SIA Newsletter

THE SKI UTAH 5TH AND 6TH GRADE PASSPORT PROGRAM BRINGS KIDS AND ADULTS INTO THE SNOW SPORTS MARKET

ski_utah_passport_family_111213ski_utah_passport_111213The Ski Utah 5th and 6th Grade Passport Program is an outstanding example of a program that encourages kids to stay active in winter, teaches them new skills that build overall confidence, and brings families together in an active environment.  The Ski Utah Passport program introduces thousands of Utah’s 5th and 6th grade students and their parents to skiing and riding each year and provides them with lifelong snow sports skills.

Parents of participants in this program gave it very high ratings and hundreds made open-ended compliments during this evaluation.  The only consistent suggestion for improvement of the program was to increase the number of visits at each allowed under the 6th grade pass to 3 (currently allowed 1 visit at each of the 14 resorts in Utah) which is the same number allowed under the 5th grade pass.  The Passport program scored very high according to survey respondents including successfully introducing kids to snow sports, engaging or reengaging parents and families, participation frequency, and return to skiing and snowboarding over several seasons.

In September 2013, the SIA Research Team conducted an independent evaluation of the Ski Utah 5th and 6th Grade Passport programs as part of an on-going effort to evaluate various programs that help grow participation in snow sports in the U.S. market.

According to respondents to the Utah Passport survey this program is not only successful, but highly appreciated by participants and their parents.  In fact, more than 90% of them rated the program as excellent or “best possible.”

  • “I am so grateful for this program! All of our children have participated in this program so far and they have all learned to love to ski.  Also, because they have been able to ski at so many different resorts they have figured out which places are their favorite and they are comfortable enough to go without an adult now.” 
  • “I think it is a fabulous program.  The other coupons that came with the passes were helpful, and the price is right.  It paid for itself in the first trip, so even though she immediately broke her arm, I didn’t feel cheated. Even though we bought Season Passes for the Canyons this year, I think I may get passports (I have a daughter in both 5th and 6th grade this year) so we can take the kids to other resorts.”

SIA Research has now evaluated three of seventeen Snowpass and Passport programs around the country including New York, Pennsylvania, and Utah.  These programs are very successful in attracting children and their families into, or back into, snow sports and keeping them there on a long term basis.

To get copies of all of these reports or for more information about these programs please contact Kelly Davis, SIA Director of Research at 703-556-9020 or by email at KDavis@snowsports.org.