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continued from page 34 Figure 4. Reasons for Not Visiting the Mountains Why haven’t you visited a mountain location at or near a ski area in the past three summers? ( - -").!"- ).- #- " ( - ) .++ -) ' " / ')+ #(- + ,- #( )-" + ,-#( -#)(, % ) #( )+' -#)( ).- *& , -) !) -"#(!, -) ) -+#* -" + #, -)) 1* (,#/ )) 0 -"#(!, -) ) - -" , &) -#)(, - - % , -)) &)(! -) -+ / & -" + )- ().!" / -#)( -#' )( - %()0 (2)( -" + ( -" + )( -" - +,)( & + ,)(, " &-" 3( ( # & - " -#/#-# , ($)2 + ( - / #& & - -" , &) -#)(, -" + " + + ( - ().!" -#/#-# , )+ "#& + ( -" + advantage that ski areas enjoy in areas, the overall level of famil- Survey of Ski Municipalities, the summer—and therefore ideas iarity is low among respondents. Counties, and Destination Marketing for branding and advertising to However, level of attractiveness Organizations attract more visitors. of such a vacation skewed high. Finally, RRC Associates conducted an s Hiking was by far the most pop- This gap presents an opportu- online survey of towns traditionally ular activity among current sum- nity for increased marketing and associated with winter tourism (includ- mer mountain travelers, with communications to better educate ing Waitsfield, Vermont; Sandpoint, nearly half of the group indicat- the traveler about the variety and Idaho; Breckenridge, Colorado; and ing that they went hiking as part types of resort summer offerings. Leavenworth, Washington) to ascer- of their trip. Other popular activi- s In addition, the top reason for tain the relative importance of sum- ties were a scenic chairlift/gondola not visiting a mountain area for mer tourism to their community. ride, boating, mini golf, river raft- a summer trip was, “just haven’t Responses were gathered from town ing, golf, a water park, and a festi- thought about it.” This result fur- managers, mayors, and executive direc- val or concert. ther indicates that greater mar- tors of summer chambers in 41 differ- keting might increase awareness ent communities in 12 different states. Turning to all summer travelers, includ- and potential to visit in the sum- The results showed a fairly even ing those who have not visited moun- mer. Other reasons for not visiting split between whether summer or tain areas in the past three summers, a mountain area included more winter tourism revenues were more two relevant observations emerged: interest in other destinations, lack important to the community overall. s When asked how familiar they of information about where to Similarly, sentiment was split between were with the summer vaca- go/things to do, and the percep- whether summer or winter offers the tion experience offered by moun- tion that the trip would be too greater opportunity for tourism reve- tain destinations at or near ski expensive. nue growth. About one-quarter of the 36 | NSAA Journal | SUMMER 2014 w w w.nsaa. org NSAA Summer 2014 prepressed v6a.indd 36 7/3/14 4:20 PM