Growth potential of the skier market in the National forests

Historic, archived document

Do not assume content reflects current
scientific knowledge, policies, or practices.

ia
Market
ional Forests

the Skier
the Nat

Growth Potent

@)
in

Growth Potential
of the Skier Market
in the National Forests

U.S. Department of Agriculture, Forest Service.
1979. Growth potential of the skier market in the National Forests. USDA
For. Serv. Res. Pap. WO-36, 31 p., illus.

Nationwide study of the skier market, based on 1978 telephone survey, includes
regional descriptions of active, inactive, and potential skiers, both downhill and
cross-country. Included are estimates of the size of these market classes and
detailed descriptions of public images of and attitudes toward skiing, its cost,
attractions, facilities, and market needs. The skier market’s potential for short
term growth is estimated. both regionally and nationally, and the perceived
adequacy of the existing developed ski area resource is assessed in terms of its
ability to attract, and hold, new participants.

Keywords: Outdoor recreation; ski industry; ski area management; skier popu-
lations

Library of Congress Card Number: 79-600085
February 1980

For sale by the Superintendent of Documents, U.S. Government Printing Office
Washington, D.C. 20402

PREFACE

Downhill and cross-country skiing are among
the snow and ice activities that accounted for
11.2 million recreation visitor-days in the Nation-
al Forests in 1977. Approximately one of every
two major ski resorts is located wholly or par-
tially within the National Forest System, and
the USDA Forest Service, the largest public sup-
plier of downhill skiing opportunities, has 30 per-
cent of all the ski lifts in the Nation. If the
concept of “vertical transport feet’? is used to
measure ski-lift capacity, the National Forests
account for 54 percent of the national supply.

Additionally, public land managers and ski in-
dustry spokespeople estimate that the number
of cross-country skiers has at least tripled in
the last few years.

If the demand for skiing and other outdoor
recreation opportunities continues to increase as
projected, it will be necessary to expand the
Nation’s recreational resource. This will require
sound planning to insure that this resource is
managed on the basis of responsive allocation of
resources and development of facilities. Inade-
quate planning and insufficient increases in sup-
ply could lead to the degradation of the resource
and the recreation experiences it supports, and
have an adverse effect on the Nation’s economy.

Apart from the individual and social benefits
of outdoor recreation, the production and con-
sumption of recreational goods and services stim-
ulate local economies with business revenues, em-
ployment, payrolls, and profits. In turn, the earn-
ings of businesses and individuals are spent on
other goods and services, creating tax revenues
which in part, provide additional recreation serv-
ices.

For more than a decade, Forest Service recrea-
tion resource planners and ski industry officials,
including members of the National Ski Areas
Association, have argued that current and reli-
able data on skier market trends are needed to
formulate effective development policies for
National Forests, An indepth study of the down-

ili

hill skier market and its growth potential is an
essential element in guiding development plan-
ning for this capital-intensive activity that re-
quires a long term land use commitment.

This survey provides “benchmark” data on the
size of the active, inactive, and potentially active
segments of the skier market. Its purpose is not
to predict future growth of the skier market but
to assess the potential for that growth and to
identify the factors that may inhibit it. The study
also provides important data for management in
its descriptions of the three market segments and
the perceptions of skiers. Obviously, the correc-
tion of perceived problems will both strengthen
the skier market and enhance the long term in-
vestment of Forest Service ski areas.

Further analysis of the data generated by this
survey is underway; results will be published as
separate research reports and include descrip-
tions—by region—of very high potential skiers
and very active skiers (those who ski more than
20 days per year). Also, a planned reassessment
of the skier market in 5 years will provide reliable
trend data on the three market segments for
both downhill and cross-country skiing.

The survey data were collected and summarized
by Opinion Research Corporation, Princeton,
N.J. Survey design and data analysis were by
Dr. Wilbur F. LaPage, Northeastern Forest Ex-
periment Station, Durham, N.H.; and Stacy
Standley, Sno-Engineering Co., Franconia, N.H.,
and Aspen, Colo. The study was suggested and
reviewed by Dr. H. Fred Kaiser, Jr., of the Forest
Service’s Resources Program and Assessment
staff, which provided the primary funding for
this report. Additional technical and financial
support were provided by Prof. Tommy Brown,
Department of Natural Resources, Cornell Uni-
versity.

For more information about this survey or
other studies in progress, please write: National
Skier Market Survey, P.O. Box 640, Durham,
N.H. 03824.

CONTENTS

Page
THE SKIER MARKET

Ines kl "Cy Clee ate ee aes 0 ee Re) ge 1
IMATKETICIASS S1ZE res a Mes ee meee ee 2
Market: class’ Seoments) 222-252 2 Se eee ee ee ee 3
THE IMAG EO (SKTING regeege.. So ewetyels le a e 3
General. perceptionses 2.2 esw 2p 2 ae Te cere ee ie 3
Local-regional. images psyete. 82 ea eee Sas tees 4
Perceive du OStsig is a i ee cet oye tn 5 a ee ae 4
PATTERNS OF BAR TICIPATION 222222 Sees Jee eee 4
Downhill? versus (cross-COuUnthY, 222 52 Soe ee ee 5
SKa Wala COMMS tes ae a er ed, Wie een OE. CI ee 5
OS aT OS. Ses ees rn ee en cea tL Lt Sra ee Ee Oe. ae 5
INGE. CLASSES ee Lee ee eee eh ee le ee ee 6
@rOSS=COUNUIY: SKICVS ose an ee ee 6
THE, DEMOGRAPHICS OR,SKEING -e22se8.5862 2 oe 6
Niobilidigarsee eke cular oh pelea 2. ee ere) eh 6
SEXe:PAUIOS,. re qupi pers nhl ent. 2. Belge nulh 2 iby 9 1d a 6
Manitalwstatustandgare wesc see 2 the 23 ee ae et ee ee 7
Income)ands OCCupationy we 2888. _ 94. heheh 2e eS 7
MARKE TUNG INMPICIC ARIONS 22. oe es ee 7
Possible additions to manket 22-2 ee Se ee eee 7
Reliabilityeor estimates = oes. = og See ne ee ered ee ie 7
WONG TUS INS eee sr oe eee sie Nk ene Aue ee 8
Implications tor planning and marketing; ~== 222222 2s eee 8
Implications for research and education ___._________________.. 10
JNVE Bgl IE OD Cs MN ces ok AMM ee, cls 3 ORO Yar PRM eam Oa ot ROE oi 11

Sample design of national skier market
SURVENS 0! eee ae Feo ee eh el ed a 11
Statistical#interpretationsee: 29... 2h. eer ny ea 13
DennitiOns suis Me ede. Settee era: ee em eee as 12
Data summany—potential skiers ~~. .2e22hs252252—_S22 ss 13
Datasumumary—acciverswiensw=) 2-224 2.. fe ae eee 16
Data: summary—ainactive skiers. .__ -sas9ey. scien Se ee 19
ENTS OTE Spc se eh Ta he Be es ees ae 23

iv

THE SKIER MARKET

The skiing cycle All skiers pass through phases that include peri-
ods of noninvolvement, periods of more or less

Skiing occupies relatively little time in the intense involvement, periods of temporary inactiv-
life of the average skier. Its popular image is ity, and eventual permanent withdrawal from the
that of a sport “for the young and the wealthy.” skier market. These phases provide a realistic

NONSKIERS

74%
(117.7 MILLION)

NO INTEREST NO EXPERIENCE

9% 8% 9%

NX

ge
FSS pas
[INACTIVE SKIERS po POTENTIAL SKIERS
(13.8 MILLION) ACTIVE SKIERS (14.5 MILLION)

(12.9 MILLION)

Figure 1.—The skiing cycle is a model of skiing market growth based on patterns of participation and nonparticipation.
There is a high probability that one-half of the skiers in both the potential and inactive market classes will have an
impact on the active skier market in the future.

model for studying the skiing market for plan-
ning and investment purposes; at any given time,
the market can be visualized as having an active
participant component, a potential participant
component made up of persons who are highly
likely to try skiing, and an inactive participant
component made up of skiers who have tem-
porarily stopped skiing (fig. 1).

The publishing and equipment merchandising
sectors within the recreation industry have long
recognized the importance of appealing to the non-
participating segments of the market because pur-
chases—particularly magazine purchases—pro-
vide an opportunity for nonparticipants to express
a continuing interest in the activity until they
have an opportunity to participate. An under-
standing of the nonparticipating segments of the
skier market is equally important to managers of
ski resorts. In many cases, the reason for tempo-
rary inactivity by skiers, as well as for the per-
ceived barriers to participation, may be the failure
of the industry to communicate with potential
skiers. Continuing changes in conditions, rates, fa-
cilities, opportunities, and clientele are all poten-
tial sources of complexity, confusion, and misin-
formation that can delay entry or reentry into the
skiing market.

The objectives of this study were to:

1. Examine the current skier market—and the
potential additions to it—by determining the sizes
of the major market classes that are most likely
to have an impact on the industry in the near
future. These classes include: those who now ski
and are likely to continue to ski (active skiers) ;
those who have never skied but are most likely
to begin skiing in the near future (high poten-
tial); and those who have stopped skiing but
are most likely to return to skiing in the near
future (temporarily inactive).

2. Determine the images of skiing and the
perceptual barriers to participation held by these
three major classes.

3. Develop descriptive market facts about each
of these classes.

Market class size

To develop estimates of the sizes of the po-
tential, active, and inactive skier markets,
“screening” interviews were conducted by tele-
phone with 2,191 persons from 7,106 households
containing 15,446 adults (16 years of age and
older). Each adult in these households was classi-
fied as having: (1) never skied and unlikely to

NORTHEAST
(36.2 million adults)

Potential 2.8

NORTH CENTRAL

WEST (42.6 million adults) Active 4.3
(28.8 million adults) i aie he
Potential PAT PSV RLS. 32
Active 36 Active 3.1
Inactive 3.8 Geis ae
SOUTH
(51.3 million adults)
Potential 5.1
Active 1.9
Inactive 2.9

Figure 2.—Distribution, by major census region, of the gross number of potential, active, and inactive skiers, both down-
hill and cross-country, in millions of adults (age 16 and older).

try skiing in the near future (nonskier); (2)
never skied but likely to try skiing in the next
few years (potential skier); (8) skied in the
past but not in the last season (inactive skier);
and (4) skied since November 1977 (active
skier).

Of the 7,106 households contacted, 10.8 per-
cent contained at least one active skier, 14.3 per-
cent had at least one potential skier, 14.4 percent
had one or more inactive skiers, and 82.9 percent
percent contained at least one adult who never
skied and probably never will (table 1). The
sample design is described in the appendix. Ob-
viously, many households contained adults in
more than one category as the total exceeds 122
percent; because of this overlap, these household
percentages are not an accurate representation
of the actual population sizes of the skier market
classes.

By major region of the United States, the
estimates of these skier market segments (table
2) reveal a nearly even regional distribution of
inactive skiers and a substantial potential skier
market in the Southern and North Central States
(fig. 2).

Market class segments

The categories of “inactive skier” and “‘po-
tential skier’? can be further refined to assess
their probable future impact on the market. In-
active skiers are categorized as:

TEMPORARILY INACTIVE—Skiers who did
not ski during the current season but expect
to ski during the 1978-79 season (49.9 per-
cent of all inactives).

PERMANENTLY INACTIVE—Skiers who
did not ski during the season and indicate
that they will probably never ski again; or
if they ski again will do so sometime after
the 1978-79 season (50.1 percent).

Potential skiers are categorized as:

HIGH POTENTIAL—Nonskiers under 26
years of age (on the basis of current age
classes of active skiers) who indicate an in-
terest in skiing, that is, most likely to adopt
skiing (49.8 percent of all potentials).

MODERATE POTENTIAL—Nonskiers 26
through 34 years of age who indicate an in-
terest in skiing (20.1 percent).

LOW POTENTIAL—Nonskiers 35 years of
age or older and who indicate an interest in
skiing (30.1 percent).

The dichotomy between temporary and perma-
nent inactivity, though arbitrary, is solidly sup-
ported by numerous significant differences in
skier attitudes, patterns of past participation,
and demographic and socioeconomic characteris-
tics. For example, the median age of temporarily
inactive skiers is 27, and they have skied (on
the average) within the past 2 years. Perma-
nently inactive skiers (on the average) have
not skied in more than 5 years; their median age
is 837. Consequently, the remainder of this report
ignores the permanently inactive skiers because
they are unlikely to have any significant impact
on the market.

There were no significant differences among the
proportions of high, moderate, and low potential
skiers who have read skiing magazines and other
articles on skiing, watched skiing competition on
television during the previous year, and have
friends who ski. Among the activities listed that
they would like to take up over the next 2 years,
only the low potential group differed significantly
from the average of 43 percent who expressed
an interest in downhill skiing. No significant dif-
ferences were found in the reasons for never
having taken up skiing among the three potential
classes. In summary, our classification scheme
does not appear to be reinforced by the data—
neither is it refuted.

Because of the possible impact of high potential
and temporarily inactive skiers on the skiing
market, it is essential that we take an indepth
look at the characteristics and perceptions of
these skiers, and compare them with those of
active skiers. In the sections that follow, we
examine the past, present, and future of skiing
through the eyes of three of these market seg-
ments: those having a high potential to adopt
skiing; active skiers; and temporarily inactive
skiers.

THE IMAGE OF SKIING

In assessing the image of skiing, three broad
areas of people’s perceptions of downhill skiing
were examined:

1. General perceptions of skiing, using 14 de-
scriptive phrases relating to its attraction
and appeal.

2. Local-regional images of the adequacy of
available developed ski facilities.

3. Perceived costs of skiing and their apparent
impact on participation.

General perceptions

In examining people’s general perceptions of
skiing as an activity, conflicting reports on bar-
riers to participation were common. For example,
4 out of 10 potential skiers said that they had not
taken up skiing because they lacked the time;
yet less than 10 percent perceived skiing as “too
time consuming.” Image “profiles” of the three
major market classes are remarkably similar

(table 3), as are the regional perceptions of ski-
ing. There were significant differences in images
among market classes on skiing’s risks, crowded-
ness, and costs.

Potential skiers are more likely to perceive
skiing as appealing “mainly to the young.” And
skiers in this class tend to be slightly more likely
to see skiing as ‘‘dangerous” and “‘requiring skill.”
However, on the plus side, the high potential
group is much less likely to have images of crowd-
ing and high costs. Perceptions of high cost and
crowding increase dramatically from potential
to active skiers!

Relatively few perceptual differences were
found between men and women. Among potential
skiers, women were significantly (90 percent
level) more likely to see skiing as “dangerous,”
“expensive,” and “hard work.” However, these
sex-related differences in image nearly disappear
among active women skiers. Temporarily inactive
women are more likely to be concerned with
crowding and costs, but less concerned with ac-
cessibility and skill requirements than their male
counterparts.

Local-regional4mages

In response to the question, “Do you feel that
the developed ski facilities are adequate in your
region?’, similar patterns of response emerged
among potential, active, and inactive skiers
across all regions of the country (table 4). Po-
tential skiers were least likely to perceive deficien-
cies in downhill facilities; however, the need for
more and better downhill facilities was the most
common recommendation in every region.

Facilities are least likely to be perceived as
inadquate in the Northeast and the West, and
most commonly reported in the South and North
Central States, though reports from the South of
inadequate facilities, and the complete absence of
skiing facilities, were surprisingly low.

Assuming that the images of active skiers most
nearly represent actual regional conditions, it
would seem that potential skiers might benefit
from better information on available skiing op-
portunities; but they may develop poorer images
of downhill facilities as they become active. The
similarity of perceptions of active and tempo-
rarily inactive skiers suggests the possibility of
real barriers to returning to active status along
with an increased movement from active to in-

active if there is no improvement in skiing con-
ditions.

Perceived costs

Skiing’s most consistently negative image is
its high cost. More than one out of every two
potential skiers views the activity as “‘expensive.”
Active and inactive skiers are even more likely
to agree that it is costly! In response to the ques-
tion of whether the various costs incurred on a
ski trip are ‘too high,” “about right,’ or “too
low,” potential skiers were less likely to perceive
lift tickets as overpriced than either active or
inactive skiers. However, equipment rentals and
ski-trip transportation were more likely to be
considered by the potential skier as too costly
(table 5). In none of the market classes did the
perception that costs were “too low” exceed 2
percent. i

Despite several significant regional variations,
almost identical proportions (approximately one-
third) of potential, active, and inactive skiers
felt that ski lift tickets were priced “about
right.” Potential skiers are much less likely to
perceive lift tickets as overpriced, and significant-
ly more likely to be concerned about the costs of
ski-trip transportation than active or inactive
skiers.

Eighty-four percent of the inactive skiers
“agreed” or “possibly agreed” that skiing is an
expensive sport. Like the potential skiers, inactive
skiers agree that skiing is expensive, but cost as
a barrier to participation was not mentioned by
a majority of inactive skiers. Collectively, other
noncost factors seem more influential in the de-
cision to postpone skiing. In general, southerners
were the least cost conscious, while westerners
and northeasterners were most aware of costs.

In summary, the impact of the perceived cost
of skiing on participation varies by respondent
group. Cost influences a higher proportion of
active than inactive and potential skiers, and has,
at least in the actives’ judgment, reduced their
level of desired participation. For the potential
skiers, cost has deterred nearly one out of two
from skiing, and cost seems a major barrier to
returning to the skiing market for the same
proportion of temporarily inactive skiers (table
6). Skiing is perceived as an expensive sport,
and that perception apparently has had an im-
pact on limiting the size of the market.

PATTERNS OF PARTICIPATION

Although our primary objective is to better
understand the potential skier, the two experi-
enced market classes—currently active and tem-

porarily inactive skiers—provide the only realistic
means of assessing possible skier behavior in the
future.

Downhill versus cross-country

Nearly 90 percent of the United States skier
population is made up of downhill skiers, plus
those who ski both downhill and cross-country.
Approximately 18 percent of all active skiers
consider themselves both downhill and _ cross-
country skiers, but they do not necessarily partic-
ipate in both activities during any given year.
(The actual incidence of participation in both
types of skiing during the past year was not
determined, so ‘active participation” in both
downhill and cross-country skiing may be slightly
overestimated.) About 13 percent of the active
and 6 percent of the temporarily inactive skiers
are exclusively cross-country skiers (table 7).

Downhill skiers had a median of 4.3 years of
participation. The regional differences ranged
from 2.6 years in the South to 5.1 years in the
Northeast (table 8). Similarly, 66 percent of all
downhill skiers had skied less than 7 years;
regionally, the percentage of skiers participating
less than 7 years ranged from 58 percent in the
Northeast to 71 percent in the South. Skiers in
the Northeast tended to be the most active and
enduring participants. As would be expected,
Southern skiers generally have lower skill levels
and participate the least.

Inactive skiers participated for 2 to 3 years
before becoming inactive, and classified them-
selves as predominantly beginners and novices,
except in the West where the median experience
level is low intermediate (table 9). Dropping
out tended to occur early in the skiing cycle while
skiers were still relatively unskilled. Seventy-five
percent of all inactive skiers participated for 6
years or less, suggesting that the industry is hav-
ing difficulty keeping participants after success-
fully influencing them to take up skiing.

Ski vacations

Nearly one-third of all active downhill skiers
took a ski vacation of at least 4 nights during the
1977-78 ski season. Over one-half (54 percent)
of the Southern skiers took an extended ski trip,
while only one-third of the skiers in the other
three regions took trips. Seventy-four percent of
all downhill skiers averaged at least one trip of
less than 4 nights in each year over the last 5
years (table 10).

Skiers in the three snow regions did most of
their skiing within their own region. In the
Northeast and West, more than 90 percent of the
skiers used their own region’s facilities. Southern
skiers, as would be expected, traveled out of
their region most frequently, but still spent one-

fifth of their skiing vacations in the South (table

11). The Northeast and West are net importers
of visiting skiers while the South and North
Central areas are net exporters. The regional
distribution of projected visits by potential skiers
in the next 2 years (1978-80) closely parallels
that of currently active skiers (table 12).

The States most frequently mentioned as hav-
ing been visited by skiers during 1976-78 and
the potential skiers who expect to ski in those
same States (in percent) are:

Active Potential
State 1976-78 1978-80

Colorado ZAll 25
California Zl 11
Vermont 15
New York 14
Pennsylvania 12
New Hampshire 9
Michigan 9
Wisconsin 8
Massachusetts i
Washington 6
Minnesota 6

me Pr OTA] CF CO OL

In summarizing skier visit activity (trips of
more than 1 day in length) by region, the West
accounted for 43 percent of all visits, the North-
east, 32 percent; the north-central region, 19 per-
cent; and the South, 5 percent.

Sex ratios

Men and women downhill skiers tend to have
similar characteristics in their skiing experiences.
Both sexes had the same ratio of downhill to
cross-country participants. They have skied in
similar States, taken similar ski vacations in the
past, and are distributed equally among regions.

Sex-related differences include ability levels; 62
percent of the women who responded were in the
novice, beginner, and low intermediate levels ver-
sus 41 percent of the men at these same levels.
Women skiers reported skiing fewer total days
per season—41 percent stated they skied 6 days
or less—compared with 31 percent of the men.
At the other end of the scale, 11 percent of the
women skied 29 days or more versus 16 percent
for the men.

Although it would seem that men were the
more active skiers, the median figures for men
and women were only 1.7 days apart during the
1977-78 season; men skied a median of 9.9 days,
and women 8.2 days. The median ski vacations
were 1.6 trips for men and 1.3 trips for women.
(During the 1977-78 season, active skiers re-
ported significantly fewer skiing days than they
averaged during each of the preceding 5 years.

However, this is probably due to recall bias and
confusion in the way the question was _ inter-
preted.)

Among the inactive skiers, men and women
each represent 50 percent of the population.
Regionally, however, women significantly out-
numbered men in the Northeast (58 percent to
42 percent); in the South, the reverse was true
(55 percent for men versus 45 percent for
women). When they were active, both men and
women had participated 2 to 3 years and aver-
aged 8 days of skiing per year.

Age classes

Four age classes were used in examining the
effects of age on active skier behavior: 16 to 19
years, 20 to 29, 30 to 39, and 40 years and older.
As might be expected, downhill skiers became
more active in cross-country skiing as they grew
older. Only 15 percent from the 16- to 19-year
group participated in cross-country, while 27 per-
cent from the 40 years and older group indicated
that they participated in cross-country skiing.

Naturally, the length of participation in skiing
increased as a function of age. The relative skill
level of skiers tended to increase as a function of
age, though the differences were small and were
not significant.

Older skiers reported skiing a greater number
of days per season (table 13) ; during the 1977-78
season, a greater proportion took a ski vacation
of at least 4 nights.

Skiers 30 and older were more inclined to ski
with the family, splitting their skiing frequency
about equally between family and _ friends.
Younger skiers usually skied with friends.

Cross-country skiers

Thirteen percent of the active skiers were ex-
clusively cross-country participants; 21 percent
of the downhill skiers also participated in cross-
country skiing. Therefore, on a weighted basis,
18 percent of all active skiers participate in cross-
country.

Cross-country skiers were found to be new to
the activity; the median length of experience was
2.6 years for active and 2.5 years for inactive
skiers. Their skill levels reflected their recent
entry, 43 percent being novices or beginners, and
another 29 percent being low intermediate skiers.

Regionally, the Northeast received 41 percent
of the cross-country skier trips (more than 1 day
in length) during the last 2 years, followed by
the north-central region (36 percent), the West
(80 percent), and the South (3 percent). The
leading States in cross-country trips were:

State Percent
Wisconsin 18
Vermont 16
California 12
Michigan 1M!
Minnesota 10
New York 10
Massachusetts 8
New Hampshire ff

The ski travel habits of the cross-country skier
were not as extensive as those of the downhill
skier. Only 14 percent took a ski vacation of 4
nights or more during the 1977-78 ski season.
Over the last 5 years, 60 percent have taken one
or more ski vacations of less than 4 nights each
year—the median was two trips per year (table
14).

THE DEMOGRAPHICS OF SKIING

The social, economic, and demographic descrip-
tions of high potential, active, and temporarily
inactive skiers can provide important insights
and potential marketing clues for reaching differ-
ent segments of the skiing population. For ex-
ample, the populous Northeast has, numerically,
the most skiers; however, on a per capita basis,
the West has the most active and temporarily
inactive skiers. Also, on the basis of regional
adult populations (16 years of age and older),
the South has significantly fewer active and in-
active skiers, but the largest “reservoir” of po-
tential additions to the skiing market (table 15).

Mobility

Skiers were found to be highly mobile, 50 per-
cent or more from each market class moving at
least once in the last 5 years (table 16). Active
skiers in the Northeast and South were signifi-

cantly less mobile than their counterparts in the
north-central region and the West. The inactives,
in general, were more mobile than potentials and
actives; and Western inactives were much more
mobile than inactives from the other three
regions. This suggests that residential mobility
may be responsible for active skiers becoming
temporarily inactive. Potential skiers were nearly
as stable as active, but there were significant
regional differences.

The types of communities in which skiers re-
side reflect expected regional differences (table
17) ; however, place of residence does not vary
significantly among the three major market clas-
ses.

Sex ratios
Fifty-two percent of the downhill and inactive
skiers were men; of potential skiers, 54 percent

were women. Significantly more women expressed
an interest in taking up skiing (table 18). Region-
ally, there were significant differences in the
Northeast between actives and inactives, and in
the north-central region and the South between po-
tentials and actives. In the Northeast, South, and
West, there were significant differences in sex
ratios between potentials and inactives. Data
from the U.S. Bureau of the Census indicate that
there are more men in the 16- to 25-year class;
so the greater number of potential women skiers
is not explained by differences in population.

Marital status and age

Significantly more potential skiers were single,
reflecting their lower median age (table 19).

The median age of high potential skiers (19.2
years) was lower than that for other market
classes because of the definition of potential skier
(those 16 to 25 years old who have expressed an
interest in the sport). The median age of active
downhill skiers was 26 years, and 27 for inactives.
Age alone does not seem a factor in the decision
of active skiers to become inactive (table 20).

MARKETING

The concept of a cycle in skiing implies that
the skiing market itself is similarly dynamic as ac-
tive skiers drop out and are replaced by potential
skiers. The various forward and reverse rates of
flow in the market cannot be estimated on the
basis of this study alone. Until reliable estimates
of trends in sizes of each market segment can be
generated, it is necessary to make a number of
assumptions about these segments and their im-
plications for the skiing industry.

Possible additions to market

The most obvious implication of this study is
the apparent existence of large numbers of pos-
sible additions to the ranks of active skiers from
the high potential and temporarily inactive mar-
ket segments. The extent to which the industry
can encourage an accelerated movement into the
active segment clearly is limited by many factors
beyond its control.

Similar barriers to entry and reentry were per-
ceived by the high potentials and temporarily in-
actives. For both segments, lack of time and lack
of opportunity were the leading reasons. The cost
of skiing was seen as limiting by nearly one out
of two potential and inactive skiers. Clearly, time,
opportunity, and costs are interrelated. New,
more accessible ski developments that offer more
opportunity and lower prices could partially
counter these constraints.

Income and occupation

Potential skiers had a significantly lower medi-
an income ($15,000) than active and inactive
skiers, again reflecting the lower age class of
potential skiers. However, there were no con-
sistent differences in household income between
active and inactive skiers across regions ($20,000
for actives and $19,000 for inactives).

While incomes of potential, active, and inactive
skiers do follow a logical pattern, on the average,
income within the skiing cycle is most useful as
a descriptive statistic of the total skier market.
In contrast with the national average of about
$14,000, the median income was $15,000 for po-
tential skiers compared with $20,200 for active
skiers and $19,200 for temporarily inactives
(table 21).

The ranking by employment classification was
similar for all three market classes, as well as
among regions (table 22). Active and inactive
skiers were twice as likely to be professionally
or technically employed as potential skiers.

IMPLICATIONS

Any realistic evaluation of these impacts must
examine: (1) the adequacy of our estimates of
the size of these market segments, and (2) the
extent to which real barriers to increased partici-
pation have been identified by this study.

Reliability of estimates

The estimates of active downhill skiers or their
frequency of participation, or both, seem on the
high side when compared to the known number
of downhill skiing opportunities in each region
(table 23); this is probably due largely to a
tendency to exaggerate when recalling and re-
porting participation This bias alone may result
in an overestimate as high as 40 percent in annual
skiing days (on the basis of responses to our
question about past participation). Our estimate
of skier days also is biased by the inclusion of
some cross-country skiing activity reported as a
unit by skiers who skied both downhill and cross-
country in 1977-78. And the resulting figures on
regional use of developed ski areas are somewhat
overestimated because the available data on num-
bers of enterprises excludes rope tow operations.

The proportion of inactive skiers assumed to
be only ‘‘temporarily inactive’ was estimated at
one out of every two on the basis of their inten-
tion to return to active status within the next two
seasons. The estimated 6.9 million temporarily
inactive skiers probably include the best pros-

pects for market expansion—but those prospects
are considerably fewer than 6.9 million if only
the more limiting constraints to reentry are con-
sidered: lack of time (45 percent), lack of op-
portunity (23 percent), cost (45 percent), loss of
interest (12 percent), and lack of ability because
of health or age (10 percent). Further, 30 per-
cent had not skied more recently than the 1975-
76 season; this lapse of 3 years probably is close
to the threshold of the permanent dropout from
the market.

Further analysis of this data may yield in-
sights as to the contingent nature of these fac-
tors, both individually and in combination. While
these factors are not strictly additive, in com-
bination they do indicate that upwards of 90 per-

cent of the temporarily inactive skiers (those
lacking interest, ability, time, and opportunity)
are unlikely to have an immediate impact on the
market unless these perceived constraints to re-
entry can be neutralized.

A similar conditional analysis of the 7.3 million
‘high potential’? skiers drastically reduces the
size of that market segment considering the per-
ceived limitations of: lack of time (43 percent),
lack of opportunity (33 percent), and lack of
interest (11 percent). Again, assuming these
categories to be additive, a conservative estimate
of 9 of every 10 high potential skiers face limita-
tions of time, interest, and opportunity that will
prevent them from entering the market in signif-
icant numbers.

CONCLUSIONS

Implications for planning and marketing

Until trends in market size can be determined
by repeating this study at 5-year intervals,
growth can only be assumed. However, it is clear
that growth in each segment of the skier market
is possible through:

e The activation of potential skiers.

e The reactivation of skier market drop-
outs.

e An increase in the rate of participation by
active skiers.

For example, the current size of each of the
first two market segments could be doubled by
the addition of 7 million nonskiers with a high
potential for adopting the activity, and another
7 million temporarily inactive skiers. Of course,
this type of growth in downhill skiing will be
limited by factors such as rising transportation
costs and the number of developed facilities, but
cross-country skiing, one of the fastest growing
outdoor activities does not face these limitations.
Until now, downhill and cross-country skiing have
been viewed as mutually exclusive activities, or
at least as substitutes for one another. However,
they should be considered as mutually reinforcing
throughout the entire skiing cycle. Interest in
both doubles the potential for becoming involved
in skiing, and halves the probability of dropping
out. This dual interest might even extend the
period of involvement, making skiing truly a “‘life-
time’”’ sport.

The third type of possible growth, an increase
in the rate of participation by active skiers, is
highly probable in the immediate future for sev-
eral reasons. First, the casual skier will drop out
as transportation costs increase, thus reducing the
average rate of participation. Second, the growth
of cross-country skiing increases both the number

of skiing days and the availability of the resource.
Third, there is enormous potential for increasing
participation through marketing.

Today, roughly 20 percent of the skiing popu-
lation is responsible for nearly 50 percent of all
skiing activity. Stated another way, nearly 80
percent of all skiers probably would ski more if
there were incentives in the form of pricing,
packaging, and delivery of ski area services.

Promoters of skiing are in the frustrating posi-
tion of offering a recreational service that is high
in popular appeal but also high in economic and
demographic barriers to converting that appeal
into participation. For example, our population
estimates of potential skiers by age class indicate
that skiing’s appeal drops sharply after the age
of 29 (table 24). And projected population statis-
tics indicate that the industry can expect to draw
new skiers from continually declining numbers
of high potential skiers between the ages of 25
and 29 (fig. 3).

While this study does not provide indepth
answers to questions about why skiing’s image is
consistent across all regions and market classes,
at least three elements of that image deserve
careful study from a marketing viewpoint. Fore-
most is the image of high cost. Compared to
other activities that require large investments in
equipment, skiing’s total costs probably are com-
petitive on an activity-day basis. In fact, in terms
of development and operational costs and invest-
ment risks, skiing probably is one of outdoor
recreation’s best consumer bargains—and could
be more effectively promoted as such.

Similar to the image of cost is that of “crowd-
ing.” While approximately one of every three
potential skiers views the activity as crowded,
more than one of every two active and tempo-
rarily inactive skiers share that same concern.

FEMALE

(eco is ears)
0.5 0 05 Cry
TOTAL POPULATION IN MILLIONS

Figure 3.—Distribution of the total United States population, by age and sex, April 1, 1970, and July 1, 1977. (Source:
U.S. Dep. Commer. Bur. Census. Population estimates and projections. Curr. Popul. Rep. Ser. P-25, No. 721. April
1978). | | : :

This means possible disappointment for the new
skier, and a serious barrier to reactivating
temporary dropouts. Midweek promotional dis-
counts would be one way of dealing with cost and
crowding simultaneously.

The image of “danger,” a concern among many
potential skiers, drops markedly among active
and temporarily inactive skiers. This suggests
that concerns about danger are exaggerated
among those considering skiing.

If images of crowding, danger, and skill re-
quirements are recognized as interrelated, a mar-
keting attack on several fronts is possible. For
example, concern about crowding should dimin-
ish through programs that emphasize skier cour-
tesy and by expanding the reporting of ski con-
ditions to include percent of capacity. Other pro-
grams would emphasize that skill levels are ac-
counted for through careful area design, and,
with the cooperation of equipment manufacturers,
that the risk of injury has been minimized by
advances in technology.

Industry concerns such as slowing the rate of
flow through the skiing cycle—making skiing a
lifetime sport—can be resolved only by the ac-
tions of individual ski area operators. Skiing
can retain its youthful image without losing vet-
eran skiers if area operators are alert and
responsive to the changing perceptions of skiers,
and if the industry provides accessible and satis-
fying skiing experiences commensurate with
future market growth.

10

Implications for Research

The sport of skiing, both downhill and cross-
country, needs public lands to expand, but the
supply and availability of public lands are direct
constraints on this demand. Of the major outdoor
recreation activities, skiing probably has the few-
est available alternate sites on private lands. This
suggests the need for a ‘“‘partnership’” between
ski area operators and those responsible for
recreation development on lands administered
by the Forest Service.

The fact that a team effort is required to pro-
duce quality skiing experiences also suggests the
need for a jointly developed data base to guide
decisionmakers. For example, attendance records
at winter sports sites provide an important—but
severely limited—view of the future of these sites.
But in combination with data on trends in the
size of the skier market, market differentiation,
and the changing perceptions of skiers, these
records would provide a clearer view of that
future. However, this monitoring of market
trends is expensive, so the costs should be shared
among all beneficiaries.

Shared research also would avoid problems re-
lated to “‘whose data to believe,” insure a better
research product, and improve the likelihood of
research results finding early application by man-
agers. But before shared research by the ski
industry and the Forest Service can become a
reality, there must be an education campaign on
the nature of this partnership.

APPENDIX

Sample design of national
skier market survey

Overview.—The sampling plan detailed below
allowed for the collection of approximately 7,000
telephone screening interviews with households
in the contiguous States. The design can be
characterized as a two-stage cluster sample in
which primary selections are banks of 100 con-
secutive telephone numbers. This method reduces
the number of nonproductive dialings (nonwork-
ing and business telephone numbers) consider-
ably when compared to simple random digit dial-
ing. More important, this design gives all house-
hold telephone numbers, both listed and unlisted,
an equal probability of selection, without knowing
beforehand the actual count of residential num-
bers in each cluster of 100 telephone numbers.

Details of the sample design.—The first step in
the design was to construct a frame of primary
sampling units (PSU’s) using a computer tape
made available by AT&T Long Lines Division.
This tape contains all area code three-digit prefix
(central office code) combinations currently in
service. To these working combinations, all pos-
sible choices for the next two digites (00, 01,
..., 99) were added on. These eight-digit num-
bers served as PSU’s.

Using simple random sampling with replace-
ment, a PSU was selected (e.g., 201-751-42). A
two-digit random number was then generated,
and attached to the selected eight digits to pro-
duce a complete 10-digit telephone number. This
primary number was then dialed, and if it was
determined to be a residence, the bank of 100
telephone numbers that was initially selected
(e.g., 201-751-4200 to 201-751-4299) was retained
in the sample, and a screening interview was
attempted at that primary number. If the selected
primary number was a nonresidential telephone
number or a nonworking telephone number, the
PSU was not selected. This procedure was re-
peated until 1,580 PSU’s were selected.

Within each selected PSU, an additional two-
digit random number was generated, and added
on to the first eight digits of the telephone num-
ber. This telephone number was dialed, and if it
was a residential number, a screening interview
was attempted. This procedure was repeated un-
til seven residential numbers were reached in each
of the 1,580 selected banks of 100 telephone num-
bers. With a cluster size of seven, and an expected
response rate of 63 percent, approximatly 6,970
completed screening interviews were expected.
The interviewing process resulted in 7,106 com-

1]

pleted screening interviews, for a 64.2 percent
response rate.

Respondent selection procedure.—When contact
was made with a responsible person in the house-
hold, all persons in that household 16 years of age
and older were listed from oldest to youngest.
Each person was then classified by this person
as an inactive, active, or potential skier, or as
someone who had never skied and was not likely
to ever ski. If a household contained cne or more
potential skiers, one person was selacted using
a respondent selection table for a followup inter-
view. If the household contained no potential
skiers, but one or more inactive skiers, one person
was selected using a respondent selection table
for a followup interview. If the household con-
tained no potential or inactive skiers, but one or
more active skiers, one person was selected using
a respondent selection table for a followup inter-
view. If there were no potential, inactive, or
active skiers in the household, the interview was
terminated. Two callbacks were made to all eligi-
ble telephone numbers in an attempt to complete
a followup interview.

This skier selection procedure was instituted to
maximize the number of followup interviews with
potential skiers. The distribution of the completed
interviews over the three skier groups is as
follows:

Number of followup

Type of skier interviews
Potential 960
Inactive 655
Active 576
Total 7a bee

The sample design is self-weighting, because
households were selected with equal probabilities ;
however, the chance of selecting a potential, in-
active, or active skier was inversely proportional
to the number of skiers in each group (for ex-
ample, with two potential skiers in a household,
each has a one out of two chance of being selec-
ted). The data indicate that 95 percent of the
potential skier households contain only one or
two potential skiers; 98 percent of the inactive
skier households contain only one or two inactive
skiers; and 88 percent of the active skier house-
holds contain only one or two active skiers. This
very high concentration within a small range of
sizes led us to use unweighted estimates and main-
tain the simplicity of a self-weighting sample,
because differences vetween weighted and un-
weighted estimates would be imperceptible or
negligible.

Statistical Interpretation

Reliability of survey percentages.—Results of
any sample are subject to sampling variation. The
magnijude of the variation is measurable and is
affected by the number of interviews and the
level of\the percentages expressing the results.

The possible sample variation that applies to
percentage results reported from the Opinion Re-
search Corporation sample is shown in the follow-
ing table. The chances are 95 in 100 that a
survey result does not vary, plus or minus, by
more than\ the indicated number of percentage
points from the result that would be obtained if
interviews were conducted with all persons in
the universe represented by the sample.

Approximate sampling tolerances
applicable to percentages at or
near these levels
Size of sample

on which survey, 100r 20or 30 or 40 or 50
result is based 90 80 70 60
Percent
CiTOGE de = 1 1 1 1 1
6000222 — al 1 1 1 1
5,0602222— 1 il 1 2 2
A O00 22... 1 il 2 2 2
300000. 25 i 2 2 2 2
2000 ere 2 2 2 2 3
1,000) 22245 2 3 3 3 A
G60 ae Zz 3 3 4 4
S00: 2 3 3 A 4
SOOee 2 3 4 4 4
HOO: Geek. 3 3 4 A 4
Gao2 SF se 3 3 4 4 4
6002". = 3 A 4 A 5
576s 3 4 4 5 5
5002 f-2 2: 3 4 5 5 5
400.2 A 3 4 5 5 6
SOO A. 2 4 5 6 6 6
20. eae 5 6 7 8 8
10Q: 4 7 9 10 lg ita

Sampling tolerances when comparing two sam-
ples.—Tolerances are also involved in comparing
results from different parts of any one sample.
A difference, in other words, must be of at least
a certain size to be considered statistically signif-
icant. The following is a guide to the sampling
tolerances applicable to such comparisons.

Differences required for
significance at or near these
percentage levels:

Size of samples 10o0r 20or 30 or 40 or 50
being compared 90 80 70 60
Ni N; Percent
6,000 6.00023 aA 2 2 2 2
55000 Secees 1. 2 2 2 2
2 O00 eh 2 2 2 2

12

10 or
90

Size of samples
being compared

N; N:

S,000i2 22%
2,000 ~.<=
O00 ===
S00 ==="
3.000 2222
4,000 ____
3,000 ____
2,000; 2222
2000,
LO00G ===
500 ____
4,000 ____
3,000 ____
2,000 -___
2,000. 2-
nO ee ee
500 222"
3,000 ____
2,000)2222
2,000 ____
[5002s
15000: 2=.-
DUO m2
2;000/2025
2,000.
1500 ===
1,000 __—-
9002222
2;,000)2~ =
1,500 2:2-
100022
SON Sees
200s
1500222
100 ez
50022 =~
250 eee
if G00) 2522
S00°-o==
20001
500 -___
400 ____
S00r 2:2
2004 =
TOO = =
#00 22=
a00i22s.
200 h4i2
TOO)
S00 eas
200) 22 =
BAU ete he
SO) Sra
200/232 2
10022.
| oem ie!
HOO 2S
5] | gebiig iy/
Or 2) 84

5,000

4,000

3,000

2,500

2,000

1,500

1,000

ApwoirpwwrnhwnnrPNnwWwNnonwnPRUWnNNNNFWNYONYNN BR WNYONYNNNDY WNDYY

500

400

300

200

COD OWS oh A oF Or OO “I OF Gt OV OF

100

50

Differences required for
significance at or near these
percentage levels:

20 or 30 or 40 or
80 70 60
Percent

oORWWwWaIPRwWWwWWwWwWOINWnNnNnNNY nwwwrwryp WD po

AgtnAaATAKP QOIPPRR PRR WORWWWwH TRWWWDY OP 2 ww DD O1W ~w DD
AOMATAHR QAI P ROTOR ERR ORR Www TTRWWWWH ob oo ww WD CP Ww DD

CDAD RMOCADVDAVQAIPCUPR DAA BP mM Orr w Ww

6 7

7 7

a 8

8 9

i 11 12
if 7

8 8

9 9

1 12 12
7 8 9

8 4) 10

10 12 13
14 16 16
9 10 11

1 13 14
14 16 ny
13 15 16
16 AT, 19
18 20 22

OMmMNANMNAh QIN h A OUR A PR CLOT Pp BP O&O STOIC & WO Ch CO Oo ww Ow CRB CODD

ee ee rar
OD Ihe WwW OO 1 O00 00 h 1 CO I~

bo
(vw)

Definitions

Potential skier—Individual who has _ never
skied, but who (in the opinion of a respon-
sible household member) might try it in the
next few years.

High potential—Nonskier under 26 years of age
who has expressed an interest in skiing.

Moderate potential—Nonskier 26 to 34 years
old who has expressed an interest in skiing.

Low potential—Nonskier 35 years of age or
older who has expressed an interest in ski-
ing.

Active skier—Individual who has skied since
November 1977.

Downhill skier—Individual who has skied since
November 1977 and who considers himself a
downhill skier. Some members of this group
also have skied cross-country.

Inactive skier—Individual who has skied in the
past, but not since November 1977.

Temporary inactive—Skier who did not go ski-
ing during the current season (1977-78) but
expects to ski during the 1978-79 season.

Permanent inactive—Skier who indicates that
he probably will never ski again, or if he
does, will do so after the 1978-79 season.

Data summary—potential skiers

Potential skier categories:

High Moderate Low

Percent
. Do you have any inter-
est at all in downhill
skiing, cross-country
skiing, both, or neither?
Yes, downhill _____-_ 48 52 19
Yes, cross-country _ 17 22 12
Mest booths 2.26 es. 35 26 8

2. Have you done any of
the following in the
last year—looked at a
ski magazine, read an
article about skiing, or
watched skiing on TV?
PVCS ig yall gk Ri co teil 95 94 90

3. Have any members of
your family ever skied?
WESh eee here, 41 38 42

4. Have any of your close
friends ever skied?
MEGS)» cic s5 on, cease 87 89 73

5. Why have you never
taken up skiing?

13

Potential skier categories:

High Moderate Low

Percent
Lack of interest ____ 5 6 7
MOO Ola uel sem oe 0 i 1
No time available __ 37 38 36
Children restricting

GUE) fase es ee —! 5 1
Have less money/less

INCOME nue tees 9 8 4
Inconvenient _____- 6 7 7
Have other sports

imberests. 22.22. 2." 4 3 3
Marital status 2.2 =—— —! 2 1
Have other non-

sports interests _. — 1 1
Ski areas too

crowded. 2.2 0 1 —
Skiing is too expen-

SIVE! ) alee 13 19 11
Physical/health rea-

SONS 42525) 8 mot 2 3 4
Too dangerous ____ 5 5 4
No: place to ski; 25 « 26 13 20
Dislike cold weather 1 2 1
No opportunity _-__ 5 5 4
No’ Snow |. askee 2 2 1

6. Would you say that the
cost of skiing has or
has not kept you from
trying it?
FLAG. 6 arp. U een rg 46 50 35

7. Do you feel that the
developed ski facilities
are adequate in your
region?
No, not adequate __ 25 25 30

8. What would you like to
see added or improved?

More/better down-

hill facilities ____ 8 5 6
More/better cross-

COUNtLY, | 22S 2 2 1
More/better snow

TWANG eee ek ee: 2 2 2
More _ challenging

Slopes #3 = sos 1 1 il
Improved transpor-

tation to ski areas 2 2 1
More/better over-

night facilities __ 1 1 i
Have no ski facilities

in my region ___-_ 7 fi 10

1 Some, but less than 1 percent.

Potential skier categories:

High Moderate Low

Percent

9. From what you have

10.

heard or read,

it

your impression that
the costs of skiing are
too high, about right,
or too low?
Ski lift tickets (too
11 oh) See eae ea
Ski equipment rent-
als (too high) __
Ski equipment pur-
chase (too high)
Ski lessons (too
nosh) iy eee ee an
Ski trip transporta-
tion (too high) __
Ski area lodging (too
| CC) hai le oe

I’m going to mention a
descriptive phrase or
word which may or
may not describe down-
hill skiing to you. Just
tell me if you agree,
possibly agree, or dis-
agree with the state-
ment.
Interesting (agree)
An unfriendly, snob-
bish) aetiviity
(agree) ~ --2Uaoss
Dangerous (agree)
A crowded activity
(agree)
An expensive activi-
Ly (asree) ai See
An activity” that
requires. skill
(agree)
Hard work (agree)
A cold, uncomfor-
table activity
(agree)
A socially enjoyable
activity (agree)
Mainly attractive to
a young crowd
(agree)
Too time consum-
ing (agree) —____
A good family activi-
ty. (agree) 22222.
Readily accessible

35
37
D4
18
21

36

90

85

34

34

49

15

13

Oo”

91

32
30
43
16
18

30

86

14

An activity that re-

Potential skier categories:

High Moderate Low

Percent
49 49 53

quires good physi-
cal fitness (agree)

11. Which, if any, of the

following items do you
have in your house-
hold?

Camping or recrea-
tional vehicle
equipments === =

Tennis racquet or
racquets” —-- =

Golt, clubs? =

Boat of any kind __

Off-road vehicle,
snowmobile ______

A home tennis court

A home swimming
DOO ts) 2s eee

A vacation home _-_

. Are there any outdoor

recreation activities
that you have not par-
ticipated in that you
would like to partici-
pate in during the next
2 years? Which ones?
Bieyeling: 2.2 =e
Boating
Camping 2= 222
Canoeing 2... ee
ishing se. =¥ aes
Golf, © 2°28 gan mee
Hiking 3@_. 2525
Hunting 22.2 es
Horseback riding _-
leeqskatine = 34.5
Jogging
pen ThA ‘gas eee
Snow skiing—cross-
COUNT Yas f= = 2
Snow skiing—down-
Win) yt eee
SM ahi ee eee
Snowmobiling _____-
Water skiing S525
Tennis. . 44.255" es

13. If you decide to take

up skiing, in what state
or states would you be

85

WNP RRR WHHN WP DO

28

89

o7

73
ol
20

wna

im re ~] LO

WD Ww OTF O1W FH OO OID

89

FPNNNrFWwWAWeE OW DY

— i

|

Potential skier categories:

High Moderate Low

14.

15.

16.

Ie

18.

14g).

most likely to ski?
(summary)
INonebeast . 2224 228
North Central ____
SOUCh 2. NES h
NVEStpee me Se

40 years or over _-
What is your marital
status?

PS (ae fe

MARGICH pA"
Is your wife employed?
(asked of married
men)

MC Canepa te Slee os aeli ha
Are you employed out-
side the home? (asked
of married women)

iG Berk ee
How many children do
you have? (asked of all
but single people)

IN[ Cine ee:

One. OF Wi, 4.2

hreeormour .= 2.

Hive vor more 222. .—
What is the occupation
of the person in your
household who is the
main source of income
for your household?

Professional and

technical, . awe &

Managers, adminis-

tratorsy=2) alae.

Sales workers ______

Clerical workers __

Craftsmen’ 225

Openrativesss— 2-2

Laborers, except

PAIN fe. ee

Farmers and farm

MAnAaAGerg Agee.

Farm laborers and

farm foremen _-_

Service workers, ex-

cept private house-
VAN 61 (6 Meme meant cn es cst M8
Private household

81
17

o |

Percent

ih

23

10

22

15

Potential skier categories:

High Moderate Low

Percent
WORKERS Ae 15420 —! 0 —_
Homemakers 2-2. _ 1 1 —
SGUGCH ES sete ee ee 4 2 2;
IVCuIEEG! {2 err Sr 25). 2 1 2,
Unemployed —_____- 2 1 1
20. How many times have
you moved in the last 5
years?
None 23280. eT se 43 23 49
rie ay ot men aie By 34 53 34
AY oes 2 ai 15 16 12
DLO MOG ok oe Be 8 ( 5

21. Which of these best de-
scribes the type of area
you live in?

A large metropolitan
area—1 million or

MONE: Je Rue ess 12 17 15
A small metropolitan
area—50,000 to

under 1 million 2) 22 17 16
Ane urban) arcane ae ih 9 8
A suburban area __ 25 33 29
Ageoural area 222 = 29 24 32

22. Please tell me which of
the following income
categories most close-
ly describes the total
family income in 1977,
before taxes, includ-
ing wages and all other

income.
Wnder $7000) 22-22 ! 5 (i
$ 7,000 to $10,000 __ 138 7 $
$10,001 to $15,000 __ 138 7 9
$15,001 to $20,000 __ 15 18 18
$20,000 to $25,000 __ 10 15 14
$25,001 to $35,000 __ 9 12 10
$35,001 to $50,000 __ 4 4 6
$50,001 to $75,000 _- 3 1 2
Over S(5000 222. = — 2 0

23. In school, what is the

highest grade you have

completed?
Blementary — 2322. — — 0
union Wwe 22 eee! 3 0 3
Bich “School 225.2" 67 39 53
@ollece 2c Se a 2a 50 35
Graduate School _- 2 HE 9

24. Sex of respondent

Wigley Sac 226 nee 46 41 37

1 Some, but less than 1 percent.

Data summary—active skiers :
Active skier categories:

Total Cross-

Active skier categortes:
SS eo down- country Total

Total Cross-

down- country Total hall only active
hill only active Percent
Percent HeSUQ!. 322 2 eet oe awe 20 16 20

Do you downhill ski, ie bee a ee
cross-country ski, or do Age On yl eos 6 6 6
both kinds of skiing? aoe or ae ee 14 12 13

Downhill only _____-_ 79 0 69 8 0 ee eRe a
Cross-country only 0 100 13 - On the average, how
Both 21 0 18 many ski vacations of
Hee IS FL IER at least 4 nights each
yout heen one 9 have you taken each
y jLesatthant g: 9 g aE year over the last 5

ieee 8 ed 9 BA phy GAB je veaby!

93 MRE Tit. dee 21 45 seed None ap a a 39 vail 43
4-6 Gal a eign ee 22 23 232 One —-—-------—------— 22, 7 20
FC LL Re FE g 3 2 Woy: 2. eee 13 12 13
10-12 ae i eS 11 1 TE ihnee” (2. 222 2t eee 9 1 8
cere eee 5 3 aiaa Four ~------------- 4 1 4
More than 15 ______ 10 1 — ane fic ae : ; :

. Which one of the fol- 6 On th cnceemeey
lowing words best de- eal SF iblacetal Se P|
scribes you as a skier? nee ski trips 0 aa

Nowice 7 16 2 than 4 nights duration
Beginner ae ae 16 97 = have you taken each
Low intermediate. 28 29 — eas peo bey ae
: : : a=
fe eet Sh aes ewe None Rtn 0x, 231, 7» 402.1) 25
Report 2 3 0 og (OCS Waianae eee Ta 12 14 12
Ee es WR AM i: RS rel 059 ate, Act ee, ed 11 4 11
. In what states have eat a ? g 7 8
poy eva Ba ee 6 ame
; 29.2 13 7 12
(summary) as eg. |e 7 5 7
Northeast _______- 37 41 38 oy ee. 7 8 7
aoe Central --_- ze = a 21 and over’ 2 sae 10 4 9
West OD. vind 49 30 AT 10. Including ski trips of
Woon wou Cakied ene all lengths, about how

vie : s many total days have

a tne U3 in the last you spent skiing each
at 93 99 94 year over the last 5
Sp aE a ears?

. Did you take a ski va- % Aer lost ae 13 13 13
cation of at least 4 Me es ae 11 29 13
nights away from PEO tee 14 14 14
home this past season? Cae ees 6 7 7

MWS: esses sects 37 14 34 15201 2 6 i 18 11 £7

. Including ski vaca- SOU aN. eee 7 2 6
tions, weekend trips, 29 or more = .L8s. 2 24 29 24
and day ski trips, how 11. Do you ski about the
many days did ae ski same number of days
ee ee oa : ie a6 5s each year, or has your

CSS e ee.
AS Gein. shee Siem 17 18 17 2 No data.

12.

13.

14.

Active skier categories:

participation in skiing
been increasing or de-
creasing during the
past few years?
DATO Nee Ee
Increasing
Decreasing
Vanes Tes. St hires

Do you expect to do

more, or less, skiing in

the next 2 years?
More
WWOSS igen 2 wees |
About the same ____

Why do you expect to
do more skiing in the
next 2 years?
(asked of those who
expect to ski more)
More time available
Have more money/
increase in income
Rent or purchase a
home in ski area
Health will improve
Friends will be tak-
ing up skiing ____
Expect to join a ski
club

GUIS? eee He at
Ski area more acces-
sible

CATECHOL. 22 Lo
Why do you expect to
do less skiing in the
next 2 years?
(asked of those who
expect to ski less)
Losing interest ____
Getting too old ____
Less time available
Children restricting
Tinte. 2a. soe
Have less money/
less income
Sold/will sell second
OMe nase: Rare
Have other sports in-

Total Cross-
down- country Total
hill only active

Percent

{i 7 7
75 85 76
8 3 8
15 8 14

15 23 16

9 3 9
if 0 1
2 7 3
2 0 2
1 1 1
ae 0 mee
“f 4 6
3 1 2

1 0 il
— 1 1
3 1 2
1 1 if
if 0 1
0 0 0

15.

16.

ilf(-

18.

Active skier categories:

BERESES Tee
Changed marital sta-
TUS ae ee
Have other non-

sports interests __
Ski areas too crowd-
21 6 HE a ne hes a
Skiing is too expen-
sive
Physical/health
reasons
Too dangerous ___-
No place to ski ___-_
Dislike cold weather
From what you have
experienced, is it your
impression that the
costs of skiing are too
high, about right, or
too low?
Ski lift tickets (too
high)
Ski equipment rent-
als (too high) __
Ski equipment pur-
chase (too high) _
Ski lessons (too high)
Ski trip transporta-
tion (too high) _
Ski area lodging
(too high)
Would you say that
the cost of skiing has,
or has not, kept you
from skiing as much as
you would like to?
gig Seer eee ee ene

Do you usually ski
alone or with others?
With others
Would that be with one
other person, your
family, your friends, a
ski club, or what?
(asked of those who
ski with others)
One other person --
Family
Friends

ee ae ae Se ee

1 Some, but less than 1 percent.

Total Cross-
down- country Total
hill

only active

Percent
EA 0 ead
pies | 0 AT
0 0 0
1 0 1
il 0 1
iia 0 iis &
eur 0 Mr?)
1 0 i
coe 0 pars

61 44 59
23 16 22

53 29 50
1g 10 16

14 8 13
40 32 38

55 40 53

92 85 wil

11 18 12
32 26 31
66 49 64

Active skier categories:

Total Cross-
down- country Total

Active skier categories:

Total Cross-
down- country Total

hill only active hill only active
Percent Percent
Ski club. 2m J laees 6 4 6 (agree) = === a2 © 10 7
19. Do you feel that the A good family activ-
developed facilities are - Ula ie 92 71 90
‘ eadily
Ered in your re (agree) pe ea 58 59 58
No, not adequate __ 31 22 30 An activity Hania
; quires goo -
ze ene Maen cal fitness (agree) 83 74 ~~ 81
More/better down- 22. What is your age?

hill facilities 16 5 uel 16-19 ------------- CUT pelerante 1?
More/better cross- 20-29 __----------- 46 45 46

COUN See 4 12 5 30-39 ------------- 42 26 44
More/better snow 40 years or over ___ 12 16 12

making .__.______ 3 0 2 23. What is your marital
More challenging status?

Slopes) 22 eee 5 1 5 single @e--- 22 ore 53 47 52
Improved transpor- NMarxicd === 42 49 43

tation to ski areas 1 1 1 24. Is your wife employed?
More/better _ over- (asked of married

night facilities __ 3 1 3 men)

21. I’m going to mention Vies>)d Sue SEES ets 9 10 9
a descriptive phrase or 25. Are you employed out-
word which may or side the home? (asked
may not describe down- of married women)
hill skiing to you. Just Yes _-------------- 14 15 14
tell me if you agree, 26. How many children do
possibly agree, or dis- you have? (asked of
agree with the state- all but single people)
ment. INOne: [222 S225 Soe 13 19 14
Interesting (agree) 91 66 88 Onevor twor2-s=_ 20 22 20
An unfriendly, snob- Three or four __--- 11 11 11

bish activity Five or more __---- 3 i 2

(agree) } 2) 2 2 3 15 5 27. What is the occupation
Dangerous (agree) Zo 46 28 of the person in your
A crowded activity household who is the

(agree) js. = soli es 61 60 60 main source of income
An expensive activ- for your household?

ity (agree) _____- 713 66 UP Professional and
An activity that re- technically 252222 39 44 40

quires skill Managers, adminis-

(agree): {25.4055 82 85 82 rAtOnS eer he o. 16 14 16
Hard work (agree) 49 44 48 Sales workers ____- ve 10 10
A cold, uncomfort- Clerical workers _-_ 5 0 4

able activity Craftsmen _________ 8 8 8

(agree): Vee ee: 6 11 7 Operatives ________ 4 6 4
A socially enjoyable Laborers, except

activity (agree) _ 96 81 94 farm 22222) Aw 4 0 3
Mainly attractive to Farmers and farm

a young crowd Managers ________ i 1 1

(agree) ies 40 37 40 Farm laborers and
Too time consuming farm foremen ___- 1 1 u

18

Active skier categories: Active skier categories:

Total Cross- Total Cross-
down- country Total down- country Total
hill only active hill only active
Percent Percent
Service workers, ex- Hight School]. 22. 34 26 33
cept private house- Collese. 2. ae AT 49 ny |
|i) ae 2 ee 4 3 Graduate school __ 18 25 19
Private household 32. Sex of respondent
RVOT NCES 0 sh 5 on a oes 0 0 0 Mala oi cee ate 52 AT 51
Homemakers __-_--_- 0 0 0
Ee wo ; i : Data summary—inactive skiers
Unemployed ------- 1 1 Inactive skier categories:
28. How many times have Sa
you moved in the last Total
5 years? Tempo- Per- mac-
INoTiermerh: Liew BES * 42 7 40 Tary manent tive
ED) 2 ie Aas Ce a 32 34 32 Percent
3-4 ________--_----- 17 ~- 18 1. About how many years
5 or more _-------_- 9 15 10 has it been since you
29. Which of these best last went snow skiing?
describes the type of Under 1 year 22 —= 9 I 5
area you live in? 1 year” 2 ak cee ene 30 6 18
A large metropoli- 2 Veare ss. Jacek eee 31 9 20
tan area—l1 mil- SOVCARS tee Joo eee eee 9 11 10
lion or more 22.2 |. 17 15 ite AU VGANS) 24.2 «eee 5 8 ai
A small metropolitan SiVeans tues Pie sul 4 6 5
area—ob0,000 to More than 5 years___ 11 58 34
under 1 million -- 20 16 19 2. Why haven’t you skied
Anvurban area —20-- 9 ipl 9 since then?
A suburban area __ 33 7A) 32 Lost interest _____- 8 20 14
Anural area 2220 21 37 23 Moola: sa eaeewes 2s i 4 2
30. Please tell me which Less time available 39 24 31
of the following income Children restricting
categories most closely time ------------ 6 5 5
describes the total fam- Have less money/less
ily income in 1977, be- SEN neiige en aie 9 4 q
fore taxes, including Sold/will sell second
wages and all other home -------- -- 0 TR aa
income. Have other sports in-
Under $7,000 ____-- 5 7 5 verests| —=-————-—— 2 2 2
$ 7,000 to $10,000 ors 5 11 6 Marital status ______ 2 72 2
$10,001 to $15,000 __ 18 26 15 Have other non-
$15,001 to $20,000 __ 19 19 19 sports interests __. 2 - =
$20,001 to $25,000 __ 16 18 15 Ski areas too crowd-
$25,001 to $35,000 __ 14 12 14 ed ----_--------- 1 1 1
$35,001 to $50,000 __ 7 3 7 Skiing is too expen-
$50,001 to $75,000__ 4 0 3 Slvé -_--_------- 10 9 9
Over $75,000 _____- 3 1 2 Physical/health rea-
SOMS epee 2 kee 9 9 9
ol. In school, what is the Too dangerous ___- 9 6 A
highest grade you have No place toiskivt 225 15 21 18
eae ; f : Dislike cold weather 2 5 3
Jumiorshnigh 222 S-..= — 0 — + Some, but less than 1 percent.

Inactive skier categories: Inactive skier categories:

Total Total
Tempo- Per- wtnac- Tempo- Per- ‘nac-
rary manent tive rary manent tive
Percent Percent
3. Are you a downhill (asked of those who
skier, cross-country ski cross-country)
skier, or have you done INOMICEy 22a ae ae 5 5 5
both kinds of skiing? Besinner. 2233-2 4 3 4
Downie ese 80 81 80 Low intermediate __ 7 5 6
Cross-country —--__- 6 6 6 High intermediate __ 3 3 3
Both, 2st ee 14 13 14 Advanced) Sans... sae 1 1 1
. About how many years Expert: 222022. 42a 0 1 =
have you participated 7. When you went skiing,
in skiing? did you usually ski
(asked of those who alone or with others?
ski downhill) Wath sotherss 222... 94 92 93
Wess’ thant = 2. 13 18 15 8. Would that be with one
[Deeside GuMmee seen. 12 10 ut other person, your fam-
Se Ape SGN Ml Sg 28 27 27 ily, your friends, a ski
AE ht Os es OA ip Hi Ps 22 19 21 club, or what?
(aD iae She te se ceo ee 6 2 a One other person ___ 10 9 9
MOEN): ace asad emt 6 6 6 Family, 22. ..oeeres 26 26 26
Lea 5 ae ee I Re cia 3 2 2 Friends, =. ..4 22a 65 62 64
More than 15 2225. 6 10 8 Sacco) sees if fl 9
(asked of those who 9. When will you probab-
ski cross-country) ly go skiing again?
ibess,sthany t (sesso 2 2 2 Would you say this sea-
i ar ene pad 4 2 3 son, next season, never,
Ce et eee eee 8 ft 7 or when?
A Onna as ee eee 3 2 2 This season ________ 17 0 8
(8) apa ese Sa Ee a 1 = Next season ______ 83 0 Al
ae ee “ : a Never ,¢cc 0 mee 0 56 28
ae. 3. SL RA ra ra ars 10. Do you feel that the
More than 15 ______ 1 < 2 developed ski facilities
. When you were a more are adequate in your
active skier, about how region?
many Me oe aes No, not adequate __ 27 26 27
IE EISIOUE WEN ONT 18 11. What would you like to
April) did you ski? see added or improved?
> OF lessidays 2 sea 28 29 28 Morey better | down
4-10 ~------------- 32 24 28 hill facilities» _--. 11 8 9)
WISE sassssascsc e: _ a More/better cross-
2270r MOVs 222 18 23 21 country _________- D) 9 9
. Which one of the fol- More/better snow
lowing descriptions Making #02. 222 2 2 23
best describes you as More challenging
a skier? (asked of Slopesal “oan. D) 7 it
those who ski down- Improved transpor-
hill) _ tation to ski areas 2 2 2
Novice, aes 2222 18 29 24 More/better over-
Pe SOP RR Ses as a BS night facilities __ 1 1 1
OT EUS EAST 12. From what you have
Ate et ea mae age
EX Pei Gee es — ft — * Some, but less than 1 percent.

13.

Inactive skier categories:

Total
inac-
manent tive

is it your impression
that the costs of ski-
ing are too high, about
right, or too low?
Ski hft tickets (too
high)
Ski equipment ren-
tals (too high) __
Ski equipment pur-
chase (too high)
Ski lessons (too
high)
Ski trip transporta-
tion (too high) __
Ski area lodging (too
high)

I’m going to mention a
descriptive phrase or
word which may or
may not describe down-
hill skiing to you. Just
tell me if you agree,
possibly agree, or disa-
gree with the _ state-
ment.
Interesting (agree)
An unfriendly, snob-
bish .activity
Wares) 9 es ot
Dangerous (agree)
A crowded activity
(agree)

Tempo- -

rary

57
34
49
18
12

38

89

An expensive activ-

ity (agree)
An activity that
requires. skill
(ere 22) a
Hard work (agree)
A cold,
able activity —.2-
A socially enjoyable
activity (agree)
Mainly attractive to
a young crowd
(agree) 2.2022 8
Too time consum-
ing (agree)
A good family ac-
tivity (agree) ____
Readily accessible
(agree)

uncomfort-

Percent

49
30
AT
14
15

33

84

Per-

53

a2

49

16

14

36

86

21

tite Ny Uline: «aa cb ass eee od ner aS sana eS Ea ooh
Inactive skier categories:

14.

15.

16.

17.

18.

io:

20.

Tempo-

An activity that re-
quires good physi-
cal fitness (agree)

Would you say that
the cost of skiing has,
or has not, kept you
from skiing?

Has

LG6=19eb ee. <2 Ea

30-39
40 years or over __
What is your marital
status?
Single
Married
Is your wife employed?
(asked of married
men)
Yes

Are you employed out-

side the home? (asked

of married women)
Yes

How many children do

you have? (asked of all

but single people)
None
One or two
Three or four
Five or more

What is the occupa-
tion of the person in
your household who is
the main source of in-
come for your house-
hold?

Professional and
technical 2.2 = ==
Managers, adminis-
CEQUOES: = toa

Sales workers
Clerical workers _-_
Craftsmen
Operatives
Laborers,

farm
Farmers and farm

managers

except

rary

84

12

13

Per-

Total
inac-

manent tive

Percent

89

15

14

86

13

13

at

Or OU CIS C1

oo

Inactive skier categories:

Total
Tempo- Per- : inac-
rary manent tive

Percent
Farm laborers and
farm foremen ___- 0 i —
Service workers, ex-
cept private house-

| 0X6) (yes ek Maan ere 6 2 4
Private household

WOoLkers Wa seee 1 0 —!
Homemakers _____-_ —! —1 —!
Students, 22252. 3 3 3
Retired: sae alec: aes 1 8 4
Unemployed ______ 1 2 1

21. How many times have
you moved in the last

5 years?
IN(@TG Tr ere ee 31 44 Biff
Leiner andes coasted 42 38 40
Apt Saha ee Ce 20 12 16
5eeOr, More, 22s TE 6 ff

22. Which of these best
describes the type of
area you live in?

A large metropolitan
area—1 million or

MONE oe ee 20 16 18
A small metropolitan
area—o0,000 to

under 1 million __ 21 22 21
An urban area ~_ =~ 5 6 5
A suburban area “49629 27 28
ASHP ared 22 oe 25 28 2

22

Inactive skier categories:

Tem*po-

23. Please tell me which
of the following income
categories most closely
describes the total fam-
ily income in 1977, be-
fore taxes, including
wages and all other in-
come.

Under $7000, 22
$ 7,000 to $10,000 __
$10,001 to $15,000 __
$15,001 to $20,000 __
$20,001 to $25,000 __
$25,001 to $35,000 __
$35,001 to $50,000 __
$50,001 to $75,000 __
Overs3 75.000) 2-55"

24. In school, what is the
highest grade you have
completed ?

Elementary —~.2-21-
Junior high, 5. sw
Bich school 22a
College... 14. saa
Graduate school ____

25. Sex of respondent
Malet: - Aico

* Some, but less than 1 percent.

rary

Per-
manent

Percent

Total
inac-
tive

Tables

ee i eres

INDEX TO TABLES

Characteristics of national skier market sample of adults age 16 and older (1978 esti-
mates of market size based on 7,106 households)

Estimated size of skier market segments, in millions of adults (age 16 and older), by
region

Perceptions of downhill skiing reported by high potential, active downhill, and tem-
porarily inactive skiers, by region

— a a a ee ee ee =

Inadequacies of developed ski facilities as perceived by high potential, active down-
hill, and temporarily inactive skiers, by region

Ski-related costs perceived as “too high” by high potential, active downhill, and tempor-
arily inactive skiers, by region

Impact of costs on participation by skiers of major market classes

Regional distribution of active and temporarily inactive skiers in the cross-country
and downhill skier markets, in millions of participants

Gieracreristics of active downhill skiers; by region : 22.22 2.00, bad
Pimerenishicc ot vinactiverskiers, by LeriONsaa— 2 aoe ee ee
Frequency of ski vacations per year for active downhill skiers, by region ____________
Distribution of ski visits by active downhill skiers among regions, 1976-78 __________

Estimated regional distribution of projected visits by potential skiers in the next 2
ares ci Oh Pe Bethe 25 ok te. nade wee oo Nike me urge

muemuency of skiing by active skiers, 1977-78, by age Clase” 2... te s
Comparison of patterns of participation for downhill and cross-country skiers ______-

Skiers of major market classes as a proportion of regional and United States popula-
EMP ca 2 >, Sapam rll ppl pe ea ag ae a Bg A ea

Skiers of major market classes who have not made a household move in the last 5
See HOR IOTE 5° Se, pe a Babe lh hs

Piace of residence of skiers of major market classes, by remion,.2--__-_. 24. 25252 =
aexotatios for skiers of major market classes, by region =-4 see). 22 ee
Mania Status ot Skiers of major market, Classes. .2- 2.2022
Median ace of skiers of major market classes, by.»region, ee 22988... - 8 ee
Median income of skiers of major market classes, by region _____-_-_-___- Nr eh aga teas
Nincupahioneat usikiers: of major market classes. ...--.2.0 3825 Soe ee ee

Distribution of skier days, by region, and implied average daily use of developed ski
Tea CSN PACS ae ob As a toni Bo wee ol a al gi glee welt Pen ei a glee ule

Sie; status by age (based on population estimates), 222250202) 2-82 oso se ees

23

Page

24

24

25

25

26
26

27
27
28
28
28

28
28
29

29

29
29
29
30
30
30
30

30
31

Table 1.—Characteristics of national skier market sample of adults age 16 and older (1978 estimates of
market size based on 7,106 households)

Potential Active Inactive
Item skier skier skier Nonskier Total

Percent of households

with. ONG. On-MOres, ==) 2 fe 14.3 10.8 14.4 82.9 122.4
Number of households with

One Or MOLC ys eee a 1,013 769 1,026 5,894 8,702
Number of completed interviews

per market’caterory 7 2225-22522. 960 576 655 0 2,191
Actual number of adults in

skier ‘marketyelassp. 222. - bve 55 1,416 1,254 1,352 11,424 15,446
Mean number of adults per

household in skier market class _____- 1.4 1.6 rs a9 oe |
Estimated percent of adults in

each -marketrelass 92250 tea a 9.2 8.1 8.7 74.0 100
Estimated size of market

class’ 4@millions), 2.2") 2. eae 14.5 12.9 13.8 1177 158.9

1Note: The percentages exceed 100 percent of the numbers of households total 8,702 because a single household can
fall into more than one market category. In households containing potential skiers, 67 percent had one skier, 28 percent
had two, and 5 percent had three or more; the average was 1.4. In active skiing households, 55 percent had one skier, 33
percent had two, and 12 percent had three or more; the average was 1.6. In inactive skiing households, 72 percent had one
skier, 25 percent had two, and 3 percent had three or more; the average was 1.3.

? First priority for interview was any potential skier; second, inactive; third, active. Only one interview per household
was required; therefore, percent completion is based on number of households (rather than number of adults) in each
market category.

* Contains all adults whereas columns 1 through 3 contain only adults who ski, have skied, may ski, or have never skied.

Table 2.—E'stimated size of skier market seg-
ments, in millions of adults (age 16 and

older), by region ©

North United
Market class Northeast Central South West States
BREE hes re POreent: = i wok eee S:
Potential skier
Hache? «sata 1.3 2.2 2.7 1.2 7.3
Moderate ____ .6 8 8 6 2.9
Lows] ose 9 9 1.6 9 4.3
Inactive skier
Temporary —__ 1.9 1a!) 18} 1.9 6.9
Permanent ___ 1.8 1.4 1.6 1.9 6.9
Active skier ______ 4.3 oak 1.9 3.6 12.9

24

Table 3.—Perceptions of downhill skiing reported by high potential, active downhill, and temporarily
mactive skiers, by region

High potential Active downhill Temporarily inactive
RPE la NOISE se! cali | |

Downhill North- North United North- North United North- North United
skiing is: east Central South West States east Central South West States east Central South West States
ee tg

2 ee Ee a Oe Pree it © vated. ain. ARIS (2.2 ci hg gM rs tee ee OR oA
Interesting 89 90 oe 90 90 87 92 91 92 91 90 90 87 90 89
Suet 2 5 4 1 3 6 2 0 2 3 4 2 6 3 i
Dangerous —_------------- 47 29 40 48 39 32 21 ral 21 25 337 35 33 32 34
Prone, 40 30 33 33 33 63 58 55 63 61 41 58 52 57 53
Expensive 59 50 56 53 54 78 65 59 80 73 69 63 73 73 70
Skill demanding —_-- 92 85 88 85 87 78 80 80 85 82 78 a 90 80 81
Hara work —.-_— 51 55 55 49 53 45 46 52 52 49 45 45 58 41 46
Cold- uncomfortable 10 11 14 8 af 6 6 7 5 6 12 5 6 8 8

Socially enjoyable 99 92 94 93 94 95 97 97 96 96 95 88 93 93 92
Mainly for young _- 56 53 59 45 54 AT 35 46 36 40 37 46 45 34 40
Too time consuming 6 8 6 12 8 3 a 6 8 6 9 i 10 8 8
Family activity 87 87 83 84 85 92 92 93 92 92 86 83 97 94 90
Readily accessible __ 67 48 42 49 49 66 55 37 62 58 60 51 40 62 54
Fitness demanding 85 84 86 87 85 81 79 83 87 83 we 78 93 87 84
Sample size (No.) —_ 78 145 162 93 578 145 123 ai 64 503 78 82 Gt 100) S2327

Table 4.—IJnadequacies of developed ski facilities as perceived by high potential, active downhill, and
temporarily inactive skiers, by region

Region and More/better More/better More/better
sample Facilities Facilities downhill cross-country support
size inadequate not available facilities * facilities facilities *
ER a ee) 8d gk rae SE ET TR Es (EU AA ie Us: eke sel) Ra ae pe POY eRe, Se AS
High potential
Ih Saat): 12 if 6 0 0
North @entral (145) -.............. 28 4 14 3 3
South (162) _.. rainy eens 37 14 13 1 7
WS 13 3 6 3 4
United States ot ed lined 25 7 12 2 4
Active downhill
Mommenst (145) 25 a 24 1 2
North Central (126) 33 fl 28 10 3
Sir 7) 45 8 25 1 6
Was: (ict) as a 28 il 26 3 9
Winitemeesiapes: 2 31 2 27 a 5
Temporarily inactive
Nerhneast (78)... oe 22 1 22 1 6
North Gentral (82) E 34 4 23 4 1
Sota (i) 34 10 13 0 2
Wash) Zl 2 19 1 2
Winttedustates wu 27 a 18 2 3

nnn nnn n ne EEUU EE Uy Ean ES ENS REER

‘Includes perceived need for more/better snow making, more challenging slopes, and the need to eliminate crowding.
Includes perceived need for more/better overnight facilities, improved transportation to ski areas, and ski instruction.

Table 5.—Ski-related costs perceived as “too high” by high potential, active downhill, and temporarily

Region

Northeast _-----
North Central __
South: 3.2222 4b!
Wiest S822. eae
United States _-

Northeast 22" ==
North Central __
South j22 2 Saee
Westies. 2 ceane
United States —__

Northeast —_----
North Central __
South) 222222 2=
Wiest ies eee tees es

Ski lift
tickets

inactive skiers, by region

Costs “too high” for:

Equipment Equipment Ski
rental purchase lessons
High potential
42 69 24
42 55 19
30 46 15
34 56 16
om 54 18
Active downhill

Pat | 61 17
27 50 15
24 39 20
17 54 18
23 53 17
Temporarily inactive

46 49 26
32 48 12
43 49 19
19 52 15
34 49 18

United States __

Table 6. —Impact of costs on participation by
skiers of major market classes

Cost has deterred participation

Market
class Don’t
Yes No Enow
iss UE hk Percent 23 Bes oe
Active skiene = 55 44 1
Potential skier 222 46 47 7
Inactive skiers iis* ....__ 45 53 2

Ski trip
transportation

Ski area
management

Percents 22 1h- Oears SEA. FA =) ee ee.

7

NN ates Sirens,

—_—eeee eee

Table 7.—Regional distribution of active and temporarily inactive skiers in the cross-country and down-
hill skier markets, in nvillions of participants

Cross-country Cross-country Total cross- Downhill D i
vo ownhill and Total
Reg only and downhill country only cross-country downhill Total
GEC HSN PERCE UNS 8 00 OR ARMA a ceed ae et eet ne ee ee
Lait a 0.7 0.9 1.6 2.7 0.9 3.6 4.3
Temporarily
ACHING: o_o - — 0.1 0.3 0.4 1.5 0.3 1.8 1.9
North Central
giv. 0.5 0.7 0.4 1.8 0.7 2.5 3.1
Temporarily
MACEIVG Jo 0.1 0.3 0.2 125 0.3 1.8 1.9
South
Qu Oe ee 0.1 0.1 0.2 iyi 0.1 1.8 1.9
Temporarily
inactive ...-._- 0.1 0.1 0.2 ipl 0.1 tee 1.3
West
Noting ee 0.3 0.6 0.9 Beh 0.6 3.3 3.6
Temporarily
inactive ....-.- 0.1 0.3 0.4 1.4 0.3 Les 1.8
United States 7 <a SS SSS ee
INCU NG oa 1.6 2.3 3.9 8.9 2.3 12 12.9
Temporarily
IMACHIVE: o_o. 0.4 1.0 1.4 5.5 1.0 6.5 6.9
a Table 8.—Characteristics of active downhill skiers. by region
NEE North United
Characteristic Northeast Geuiteal South West Site
Median number of years of participation __ 5.1 4.6 2.6 4.5 4.3
Mediamesmiilitievel ' 20 ee low inter- low inter- low inter- high inter- low inter-
mediate mediate mediate mediate mediate
Percent novice and beginner ________----- 22 30 31 7, 23
Median annual number of ski vacations of
Amnightisemelast 6 years .00._2202-..-.-- 12 102 1.6 1.6 1.4
Median annual number of ski vacations of
less than 4 nights in last 5 years _-___- 3.3 25 1.8 4.6 3.3
Median number of days skied in 1977-78 _- 13 9 6 9 9
‘Median number of days skied last 5 years _ 19.2 12.4 8.5 15.3 15.9

aaa aeaaaacaamamamaaaaaaamaaaaaaaaasasaaa
*Based on six levels: novice, beginner, low intermediate, high intermediate, advanced, and expert.

27

Table 9.—Characteristics of inactive skiers, by region

ae North United

Chignachetisele Northeast Central South West States |
Percent who were downhill or downhill and cross-country

SK ers a Me ig Bek oR ee Lee SE 95 95 93 94 94
Median number of years since last skied ____________-___-- 11533 1.4 1.6 1S 1.3

low

Medianssiall level tie. 2.) oe) ee oe ee beginner beginner beginner intermediate beginner
Median number of days skied when active _________________- 8 H/ 6 10 8
Percent who expect to reenter market in 1979 ______________ 14 rth 7 18 eg

Table 10.—Frequency of ski vacations per year
for active downhill skiers, by region

Ski vacation of
less than 4 nights

Ski vacation of
at least 4 nigths

Region

Yes No Yes No
Saha ene wes a2 | PROP CCTUL cet AAU = ae

Northeast: 2222222 33 67 * 69 24
North Central ___- 31 69 On 31
POUCH ae 54 46 69 31
Wiesiiye ses oss iee 38 62 *85 13
United States __ 37 63 ‘74 23

*Does not equal 100 percent due to inclusion of “Don’t
recall” responses.

Table 11.—Distribution of ski visits by active
downhill skiers among regions, 1976-78

Who visited ski areas in the:

Siiers Northeast North Central South West
SEY i Spee Peers ee Pereent as ae ee
Northeast =.-=-- 91 1 1 io
North Central -- 8 68 it 22
Souvn: 2-222 32 6 21 39
WES Gt) = eter 6 itt 0 93

Table 12.—Estimated regional distribution of
projected visits by potential skiers in
the next 2 years?

Projected To ski areas in the:
visits by

tential
ce eee Northeast North Central South West

_ NRE iN Shane | ROO Oe GES

Northeast, 22 90 0 1 9
North Central __ 10 52 0 38
Southe 25-252. 2 21 iT 38 34
WEST ta: 2 res 1 2 2 @ 95

*Based on those States most frequently mentioned as
likely to be visited.

Table 13.—Frequency of skiing by active skiers.
1977-78, by age class

Age Median number of Percent who took a
class days skied ski vacation
1GH00" ee es 9 34

20229) ee 8 38

SU-O0) maeeet 10 31
AQ=|saneaes 11 48

Table 14.—Comparison of patterns of participa-
tion for downhill and cross-country skiers

eee SSS
Characteristic Cross-country Downhill
eee SSS

Median number of

years skied 2.6 5.3

Median skill level ____- low intermediate low intermediate

Median number of days
skied 1977-78

Percent who took a ski
trip of more than 1
day, 1977-78

Median annual number
of ski trips of less
than 4 nights in last
5 years

Table 15.—Skiers of major market classes as a
proportion of regional and United
States population

3 High Temporarily
sa potential Active inactive
Sele ee Percent) see
Northeast? 2.2.2...-...- 3.6 11.8 5.2
North Central ....._.-- 5.1 liga 4.4
SGtd0) 2 5.2 Bai 2.5
Wk ee 4.1 12.4 6.5
United States _____- 4.6 8.1 4.4

Table 16.—Skiers of major market classes who
have not made a household move in the
last 5 years, by region

. High Temporarily
aoeian potential Active inactive

AN SEs 2c cule TACTCCWG Sa nee
INOEEReaSE 2 eo ee 50 49 39
North’ Central 22-2... - 49 34 32
SOuUHE eter ee 40 51 31
\iV QS 8 ee 32 36 23
United States ______ 43 42 31

29

Table 17.—Place of residence of skiers of major
market classes, by region }

eS Ee NE i EN aE oN il BIN Rd epee es
Renn Metropolitan

Large Small

Metro Metro Urban Suburban Rural
PS <I SS NSRE SEE 2 WTS MN Nee REE EA eS

Wa UNE Ae ae IACr Cen = <2 0 SEOk Sees
Potential
Northeast 2222-2 es 14 18 8 on 33
North Central _____ 7 19 9 26 39
South 2 7 See 9 Pade 15 AT 27
Wreste2 2200 eee Dill 32 12 19 15
United States __._ 12 22 iil 25 29
Active
Northeast 222222222 12 12 fi 39 30
North Central _____ 15 20 13 28 24
South) oe are eee as 17 18 10 37 18
West tie asi re 23 27 7 82 11
United States ____ lle 20 9 33 21
Inactive
Northeast; 13 14 1 oT 35
North Central _____ PALE 15 8 26 24
S Outs cs Sa AL 25 5 28 25
Weestgic meet! tor us 24 28 5 25 18
United States ____ 20 PAL 5 29 25

*Large metropolitan area: population of 1 million or
greater; small metropolitan area: population of 50,000 to
999,999; urban area: city with populatien under 50,000.

Table 18.—Sex ratios for skiers from major
market classes, by region

Potential Active Inactive

Region sa eeeeeeeenatiemmeeeemmeeemeee

Male Female Male Female Male Female

ee CO NTS ES a PeORCEWE ass ee
Northeast, 2-22 Sl ee) 52 48 42 58
North Central _... 45 55 54 46 50 50
SGUGh 2228 2a eee 46 54 54 46 55 45
Wiest. 242 si 445 56 49 51 51 49
United States _ 46 54 52 48 50 50

Table 19.—Marital status of skiers of major Table 22.—Occupation of skiers of major market

market classes classes
Market class Married Single Potential Active Inactive
Occupation a
Pevrecut Per- Rank- Per- Rank- Per- Rank-

Potential Mi en a cane cent ing cent ing cent ing

SIVA] a cee eh 2 14 84
Professional/ -

Acree Oe MEO ap 53 Technical worker 18 1 39 1 34 4
Ee hee hear Ra oe 38 58 Manager/Administrator_ 13 3 16 2 14 2
Reale ee acy seen 4G 4G Salesman: == esses ee 7 5 ital 3 wih 3

Lhactive. La Or OE oe ee 50 42 Craftsman See ecmeSses= 16 2 8 4 7 4
EN ae eens Ren ti 48 48 Clerical WiOrkens. bs sees 6 6 5 5 6 5
Fars a PL a lg id 51 37 Operative! {222-2 sese 9 + 4 6 6 5

Nonfarm laborer ______- 9 4 4 6 6 5
Service worker = -.--=—- a 5 3 8 6 5
Retirees: 60.22 ta eee : pees —' ee 9 ial wa
Table 20.—Median age of skiers of major market Moelle: 402 sew cee ees 87 92 91
classes, by region
‘No data.

RES he Th PLO Ch ae Coe a ee ee > Homemakers, students, unemployed, and “other” totaled

Market class Northeast North Central South West 7 percent for potentials, 6 percent for actives, and 5 per-

— Mite th cent for temporarily inactive skiers.

Potential 2.2" 19.5 18.8 1931 1925

Active (222885 2 PAT ail 26.0 26 eee Zoe

Inactiven) 22ee2— Ol 28.0 26.8 27.4

Table 21.—Median income of skiers of major
market classes, by region

Market United

class Northeast North Central South West States

ne ewer 9 Si Wollars 22s een mete es
Potential _. 14,800 14,700 16,400 14,400 15,000
Netive’ 2.22 20.500 19,600 20,300 20,300 20,200
Inactive _-. 17,200 19,100 22,600 16,700 19,200

Table 23.—Distribution of skier days. by region, and implied average daily use of developed ski facilities,

1977-78
Average
Active Median Number of number of
Region adult partici- Activity Activity Activity developed visits per
skiers pation generated received 7 per day’? ski areas* day/area
(million) (days) (million days)
INortheasty' suing ee ee 3.6 12 43 45 454,000 288 1,580
Northn@entrall se eae 2c ies 2.5 8 20 15 148,000 201 740
SOME a osc are ta ass ae Pe) 1.8 5 9 3 25,000 27 930
RViGS Eye caine rae eme nO aroun 3.8 9 30 39 323,000 200 1,620
Wnited a sitates) ease ne. ses ie? 9 102 102 950,000 716 1,218

* Redistributed on the basis of Table 11.

* Based on average length of seasons: 100 days in Northeast and North Central, 120 days in West, 80 in South.

* Ski areas with at least one chairlift; the total would exceed 900 by including ropetow operations, but the overall
capacity increase would be minimal.

Table 24.—Skier status by age (based on population estimates)

ee

Estimated No interest
Age number of and never Potential Active Inactive
individuals skied
Boe We Eek ae ee | ROUT Eig as ee i eS RN oe
NENG) 23 ee 8,403,000 47.3 28.8 illy/-t5) 6.4
TSG) ey Se 8,221,000 54.0 23.8 15.4 6.8
GN Ge el 19,261,000 56.3 16.4 16.3 11.0
DEMS) fas Sa See eee 17,336,000 60.7 oe 12.9 PA
QNGO) 2a eS ee 27,311,000 Tata 8.2 8.5 12.2
A () AO meme e ne ee 22,586,000 82.3 4.9 3.9 8.9
GDS) lye ee 22,903,000 88.4 1.9 3.4 6.3
G02: 2 eee 32,855,000 94.3 0.5 0.6 4.6

dl

ve U.S. GOVERMENT PRINTING OFFICE: 1980 O—309-385

¢ " ms rc iin

te ee ui
an hie

f te
7. i "

bt. APIO 7 oe
alliage aisle bt ideas panmiene yh pelican mph iid un ee ent
ty } a Case 18 nb a yal : Part ih,

m i 1 I | i
at J ati ead ;
yi i, n ry
= hh
| oy i iy
| i i ie ;
i 4
iH —
a cae
YY ret ;
% hs
i ; ’
’ | 3
Ms Ap: ti r
i} 7 ie i i"
; y
i
diel Tn ed i eh Lina Ala nies, r
. ie |
f
\
| {
a |
i
: )
he
i
Me
fi |
ae!
i
An
i) F .
$i yr | |
si
i
Br i |
all
“Ny v }
i ii
i
AY | |
Wy , |
iB)
» & .
1 F
/ ty i

; 2 at n,

ae oat

i pa hw oa af Marek +n iat
on a n on

a j H ar
ad

re .
re |
eu oe