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MIDWEST REGION

The Midwest recorded 6.3 million visits in 2017–18, up a share of beginner and intermediate participants, along with
strong 15.4 percent from the 2016–17 season. The Midwest the highest frequency of terrain park usage and equipment
had the second-highest number of ski areas (116) and rental. Household incomes are comparatively low, as are
third-highest number of visits of the NSAA regions. It has season pass unit sales, helmet usage, overnight visitation
the youngest overall age profile and has a comparatively high rates, and likelihood to return.

VITAL STATS 2017–18 Change from 2016–17 Regional Rank
(1=Highest)
Projected Skier Visits 6,256,626 15.4% 3

Operating Resorts 116 -2 resorts 2
Average Snowfall (inches) 85 21.5% 5
Average Days Open 111 15.3% 5

Average Season Passes Sold Per Resort 3,052 18.5% 6
Average Season Pass Visits Per Passholder 11.2 0.9 days 2

% of Revenue Attributable to 13.0% 0.3% ppts 4
Summer/Fall Ops
Average Age 30.1 0.4 years 6

Household Income $100K+ 54.6% 1.2% ppts 5

VISITOR BEHAVIOR 2017–18 Change from 2016–17 Regional Rank
(1=Highest)
Snowboarders (Kottke Survey) 31.5% -0.8% ppts 3

First Time/Beginner 21.8% 1.1% ppts 1
Intermediate 48.1% 0.0% ppts 1
Advanced/Expert 30.0% -1.2% ppts 6

Wearing Helmet Today 68.5% 2.8% ppts 6
Renting Equipment Today 43.6% 3.8% ppts 1
Using Terrain Park Today 26.4% -1.5% ppts 1

Lesson/Visit Ratio (Kottke Survey) 10.6% -1.5% ppts 2
Overnight Visitors (Kottke Survey) 17.8% 0.1% ppts 6

VISITOR LOYALTY 2017–18 Change from 2016–17 Regional Rank
(1=Highest)

Season Pass Visits 38.9% 4.4% ppts 4
Previously Visited Resort in Winter 69.9% -1.7% ppts 5
Highly Likely to Return to Resort 67.6% 0.8% ppts 6 If a snowgun starts in a forest
Next Season (9, 10 on 0–10 scale)
Net Promoter Score (Likelihood 62.8% 0.4% ppts 6 and no one is around to hear it,
to Recommend Resort)
does it make a sound?

26 | NSAA JOURNAL | EARLY WINTER 2018