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Research
NSAA RESEARCH PROGRAMS: HOW TO
INTERPRET & USE THEM TO YOUR ADVANTAGE

BY DAVE BELIN, DIRECTOR OF CONSULTING SERVICES, RRC ASSOCIATES
NSAA IS FREQUENTLY ASKED to provide answers about the studies, they are ultimately dependent on input and par-
snowsports industry: How many skiers and snowboarders are ticipation from ski areas. Involvement in NSAA’s market
there in the US? How many season passes were sold last sea- research reports varies by the specific study, but participation
son? Are people skiing more days per season now than they in all of them could be improved. The more ski areas that
did 20 years ago? Are snowfall and skier visits correlated? contribute data to the studies, the more accurate and com-
The answers to these questions do not grow on trees. prehensive the results will be.
Accurate intelligence around these issues requires a significant One reason that ski area managers sometimes give for not
investment in market research and a sophisticated understand- participating in NSAA’s studies is that their resort is unique/dif-
ing of how to gather and analyze this information. NSAA has ferent/had a bad season/would skew the results. Maybe your ski
led the way as the go-to source for 50 years via a variety of area has substantial summer operations, or only operates four
research studies and projects. days a week, or doesn’t sell season passes. Yes, these factors might ...to local support.
Indeed, the NSAA membership values reports and stud- make your ski area “different,” but without your information, the
ies like the Kottke End of Season Survey and the Beginner NSAA studies would be less accurate. While it’s true that every
Conversion Study. According to a recent survey of NSAA ski area is unique, ski areas are a lot more like each other than
members, two-thirds of ski areas found these research reports they are like any other business. As Margaret Mead said, “Always
and studies to be “extremely valuable” or “very valuable.” remember that you are absolutely unique. Just like everyone else.”
Even if your area is different, your participation will not
Participation in NSAA Research Studies skew the numbers; rather, greater levels of participation will
While NSAA sponsors and produces these valuable research provide the most representative picture of the industry.

HERE ARE FIVE MAJOR STUDIES THAT NSAA PRODUCES ANNUALLY:

1. KOTTKE END OF SEASON SURVEY. important to accurately understand snowsports participants.
A survey of ski area operators, the Kottke study is presented The National Demographic Study has one of the lower
twice—preliminary results are released at the NSAA National participation rates of the NSAA studies, with about 80 to 90 ski
Convention and Tradeshow, and the final results are reported resorts contributing customer data to this research study.
in a printed format. This study documents snowfall, skier visits,
season passes sold, capital investment, new and existing lifts, 4. ECONOMIC ANALYSIS OF US SKI AREAS.
lessons taught, ticket prices, proportion of visitors on skis or Conducted annually since the 1967-68 season (that’s 50
snowboards, and other characteristics of both the resort and years, a remarkable repository of industry financial data), this
the customer base. Typically, around 190 ski areas provide a long-running report portrays the financial health of the ski
response to the Kottke survey. This valuable report has been resort industry in the US. The study includes data for income
prepared annually since the 1978-79 season, an impressive 39- statement, balance sheet, ticket prices, and critical ratios like
year history of ski area statistics. revenue per skier visit, expenses by type and by department,
margins, and other key financial information. Typically, about
2. NATIONAL WAGE & SALARY SURVEY OF
MOUNTAIN RESORTS. 110 ski areas participate in the Economic Analysis study.
The Wage & Salary Survey, prepared by Sierra Associates, 5. BEGINNER CONVERSION STUDY.
presents detailed compensation information for hundreds of The Beginner Conversion Study, now in its fourth season, is
job codes across dozens of departments at ski areas. Results an online post-visit survey of first-time beginner skiers and
are presented by average, weighted average, first quartile, snowboarders, including lesson takers and those who do not
median, third quartile, and other important statistics. About 140 take lessons, adults, and parents of children. Topics include
ski areas typically provide wage and salary information for this reasons for trying snowsports, feedback about the experience
study in any given year. learning to ski or snowboard, progress made during the day,
likelihood of continuing, and factors that might limit future
3. NATIONAL DEMOGRAPHIC STUDY.
The only NSAA study that surveys ski area customers, the participation. This study calculates the Beginner Conversion
National Demographic Study provides critical information about rate, an important benchmark for the growth of participation
the characteristics of skiers and snowboarders—age, income, in snowsports. Participation is extremely simple, only requiring From world leader ...
race, household status, ticket type used, location of residence, you to send an email survey to beginners from your ski area, but
days skied per season, satisfaction with the experience, years only about 35 to 40 resorts participate annually in this study.
of participation, and other significant data points that are
Wildcat Express Snowbasin Resort
12 | NSAA JOURNAL | SUMMER 2018
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