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• Program Specifically for Lapsed Customers.
37 percent of ski areas responded that they have a LOOKING AHEAD
specific program to reach out to lapsed customers;
most of those indicated some type of email reminder Factors that will likely have the biggest
outreach to lapsed season passholders, but nothing impact on business in the next five
for other customer groups (like lesson takers or renters).
years include population growth,
Resorts were asked to look into the future and identify the capital improvements, an improving
factors that will likely have the biggest impact on business economy, available labor force,
in the next five years. Some common opportunities
mentioned include population growth in the local area, capacity of area, and snowfall.
upgraded snowmaking infrastructure and other
capital improvements, differentiation in a corporate
ski resort environment, online sales/marketing, and overnight visitation, unscheduled closures, peak day visits,
an improving economy. and others. NSAA and RRC Associates would like to thank
In terms of challenges, a variety of issues were all the ski areas that have contributed information through
mentioned, including available labor force/employee their survey responses and encourage all ski area operators
housing, capacity limitations of the ski area, climate to track and submit their numbers to the study in future
change/weather/snowfall, and rising costs (insurance, years. The information presented in the Kottke study allows
energy, labor, etc.). individual ski areas to evaluate their performance against
The preliminary 2018/19 Kottke End of Season report regional and national benchmarks and is critical for groups
is available on NSAA’s website; the final report will update like NSAA and state associations to monitor the health of
these numbers and also cover additional topics and issues the industry and to make accurate projections for the future
from the study, including visits by ticket type, day and of snowsports.

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50 | NSAA JOURNAL | SUMMER 2019