Page 29 - Early Winter 2014

SOUTHEAST REGION With 5.77 million visits in 2013-14, the Southeast was up 11.9 percent from the previous season and up 6.4 percent from its 10-year average, aided by a 22 percent year-over-year increase in snowfall. Of the NSAA regions the Southeast enjoys the highest proportion of visits on paid tickets, the highest ticket yield ratios, the highest proportion of revenue attributable to summer/fall operations, and the second-highest share of visits that are attributable to night skiing. The Southeast also has the highest lessons-to-visits ratio, and (relatedly) the highest proportion of beginner participants. It also has comparatively low previous winter visitation rates, low season pass usage rates, and low crossover visitation rates (winter visitors returning in summer). Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Projected Skier Visits 5,769,158 11.9% 4 Operating Resorts 83 inches -1 resort 4 6 49 Average Snowfall VITAL STATS Average Adult Weekend Ticket Price $39.20 12.9% 5 5 3 5 22.1% Average Days Open 116 $68.93 $2.11 Average Ticket Yield $0.48 Average Season Passes Sold Per Resort 3,716 24.8% Average Season Pass Visits Per Passholder 13.3 3.3% % of Revenue Attributable to Summer/Fall Ops % of Visits Age 17 and Under (Kottke Survey) 22.6% +0.2 ppts 2 2 1 -1.2 ppts 43.2% Average Age 33.4 5 Household Income $100K+ 46% 5 GUEST BEHAVIOR Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Percent Snowboarders (Kottke Survey) -1.2 ppts 34.3% 3 Percent Beginner 1 24% Percent Intermediate 2 46% Percent Advanced/Expert 29% 6 Wearing Helmet Today 44% 5 Renting Equipment Today 1 42% Lesson/Visit Ratio (Kottke Survey) +1.2 ppts 1 11.7% Percent Overnight Visitors (Kottke Survey) -2.0 ppts 4 38.6% GUEST LOYALTY Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Percent Season Pass Visits -1.0 ppts 6 23.3% Previously Visited Resort in Winter 73% 6 Previously Visited Resort in Summer 6 19% Percent Highly Likely to Return to Resort Next Season (9, 10 on 0-10 scale) 71% 5 Net Promoter Score (Likelihood to Recommend Resort) 6 57% Net Promoter Score (Likelihood to Recommend Snowsports) 3 73% EARLY WINTER 2014 | NSAA Journal | 27 w w w.nsaa. org NSAA Early Winter 2014 prepressed v5b.indd 27 10/29/14 6:07 PM