Page 33 - Summer 2014

S K_i\\ EXk`feXc Jlim\pj @e[`ZXk\ Fggfikle`k`\j 8cfe^ N`k_ :Xlk`feXip Efk\j N_`c\ jb` Xi\Xj _Xm\ p\Xij f] \og\i`\eZ\ `e n_Xk dXb\j X jlZZ\jj]lc n`ek\i fg\iXk`fe# k_\i\ Xi\ dXep hl\jk`fe dXibj n_\e `k Zfd\j kf jldd\i fg\iXk`fej% N_Xk kpg\j f] `e]iXjkilZkli\ fi XZk`m`k`\j n`cc Y\ dfjk \]]\Zk`m\6 N_f Zfejk`klk\j k_\ jldd\i m`j`kfi YXj\6 N_Xk kpg\ f] Zifjjfm\i \o`jkj Y\kn\\e k_\ jldd\i Xe[ n`ek\i Zljkfd\i6 =fikleXk\cp# i\jfikj [feËk e\\[ kf i\`em\ek k_\ n_\\c n_\e `k Zfd\j kf jldd\i fg\iXk`fej% 9p Xjj\jj`e^ pfli i\jfikËj Zfi\ jki\e^k_j Xe[ Yl`c[`e^ f]] k_fj\ Xkki`Ylk\j# Xep jb` Xi\X ZXe nfib kfnXi[ Y\Zfd`e^ X p\Xi$ ifle[ [\jk`eXk`fe% By Sarah Esralew, Research Analyst, RRC Associates M any ski areas have strengths in the winter season currently have summer operations, and 76 percent have & Dave Belin, Director of Consulting Services, RRC Associates that translate to opportunities in the summer operated in summer for 11 or more years. The responses are period. A unique product or location, high barri- representative of each region of the country. According to those resorts with summer operations, ers to entry, scalable operations, and a dedicated winter customer base can all be the starting point for success average summer visitation has grown by approximately in summer operations. But which activities and events will 37 percent over the past five summers, but still only rep- resonate with potential summer visitors, and which have the resents about 50,000 summer visits per ski area on aver- best chance of a positive return on investment? age. Summer business represents roughly 11 percent of this RRC Associates recently conducted three related but cohort of ski area annual revenue recorded during summer distinct surveys exploring summer viability among U.S. ski 2013, up from 9 percent in 2009. areas: the National Summer Survey of Ski Area Operators, The most common summer activities and events at National Survey of Summer Destination Travelers, and ski areas leverage existing infrastructure (see figure 1). The Survey of Ski Municipalities, Counties, and Destination top activity currently offered is weddings/meetings/family Marketing Organizations (DMOs). The results of each of reunions (81 percent currently host such group functions; these survey efforts show strengths and opportunities for these gatherings take advantage of the base lodge, parking mountain communities and ski areas to increase their sum- lot, and food and beverage facilities that the ski area already mer business volumes, but also reveal cautionary notes has. Similarly, scenic lift rides (68 percent) and hiking (68 regarding some specific activities and attractions. percent) are the next most popular attractions that ski areas offer in the summer. Festivals/concerts (53 percent) and NSAA National Summer Survey of Ski Area Operators adventure races (31 percent) also use existing base lodges, Of the more than 100 resorts that participated in the ski parking, bathrooms, and land at the base of the ski area to area operator summer survey, 84 percent indicated they stage these events. SUMMER 2014 | NSAA Journal | 31 2014 | NSAA Journal | 31 w SUMMER w w w.nsaa. orgw w.nsaa. org NSAA Summer 2014 prepressed v6a.indd 31 7/3/14 4:20 PM