SIA News 5.2
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SNOW SPORTS CONSUMERS REFLECT ON THE WEATHER AND THE ECONOMY
Snow sports consumers’ reflections on the 2009/10 season revolve around the weather and the economy. More than 250 Panel members responded to the End of Season Survey giving us a unique look into the mind of the typical snow sports consumer. The SnowSports Consumer Panel consists of more than 1,000 snow sports consumers who are surveyed about their snow sports activity, their purchasing behavior and other related topics. We surveyed the panel in May to wrap up the 2009/10 season. The full SnowSports Consumer Panel End of Season Report is available for download at snowsports.org.
It was no surprise that consumers would talk about weather in a snow sports survey, but more than 8 in 10 responses focused on the weather this season. El Niño conditions were on consumers’ minds and they let us know how it affected them. The majority told us where they skied or rode this season, what the weather and snow conditions were like, and whether or not they were injured in the process. All open ended responses are included in the End of Season Report appendix. Here’s a typical comment:
- “First season that I skied mostly at the beginning and the end of the season due to the weather. Got a few days of "fair" powder but nothing spectacular. Rededicated myself to learning to ski moguls better. It was the perfect year for it since I wasn't missing any great snow. Got pretty good skiing on the mogul tops”
Participation in 2009/10
The economic downturn that began to shake the snow sports industry during the 2008/09 season may have bottomed out this season, but recovery is very slow and the impacts continue to affect all markets. The snow sports market is primarily weather-driven but the economy has certainly had a negative impact overall and a slight downturn in participation numbers may be the direct result. A higher number of SnowSports Panelists participated fewer times this season.
We asked SnowSports Panel members to describe in their own words why they participated less, or more than they did last season. Their answers centered around snow conditions, health, money, and free time. Here’s a sample:
- “I had an injury mid-season last season that kept me off the snow for 4 weeks.”
- “I was laid off from my job and had the time to search out deals and take advantage of them.”
All 214 reasons for participating less often in 2009/10 are provided in the report appendix.
Equipment Purchasing Behavior
One issue the snow sports industry has grappled with is the frequency of equipment purchases. Past research indicated that on average, participants replace their equipment at 10 year intervals. We asked panel members when they last replaced their equipment and the results were slightly better than expected, particularly for alpine skis and snowboards where 1/3 of panel members, who own that type of equipment, report purchasing something new in their respective categories.
Many participants are waiting at least 6 years before they buy new equipment. The problem is particularly pronounced in the cross country category. Consumers replace alpine skis and snowboards with the highest frequency but they are more reticent to replace their well-worn, reliable and comfortable boots.
Media and Communications – How to Reach a Snow Sports Consumer?
Finally we asked SnowSports Panel members to tell us where they get their information about snow sports equipment, resorts, trends, apparel, athletes, and events. The Internet has become the primary source of information for most panel members.
Most report that they do not read snow sports oriented weblogs. In fact, just 23% said that they read blogs about snow sports while the vast majority (about 75%) said they never read blogs about snow sports (2% indicated that they didn’t know what a “blog” was). The number that do read blogs is likely to increase over the next 5 years as snow sports participants and media outlets migrate further onto the Internet. The data indicates that right now, snow sports consumers are looking at manufacturers and retailers web sites for infortmation, rather than blogs where experts (and others) write about snow sports equipment, trends, athletes and events. Additionally, just 21% said they are a “fan” or a “follower” of any snow sports oriented groups on social media or networking websites. The social media trend is catching on, but it may not be the best way to reach consumers…yet.
The 2009/10 season was a mixed bag for SnowSports Panel members and for the snow sports community in general. El Niño weather patterns and an economic recssion, that apparently bottomed out in late 2009 but is painfully slow to recover, had their impacts on the community. Overall, those that do particpate in snow sports did not stop particpating, and they didn’t stop buying gear. At most they cut back on purchases and participated closer to home or cut down on the number of times they hit the slopes and trails this season. The snow sports industry can count on consumers’ passion for snow no matter what barriers may stand in their way.
The SnowSports Panel is an online consumer research survey system devoted to understanding the consumer of winter sports products. It is a unique tool which enables SIA to examine, through market research, changing consumer behaviors, attitudes and perceptions. SnowSports Panel members are pre-recruited U.S. residents, 16 years or older, that participate in snow sports (alpine skiing, Nordic, telemark, snowboarding or snowshoeing). So far, the panel has attracted more than 2,000 members. The panel is polled on various topics throughout the year such as early season participation and spending activity, holiday spending, mid-season activity and spending, environmental concerns, and equipment choices and preferences.
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RENEW YOUR SIA RETAIL MEMBERSHIP
Did you know the new SIA Membership year began June 1? If you have not renewed please do so now! Renew Now.
SIA continues to develop and negotiate programs offering cost saving benefits spanning all operational assets. From logistics to human resources consulting and government affairs, SIA's membership benefits can help your business operate more efficiently and effectively. Click here to review current member benefit programs and research information.
Please do not hesitate to contact Patricia Grenke in Membership with any questions or concerns regarding your current membership status at P. 703.506.4222 or E. PGrenke@snowsports.org.
We value your membership commitment and support to growing the snow sports industry. SIA is here for you, to be your Partner, Resource, Advocate.
2010.11 SIA SNOW SPORTS INDUSTRY PLANNER ON ITS WAY
The SIA 2010.11 Snow Sports Industry Planner dropped this week to over 15,000 snow sports industry professionals. As in year’s past, the print calendar includes dates for snow sports trade shows, consumer shows, industry events, competition schedules, and SIA/SIA Snow Show critical dates. View the digital version online along with a downloadable iCal here.
If you need additional copies, please email SIAmail@snowsports.org. Continue to check the online version for schedule changes and updates. If you would like to have an event considered for addition, send an email to Sherry Gilbert, SIA’s print production manager, at SGilbert@snowsports.org.
SIA TEAMS UP WITH TRI FOR MERCHANT SERVICES MEMBER BENEFITS PROGRAM
Transaction Resources Inc. (TRI) is proud to be the SIA preferred credit card processing provider. SIA and TRI have worked to provide SIA Members with rates normally reserved for very high volume customers. The goal is to reduce the cost of accepting credit cards while improving services to all members of the snow sports industry. TRI currently provides credit card processing services for some of SIA's Members and welcomes the opportunity to help all SIA members reduce costs up to 25% and improve efficiencies associated with accepting credit cards. To learn more and enroll, visit snowsports.org. If you are not an SIA Member, but are interested in joining, go to snowsports.org.
SNOW SPORTS TAKE OVER NYC AT SIA'S MEDIA EVENT
After a year hiatus, SIA brought back the Summer Snowdown to the streets of Manhattan. The 4th annual Summer Snowdown was a success, with 60 journalists attending the event, representing 61 outlets and over 90 million in circulation.
The SIA Summer Snowdown media event promotes SIA members' latest products, trends and fashions to top New York City-based media outlets. With advertising rates out of reach for most of our industry, the SIA Summer Snowdown brings editorial staff from top newspapers, magazines, online and television outlets face to face with our industry.
The Summer Snowdown has resulted in national coverage for SIA members that would require weeks of desk side appointments in New York City to duplicate. Plus, the Snowdown allows journalists to see and touch a full range of products in a casual and fun showroom setting.
At the 2010 Summer Snowdown 16 companies and 2 non-profits exhibited, giving SIA partners the opportunity to meet with an A-list group of editors from Oprah to Maxim, from Parade to Ski and from CBS to VH1. Contact Anovia Daniels, ADaniels@snowsports.org with questions about the event or to find out how to get your company involved in next year’s event.
“The SIA Snowdown was the perfect opportunity to showcase Obermeyer’s diverse product offerings. It was great to meet with representatives from a broad range of media at the event. We loved the bright, open space!” Kelly Gentine, Obermeyer, Marketing Manager.
EXHIBITORS:
Atomic | DAKINE | Heidiskis | Helly Hansen | Klymit | KneeBinding | Learn to Ski and Snowboard Month (non-profit) | NILS | Obermeyer | Powderhorn | Rossignol | SCOTT SPORTS | Sessions | SMITH Optics | Spyder | Swany | Vans | Winter Trials (non-profit) |
“After running around meeting with different companies to see their products, it's nice to go to just one event where there are so many different brands represented. It helped save me time, plus seeing them all together made it easier to imagine story ideas,” Alice Oglethorpe, SHAPE.
“The event was a great opportunity to meet with all of the brands we look to for winter gear and get an overview of the market, all in one place, in a relaxed atmosphere. It’s time saving, especially when you have limited staff and time to make the rounds!“ Sarah D’Angelo, Fitness.
“Thanks so much for having me at the SIA event last week. It was so helpful and perfect timing for my November coat story. We are testing warmth, wearability, water repellent and performance of all the coats. I was able to get some great feedback from a lot of the vendors and tons of samples to test,” Christine Bibbo Herr, Good Housekeeping.
MEDIA:
Outlets included:
American Baby | American Park Network | Boston Globe | CBS News | Conde Nast Traveler | Continental Airlines Magazine | ESPN | Esquire | Fitness | Fox News | Gifts.com | Good Housekeeping | Health | Hemispheres | Marie Claire | Maxim | Men’s Fitness | Men’s Journal | NBC | New York Times | Oprah Magazine | Parade | Parent and Child | Penthouse | Popular Mechanics | Prevention | Self | Seventeen | SHAPE | Skiing Magazine | Sports Illustrated for Kids | Sports Illustrated | Transworld Business | VH1 | WCBS | Weston Magazine Group | Women’s Health |
SUMMER CHECK-IN WITH ERIC CARLSON FROM SMITH OPTICS
Eric Carlson’s, VP of Product and Design at Smith Optics, history in the snow sports world began in Bend, OR where he grew up and skied at Mt. Bachelor. He joined the Skyliners Ski Club and wore his Junior Mighty Might hat to school every day. Eric’s mom worked in the ticket booth. He ski raced semi successfully through the college years while snowboarding for fun.
Eric took some time out of his busy schedule to give us a glimpse of his responsibilities at Smith, what inspires him and his take on the industry.
SIA: How did you get started in the industry?
Eric: At Mt. Baker I remember going around the ‘bull wheel’ because I was too little to hop off the “Black” chair when I was about 6. My first run snowboarding took over 2 hours in heavy snow on a Burton Backhill that had a binding for the front foot and inner tube for the back foot. I knew I wanted a job in an industry I could be passionate about; and the snow, beer or coffee industries were on top of the list.
My first official work in the industry was done as a summer intern for Nitro Snowboards. The U.S. distribution had just been picked up by Dakine and I was lucky enough to help sort through the literal piles of stuff over the very first months of the operation in Hood River. From there I worked as a Ride Snowboards sub rep for a season before going in house at Smith.
SIA: What inspires you when you are designing products?
Eric: My inspiration to create new products is split between generating functional improvements and general design freshness. I am a self-confessed product geek and really strive to push the different markets forward. Smith serves many markets from sport-technical to fashion-lifestyle. The fun part is trying to find the right balance of ‘push’ for each market at the right time.
I find more times than not, inspiration comes when I am not in the office. Sometimes from a day on the hill or on the trails. Sometimes from a bumpy ride at 35,000 feet.
SIA: What does a normal day at the office look like for you?
Eric: A normal day is quite crazy, like most people. A few planned meetings, a few unplanned, and a ton of emails to get organized. Competing in the industry has become very complex so there is really no rest for the weary. Smith’s product lines span all seasons so we rarely have ‘slow time’, which makes getting out of the office to experience the culture, that we all got into the industry to begin, with difficult. The best part of our office life is the location, crew and passion everyone shares.
SIA: How can the industry work together to do better business?
Eric: The best thing that I think the industry can do is to get aligned with its environmental efforts. There are other ‘outdoor’ industries that are aggressively getting people together to share ideas or best practices, and developing a system to measure themselves by. The next best thing we could do is differentiate more or better between online and brick and mortar products. Not 100% differentiated, but strategic differentiations. I believe we need both to tell strong stories so the end customer gets the most out of their on-hill experience.
SIA: How do you feel that the industry has changed over the years? Where do you see it headed? Predictions?
Eric: I have seen the industry mature in its business practices; manufacturers, retailers, resorts, everyone. For the future, I believe that those of us that can increase the user’s experience will maintain a strong business. The destination shop, the ‘must have product’ and the destination resort or local mountain that offers an amazing day with friends and family will win.
People are striving for experiences that are ‘real’. Skiing and snowboarding are as real as any experience out there. As long as the industry is still focused on creating the best day on the hill, we will be strong.
SIA: What overarching goals/values guide your work?
Eric: I really value passion and dedication, which is why I am still at Smith after 14 years. The brand has an amazingly dedicated and passionate team of employees that keep things fun and productive. I am proud to say that because of the dedication and passion of the team we do more with less than many others. My job in the end is to keep the fires burning.
SIA: What do your summer plans include professionally?
Eric: The line gets pretty blurry at times between professional and personal, so my goal for the summer is to find a better balance between the two. So far so good.
SIA: Personal summer plans?
Eric: Big summer plans were mainly spent on spring break in Costa Rica for my 40th. If you can ever go there, do it. The place is amazing.
SIA: What do you never travel without?
Eric: I never travel without the basics like iPod, phone, and computer. Also, the best thing for those that are willing to ditch the backpack, is a Dakine messenger bag. Gets a TON of stuff in it for the plane rides and is great around the cities of the world. Someday I will get an iPhone.
CULTIVATOR ADVERTISING AND DESIGN DEVELOPS CREATIVE APPROACH FOR LEARN TO SKI AND SNOWBOARD MONTH
Cultivator Advertising and Design has developed a new graphic look and messaging for Learn to Ski and Snowboard Month 2011. Cultivator is based in Denver and is the agency of record for the Professional Ski Instructors of America-American Association of Snowboard Instructors (PSIA-AASI). Other clients include the National Ski Patrol and Keystone Resort in Colorado.
The January promotion encourages children and adults to take ski and snowboard lessons using the theme “Humans Were Never Meant to Hibernate”. The campaign also reaches out to current participants who can “bring a friend” to try skiing and snowboarding or enhance their own skills through lessons from a professional instructor.
The agency created a new Learn to Ski and Snowboard Month logo and ads that will appear in numerous snow sports and general consumer magazines this winter. Design elements will be included in banner ads, buttons and other collateral for use by initiative partners including resort associations, individual resorts and other industry businesses participating in Learn to Ski and Snowboard Month. Industry trade media is supporting the initiative by running ads gratis in magazines and on websites. A Learn to Ski and Snowboard Month website will launch soon.
“We are behind this exciting program 100 percent and we are looking forward to working with so many snow sports industry supporters of Learn to Ski and Snowboard Month”, said Matt Neren, director of Account Services for Cultivator.
Last January, more than 300 alpine ski resorts and Nordic centers in 32 states took part in Learn A Snow Sport Month, as the initiative previously was called.
THE WORD ON THE SLOPES
One more month of summer left! Keep SIA in the know of what is going on in your company, shop and/or territory. Send in your press releases, story ideas, employee highlights, pictures and news to PR@snowsports.org.
Official News: 2010 Olympic medalists Johnny Spillane (Steamboat Springs, CO), Jeret "Speedy" Peterson (Boise, ID), and Brett Camerota (Park City, UT) were among the shining stars at the Sports Spectacular benefit for the Cedar Sinai Children's Hospital in Los Angeles, CA. The U.S. Ski Team members were part of a great charity event helping raise money for the hospital. Click here to read more… Steve Bellamy, Chairman and CEO of The Ski Channel television network (theskichannel.com), announced today that it has entered into a long-term distribution agreement with Comcast that will provide the channel’s original programming, Warren Miller movies, Greg Stump films, destination travel, instructional videos and events to Comcast On Demand customers. This deal brings the 18-month-old network to more than 43 million U.S. households between all television distributors. Click here to learn more… The U.S. Consumer Product Safety Commission and Salomon announced a voluntary recall of the on the Salomon “Quest Touring Pads” and Salomon “Quest Pro Pebax” and “Quest Pro” touring-style ski boots. Click here to learn more… Venture Snowboards is teaming up with Protect Our Winters to offer a special limited edition snowboard for winter 2010/11. Click to learn more about the board….Celerant Technology recently enrolled in the Adobe Silver Partner Program. Membership in the Partner Program is available to companies that provide solution-based products that utilize an Adobe platform. Click here to read more… Fischer Skis U.S. is pleased to announce the addition of two Competition and Promotions staff members. Pearson Neal, is now Eastern Competition and Promotions Representative and Chris Smith, the Western Competition and Promotions Representative. Click here to read more… Spyder Active Sports Inc announced the development of its new North American showroom located in the 621 Building on Kalamath Street in downtown Denver. Click here to learn more… Skullcandy announced the launch of its new line of apparel, including hoodies, wallets, belts, fitted hats, socks and a line of backpacks. Product is now available at Skullcandy.com and at limited retail locations. Click here to learn more… Volcom announced today it will acquire its Australian licensee, according to a post on istockanalyst.com. The terms of the agreement were not disclosed, but the company expects the agreement to close in the third quarter and to be neutral to its earnings in 2010. Click here to learn more… Details of Vans 24% Q2 growth And VF’s direct sales strategy. Click here to learn more… Jackways and Bray win New Zealand Snowboarder Banked Slalom. A record field of 85 competitors turned out Friday for the return of the NZ Snowboarder Banked Slalom in poor visibility at Treble Cone ski area near Wanaka. Click here to read more…
BEST IN SNOW HONORED AT THE ESPY’S
The 18th annual ESPY’s aired July 14 on ESPN. The award show was hosted by Saturday Night Live's "Weekend Update" anchor Seth Meyers, who was joined by an all-star lineup of top athletes and entertainers to celebrate the best sports stories of the year. During the evening, some of the best in snow sports was honored. Check out the list of nominees and winners of the night. Click here to learn more about the ESPY’s Awards.
Below are all the categories that include snow sports. The snow sport athletes are bolded and ** indicates the winners.
BEST FEMALE ATHLETE
** Lindsey Vonn, Skiing
Maya Moore, NCAA Basketball
Diana Taurasi, WNBA
Serena Williams, Tennis
BEST MALE ACTION SPORT ATHLETE
** Shaun White, Snowboard
Bobby Brown, Freestyle Skiing
Ryan Dungey, Motocross
Mick Fanning, Surfer
Garrett Reynolds, BMX
BEST FEMALE ACTION SPORT ATHLETE
**Torah Bright, Snowboarding
Ashley Fiolek, Motocross
Jen Hudak, Freestyle Skiing
Stephanie Gilmore, Surfing
Ashleigh McIvor, Freestyle Skiing
BEST MALE U.S. OLYMPIC ATHLETE
**Shaun White, Snowboarding
Apolo Anton Ohno, Speedskating
Shani Davis, Speedskating
Evan Lysacek, Figure Skating
Bode Miller, Skiing
BEST FEMALE U.S. OLYMPIC ATHLETE
**Lindsey Vonn, Skiing
Hannah Kearney, Skiing
Julia Mancuso, Skiing
Sad news to report:
Tom Eastman is a long-time ESWA and NASJA member. He's been a champion of the ski industry. Yet, right now, he's on a new crusade. He's battling throat cancer and is undergoing an intense round of chemotherapy and radiation. He's taken a leave from his job while he undergoes treatment for the cancer.
A group of people in Mt Washington Valley have set up the Tom Eastman Relief Fund, which will be used to help him with the numerous expenses he's incurred. They're organizing a Tom-A-Pah-Loosa fundraising event on September 11, at Cranmore Resort in North Conway, NH. The committee is reaching out to ESWA and NASJA members to help donate lift tickets, ski getaways, even gear or logo'd items. Anyone interested in donating can contact Marti Mayne at 207.846.6331 or via email at info@maynelymarketing.com. If you would like to send gift certificates, lift ticket vouchers for 2010-2011 season or any other items, you can mail them to:
Tom Eastman Relief Fund
c/o Mt Washington Valley Chamber of Commerce
P.O., Box 2300
North Conway, NH 03860-2300
Last month, one of the great leaders of American skisport, Dr. Amos "Bud" Little, passed away peacefully at his Montana home. A noted ski racer, coach and U.S. Ski Team doctor, he served as an influential leader with the International Ski Federation and the then U.S. Ski Association for a half century. He was 93. Memorials in his name may be made to the Foundation at: Bud Little Fund, U.S. Ski and Snowboard Team Foundation, Box 100, Park City, UT 84060, 435.649.9090. Click here to read more about Dr. Amos.
Jerry Stanton Simon, 79, a trailblazer in the promotion and development of snow skiing for fifty years, and recognized as one of sixteen “Founders of Skiing USA,” passed away at his Las Vegas home on July 24, 2010. He was born May 14, 1931 in New York City. In 1964, Simon began co-producing consumer Ski Shows in major U.S. cities, featuring such superstars as Olympic medalists Stein Eriksen, Jean-Claude Killy, and Billy Kidd. Ski Shows were the kick-off to the ski season and introduced tens of thousands of new skiers to the sport. 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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