Page 10 - Summer 2014

Lesson volumes and the lessons:visits macro-level barriers are not insignificant, guarantee airline seats and greater access ratio both rose. In an encouraging find- and underscore the importance of cam- from more cities. ing, aggregate lessons given increased paigns and partnerships to bring more This season, as is often the case, the by 3.9 percent nationally this season, people to snowboarding and skiing. weather had an outsized impact on the with increases in all regions except the Looking to the future, resort opera- results, with resort fortunes in differ- Pacific Southwest. Additionally, the share tors were asked to identify the factors that ent regions affected accordingly. Weather of visits that included a lesson (i.e., les- will have the biggest impact on business aside, many of the results speak posi- son penetration ratio) rose to 8 percent in the next five years. By far, the weather tively to resort revenues and business this season from 7.7 percent last season, (typically consistent/predictable weather) trends, including increases in season with gains in all regions except the Rocky and the economy were the two most pass unit sales, lesson volumes and les- Mountains. Maintaining or increas- frequently cited factors. Additionally, son penetration rates, modest gains in ing the lesson penetration ratio will be increased costs for utilities, labor, and ticket yields, continued substantial cap- important in the long-term growth of health care were seen as challenges, while ital investment in resort operations, and snowsports. opportunities were noted in conversion relatively steady counts of open resorts Resort operators were asked what of beginner participants, summer activi- notwithstanding sometimes challenging they felt were the greatest limitations to ties, expanding lodging bed bases, group conditions. attracting and retaining new customers to business, school groups, and providing On the other hand, the continued snowsports. Location/distance from pri- excellent customer service. Many ski (and accelerating) drop in snowboard- mary customer base, cost/price of entry, areas, particularly in the Northeast, cited ing participation could be an important beginner area capacity, teaching terrain, additional snowmaking as an opportu- concern, particularly if it foreshadows a time available to the customer, and com- nity to grow their business. In the Rocky decrease in youth enthusiasm for snow- petition from other activities were all Mountain region, several areas noted the sports generally (although less so if it noted several times in the feedback. These challenge of working with the airlines to reflects a growing preference for skiing). N Vacation Rental CENTRAL TECHNOLOGY DISTRIBUTION RESERVATIONS Complete Call-Center & Staffing Services Expert Local Sales Agents Complete Vacation Services $ $ Bookings Sales@LeisureLink.com Phone: 855-840-2249 OUR PARTNERS: 8 | NSAA Journal | SUMMER 2014 w w w.nsaa. org NSAA Summer 2014 prepressed v6a.indd 8 7/3/14 4:18 PM