Page 35 - Early Winter 2014

Pacific Northwest Region With 3.39 million visits in 2013-14, the Pacific Northwest was down 19.4 percent from the previous season and down 7.7 percent from its 10-year average, impacted by a 17 percent decline in snowfall. The region is distinguished by high rates of season pass usage, high rates of repeat visitation, and comparatively high snowboarding participation. Ticket prices and yields are comparatively moderate, as are household incomes. Lesson participation rates, equipment rental rates, and overnight visitation rates are comparatively low. Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Projected Skier Visits 3,387,203 -19.4% 6 Operating Resorts 351 inches -5 resorts 6 1 33 Average Snowfall VITAL STATS Average Adult Weekend Ticket Price $73.72 -$1.46 3 4 5 2 -17.3% Average Days Open -7.0% 122 $1.99 Average Ticket Yield $31.96 Average Season Passes Sold Per Resort -0.3% 13,362 Average Season Pass Visits Per Passholder -1.4% 9.7 % of Revenue Attributable to Summer/Fall Ops 6.5% % of Visits Age 17 and Under (Kottke Survey) 34.4% + 0 ppts 5 5 3 -1.3 ppts Average Age 35.2 4 Household Income $100K+ 50% 4 GUEST BEHAVIOR Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Percent Snowboarders (Kottke Survey) 35.3% 2 -3.4 ppts Percent Beginner 3 16% Percent Intermediate 43% 4 Percent Advanced/Expert 41% 4 Wearing Helmet Today 76% 3 Renting Equipment Today 6 17% Lesson/Visit Ratio (Kottke Survey) +0.5 ppts 6 5.6% Percent Overnight Visitors (Kottke Survey) +2.0 ppts 19.1% 6 GUEST LOYALTY Metric 2013/14 Change from 2012/13 Regional Rank (1=Highest) Percent Season Pass Visits +0.1 ppts 1 52.7% Previously Visited Resort in Winter 3 77% Previously Visited Resort in Summer 3 26% Percent Highly Likely to Return to Resort Next Season (9, 10 on 0-10 scale) 2 74% Net Promoter Score (Likelihood to Recommend Resort) 64% 4 Net Promoter Score (Likelihood to Recommend Snowsports) 5 71% EARLY WINTER 2014 | NSAA Journal | 33 w w w.nsaa. org NSAA Early Winter 2014 prepressed v5b.indd 33 10/29/14 6:08 PM