Page 32 - Early Winter 2014

Rocky Mountain Region With 21.10 million visits, the Rocky Mountain region was up 6.6 percent from the previous season and up 3.5 percent from its 10-season average. As home to many large destination resorts, the region has the highest share of overnight visitation, high incomes, an older age profile, and the highest ticket prices and yields among the NSAA regions. Conversely, the Rocky Mountains also have the lowest share of visits by children, beginners, and snowboarders as well as a relatively low previous winter visitation rate. Net promoter scores are high for both individual resorts and snowsports generally. Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Projected Skier Visits 21,099,945 6.6% 1 Operating Resorts 276 inches -2 resorts 3 2 94 Average Snowfall VITAL STATS Average Adult Weekend Ticket Price $109.01 -0.8% 2 1 1 1 27.7% Average Days Open 131 $7.19 Average Ticket Yield $1.72 $50.77 Average Season Passes Sold Per Resort 17,145 13.8% Average Season Pass Visits Per Passholder 4.4% 11.9 % of Revenue Attributable to Summer/Fall Ops 11.7% % of Visits Age 17 and Under (Kottke Survey) 22.5% +0.2 ppts 3 3 6 -0.3 ppts Average Age 41.2 1 Household Income $100K+ 59% 2 GUEST BEHAVIOR Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Percent Snowboarders (Kottke Survey) -2.7 ppts 6 21.9% Percent Beginner 6 9% Percent Intermediate 39% 6 Percent Advanced/Expert 1 52% Wearing Helmet Today 2 81% Renting Equipment Today 28% 4 Lesson/Visit Ratio (Kottke Survey) -0.1 ppts 4 7.3% Percent Overnight Visitors (Kottke Survey) -0.6 ppts 61.0% 1 GUEST LOYALTY Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Percent Season Pass Visits 2 +2.4 ppts 40.6% Previously Visited Resort in Winter 73% 5 Previously Visited Resort in Summer 2 28% Percent Highly Likely to Return to Resort Next Season (9, 10 on 0-10 scale) 6 71% Net Promoter Score (Likelihood to Recommend Resort) 1 80% Net Promoter Score (Likelihood to Recommend Snowsports) 1 78% 30 | NSAA Journal | EARLY WINTER 2014 w w w.nsaa. org NSAA Early Winter 2014 prepressed v5b.indd 30 10/29/14 6:07 PM