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FIGURE 3: AVERAGE DAYS OPEN BY REGION, 2012/13 TO 2015/16
2012/13 2014/15
2013/14 2015/16
200
Snowfall (Inches) 150 122 130 99 108 131 131 122
100 125 133 116 117 130 125 107
119 133 110 114 129 108
112 108 134 111
73 94 141
62
50
0 Overall Northeast Southeast Midwest Rocky Pacific Pacific
Mountain Southwest Northwest
(108 days on average per reporting ski area, down 19 per- proportionate gain in the percentage of visits attributable to
cent), the Midwest (down 18 percent to 94 days of operation), season passholders, which grew to 41 percent in 2015-16 (up
and the Southeast (down 33 percent to 73 days). On the other from 38 percent each of the past two seasons). Concurrently,
hand, increases in the number of days open rose in the Rocky the share of visits attributable to paid tickets visits was down,
Mountains (134 days, up 4 percent), the Pacific Southwest (141 to 50 percent from 53 percent in 2014-15.
days, up 30 percent) and the Pacific Northwest (111 days, up
78 percent). The rebounds in the two Pacific regions was a very In terms of lessons, the number of aggregate lessons
positive finding of the season overall. given per ski area declined by 2.1 percent this season to
19,665 lessons. The share of visits that included a lesson (i.e.,
Financially, many ski areas are able to continue to raise lesson penetration ratio) dropped to 7.4 percent in 2015-
window ticket prices while strategically and selectively man- 16 from 7.7 percent the season prior. In addition, Level 1
aging prices to motivate incremental visits. The average adult lessons declined by 8.9 percent to 6,960 per reporting ski
weekend ticket price increased 9.5 percent this season to area. Maintaining or increasing the lesson penetration ratio
$109.08, up from $99.46. Ticket prices increased in five of the remains important for the long-term growth of snowsports,
six geographic regions and in all four size categories (figure 4). and something that more ski areas need to make a priority to
ensure future growth of the sport.
Average ticket yields rose 11.2 percent nationally this
past winter to $51.56. The ticket yield ratio increased nation- Looking to the future, ski areas were asked to identify
ally this season to 47.3 percent from 46.6 percent last season, the factors that will have the biggest impact on business in
as gains in ticket yield (up 11.2 percent) outpaced increases in the next five years. By far, the weather (typically consistent,
ticket price (up 9.7 percent). This result reverses a downward predictable weather) and the economy continue to be the
trend seen for ticket yield ratio over the past several seasons. two most frequently cited factors.
Average season passes sold per ski area slipped by 0.5 Other challenges identified include demographics and the
percent to 6,594 passes (figure 5). The average number of ability to attract Millennial participants, finding adequate staff-
visits per passholder was up slightly to 11.8 days this sea- ing, access to capital to fund infrastructure improvements,
son from 11.5 days last season, an increase of 2.7 per- increased costs for energy/power/utilities, labor (particularly
cent. Average season pass visits per responding ski area minimum wage increases), health care, and competing activi-
were 77,900, up 2.2 percent. This increase contributed to a ties/limited time for skiers and snowboarders, among others.
28 | NSAA JOURNAL | SUMMER 2016
