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FIGURE 2 Percent of Snowsports Visits by Generation 2008–09 to 2017–18

40% 36.8%
35% 31.7% 31.9% 34.0% 33.6% 31.4% 2008–09 2009–10
30.3% 30.5% 2010–11 2011–12
30% 23.3% 25.0% 28.3% 27.3% 24.8% 24.8% 25.4% 26.7% 25.2% 23.6% 24.0% 25.4% 25.3% 24.9% 25.0% 25.0% 25.2% 24.4% 24.8% 2012–13 2013–14
Respondents 20% 15.1% 17.4% 20.4% 21.4% 21.8% 19.9% 20.3% 20.1% 17.7% 16.6% 17.3% 15.7% 14.8% 2016–17 2017–18
2015–16
2014–15
25%
15%

10%
3.2% 3.1%
5% 2.9% 2.7% 2.7% 2.1% 1.9% 1.6% 1.4% 1.2%
0%
Post-Millennial (21 and under) Millennial (22-37) Gen X (38-53) Boomers (54-72) Silent Generation (73-90)
Generation (cohort age definitions as of 2018)

FIGURE 3 Marital/Family Status (adult participants only/children under 18 excluded) 2008–09 to 2017–18

50% 43.7% 44.7% 44.4% 44.2%
39.8% 41.9% 43.0% 42.5% 43.4% 42.4% 2008–09 2009–10
40% 2010–11 2011–12
32.1% 28.4% 27.8% 2012–13 2013–14
Respondents 30% 25.9% 26.5% 25.9% 24.4% 26.0% 23.5% 23.9% 15.0% 15.4% 15.2% 14.7% 14.9% 15.3% 15.5% 16.0% 17.2% 16.6% 14.2% 2016–17 14.4% 16.0% 2017–18 17.1%
2015–16
2014–15

16.0%
15.5%
15.6%
14.7%
20%
10% 13.1% 13.4%

0%
Single, no children Couple, no children Household with children Household with children
Status no longer at home
DIVERSITY and above (rising from 18.1 to 26.8 percent) and $100,000 to

Slight Growth in Ethnic Minorities $199,999 (rising from 29.9 to 35 percent); decreases in visitors
The racial/ethnic profile of visitors has trended somewhat earning less than $50,000 (falling from 27.1 to 16 percent);
more diverse, with minorities increasing from 11.1 to 13.9 and decreases in visitors earning $50,000 to $99,999 (declin-
percent of the visitor base over the past decade (figure 5). ing from 25 to 22.2 percent).
While whites continue to represent the majority share (86.1 Snowsports participants continue to skew significantly
percent in 2017–18), 5.9 percent of participants this season more affluent than the general US population (with 61.8 per-
were Asian/Pacific Islander, 5 percent were Hispanic/Spanish/ cent of skiers/riders making $100,000 and above compared
Latino (of any race), 1.2 percent were African American, to 24.6 percent of all US households in 2016). While positive
.8 percent were Native American, and 2.9 percent reported from a pricing standpoint, the trend toward increasing affluence
another/mixed race/ethnicity. Notwithstanding this trend of should be viewed cautiously, as income diversity in the cus-
increased diversity, participation in downhill snowsports is tomer base is important to the overall health of the industry.
not as diverse as the US population generally, which could
constitute a headwind to growth. NEW ANALYSIS
Unique Participants vs. Visits
HOUSEHOLD INCOME In a new analysis this season, the survey results have been
Ongoing Growth Trend Continues reweighted to be reflective of unique individuals (as distinct
Household incomes have steadily increased over the past from being representative of skier/rider visits, which are the
decade (figure 6), with gains in visitors earning $200,000 basis for the results discussed in the rest of the report).

18 | NSAA JOURNAL | EARLY WINTER 2018