

32 Percent of Snowboard Participants AGE DEMOGRAPHICS CASUAL VS. CORE SNOWBOARDERS 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~ Casual 1+ Days 7.7% 7.4% 22.0% 42.9% 13.0% 4.1% 1.5% 1.5% Core 9+ Days 19.1% 19.3% 24.1% 18.7% 11.2% 5.5% 2.1% 0.0% 32

33 Percent of Alpine Participation AGE DEMOGRAPHICS MALE VS. FEMALE ALPINE SKIERS 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~ Male Alpine Skiers 10.4% 10.0% 13.6% 21.1% 22.1% 14.2% 5.9% 2.7% Female Alpine Skiers 16.5% 13.2% 17.3% 22.6% 18.0% 9.3% 1.4% 1.7% 33

34 Percent of Snowboard Participation AGE DEMOGRAPHICS MALE VS. FEMALE SNOWBOARDERS 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~ Male Snowboarders 12.8% 18.7% 21.7% 25.3% 14.1% 6.3% 0.8% 0.2% Female Snowboarders 11.6% 11.0% 30.5% 29.2% 14.4% 2.9% 0.3% 0.1% 34

35 Percent of Cross Country Participation AGE DEMOGRAPHICS MALE VS. FEMALE CROSS COUNTRY SKIERS 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~ Male XC Skiers 11.1% 5.2% 13.4% 25.9% 19.1% 12.8% 7.3% 5.1% Female XC Skiers 12.0% 6.4% 18.4% 25.1% 12.5% 14.4% 5.6% 5.6% 35

36 Percent of Freeski Participation AGE DEMOGRAPHICS MALE VS. FEMALE FREESKIERS 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~ Male Freeskiers 12.6% 10.4% 19.2% 28.4% 15.8% 10.3% 2.6% 0.8% Female Freeskiers 14.3% 9.4% 25.8% 28.9% 14.4% 5.5% 1.7% 0.0% 36

37 Percent of Population that Participates AGE DEMOGRAPHICS PERCENT OF POPULATION THAT PARTICIPATES 5.0% 4.5% 4.0% 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~ Alpine Ski 3.6% 4.4% 4.1% 4.3% 4.2% 2.3% 0.9% 0.5% Snowboard 2.4% 2.5% 3.8% 3.7% 2.0% 1.0% 0.3% 0.1% 37

38 INCOME AND EDUCATION DEMOGRAPHICS 38

39 Percent of Total Participation INCOME DEMOGRAPHICS ALPINE VS. SNOWBOARD 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Under $25,000 $25,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000+ Ski 6.7% 14.6% 15.7% 17.0% 46.1% Snowboard 17.9% 17.5% 16.7% 12.1% 35.7% 39

40 Percent of Total Participation INCOME DEMOGRAPHICS CROSS COUNTRY, FREESKI, SNOWSHOE & TELEMARK 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Under $25,000 $25,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000+ Cross Country 13.00% 21.60% 16.00% 14.90% 34.50% Freeski 10.60% 17.00% 12.30% 12.20% 47.90% Snowshoe 15.10% 21.80% 17.20% 12.50% 33.40% Telemark 16.40% 17.30% 15.50% 8.40% 42.40% 40

41 Percent of Alpine Participation INCOME DEMOGRAPHICS CASUAL VS. CORE ALPINE SKIERS 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Under $25,000 $25,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000+ Casual 1+ Days 9.4% 19.9% 15.9% 11.8% 42.9% Core 9+ Days 13.8% 12.2% 16.7% 12.5% 44.8% 41

42 Percent of Snowboard Participation INCOME DEMOGRAPHICS CASUAL VS. CORE SNOWBOARDERS 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Under $25,000 $25,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000+ Casual 1+ Days 16.0% 20.3% 14.1% 12.3% 37.3% Core 9+ Days 12.4% 23.1% 18.7% 12.8% 33.1% 42

43 Percent of Total Participation INCOME DEMOGRAPHICS MALE VS. FEMALE ALPINE SKIERS 50.00% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Under $25,000 $25,000 to $50,000 to $75,000 to $100,000+ $49,999 $74,999 $99,999 Male Alpine Skiers 7.50% 14.30% 15.40% 16.50% 46.30% Female Alpine Skiers 5.30% 15.00% 16.20% 17.70% 45.70% 43

44 Percent of Total Participation INCOME DEMOGRAPHICS MALE VS. FEMALE SNOWBOARDERS 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Under $25,000 $25,000 to $50,000 to $75,000 to $100,000+ $49,999 $74,999 $99,999 Male Snowboarders 19.3% 17.3% 15.5% 11.8% 36.0% Female Snowboarders 15.0% 18.0% 19.3% 12.7% 34.9% 44

45 SNOW SPORTS SPENDING HABITS 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% More Same Less No spending Cross Country 19.1% 57.7% 10.5% 12.7% Alpine 23.7% 53.5% 11.7% 11.2% Freeski 30.4% 42.5% 12.6% 14.5% Snowboard 19.0% 52.1% 11.1% 17.7% Snowshoe 20.9% 44.0% 8.7% 26.3% Telemark 23.3% 57.6% 14.1% 5.0% 45

46 ECONOMIC CONCERNS 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Recent Job Loss Concerned About Potential Job Loss Earning Less Increase in Medical/ Healthcare Expenses Increase in Household Expenses Buying a New Home Cutting Back on Non- Essentials Cutting Back on Dining/ Entertainment Cutting Back on Donations to Charities None of the Above Cross Country 22.3% 18.3% 27.8% 20.3% 21.7% 15.7% 26.4% 27.2% 13.0% 28.3% Alpine 9.8% 14.0% 22.8% 21.4% 21.5% 12.2% 30.6% 23.0% 12.5% 35.1% Freeski 19.4% 27.4% 30.2% 30.4% 32.0% 18.9% 23.1% 21.4% 11.8% 26.0% Snowboard 13.0% 12.6% 24.0% 14.7% 18.0% 11.8% 29.0% 22.8% 10.5% 38.4% Snowshoe 13.9% 15.6% 38.3% 24.3% 23.0% 12.1% 33.8% 28.6% 15.9% 29.6% Telemark 19.5% 21.9% 30.8% 28.9% 17.7% 34.3% 17.1% 17.5% 14.6% 19.3% 46

47 Percent of Total Participation EDUCATION DEMOGRAPHICS ALPINE VS. SNOWBOARD 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 8th Grade or Less 1-3 Years of High School High School Grad 1-3 Years College College Grad Post-Grad Studies Ski 15.2% 6.9% 6.1% 15.5% 34.4% 18.6% 3.2% Snowboard 16.3% 9.9% 11.4% 20.7% 30.1% 8.8% 2.9% Other 47

48 Percent of Total Participation EDUCATION DEMOGRAPHICS CROSS COUNTRY, FREESKI, SNOWSHOE & TELEMARK 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 8th Grade or Less 1-3 Years of High School High School Grad 1-3 Years College College Grad Post-Grad Studies Cross Country 12.6% 4.1% 8.2% 16.5% 35.4% 19.5% 3.6% Freeski 10.9% 4.7% 13.5% 21.7% 33.2% 8.2% 7.9% Snowshoe 11.8% 4.1% 10.4% 16.9% 33.8% 18.9% 4.1% Telemark 15.1% 3.9% 12.6% 14.8% 34.3% 7.3% 12.1% Other 48

49 Percent of Participation EDUCATION DEMOGRAPHICS ALL SNOW SPORTS AGE % 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 8th Grade or Less 1-3 Years of High School High School Grad 1-3 Years College College Grad Post-Grad Studies Cross Country 4.0% 1.4% 8.6% 19.8% 42.8% 23.5% Alpine 2.1% 1.0% 6.7% 20.3% 45.4% 24.6% Freestyle 2.2% 1.0% 15.0% 27.8% 43.3% 10.7% Snowboard 0.7% 2.2% 14.1% 28.6% 42.1% 12.3% Snowshoe 1.4% 1.5% 11.1% 20.4% 42.1% 23.6% Telemark 4.2% 4.3% 12.0% 20.8% 48.3% 10.3% 49

50 Percent of Total Participation EDUCATION DEMOGRAPHICS MALE VS. FEMALE ALPINE SKIERS 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 8th Grade 1-3 Years of High School 1-3 Years College Post-Grad Other or Less High School Grad College Grad Studies Male Alpine Skiers 12.7% 6.2% 7.1% 16.5% 34.7% 19.1% 3.7% Female Alpine Skiers 18.8% 8.1% 4.6% 14.1% 34.1% 17.9% 2.5% 50

51 Percent of Total Participation EDUCATION DEMOGRAPHICS MALE VS. FEMALE SNOWBOARDERS 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 8th Grade or Less 1-3 Years of High School High School Grad 1-3 Years College College Grad Post-Grad Studies Male Snowboarders 18.8% 11.2% 11.7% 20.9% 26.6% 7.9% 3.0% Female Snowboarders 11.1% 7.2% 10.8% 20.2% 37.2% 10.6% 2.9% Other 51

52 Percent of Participants EMPLOYMENT STATUS: ALL PARTICIPANTS 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Work for someone else full-time Temporarily unemployed Self-employed Work for someone else part-time Retired and not employed Disabled and not employed Student and not employed Full-time homemaker and not employed Cross Country 44.8% 2.4% 7.4% 13.0% 5.6% 1.4% 18.5% 3.4% Alpine 47.1% 3.9% 5.0% 6.9% 4.2% 0.7% 26.6% 3.6% Freeski 53.5% 1.9% 5.3% 8.0% 1.6% 0.4% 19.6% 4.2% Snowboard 38.7% 7.7% 4.8% 10.3% 0.7% 1.4% 31.3% 3.1% Snowshoe 49.5% 3.2% 4.8% 5.7% 6.0% 0.5% 22.4% 4.2% Telemark 49.1% 2.2% 6.6% 6.7% 1.9% 7.3% 11.7% 4.4% 52

53 Percent of Participants EMPLOYMENT STATUS: PARTICIPANTS % 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Work for someone else full-time Temporarily unemployed Self-employed Work for someone else part-time Retired and not employed Disabled and not employed Student and not employed Full-time homemaker and not employed Cross Country 58.4% 2.6% 9.3% 11.3% 8.1% 2.0% 4.1% 4.2% Alpine 66.3% 4.4% 7.5% 5.5% 6.8% 0.9% 3.1% 5.4% Freeski 76.4% 2.3% 6.6% 6.8% 2.5% 0.0% 0.0% 5.4% Snowboard 64.3% 9.3% 8.5% 7.5% 1.3% 0.5% 2.6% 5.9% Snowshoe 61.2% 4.5% 6.6% 7.2% 9.1% 0.8% 4.8% 5.8% Telemark 75.1% 2.7% 7.9% 7.1% 2.8% 0.0% 0.0% 4.4% 53

54 ETHNIC DEMOGRAPHICS 54

55 Percent of Total Participation ETHNIC DEMOGRAPHICS: BY DISCIPLINE 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% African American/Black Asian/Pacific Islander Caucasian/White, non-hispanic Hispanic Alpine 7.3% 10.6% 72.1% 5.9% 4.1% Snowboard 10.2% 10.4% 67.1% 9.1% 3.2% Cross Country 13.0% 7.3% 69.5% 4.9% 5.3% Freeski 17.8% 15.2% 50.4% 14.6% 1.9% Snowshoe 9.8% 5.7% 75.3% 6.7% 2.6% Telemark 20.8% 8.9% 54.0% 13.1% 3.2% Other 55

56 ETHNIC DEMOGRAPHICS 9% 3% 10% 12% Caucasian/White, Non-Hispanic Asian/Pacific Islander Hispanic African American/Black Other 66% 56

57 Percent of Alpine Skiers YEAR-TO-YEAR CHANGE IN ETHNICITY: ALPINE SKI 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Caucasian/White, Asian/Pacific Hispanic African Other non-hispanic Islander American/Black Alpine 2009/10 81% 9% 6% 2% 2% Alpine 2010/11 71% 12% 10% 5% 3% Alpine 2011/12 80% 9% 6% 3% 3% Alpine 2012/13 72% 11% 6% 7% 4% Four-Year Average 76% 10% 7% 4% 3% 57

58 Percent of Snowboarders YEAR-TO-YEAR CHANGE IN ETHNICITY: SNOWBOARD 80% 70% 60% 50% 40% 30% 20% 10% 0% Caucasian/White, Asian/Pacific Hispanic African Other non-hispanic Islander American/Black Snowboard 2009/10 77% 12% 7% 3% 2% Snowboard 2010/11 64% 16% 10% 7% 3% Snowboard 2011/12 67% 15% 10% 5% 3% Snowboard 2012/13 67% 10% 9% 10% 3% Four-Year Average 69% 13% 9% 6% 3% 58

59 Percent of Cross Country Skiers YEAR-TO-YEAR CHANGE IN ETHNICITY: CROSS COUNTRY SKI 80% 70% 60% 50% 40% 30% 20% 10% 0% Caucasian/White, Asian/Pacific Hispanic African Other non-hispanic Islander American/Black Cross Country 2009/10 79% 11% 4% 3% 4% Cross Country 2010/11 68% 11% 9% 9% 4% Cross Country 2011/12 74% 11% 8% 4% 3% Cross Country 2012/13 70% 7% 5% 13% 5% Four-Year Average 73% 10% 7% 7% 4% 59

60 Percent of Snowshoers YEAR-TO-YEAR CHANGE IN ETHNICITY: SNOWSHOE 80% 70% 60% 50% 40% 30% 20% 10% 0% Caucasian/White, Asian/Pacific Hispanic African Other non-hispanic Islander American/Black Snowshoe 2009/10 75% 13% 6% 3% 4% Snowshoe 2010/11 65% 14% 10% 9% 2% Snowshoe 2011/12 79% 9% 7% 3% 2% Snowshoe 2012/13 75% 6% 7% 10% 3% Four-Year Average 74% 10% 7% 6% 3% 60

61 Percent of Freestyle Skiers YEAR-TO-YEAR CHANGE IN ETHNICITY: FREESKI 70% 60% 50% 40% 30% 20% 10% 0% Caucasian/White, Asian/Pacific Hispanic African Other non-hispanic Islander American/Black Freeski 2009/10 64% 18% 10% 6% 2% Freeski 2010/11 53% 16% 14% 15% 2% Freeski 2011/12 65% 18% 9% 7% 2% Freeski 2012/13 50% 15% 15% 18% 2% Four-Year Average 58% 17% 12% 12% 2% 61

62 GEOGRAPHIC DEMOGRAPHICS 62

63 Percent of Total Participation GEOGRAPHIC DEMOGRAPHICS ALPINE VS. SNOWBOARD 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% New England Middle Atlantic East North Central West North Central South Atlantic East South Central West South Central Mountain Pacific Ski 8.5% 15.6% 12.8% 7.8% 11.0% 3.6% 7.3% 15.8% 17.6% Snowboard 7.4% 16.3% 14.4% 7.2% 10.7% 1.7% 4.5% 11.1% 26.8% 63

64 Percent of Total Participation GEOGRAPHIC DEMOGRAPHICS CROSS COUNTRY, FREESKI, SNOWSHOE & TELEMARK 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% New England Middle Atlantic East North Central West North Central South Atlantic East South Central West South Central Mountain Cross Country 8.7% 18.2% 16.0% 10.7% 10.1% 5.1% 4.8% 10.4% 15.9% Freeski 3.6% 25.3% 9.8% 7.3% 12.6% 4.3% 6.7% 9.6% 20.9% Snowshoe 14.2% 16.6% 13.3% 12.4% 5.2% 3.3% 4.4% 16.6% 14.0% Telemark 12.0% 28.6% 6.9% 5.5% 8.7% 6.3% 6.3% 8.7% 17.1% Pacific 64

65 PERCENT OF ALPINE PARTICIPANTS PER STATE California 13.60% New York 8.90% Colorado 6.60% Texas 5.30% Minnesota 4.30% Massachusetts 4.20% New Jersey 3.90% Michigan 3.80% Illinois 3.30% Pennsylvania 2.90% Washington 2.90% Florida 2.70% Ohio 2.50% Utah 2.50% Montana 2.20% North Carolina 2.20% Connecticut 2.10% Georgia 1.90% Missouri 1.80% Virginia 1.80% Tennessee 1.70% Indiana 1.60% Wisconsin 1.50% Idaho 1.40% Arizona 1.30% Nevada 1.20% Oregon 1.20% Maryland 1.00% Alabama 0.90% Maine 0.90% New Hampshire 0.90% Kentucky 0.80% Louisiana 0.80% South Carolina 0.80% Iowa 0.60% Oklahoma 0.60% Arkansas 0.50% Delaware 0.50% Kansas 0.50% New Mexico 0.50% Nebraska 0.40% Vermont 0.30% District of Columbia 0.10% Mississippi 0.10% Rhode Island 0.10% South Dakota 0.10% West Virginia 0.10% Wyoming 0.10% Alaska - Hawaii - North Dakota - 65

66 TOP TEN STATES WHERE ALPINE SKIERS LIVE MN 4.3% MI 3.8% NY 8.9% MA 4.2% CA 13.6% CO 6.6% IL 3.3% PA 2.9% NJ 3.9% TX 5.3% 66

67 SKIER DENSITY PERCENT OF POPULATION THAT ALPINE SKIS BY STATE Montana 19.0% Colorado 11.3% Minnesota 7.5% Utah 6.7% Idaho 6.5% New Hampshire 6.2% Massachusetts 5.9% Connecticut 5.1% Maine 5.0% Vermont 4.8% New York 4.2% Delaware 4.1% Michigan 3.6% New Jersey 3.5% Washington 3.4% Nevada 3.3% California 3.2% Indiana 2.9% New Mexico 2.9% Wyoming 2.6% Missouri 2.4% Oregon 2.3% Tennessee 2.3% Illinois 2.1% Nebraska 2.1% Pennsylvania 2.1% Wisconsin 2.1% Arizona 2.0% Iowa 1.9% Louisiana 1.9% North Carolina 1.9% Ohio 1.9% Texas 1.8% Virginia 1.8% Alabama 1.7% South Carolina 1.7% Georgia 1.6% Oklahoma 1.6% Arkansas 1.5% Kansas 1.5% Kentucky 1.5% Maryland 1.5% Florida 1.4% District of Columbia 1.3% South Dakota 1.2% Rhode Island 0.8% West Virginia 0.5% Mississippi 0.4% Alaska 0.0% Hawaii 0.0% North Dakota 0.0% 67

68 SKIER DENSITY PERCENT OF POPULATION THAT ALPINE SKIS BY STATE MT 19.0% ID 6.5% UT 6.7% CO 11.3% MN 7.5% ME 5.0% NH 6.2% VT 4.8% MA 5.9% CT 5.1% 68

69 PERCENT OF SNOWBOARD PARTICIPANTS PER STATE California 18.8% New York 9.4% Washington 5.1% Colorado 4.0% Pennsylvania 4.0% Michigan 3.9% Ohio 3.7% Texas 3.2% Illinois 3.1% New Jersey 3.0% Oregon 2.8% Utah 2.8% Massachusetts 2.5% Minnesota 2.5% Virginia 2.4% Connecticut 2.2% Florida 2.2% North Carolina 2.0% Indiana 1.9% Wisconsin 1.8% Georgia 1.6% Maine 1.5% Maryland 1.5% Missouri 1.3% Iowa 1.2% Nevada 1.2% Idaho 1.0% New Mexico 1.0% Arizona 0.9% South Dakota 0.9% Kansas 0.8% Louisiana 0.7% Tennessee 0.7% Alabama 0.5% South Carolina 0.5% Vermont 0.5% Kentucky 0.4% Nebraska 0.4% Rhode Island 0.4% Arkansas 0.3% New Hampshire 0.3% Oklahoma 0.3% West Virginia 0.3% District of Columbia 0.2% Montana 0.2% Mississippi 0.1% North Dakota 0.1% Delaware 0.0% Alaska 0.0% Hawaii 0.0% Wyoming 0.0% 69

70 TOP TEN STATES WHERE SNOWBOARDERS LIVE WA 5.1% MI 3.9% NY 9.4% CA 18.8% CO 4.0% IL 3.1% OH 3.7% PA 4.0% NJ 3.0% TX 3.2% 70

71 RIDER DENSITY PERCENT OF POPULATION THAT ALPINE SKIS BY STATE South Dakota 10.2% Maine 7.4% Vermont 7.1% Utah 6.7% Colorado 6.1% Washington 5.4% New Mexico 5.3% Oregon 4.8% Connecticut 4.7% Idaho 4.2% California 3.9% Minnesota 3.9% New York 3.9% Iowa 3.4% Michigan 3.3% Massachusetts 3.2% Indiana 3.1% Nevada 3.0% Rhode Island 2.8% Pennsylvania 2.6% District of Columbia 2.5% Ohio 2.5% New Jersey 2.4% Kansas 2.2% Virginia 2.2% Wisconsin 2.2% Maryland 2.0% Nebraska 1.9% New Hampshire 1.9% Illinois 1.8% Missouri 1.6% Montana 1.6% North Carolina 1.5% Louisiana 1.4% North Dakota 1.4% West Virginia 1.4% Arizona 1.2% Georgia 1.2% Florida 1.0% South Carolina 1.0% Texas 1.0% Alabama 0.8% Arkansas 0.8% Tennessee 0.8% Oklahoma 0.7% Kentucky 0.6% Mississippi 0.4% Delaware 0.3% Alaska 0.0% Hawaii 0.0% Wyoming 0.0% 71

72 RIDER DENSITY PERCENT OF POPULATION THAT SNOWBOARDS BY STATE WA 5.4% ME 7.4% OR 4.8% ID 4.2% SD 10.2% VT 7.1% CT 4.7% UT 6.7% CO 6.1% NM 5.3% 72

73 CROSS PARTICIPATION 73

74 WHERE PARTICIPANTS ALPINE SKI 7% 3% 17% Resort-Marked Trails Resort-Backcountry/Ungroomed Trails Non-Resort-Backcountry/Ungroomed Trails Other 73% 74

75 Percent of Total TYPES OF SKIS ALPINE SKIERS PREFER 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Twin-Tips Telemark AT/Randonee None of These Type of Ski 30.8% 12.80% 19.40% 37.1% 75

76 WHERE SNOWBOARDERS RIDE 4% 4% 9% 12% 11% 47% Resort-Marked Trails Resort-Backcountry/Ungroomed Trails Non-Resort Backcountry/Ungroomed Trails Terrain Park Urban Area Golf Course Other 13% 76

77 WHERE CROSS COUNTRY SKIERS SKI 8% 20% 35% Private Nordic Center Public Nordic Center Backcountry Other Non-Groomed Terrain 37% 77

78 TYPES OF SKIS CROSS COUNTRY SKIERS PREFER 6% 12% 12% Classic Cross Country Skis AT/Randonee Skis Telemark Skis Other Skis 70% 78

79 WHERE FREESKIERS PARTICIPATE 6% 11% 13% 38% Resort Terrain Park Urban Area Golf Course Other 32% 79

80 Percent of Total Participation CROSS PARTICIPATION PERCENT OF ALPINE SKIERS IN OTHER DISCIPLINES 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% Cross Country Freeski Snowboard Snowshoe Telemark Percent of Alpine Skiers 17.0% 14.2% 16.7% 11.5% 5.8% 80

81 Percent of Total Participation CROSS PARTICIPATION PERCENT OF SNOWBOARDERS IN OTHER DISCIPLINES 20.0% 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% Cross Country Alpine Freeski Snowshoe Telemark Percent of Snowboarders 10.0% 18.9% 12.7% 9.0% 7.2% 81

82 Percent of Total Participation CROSS PARTICIPATION PERCENT OF XC SKIERS IN OTHER DISCIPLINES 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Alpine Freeski Snowboard Snowshoe Telemark Percent of Cross Country Skiers 41.2% 23.5% 21.4% 26.4% 15.6% 82

83 Percent of Total Participation CROSS PARTICIPATION PERCENT OF FREESKIERS IN OTHER DISCIPLINES 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Cross Country Alpine Snowboard Snowshoe Telemark Percent of Freeskiers 28.6% 41.9% 33.00% 19.60% 18.20% 83

84 Percent of Total Participation CROSS PARTICIPATION PERCENT OF TELEMARK SKIERS IN OTHER DISCIPLINES 51.0% 50.0% 49.0% 48.0% 47.0% 46.0% 45.0% 44.0% 43.0% Cross Country Alpine Freeski Snowboard Snowshoe Percent of Telemark Skiers 50.4% 45.7% 48.4% 49.9% 48.1% 84

85 Percent of Alpine Skiers CROSS PARTICIPATION ALPINE SKIERS THAT PARTICIPATE IN OTHER SPORTS 50.00% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Running/ Jogging Walking for Fitness Bicycling (Road/ Paved Surface) Bowling Hiking (Day) Billiards/ Pool Camping (Within 1/4 Mile of Vehicle/ Home) Treadmill Weight/ Resistance Machines Free Weights (Hand Weights) Participation Rate 47.70% 44.70% 38.60% 38.30% 37.10% 35.60% 34.00% 32.50% 31.70% 29.50% 85

86 Percent of Snowboarders CROSS PARTICIPATION SNOWBOARDERS THAT PARTICIPATE IN OTHER SPORTS 50.00% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Running/ Jogging Walking for Fitness Bowling Billiards/ Pool Bicycling (Road/ Paved Surface) Camping (Within 1/4 Mile of Vehicle/ Home) Free Weights (Hand Weights) Free Weights (Dumbells) Weight/ Resistance Machines Treadmill Participation Rate 49.80% 42.80% 40.30% 40.20% 35.20% 35.00% 34.60% 34.50% 32.70% 32.20% 86

87 Percent of XC Skiers CROSS PARTICIPATION CROSS COUNTRY SKIERS THAT PARTICIPATE IN OTHER SPORTS 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Walking for Fitness Skiing (Alpine/ Downhill) Hiking (Day) Running/ Jogging Camping (Within 1/4 Mile of Vehicle/ Home) Bicycling (Road/ Paved Surface) Bowling Billiards/ Pool Snowshoe Aerobics (High- Impact) Participation Rate 49.3% 45.8% 43.4% 42.9% 39.9% 38.7% 35.9% 34.3% 34.2% 33.0% 87

88 Percent of Freeskiers CROSS PARTICIPATION FREESKIERS THAT PARTICIPATE IN OTHER SPORTS 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Skiing Skiing Running/ Snowboard Bowling Billiards/ Walking for Snowmobile Bicycling Camping (Cross (Alpine/ Jogging Pool Fitness (Road/ (Within 1/4 Country) Downhill) Paved Mile of Surface) Vehicle/ Home) Participation Rate 53.60% 50.10% 42.60% 42.50% 42.50% 41.70% 38.10% 36.60% 35.40% 34.20% 88

89 Percent of Snowshoers CROSS PARTICIPATION SNOWSHOERS THAT PARTICIPATE IN OTHER SPORTS 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Walking for Fitness Hiking (Day) Fishing (Freshwater /Other) Skiing (Cross Country) Camping (Within 1/4 Mile of Vehicle/ Home) Bicycling (Road/ Paved Surface) Bowling Running/ Jogging Wildlife Viewing More Than 1/4 Mile From Home/ Vehicle Skiing (Alpine/ Downhill) Participation Rate 56.90% 49.00% 44.80% 44.50% 42.70% 41.20% 40.20% 39.20% 38.30% 36.30% 89

90 Percent of Telemark Skiers CROSS PARTICIPATION TELEMARK SKIERS THAT PARTICIPATE IN OTHER SPORTS 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Skiing (Cross Country) Snow Mobiling Martial Arts Skiing (Freeski) Skiing (Alpine/ Downhill) Backpack Overnight - More Than 1/4 Mile From Vehicle/ Home Baseball MMA for Fitness Boxing for Competition Camping (Within 1/4 Mile of Vehicle/ Home) Participation Rate 50.40% 57.30% 53.20% 48.40% 45.70% 47.80% 47.40% 45.00% 44.90% 44.70% 90

91 PARTICIPANT TRENDS 91

92 Percent of Participants HOME OWNERSHIP 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Owned Rented Occupied with No Rent Paid Cross Country 75.8% 22.0% 2.2% Alpine 76.8% 20.8% 2.3% Freeski 72.8% 26.2% 1.0% Snowboard 72.3% 26.4% 1.3% Snowshoe 74.0% 25.3% 0.7% Telemark 69.6% 30.4% 0.0% 92

93 Percent of Participation TYPE OF OCCUPANCY 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Mobile Home or Trailer Single Family Home Detached Single Family Home Attached Building for 2 Families Building for 3 or More Families Cross Country 12.6% 59.0% 7.4% 8.6% 9.3% 3.1% Alpine 6.8% 60.9% 11.0% 5.6% 13.4% 2.3% Freeski 16.6% 45.8% 16.3% 6.4% 12.3% 2.7% Snowboard 8.7% 59.1% 13.5% 5.4% 10.2% 3.1% Snowshoe 13.6% 58.1% 8.9% 7.7% 8.6% 3.1% Telemark 21.8% 33.5% 19.7% 10.5% 12.8% 1.7% Other 93

94 Percent of Participants INTEREST IN WINTER OLYMPICS 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Cross Country Alpine Freeski Snowboard Snowshoe Telemark Not at all interested 10.4% 9.5% 11.0% 19.2% 12.3% 10.6% A little bit interested 16.9% 14.6% 14.8% 18.2% 17.7% 19.2% Somewhat interested 18.7% 26.9% 30.5% 28.5% 29.2% 32.6% Very interested 54.1% 49.0% 43.7% 34.1% 40.8% 37.7% 94

95 Percent of Participants INTEREST IN SUMMER OLYMPICS 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Cross Country Alpine Freeski Snowboard Snowshoe Telemark Not at all interested 12.4% 10.8% 11.2% 19.5% 11.4% 10.1% A little bit interested 16.3% 15.6% 14.7% 18.6% 19.3% 26.9% Somewhat interested 24.3% 25.4% 30.8% 24.3% 27.2% 27.9% Very interested 47.0% 48.2% 43.3% 37.6% 42.1% 35.0% 95

96 Percent of Participation INTEREST IN THE X GAMES 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Cross Country Alpine Freeski Snowboard Snowshoe Telemark Not at all interested 27.8% 40.0% 19.1% 26.7% 41.4% 9.6% A little bit interested 25.8% 21.0% 18.5% 23.3% 21.9% 32.9% Somewhat interested 24.0% 21.8% 24.8% 26.2% 21.7% 28.8% Very interested 22.4% 17.2% 37.6% 23.8% 15.0% 28.7% 96

97 ENJOYED PE IN SCHOOL 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 6~12 13~17 18~24 25~34 35~44 45~54 55~ Cross Country 11.8% 1.2% 2.7% 21.3% 20.4% 15.8% 21.5% 5.2% Alpine 7.7% 10.5% 8.3% 23.1% 20.2% 19.5% 7.1% 3.6% Freeski 2.9% 12.1% 13.7% 28.5% 21.5% 13.7% 6.3% 1.3% Snowboard 10.0% 11.1% 30.3% 23.6% 14.0% 8.2% 1.3% 1.5% Snowshoe 21.8% 2.8% 12.2% 32.6% 8.6% 5.8% 12.6% 3.5% Telemark 0.0% 0.0% 5.8% 25.1% 27.3% 29.7% 6.7% 5.3% Respondents were asked to rank (1-5) how much they enjoyed PE in school. The above indicates, by age, the respondents who responded with a 5 (enjoyed PE a great deal). The majority who answered with a 5 age ages 25-54, potentially indicating that enjoying PE leads to an active lifestyle as an adult. 97

98 Table 1: Cross Tabulation for 2013 Snow Sports Participation

99 1+ DAYS Skiing (Alpine/Downhill) Total # of Segment % Participation Part. (000s) Rate by Group Total 8, % Index vs. Total Population Male 4, % 3.5% 123 Female 3, % 2.2% 78 6~12 1, % 3.6% ~ % 4.4% ~24 1, % 4.1% ~34 1, % 4.3% ~44 1, % 4.2% ~54 1, % 2.3% 80 55~ % 0.9% % 0.5% 16 Under $ % 1.0% 34 $25000 to $ , % 1.8% 62 $50000 to $ , % 2.4% 85 $75000 to $ , % 3.7% 128 $ , % 5.1% 176 New England % 5.2% 181 Middle Atlantic 1, % 3.4% 118 East North Central 1, % 2.5% 86 West North Central % 3.4% 118 South Atlantic % 1.6% 57 East South Central % 1.8% 61 West South Central % 1.8% 62 Mountain 1, % 6.3% 220 Pacific 1, % 3.1% 108 Non-MSA % 2.5% 88 MSA <500,000 1, % 2.3% 81 MSA 500,000-2,499,999 2, % 2.6% 92 MSA 2,500,000+ 3, % 3.4% 119 8th Grade or Less 1, % 3.5% years of High School % 3.0% 105 High School Grad % 1.0% years of College 1, % 1.9% 65 College Grad 2, % 4.0% 139 Post-Grad Studies 1, % 4.0% 141 Other % 12.0% 417

100 Skiing (Cross-Country) Total # of Segment % Participation Part. (000s) Rate by Group Total 3, % Index vs. Total Population Male 1, % 1.4% 123 Female 1, % 0.9% 78 6~ % 1.3% ~ % 0.9% 77 18~ % 1.7% ~ % 2.0% ~ % 1.4% ~ % 1.0% 87 55~ % 0.6% % 0.4% 36 Under $ % 0.8% 70 $25000 to $ % 1.1% 92 $50000 to $ % 1.0% 86 $75000 to $ % 1.3% 112 $ , % 1.5% 132 New England % 2.1% 186 Middle Atlantic % 1.6% 137 East North Central % 1.2% 108 West North Central % 1.9% 163 South Atlantic % 0.6% 52 East South Central % 1.0% 87 West South Central % 0.5% 41 Mountain % 1.7% 145 Pacific % 1.1% 98 Non-MSA % 1.4% 119 MSA <500, % 1.2% 105 MSA 500,000-2,499,999 1, % 1.2% 103 MSA 2,500,000+ 1, % 1.1% 92 8th Grade or Less % 1.2% years of High School % 0.7% 63 High School Grad % 0.5% years of College % 0.8% 69 College Grad 1, % 1.6% 143 Post-Grad Studies % 1.7% 148 Other % 5.4% 468

101 Skiing (Freestyle) Total # of Segment % Participation Part. (000s) Rate by Group Total 5, % Index vs. Total Population Male 3, % 2.4% 131 Female 1, % 1.3% 71 6~ % 2.4% ~ % 2.5% ~24 1, % 3.8% ~34 1, % 3.7% ~ % 2.0% ~ % 1.0% 56 55~ % 0.3% % 0.1% 3 Under $ % 1.1% 57 $25000 to $ % 1.3% 72 $50000 to $ % 1.2% 66 $75000 to $ % 1.7% 92 $ , % 3.4% 183 New England % 1.4% 77 Middle Atlantic 1, % 3.6% 191 East North Central % 1.2% 66 West North Central % 2.1% 111 South Atlantic % 1.2% 65 East South Central % 1.4% 73 West South Central % 1.1% 57 Mountain % 2.5% 134 Pacific 1, % 2.4% 129 Non-MSA % 0.8% 40 MSA <500, % 1.3% 69 MSA 500,000-2,499,999 1, % 1.7% 92 MSA 2,500,000+ 2, % 2.5% 132 8th Grade or Less % 1.6% years of High School % 1.3% 72 High School Grad % 1.4% years of College 1, % 1.7% 90 College Grad 1, % 2.5% 134 Post-Grad Studies % 1.2% 62 Other % 19.6% 1049

102 Snowboarding Total # of Segment % Participation Part. (000s) Rate by Group Total 7, % Index vs. Total Population Male 4, % 3.5% 138 Female 2, % 1.6% 64 6~12 1, % 3.6% ~ % 4.4% ~24 1, % 4.1% ~34 1, % 4.3% ~44 1, % 4.2% ~54 1, % 2.3% 89 55~ % 0.9% % 0.5% 18 Under $ , % 2.5% 97 $25000 to $ , % 1.9% 74 $50000 to $ , % 2.3% 90 $75000 to $ % 2.3% 91 $ , % 3.5% 136 New England % 4.0% 158 Middle Atlantic 1, % 3.1% 123 East North Central 1, % 2.5% 97 West North Central % 2.8% 109 South Atlantic % 1.4% 55 East South Central % 0.7% 29 West South Central % 1.0% 38 Mountain % 4.0% 154 Pacific 1, % 4.2% 165 Non-MSA % 1.9% 74 MSA <500,000 1, % 2.1% 80 MSA 500,000-2,499,999 2, % 2.7% 106 MSA 2,500,000+ 3, % 2.8% 111 8th Grade or Less 1, % 3.3% years of High School % 3.9% 151 High School Grad % 1.6% years of College 1, % 2.2% 86 College Grad 2, % 3.1% 121 Post-Grad Studies % 1.7% 67 Other % 9.7% 377

103 Snowshoeing Total # of Segment % Participation Part. (000s) Rate by Group Total 4, % Index vs. Total Population Male 2, % 1.5% 110 Female 1, % 1.3% 90 6~ % 1.8% ~ % 1.3% 93 18~ % 1.9% ~34 1, % 2.4% ~ % 1.5% ~ % 1.2% 89 55~ % 0.9% % 0.3% 23 Under $ % 1.1% 82 $25000 to $ % 1.3% 93 $50000 to $ % 1.3% 93 $75000 to $ % 1.3% 94 $ , % 1.8% 128 New England % 4.2% 303 Middle Atlantic % 1.8% 125 East North Central % 1.3% 89 West North Central % 2.6% 188 South Atlantic % 0.4% 27 East South Central % 0.8% 56 West South Central % 0.5% 37 Mountain % 3.2% 231 Pacific % 1.2% 86 Non-MSA % 2.6% 182 MSA <500,000 1, % 1.9% 138 MSA 500,000-2,499, % 1.2% 83 MSA 2,500,000+ 1, % 1.1% 79 8th Grade or Less % 1.3% years of High School % 0.9% 62 High School Grad % 0.8% years of College % 1.0% 71 College Grad 1, % 1.9% 136 Post-Grad Studies % 2.0% 143 Other % 7.5% 533

104 Telemarking (Downhill) Total # of Segment % Participation Part. (000s) Rate by Group Total 2, % Index vs. Total Population Male 1, % 1.2% 126 Female 1, % 0.7% 76 6~ % 1.2% ~ % 2.1% ~ % 1.8% ~ % 1.6% ~ % 1.0% ~ % 0.6% 61 55~ % 0.1% % 0.1% 5 Under $ % 0.9% 89 $25000 to $ % 0.7% 74 $50000 to $ % 0.8% 84 $75000 to $ % 0.6% 63 $ , % 1.6% 162 New England % 2.5% 256 Middle Atlantic % 2.1% 215 East North Central % 0.4% 46 West North Central % 0.8% 83 South Atlantic % 0.4% 45 East South Central % 1.0% 107 West South Central % 0.5% 53 Mountain % 1.2% 121 Pacific % 1.0% 105 Non-MSA % 0.9% 92 MSA <500, % 0.9% 90 MSA 500,000-2,499, % 1.1% 114 MSA 2,500,000+ 1, % 0.9% 97 8th Grade or Less % 1.2% years of High School % 0.6% 59 High School Grad % 0.7% years of College % 0.6% 62 College Grad % 1.3% 138 Post-Grad Studies % 0.5% 55 Other % 15.2% 1576

105 2+ DAYS Skiing (Alpine/Downhill) Total # of Part. (000s) Segment % Participation Rate by Group Total 6, % Index vs. Total Population Male 3, % 2.8% 124 Female 2, % 1.7% 77 6~ % 2.6% ~ % 4.0% ~ % 2.9% ~34 1, % 3.0% ~44 1, % 3.3% ~ % 2.1% 93 55~ % 0.7% % 0.5% 20 Under $ % 0.8% 33 $25000 to $ % 1.2% 54 $50000 to $ , % 1.9% 84 $75000 to $ , % 2.9% 129 $ , % 4.2% 185 New England % 4.3% 190 Middle Atlantic % 2.6% 114 East North Central % 2.0% 87 West North Central % 2.8% 121 South Atlantic % 1.1% 50 East South Central % 1.5% 68 West South Central % 1.3% 58 Mountain 1, % 5.6% 248 Pacific 1, % 2.3% 103 Non-MSA % 2.0% 88 MSA <500,000 1, % 1.8% 81 MSA 500,000-2,499,999 1, % 2.2% 96 MSA 2,500,000+ 3, % 2.6% 116 8th Grade or Less % 2.5% years of High School % 2.7% 119 High School Grad % 0.7% years of College 1, % 1.5% 65 College Grad 2, % 3.3% 144 Post-Grad Studies 1, % 3.1% 136 Other % 11.2% 494

106 Skiing (Cross-Country) Total # of Part. (000s) Segment % Participation Rate by Group Total 2, % Index vs. Total Population Male 1, % 1.1% 119 Female 1, % 0.7% 81 6~ % 1.0% ~ % 0.8% 89 18~ % 1.2% ~ % 1.3% ~ % 1.0% ~ % 0.9% ~ % 0.5% % 0.4% 41 Under $ % 0.6% 65 $25000 to $ % 0.8% 90 $50000 to $ % 0.8% 90 $75000 to $ % 1.1% 124 $ % 1.1% 129 New England % 2.1% 239 Middle Atlantic % 1.2% 132 East North Central % 1.1% 120 West North Central % 1.8% 200 South Atlantic % 0.3% 34 East South Central % 0.5% 53 West South Central % 0.4% 42 Mountain % 1.3% 143 Pacific % 0.8% 95 Non-MSA % 1.2% 135 MSA <500, % 1.0% 113 MSA 500,000-2,499, % 0.8% 95 MSA 2,500, % 0.8% 91 8th Grade or Less % 0.8% years of High School % 0.7% 75 High School Grad % 0.3% years of College % 0.6% 67 College Grad % 1.3% 144 Post-Grad Studies % 1.4% 159 Other % 4.8% 546

107 Skiing (Freestyle) Total # of Part. (000s) Segment % Participation Rate by Group Total 3, % Index vs. Total Population Male 2, % 1.6% 128 Female 1, % 0.9% 74 6~ % 1.8% ~ % 2.2% ~ % 2.5% ~ % 2.1% ~ % 1.4% ~ % 0.7% 58 55~ % 0.2% % 0.1% 4 Under $ % 0.7% 56 $25000 to $ % 0.7% 60 $50000 to $ % 0.9% 75 $75000 to $ % 1.3% 106 $ , % 2.3% 182 New England % 1.4% 111 Middle Atlantic % 2.4% 192 East North Central % 0.9% 72 West North Central % 1.3% 106 South Atlantic % 0.7% 59 East South Central % 0.8% 66 West South Central % 0.6% 48 Mountain % 2.1% 170 Pacific % 1.4% 114 Non-MSA % 0.8% 61 MSA <500, % 0.8% 68 MSA 500,000-2,499, % 1.2% 92 MSA 2,500,000+ 1, % 1.6% 130 8th Grade or Less % 1.0% years of High School % 1.2% 96 High School Grad % 0.8% years of College % 1.0% 78 College Grad 1, % 1.8% 143 Post-Grad Studies % 0.7% 55 Other % 15.5% 1,236

108 Snowboarding Total # of Part. (000s) Segment % Participation Rate by Group Total 5, % Index vs. Total Population Male 4, % 2.9% 137 Female 1, % 1.3% 64 6~ % 2.8% ~17 1, % 4.9% ~24 1, % 4.9% ~34 1, % 3.7% ~ % 2.1% 99 45~ % 0.5% 23 55~ % 0.1% % 0.0% 1 Under $ % 1.7% 83 $25000 to $ , % 1.7% 81 $50000 to $ , % 1.9% 93 $75000 to $ % 2.0% 94 $ , % 2.9% 137 New England % 3.6% 175 Middle Atlantic % 2.3% 112 East North Central % 2.2% 105 West North Central % 2.4% 115 South Atlantic % 1.0% 49 East South Central % 0.4% 17 West South Central % 0.8% 38 Mountain % 3.5% 167 Pacific 1, % 3.4% 165 Non-MSA % 1.7% 83 MSA <500,000 1, % 1.7% 82 MSA 500,000-2,499,999 1, % 2.1% 103 MSA 2,500,000+ 2, % 2.3% 111 8th Grade or Less 1, % 2.9% years of High School % 3.1% 148 High School Grad % 1.3% years of College 1, % 1.8% 85 College Grad 1, % 2.5% 119 Post-Grad Studies % 1.3% 64 Other % 8.4% 403

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