Notes on Presentation by Jim Spring of Leisure Trends Group to the National Ski Council Federation September 10, 2004 Jim s first comment was that he has been involved with SIA (Snowsports Industry of America) and NSAA (National Ski Area Association) for years, and wondered where NSCF has been. The four primary influences of people s leisure activities: 1 Demographics. Baby boomers are the most influential. They are going to remain active, and will retire differently than previous generations. Second most influential is Gen Y, under 19 years of age. They are techies, and they stay at home because everything they need is there. They define what is cool today. 2 Ethnicity. Latinos, Asians and African Americans are increasing in importance. They are moving into the middle class, spending money and looking for ways to define their upward mobility. Sports have always been a way to do that. Golf and tennis have started developing programs to do that, skiing has done nothing. 3 The 90 s. During the 90 s sports was pushed aside while people made money and made lots of purchases like bigger homes. Skiing participation went down. 4 September 11. We discovered we were vulnerable, and discovered what is important. We began to think about we instead of me. We ve started taking more time for nature, family and friends. In 2000, participation in sports and fitness activities among people aged 16+ took a real dip that hasn t completely recovered, however the number has been climbing. Instead of sports, people are watching television, taking part in computer activities, and generally staying closer to home. What you did yesterday determines your behavior, while favorite activities determines your attitude. Comparing the activities in which people took part (behavior) in 1990 and 2004, various sports were ranked 2 nd, 7 th and 8 th ; today they are ranked 5 th, 9 th and out of the top ten. has gone from 3 rd to 2 nd. Food related (cooking and eating) has moved from 9 th to 3 rd. Chores, rest and relaxation and computer activities are ranked 7 th, 8 th and 10 th after not being in the top ten in 1990. Comparing favorite leisure activities (attitude) in 1990 and 2004, there is just a mild shuffling of the categories, although water sports has dropped out of the top ten, and computer activi ties have joined the top ten. It was noted that gaming is the fastest growing leisure activity, and women in the 25 to 40 age category make up the largest group. Team sports have been declining since 1990 with the exception of basketball and soccer. People are connecting instead with the softer side of sports. For skiers, this means the beauty of the mountains, escaping stress, spending time with family and friends. Only about 7% go for the thrill of being outdoors. Also, today very few are loyal to one sport. The ski industry really doesn t understand how to grow the sport. The number of skiers has been declining and snowboarding has been hitting a wall. Skier days are up the last few years, but that is attributed not to more skiers, but the same or less skiers participating more days due to the low cost of season passes. Two segments of ski club skiers are growing: 19 to 29 years of age and 40+. When comparing 1999-2000 season numbers with 2003-04 numbers you can actually see the age categories aging. It was noted that the 30 to 40 age category is the most time starved in the country.
The Gen X males (20-29) are fitness freaks, and are the demographic that is into adventure activities. It is likely that the for-profit clubs are cannibalizing this demographic from our clubs. Leisure Trends claims that the gender split within ski clubs are changing, and that more women are joining clubs. More singles and singles with kids are joining, while we re getting fewer families with kids. The ski market is actually increasing for families, but not necessarily for clubs. Interesting closing items: 1 Huge perception problem in the industry is that skiing is an expensive sport. The best message to fight this is that clubs offer great deals for ski trips. 2 Two thirds of club skiers get their most important information from the club. 3 Nearly 40% of club skiers skip one or more seasons every five years, while only 27% of the general skier population does this. 4 Snowboarding has reached a maturity level with 1 st timers and novice decreasing, while intermediate, advanced and experts are increasing. Skiing is similar except that experts have declined. 5 Sports participation is coming back, but redefined. Adventure sports such as canoeing, kayaking and climbing are increasing, and we re seeing competition from for-profit groups in this area. 6 Skiers are looking more to have a good time on their ski trips rather than aspiring to become and advanced or expert skier. 7 There is data that clubs have a bright future, but changes have to be made. Potential hooks are getting back to nature and outdoors and families. 8 There is no voice for the consumers in the ski industry, so the industry comes up with their own ideas of what the consumers want. This might be an opportunity for ski clubs, councils and the federation. Notes submitted by, Keith Fanta President Chicago Metropolitan Ski Council Leisure Trends Group (www.leisuretrends.com), based in Boulder, Colorado, is a full-service consumer research and consulting company specializing in leisure, sports, hospitality, entertainment, and retail tracking research. Their clientele list includes: Bolle, K-2 Sports, Rossignol, The Northface, Snowsports Industries of America (SIA), Aspen Ski Corp., Boyne Resorts, Deer Valley, Intrawest Resorts, Mammoth Mountain, Vail Resorts, Winter Park and many more.
The Ski Club Scene The Slow and Steady Return to Play % of Americans 16+ Participating in Sports/Fitness Activities National Ski Council Federation 62% 61% 62% 49% 53% 51% 55% 56% The Leisure Trends Group Boulder, Colorado 1997 1998 1999 2000 2001 2002 2003 2004 (YTD) The Spirit of Play Returns If Not Sports Then What? % of Americans 16+ Participating in Sports/Fitness Activities Watching Television 60% Computer 55% 56% 53% 52% Eating (In and/or Out) 49% Time with Friends & Family Chores/Home Improvement 3 Months Prior to 9/11 3 Months 6 Months 12 Months 24 Months 33 Months What Was and What Is New Options What s In The We Generation Did Yesterday Did Yesterday 1990 2004 Food-Related (Eating/Cooking) Food-Related Rest & Relaxation Food-Related (Eating/Cooking) Chores Rest and Relaxation Computer Activities (Email/Chat Rooms/Gaming) Shopping Computer Activities 1
What s Out Working for It What Was and What Is New Affinities Did Yesterday Favorite Leisure Activities 1990 2004 Water Sports Travel Water Sports Computer Activities Travel Travel What s In The Good and Quiet Life Favorite Activities Creative Endeavors What s Out Competition and Cost Favorite Activities Team Sports Golf Bowling ALPINE SKIING Tennis Food-Related Seeking the Softer Side of Sports Skiers The beauty of the mountains Escape from the stresses of life Club Skiers Spend time with family/friends The thrill of being outdoors 2
Group/Club Presence on the Slopes % of Americans Skiing with a Group/Club Organization 7.1% 6.4% Off 10% The Evolution of the Group/Club Skier Demographics and Habits 1999/2000 Season 2003/2004 Season The Graying of Group/Club Skiers Group/Club Skier Gender Age 1999/2000 Season 2003/2004 Season Males Females Under 19 25.7% 20.8% 19 to 29 16.1% 22.0% 55.1% 51.4% 30 to 39 17.8% 13.8% 48.6% 40 and older 40.4% 43.4% 44.9% Mean Age 34.5 35.8 1999/2000 Season 2003/2004 Season Marital/Parental Status Group/Club Skier Affluence Increases In 1999/00 2003/04 Singles 45.9% 54.7% Singles with Kids 9.0% 10.1% Decreases In 1999/00 2003/04 Under $75,000 $75,000 to Less than $100,000 6.7% Decline 13.1% Increase Married Kids at Home 25.9% 17.7% $100,000 or More 3.8% Decline 3
Critical Income Segments Ski Party Size $25,000 to Less than $100,000 Less than $75,000 $75,000 to Less than $100,000 Represents 71.2% of Market Losing Ground Fastest Growing Segment Three quarters (74.5%) of Club skiers are in a group that numbers 21 or more skiers Marketing Reach Skip Pattern Problem Two-thirds (67%) of Club skiers received most important information from a ski club Nearly 40% of skiers skip 1 or more seasons every 5 years. Snowboard Ability Levels Alpine Ski Ability Levels Snowboard Ability 1999/2000 Season 2003/2004 Season Time 12.7% 4.1% Alpine Ski Ability 1999/2000 Season 2003/2004 Season Time 8.8% 2.7% Novice 30.4% 23.7% Novice 11.7% 10.2% Intermediate 30.4% 36.1% Intermediate 31.6% 44.9% Advanced 17.1% 24.7% Advanced 31.0% 32.1% Expert 9.5% 11.3% Expert 16.8% 10.2% 4