Page 34 - Early Winter 2014

Pacific Southwest Region With 5.15 million visits in 2013-14, the Pacific Southwest was down 27.8 percent from the previous season and down 29.3 percent from its 10-season average, impacted by extremely dry weather. Among the NSAA regions this season, the Pacific Southwest had the highest share of snowboarders and previous winter visitors, a high share of overnight visitors, and comparatively high ticket prices and yields. Interestingly, summer revenue is comparatively low, as is crossover visitation (winter visitors returning in summer), perhaps suggesting relatively less developed summer offerings. Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Projected Skier Visits 5,154,112 -27.8% 5 Operating Resorts 143 inches -2 resorts 5 4 35 Average Snowfall VITAL STATS Average Adult Weekend Ticket Price $49.55 -9.3% 4 2 2 3 -31.6% Average Days Open 118 $6.62 $93.17 Average Ticket Yield $0.89 Average Season Passes Sold Per Resort 12,011 -2.9% Average Season Pass Visits Per Passholder 7.8 -8.7% % of Revenue Attributable to Summer/Fall Ops 5.8% % of Visits Age 17 and Under (Kottke Survey) 24.5% -0.3 ppts 6 6 5 -5.1 ppts Average Age 37.5 3 Household Income $100K+ 53% 3 GUEST BEHAVIOR Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Percent Snowboarders (Kottke Survey) 40.0% 1 -5.9 ppts Percent Beginner 14% 4 Percent Intermediate 41% 5 Percent Advanced/Expert 45% 3 Wearing Helmet Today 4 62% Renting Equipment Today 2 40% Lesson/Visit Ratio (Kottke Survey) +0.1 ppts 5 6.9% Percent Overnight Visitors (Kottke Survey) 2 +6.0 ppts 54.9% GUEST LOYALTY Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Percent Season Pass Visits 37.7% +1.7 ppts 3 Previously Visited Resort in Winter 1 78% Previously Visited Resort in Summer 24% 5 Percent Highly Likely to Return to Resort Next Season (9, 10 on 0-10 scale) 4 71% Net Promoter Score (Likelihood to Recommend Resort) 67% 3 Net Promoter Score (Likelihood to Recommend Snowsports) 6 63% 32 | NSAA Journal | EARLY WINTER 2014 w w w.nsaa. org NSAA Early Winter 2014 prepressed v5b.indd 32 10/29/14 6:08 PM