SIA News 5.0
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1 IN 10 AMERICANS SAY THEY SKI, RIDE OR
SNOWSHOE
SIA announces the release of the full 2008.09 Snow Sports Participation
Report this week. Snow sports gained more than 1.5 million participants
during the 2008.09 season, including 573,000 alpine skiers, 309,000 Nordic
skiers and 262,000 snowboarders. More than 20,500,000 participated in
at least one snow sport during the 2008.09 season. About 9,400,000 identified
themselves as skiers, riders or snowshoers but did not participate during
the 2008.09 season for a variety of reasons. Many said they didn't have
time due to family and work commitments, but surprisingly the next most
popular answer was that they had "no one to go with." That's
about 884,000 who didn't head to trails or slopes just because they didn't
want to go alone. Overall, the study indicates that the total size of
the U.S. snow sports market, in terms of participation, has reached 30,000,000,
close to 10% of the total population.
(Click chart to view larger)
During January 2010/early February 2010 a total of 40,141 online interviews
were carried out with a nationwide sample of individuals and households
from the US Online Panel operated by Synovate. A total of 15,067 individual
and 25,074 household surveys were completed. The total panel has over
1 million members and is maintained to be representative of the U.S. population.
Over sampling of ethnic groups took place to boost response from typically
under responding groups
For the past three seasons, SIA has been working with six other major
governing bodies and trade associations in the sports, fitness, outdoor
and leisure industry to form a research partnership -- The Physical Activity
Council (PAC). The goal of the partnership is to identify key trends in
sports, fitness and recreation participation in the U.S. The result is
a highly detailed account of 117 different activities including the following
winter sports:
- Alpine Skiing
- Telemark Skiing
- Freestyle Skiing
- Snowboarding
- Snowshoeing
- Nordic Skiing
The Snow Sports Participation Report includes complete demographic information
including age, gender, education levels, income, and geographic location
for each activity. In fact, maps are used to show where participants reside
and snow sports participants per capita (Montana has the highest per capita
participation in alpine skiing, more than 18% of Montana residents are
alpine skiers). The Report contains participation maps for alpine skiing
and for snowboarding as well as full geographic density information (not
mapped) for telemark skiing, freestyle skiing, Nordic skiing and snowshoeing.
(Click chart to view larger)
A significant advantage of working with a cadre of sports and leisure
organizations on this report is the wide array of cross-over data available.
Full cross-over information (117 different sports and leisure activities)
is included so you can determine how many alpine skiers also ride
bikes (37%) or how many Nordic skiers also bowl (38%) in 2008.09.
The report also indicates where participants like to ski/ride and snowshoe
whether it's a resort, backcountry, resort-backcountry (often referred
to as side-country).
(Click chart to view larger)
A Few Points of Interest:
- Nearly 60% of the alpine skiers (59%) and snowboarders (58%) are concentrated
in 10 states.
- Snowboarders participate, on average 40% more days (11.4) than alpine
skiers (8.1). Participation rates range from 9.8 days for cross country
to 8.5 days for snowshoeing.
- Snowboarding is a young man's game. 70% of the participants are males
and 74% fall between 13 and 34 years of age. Males make-up 64% of alpine
skiers and 46% fall between 13 and 34 years of age.
- Californians make up almost 1/5 of all snowboard participants nationwide.
California's economy has suffered significantly in the current economic
downturn and the effects are showing up in snowboard equipment sales
that declined 7% in units and 4 % in dollars sold this season.
For a complete copy of this comprehensive report on snow sports participation, click here.
An overview of participation in 117 different sports and leisure activities
in the U.S. is available now! Copies of the Sports, Fitness, and Recreation
Participation Overview (2010 edition) can be downloaded from PhysicalActivityCouncil.com.
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ADVICE REGARDING “LEEGIN-REPEALER”
Legislation and State Laws on Minimum Resale Price Agreement
SIA is paying close attention to legislation regarding the Leegin decision and is actively opposing these bills to repeal it. TAKE ACTION: Please contact your senators and congressmen about these bills dealing with minimum resale price agreements and tell your representatives to not support these bills. Click here to find your representatives. Contact SIA at SIAmail@snowsports.org with questions/concerns. The following is a brief from our Government Affairs team at DLA Piper.
Much attention is currently being focused on certain legislative efforts to reverse or reduce the effect of a 2007 Supreme Court decision which changed the federal antitrust rule that applies to minimum resale price-fixing agreements between suppliers and retailers. The Leegin decision did not exempt such agreements from antitrust law, but it changed the applicable legal standard from per se illegality to a more lenient and flexible rule. In Leegin, the Supreme Court recognized that, in certain circumstances, minimum resale price agreements can enable manufacturers to compete more effectively and insure that customers receive valuable point-of-sale services.
Efforts are now underway, led by some large discount retailers, consumer advocacy groups and state attorneys general, to overturn the Leegin decision through legislation, at the federal level and state level. It is important for members to have the following information about the Leegin decision and these legislative campaigns.
- Federal bills pending in Congress. SnowSports Industries America does not support the pending legislative proposals (H.R. 3190 and S. 148) to reestablish per se illegality for agreements on the prices at which distributors or retailers will resell manufacturers’ products. SIA members like the flexibility of choosing among the types of arrangements between themselves and resellers that best serve their competitive interests.
In any event, the scope of the proposed legislation is limited. It would only affect the legal status of express agreements that set minimum resale prices. It does not address, and would not affect, the antitrust standards applicable to other, more commonly-used distribution practices, including minimum advertised price (MAP) programs, suggested resale price policies, or the unilateral freedom of suppliers to decline to deal with anyone. Those practices -- to the extent permitted by the normal federal antitrust standard -- were available before Leegin, are now available after Leegin, and would remain available even if the “Leegin-repealer” bills were enacted.
- State Antitrust Laws and Enforcement. Most states have their own antitrust laws, which coexist with the federal law. Most state enforcers and courts follow the federal court antitrust-law decisions and rules. But there are exceptions.
One state, Maryland, has recently enacted a law that declares express agreements setting minimum resale prices per se illegal, in spite of the Supreme Court Leegin ruling to the contrary. (A state can constitutionally enforce its own laws against contracts made in the state or made outside the state if the contracts are required to be performed in the state and their performance would violate state law.) Members should be aware that the Maryland law against minimum price agreements affects sales in or into that state. However, the Maryland law is narrow -- like the pending federal bill -- and does not apply to other distribution practices, including proper minimum advertised price programs, suggested resale price policies, or unilateral refusals to deal.
Although no other state has yet enacted a “Leegin-repealer” statute, several state attorneys general have stated their intentions to try to enforce their states’ laws as per se prohibitions against express agreements setting minimum resale prices. Those states include New York and California and possible others. (The attorneys general of 38 states have expressed support for the federal legislation.) As a result, manufacturers that choose to implement national distribution programs that include express agreements with resellers on the minimum prices at which resales will occur must accept the probability that the program will be unenforceable in Maryland (and possibly several other states).
THE BIG OPPORTUNITY IN MARKETING TO WOMEN – WHY BOTHER?
In the United States alone, women's combined earnings total one trillion dollars. If you're marketing to women, you'll capture more of the over $2 trillion dollars that U.S. women spend each year.
Women command a startling percentage of decisions and purchases.
Women:
- Influence 95% of household purchases
- Are responsible for 85% of all consumer purchases in North America
- Influence 92% of vacations
- Influence 80% of sporting goods and apparel purchases
“The Big Opportunity in Marketing to Women” was presented at the 2010 SIA Snow Show by Elizabeth Howland, the founder of andHow, a marketing consulting firm that helps its clients to articulate and apply highly effective women’s marketing strategies within every facet of their communications efforts. The presentation goes over opportunities that independent retailers can take advantage of when marketing to women. It also gives insight on what women are looking for in a retail experience. All of which will help retailers connect with this influential consumer group. Click here to view the presentation.
“Women are the most influential consumer market today and every brand has the opportunity to connect in its own way and increase its share of profitable, female customers,” stated Howland.
The presentation focused on “transparent” techniques to increase your share of the women’s market and gives examples from other market segments as well as results of an email survey of female snow sport enthusiasts. Drawing from over 20 years of experience creating successful marketing initiatives directed to women; Elizabeth outlines 5 ways to get started in improving your results with female customers.
To reach andHow to discuss women’s marketing opportunities and to create a strategy, contact:
Elizabeth Howland
Principal, andHow
Elizabeth@andhowmarketing.com
707.364.4567 direct
707762.8846 main
andhowmarketing.com
QUESTIONS
FOR MICHAEL DAY: "WE ALL SHARE THE SAME PROBLEMS AND SOMEHOW WORK TOGETHER TO
GET THROUGH IT EACH YEAR"
Michael
Day started in the snow sports business in 1969 and hasn't looked back.
For the past 26 years he has represented Scott USA in the Southern California
and Arizona territory. Like many of us in the industry, Mike believes the most
important thing about this business is the people. Over the years, Mike has
enjoyed being a part of Scott USA and watching it grow. Mike currently lives
in the Mammoth Lakes area.
At the 2010 SIA Snow Show, Mike was awarded the Western 2009 SIA SnowSports
Regional Rep of the Year winner. Mike also won in 2006.
SIA: Why are you in this industry?
Mike: I have been in this business my entire working life. I started
in 1969 with the Garcia Ski Corp. I actually started in middle management running
the warehouse and customer service. After working my way to upper management,
I decided to move into the sales field in 1973 and have stayed there ever since.
I love the business and the sport, but the people are what make me stay in this
business. They are the best and most fun of any industry. We all share the same
problems: snow, gas prices, economy, and somehow work together to get through
it each year.
SIA:
How can retailers, suppliers and reps do better business?
Mike: We need to keep telling the consumer what a great sport we have.
Get them to the mountains and make sure they have a good time. It's one of the
few sports the entire family can do and enjoy together. We must try to make
it easy for the consumer. There are so many hassles in today's world, so they
have to enjoy themselves when they go to the resorts.
SIA: What does winning the SIA Rep of the Year award mean to you?
Mike: Winning the SIA Rep of the Year means to me that I am taking care
of my customers and that is the most important issue in today's business. The
people are great and a lot of fun to work with, I appreciate their support greatly.
SIA: What are your thoughts on the current state of the industry?
Mike: The business is very different from the 70's, 80's, and 90's; we
have fewer specialty shops, more large retailers, and the internet. Also, a
consumer has found a lot more on his plate for recreation and their children
are involved in many different activities. People are spending more time doing
other things but our sports still remains a great adventure for everyone.
SIA:
What value do you see in SIA?
Mike: The value of the SIA is very high. We need to have an organization
that helps and leads all of us in a positive direction. SIA has been there since
the beginning and we all need to support it.
SIA: How was your experience at this year's SIA Snow Show in Denver? What
does the SIA Show means to you as an industry rep? Why is it important for you
to be at the SIA Show?
Mike: Having the Show in Denver worked out well this year. It did cost
me a little more because of airfare, but people in So CA have had it easy for
a long time because the Show's been in Las Vegas. I really liked the Denver
center and the size of the Show. The area around the Show was very nice. The
restaurants were close and affordable and the Denver people were nice and obviously
appreciated our presence.
I need a large show to start off the selling season. The SIA Show is more of
a preview for me showing dealers what we have coming for the next season. It's
a very important show and I have to be there because all my customers are going
to be there.
SIA: How do you feel about the upcoming season? Predictions?
Mike: This next year should be a good one, California has had a good
snow year. People went to the resorts and I think they all had a great time.
This will bring them back again if we get some snow. Inventories are at a good
level in stores, so it has given retailers a chance to get rid of some old stuff,
next season the stores will look fresh with a lot of new merchandise.
LEARN TO SKI & SNOWBOARD ORGANIZERS GEARING UP FOR 2011
Industry Veteran Named as Director of Grass-Roots Initiative Aimed at Getting More Americans on the Slope
Organizers of Learn to Ski and Snowboard Month (formerly Learn a Snow Sport Month) announced that ski industry veteran Mary Jo Tarallo, formerly of SnowSports Industries America (SIA), will serve as the Executive Director of the grassroots initiative aimed at getting more children and adults on the slopes.
“I am pleased to be working with our industry colleagues on this important and energetic initiative, not only to increase participation in skiing and snowboarding, but also to retain the loyalty of new customers over time. NSAA’s Model for Growth research offers some excellent insight on how to proceed, but it’s the work of passionate volunteers and ski area staff in the field that ultimately lead to the success of our efforts,” says Tarallo, who is perhaps most noted for her direction of Winter Trails, a national event that drew more than 10,000 participants last season.
According to preliminary results, more than 30,000 beginner ski and snowboard lessons were provided through resorts involved with this year’s initiative. In all, 32 states have supported the effort and Governors of 16 states officially proclaimed last January as Learn a Snow Sport Month. In addition, 16 resort associations, four national organizations and more than 300 resorts and Nordic centers nationwide collaborated on the effort. An educational session highlighting success stories from this year’s effort was presented to a standing room only audience at NSAA’s National Convention & Tradeshow May 3 in Orlando, Fla., where leaders also discussed plans for Learn to Ski and Snowboard Month 2011.
The initiative will continue to draw its energy from the support and direction of state and regional associations. Industry trade media played an instrumental role in spreading the word through ads and articles in their January issues. A grant from the NSAA, with additional support from Professional Ski Instructors of America/American Association of Snowboard Instructors (PSIA-AASI), the National Ski Patrol (NSP), SnowSports Industries America (SIA) and resort association partners will help spearhead the effort.
THE WORD ON THE
SLOPES
BURTON'S KRISTA MOROGE PASSES AWAY
Moroge was known as one of the most successful sales reps in the industry, male or female. In 2007 Moroge was diagnosed with breast cancer. She battled the disease for three years before losing the fight this week. To many she was seen as one of the most obvious female role models in the snowboarding world and known as an amazing and inspiring person. Moroge was the regional territory manager for Burton based in SLC and owner of SLKC. In 2006.07 she was selected as the SnowSports Industries America Sales Rep of the Year for the Northwest region.
Moroge was involved with SeventyK, an advocacy group for adolescents and young adults with cancer. Go to www.seventyk.org to support the Adolescent and Young Adult Cancer Bill of Rights.
Our thoughts are with her family and friends.
Click here to hear about her battle with breast cancer in her own words.
KING OF THE HILL
Checkout SIA's friend "Badgr" Mark Barajas, from Badgr Enhanced
Sports Tours, pictures from the King of the Hill Snowboard Contest in Valdez, Alaska. The King of the Hill Snowboard Contest, founded in 1993,
put the Valdez snowboard scene on the map and helped define an era of the sport.
For the first time in 10 years, the King of the Hill contest returned to Valdez
as part of the Tailgate Alaska World Freeride Festival, a rider-judged,
big mountain freeride and freestyle contest. The King of the Hill contest was
founded by Nick Perata and Tailgate Alaska was founded by Mark Sullivan. Click
here to learn more about the event and Tailgate Alaska. Badgr helps out at the SIA Snow Show with our market segment exhibits, Innovations, Now and others.
ROB ‘R2’ HOWLAND RETIRING FROM SNOW
After 24 years of being an independent rep, veteran industry sales rep Rob ‘r2’ Howland is retiring from the snow scene and heading to his new home in Nicaragua. Rob is leaving K2 Snowboarding, Morrow Snowboards & Planet Earth Apparel. K2 will be appointing John ‘JP’ Pinnick as Rob’s replacement.
"The last 17 years (15 w/ K2) in the snow biz has been an incredible 'ride' for me, full of phenomenal people, adventures and fun times! The fact I have been able to incorporate all these facets into a successful career and living, has simply been a dream. There are simply too many people to thank that have been so integral in developing the vehicle to move on to warmer climates and my next adventure. To everyone at K2, all my amazing dealers/buyers, and fellow reps and snow friends everywhere, I could never say thank you enough!!! As I consider everyone my second family, this is not a good bye. Just a change of directions, and my hope I can share my new paradise with everyone. Hasta Luego.” - R2
To reach Rob, email him at k2rob333@hotmail.com or 801.556.0399.
Summer is right around the corner. Keep SIA in the know of what is going on in your company. Company trips, renovations, parties, etc. Send in your press releases, pictures and news to PR@snowsports.org.
OFFICIAL NEWS: The team at Spyder® Active Sports is reaching great heights with the latest addition of professional freeskier Ted Davenport. The 29-year-old East Coast racer turned worldwide freeskier joins the roster fresh off the adventure of a lifetime. Click here to read more… Celerant Technology’s 2010 User Conference was held April 29-30 and included interactive break-out sessions, training sessions, and workshops, all of which introduced the new features and functionalities which have been developed this year and made available to the Celerant client base. Click here to read more… Ski Racing Development (SRD), a subsidiary of Racing Development, Inc. and Ski Racing International, LLC, the Journal of Snowsport Competition, have announced a joint venture to produce a new publication for ski enthusiasts entitled “A Culture of Speed™.” This annual will contain in-depth articles on ski racing, skiing, ski culture and other areas of interest, in addition to retail offerings from many top suppliers. Click here to read more… High Sierra Sport Company recently licensed its brand with NorthPole, LLC, a global leader in outdoor living and recreational products, to produce and distribute camping and outdoor recreation equipment under the High Sierra brand name. Click here to read more… Implus brands Yaktrax and Granger’s have signed a two-year agreement with the Professional Ski Instructors of America (PSIA) and the American Association of Snowboard Instructors (AASI). Click here to read more…. Girl Powder has moved the compass needle and launched a revolutionary contest to add a member to the Girl Powder Team through a unique and unprecedented online contest. The winner will land a spot on the Girl Powder Team, receive Girl Powder merchandise, a Profile on GirlPowder.com, a FLIP Video Camera, and an invitation to the 2010/2011 Team Girl Powder video shoot in Lake Tahoe where the winner will also get to stay at the Girl Powder house. Click here to read more… Longworth Industries, parent company of Polarmax, XGO and PMX technical base layers, is proud to name Doug Nelson & Associates Rep Group of the Year for 2009-2010. Click here to learn more… After the 2010 Winter Olympics, athletes Billy Demong (Vermontville, NY), Johnny Spillane (Steamboat Springs, CO), Todd Lodwick (Steamboat Springs, CO) and Brett Camerota (Park City, UT), they packed up their Olympic hardware and head to the Middle East. With a total of seven Olympic medals in tow, the U.S. Ski Team's nordic combined superstars headed off to visit the troops as part of the 2010 Heavy Medal Tour in April. Click here to read more… Catch up with Paralympian skier Alana Nichols (Farmington, NM) in this interview. Her athletic career is a textbook example of an athlete's undying ability to overcome the odds and excel while doing just that. Just check out what she has stashed in her purse. Click here to read more… The National Sporting Goods Association (NSGA) announces the election of Jeff Rosenthal, president and CEO of Hibbett Sports, as Chairman of the NSGA Board of Directors. He will serve a two-year term starting June 1. Click here to read more…Every spring for the last four years, skiers have journeyed from far and wide to Mt. Hood, Oregon, for the West Coast Session. It is a time of late-season snow flurries and sunny park days as 35 skiers, videographers and photographers from diverse backgrounds converge for a four-day shoot, the products of which are on display here. Click here for the wrap-up….Vancouver resident Justin Long will ski one of Africa's most treacherous mountains to raise awareness and funds for children with disease in Uganda while acting out creative ideas submitted by the public. Click here to view pics and read more… Click here to check out Shayboarder.com best of 09-10… Skier Adam Hall made history when he became the first Paralympian to be named the Otago Sportsperson of the Year. Click here to read more… Corvallis was in for a rare sight with the annual appearance of Snow in the Quad last Friday. Snow in the Quad is part of a snow sports competition tour across eight western states that showcases talented student snowboarders and skiers performing rail tricks. Click here to read more… Snow-sports fans in the Highlands would not have looked out of place on a sun-kissed beach yesterday, as they took to the slopes in their shorts and T-shirts. As temperatures reached 21°C at the summit of Cairn Gorm on Saturday, around 200 skiers headed to the top of the ski runs to take part in unseasonal pursuits. Click here to read more… Southern Africa’s two ski areas are due to open for their ski seasons a few days before the World Cup finals kick off in South Africa. The ski slopes are some hours from the football grounds, but a snow and football holiday is a realistic possibility. Click here to read more… Luge, that wild ride down a fast track, is in season in Michigan no matter the season. An all-weather track is being built at Muskegon State Park, 50 miles northwest of Grand Rapids. Snow and ice aren't required because the track is made of Fiberglas, and the sleds have wheels. Click here to read more.
Send us your news, press releases and stories to PR@snowsports.org, SnowSports Industries America.
Please feel free to forward this message to anyone who is interested in the growth and further development of the snow sports industry, and continue to do your part. Let it Snow!
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