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%
% THE VISITOR PROFILE past five seasons (since 2012–13), after declining signifi-
% Aging Trend Continues cantly between 2008–09 and 2012–13, as skiing likely got
The visitor base has exhibited a gradual aging trend over the crowded out by the demands of adulthood. Meanwhile, the
% % % past decade, with growth in the proportion of visits attrib- post-Millennials (or Generation Z, aged 21 and under in
2018) have grown rapidly as the newest generation to adopt
utable to those aged 55 and older and a decline in teens to
young adults (see figure 1). This trend is not new, but its
substantially more than any other generation.
continuation is concerning for the future of snowsports, as snowsports, accounting for 34 percent of visits this season—
a decline in young adults could signal a long-term threat in
total participation and total skier visits. MARITAL/FAMILY STATUS
% Specifically, increases were observed in skier visits from Decline in Singles Participation; Long-term
customers aged 55 to 64 and those 65 and older, while declines Growth in Families, Empty-Nesters
were noted for visitors aged 13 to 24. By contrast, the share of Consistent with the aging trend noted previously, the
visitors aged 12 and under as well as those aged 25 to 54 have proportion of adult visitors who are single has trended
generally trended flat. The decline in visitors aged 13 to 24 is down over the past decade, falling from 32 to 24 percent
consistent with the downturn in snowboarding participation (figure 3). Conversely, other groups have exhibited long-
in recent years, as this age group comprises a core segment term growth, including couples without kids (rising from
of snowboarders. 15 to 17 percent) and empty nesters (growing from 13
to 17 percent). In addition, the proportion who are in
% GENERATIONAL SHIFTS households with children at home rose from 40 percent

Boomers Decline, Gen Z Grows in 2008–09 to 45 percent in 2012–13, but has since edged
% Looking at generational cohorts, over the past decade, the back to 42 percent.
Baby Boomers (aged 54 to 72 in 2017) and older genera-
% tions (aged 73 and older in 2017) have collectively dropped PARTICIPATION
from 24.5 percent of visits in 2008–09 (when they were 45
About 9.4 Million Skiers/Riders
and older) to 16 percent in 2017–18 (when they were 54 There were an estimated 9.4 million snowsports partici-
and older). pants, including international visitors, at US ski areas during
Conversely, the share of visits attributable to Generation X the 2017–18 season (figure 4). This figure has ranged from
(aged 38 to 53 in 2017) has held fairly stable over the past 8.8 to 10.7 million total participants over the past 22
2 0 1 7 – 2 0 1 8 N A T I O N A L 10 seasons, fluctuating between 23.6 and 25.4 percent of seasons. Looking at US residents only, an estimated 9.2
million Americans went downhill skiing or snowboarding
visits (figure 2). The share of visitors who are Millennials
(aged 22 to 37 in 2017) has also been largely stable over the in 2017–18.

FIGURE 1 Percent of Snowsports Visits by Age 2008–09 to 2017–18
Study
BY D A VE BELIN & D A VID BECHER, RRC ASSOCIATES
2008–09 2009–10
20%
The Short-Term Dynamics & Long-Term Trends that Illuminate the Participant Profile 2010–11 2011–12
17.0% 16.0% 16.0% 16.4% 16.2% 16.0% 16.5% 16.8% 16.2% 16.0% 16.3% 16.1% 16.2% 2012–13 2013–14
14.8% 14.7% 15.3% 15.7% 15.7% 15.5% 14.8% 14.7% 15.6% 14.9% 15.1% 14.8% 14.9% 15.7% 15.5% 15.8% 15.5% 15.2% 15.5% 15.9% 15.0% 15.8% 15.3% 15.5% 14.8% 15.2% 15.6% 15.1% 2014–15 2015–16
15% 14.3% 14.2% 14.3% 14.4% 14.1% 14.5% 13.7% 2016–17 2017–18
12.6% 13.2% 12.3% 11.2% 11.1%
Respondents 10% 10.6% 10.3% 10.1% 10.6% 10.1% 10.0% 9.4% 6.8% 8.0% 7.8% 8.8% 9.3% 8.6% 8.8% 10.3% 9.9% 9.7%

5% 3.8% 4.4% 4.2% 4.4% 4.5% 5.1% 5.2%
2.8% 3.2% 3.5%

0%
12 & under 13–17 18–24 25–34 35–44 45–54 55–64 65+
Age

EARLY WINTER 2018 | NSAA JOURNAL | 17