Beginning Skiers Prefer Family-​Oriented Ski Centers

Everyone has to start somewhere.  For downhill skiers, the best place to start may be a smaller hill which attracts fewer people and where the operator may offer personal lessons. A survey published this year in Powder​.com finds that most skiers learned the sport at smaller family-​oriented centers.

Marketers looking to interest consumers in alpine skiing should target parents with children between the ages of 2 and 17. About 83% of current skiers picked up the sport when they were young. And, about 65% said their love of the sport started because it was a family activity. 77% of the surveyed skiers report they are still skiing with their families.

Small ski centers can play a big role in ensuring the ongoing popularity of the sport. These ski centers often establish programs with local school systems to increase the number of participants on the slopes. Snowmaking capability and rental equipment programs are just a few of the amenities that small ski centers are promoting as the winter season approaches.

The 2013 Snow Sports Fact Sheet from SnowSports​.org indicates that 8.2 million consumers went downhill skiing last year. Of these, 60% were male. Kids between the ages of 6 and 17 made up nearly 25% of alpine skiers. And consumers over age 45 accounted for about 20% of the active skiing population.

Skiers are a sporty crowd. These folks are far more likely than average to engage in other high-​intensity sports like rock  climbing, skateboarding  and hockey. And, when they're not on the field, at least 25% enjoying tailgating before a sporting event. To stay in shape, at least 23% skiers will either join a health club or renew their existing membership in the next year. At least 70% of male skiers want to look sharp and plan to purchase apparel in the coming year. These audience members over-​index when it comes to having taken action in the past 30 days after seeing an ad in a movie theater or an out-​of-​home ad.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.