Page 30 - Early Winter 2014

Midwest Region With 7.69 million visits in 2013-14, the Midwest was up 5.8 percent from the previous season and up 2.9 percent from its 10-season average. The Midwest had the second- highest number of resorts and third-highest number of visits of the NSAA regions. It has the youngest overall age profile, including the highest share of children, and has a comparatively high share of beginner and intermediate participants. The region also has high lesson participation rates and high levels of night skiing. Ticket prices are comparatively low, as are incomes and overnight visitation rates. Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Projected Skier Visits 7,694,705 5.8% 3 Operating Resorts 118 inches +1 resort 2 5 120 Average Snowfall VITAL STATS Average Adult Weekend Ticket Price $23.89 $2.98 6 6 6 6 30.8% Average Days Open 7.1% 110 $55.19 Average Ticket Yield $1.11 Average Season Passes Sold Per Resort 7.8% 2,999 Average Season Pass Visits Per Passholder -5.0% 10.7 % of Revenue Attributable to Summer/Fall Ops 8.7% % of Visits Age 17 and Under (Kottke Survey) 48.5% -0.2 ppts 4 4 1 -2.2 ppts Average Age 29.9 6 Household Income $100K+ 41% 6 GUEST BEHAVIOR Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Percent Snowboarders (Kottke Survey) 4 -3.1 ppts 33.1% Percent Beginner 2 20% Percent Intermediate 49% 1 Percent Advanced/Expert 31% 5 Wearing Helmet Today 41% 6 Renting Equipment Today 3 31% Lesson/Visit Ratio (Kottke Survey) 9.3% +0.9 ppts 2 Percent Overnight Visitors (Kottke Survey) 5 +0.6 ppts 23.1% GUEST LOYALTY Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Percent Season Pass Visits 30.1% 5 -4.0 ppts Previously Visited Resort in Winter 4 77% Previously Visited Resort in Summer 25% 4 Percent Highly Likely to Return to Resort Next Season (9, 10 on 0-10 scale) 71% 3 Net Promoter Score (Likelihood to Recommend Resort) 5 57% Net Promoter Score (Likelihood to Recommend Snowsports) 4 73% 28 | NSAA Journal | EARLY WINTER 2014 w w w.nsaa. org NSAA Early Winter 2014 prepressed v5b.indd 28 10/29/14 6:07 PM