Page 26 - 87099_NSAA_ JournalSpring2019_Online File2_Neat

THE TEXAS MARKET

By Dave Belin, Director of Consulting Services, RRC 600 / 600 Polar

Better slopes. Less work.

4 of the fastest growing cities in the US
are in Texas 1 9
1 San Antonio 3 Dallas 4 Forth Worth 12 Austin
4 3 The new PistenBully 600
5 of the top 10 US cities with the greatest Increasing productivity with driver assist
percentage growth are in Texas 6
1 Frisco 2 New Braunfels 3 Pflugerville 3
6 Georgetown 9 McKinney 12
2
Source: 2018 US Census Bureau data
1

exas has no ski areas, but the state has plenty of skiers and snowboarders. available land for continual
TResidents of the Lone Star State generate more skier visits than many growth and development—
would expect, giving credence to the saying that “Everything’s Bigger in Texas.” Texans have a disproportionate
While contributing less than 5 percent of total US skier visits, Texans share of their income available for
are particularly important to ski areas in several states, especially New more travel and recreation, including
Mexico and, to a lesser degree, Colorado. In fact , Texas accounts for more skiing. Famously, Texas also does not have
than 30 percent of skier visits in the state of New Mexico, making Texas the a state income tax, which frees up even more disposable income.
most important out­of­state market for the Land of Enchantment. As well, And with Texas’ population growth stemming largely from immigra­
Texas is a substantial market for Colorado, especially for ski areas in the tion from Northeastern and Midwestern states, where skiing is more
southern part of the state like Purgatory, Telluride, and Wolf Creek. entrenched, the strategies for ski resorts targeting the state are
Dallas and Houston are the two biggest skier markets in the state, exponentially beneficial.
but skiers also live in San Antonio, Austin, Waco, and the West Texas cities Because of the distances that Texans have to travel, either by plane
of Amarillo and Lubbock. or by car, their skiing tends to be concentrated during holiday periods,
Here are a few observations about the demographics of Texas snow­ like Christmas and Spring Break. By market, about half of Dallas skiers
sports participants: drive to their ski destination, while the other half fly. The drive from
Half of Texas skiers and snowboarders are families with kids, which Dallas to Taos is about 12 hours, to Wolf Creek about 13 hours, and to
is a higher share than industry numbers. Additionally, a little more Purgatory about 14 hours. Drive times from Houston to the mountains
than one­third are singles or couples without children. are longer and, as a result, about three-quarters of Houston skiers fly
Household income levels are high, with one­third making $100,000 to their ski resort destination.
to $199,999 and another third earning more than $200,000 annually. The typical Texan skis four days per season, though some participate
Age levels are quite consistent with national averages, with most aged more frequently. About one in six Texas skiers owns a season pass, with the
either 17 and younger or 25 to 54. These results are reflective of the share of Houston skiers that own a season pass slightly higher than the
household makeup of Texas skiers as predominantly families with kids. state average.
The median age among Texas skiers is 31 years, aligned with the US Consistent with the relatively low frequency of participation in snow­
skier/snowboarder median. sports, most Texas skiers and snowboarders are intermediates in terms of
Gender is somewhat more equally distributed than national figures, ability level. This segment also is disproportionately of first-time/beginner
with 55 percent male and 45 percent female (nationally, females ability level, with relatively few advanced/experts. In terms of equipment
represent 41 percent of skier visits). The higher share of female skier type, Texans are slightly more likely to be skiing and slightly less likely to
AutoTracer SlopeTracer
visits is consistent with the high share of families with children at be snowboarding, as compared to industry norms.
home noted earlier. The Texas ski/snowboard market is attractive on many levels, and Automatic steering of the tiller when Tiller follows slope
you might say that the state punches above its weight class when it cornering and countersteering on slopes contour automatically
Another benefit of capturing the Texas ski market is the available income comes to producing snowsports visits. Maybe it’s true that everything
Improved steering Consistent tiller depth
state residents have. With relatively low housing costs—the state has much really is bigger in Texas.
in all conditions on any terrain
www.pistenbully.com/600
24 | NSAA JOURNAL | SPRING 2019