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In a recent SAM reader survey (our deep thanks to those of you who participated), an astounding two-thirds of you identified “growing the sport” as a topic SAM should explore. It was the  topic chosen most often, and by a wide margin. “Growing the sport” was also the top pick in our 2021 and 2018 reader surveys, chosen by about half of you in each of those years. That underscores just how important this goal is for many of you. Yet as an industry, our efforts to grow the sport are flagging, and have been for several years. 

Though this season had a rough start (and remains rough for some), we just came off two banner seasons with record skier visits and capital spending. Those are indicators of health. But, as SNOW Partners CMO Hugh Reynolds observed in a past article, “It’s not sustainable just to focus on the guests we have today” (“A Renewed Focus on Growth,” Sept. 2022). And signs of a lack of growth are all around us. NSAA’s annual Demographics Report has charted the gradual decline of skiers and riders among millennials and, more recently, Gen Z. The number of lessons taught plummeted during the pandemic and has not returned to pre-pandemic levels.. 

Several factors might be impacting new skier growth, including a persistent and pervasive narrative in consumer-facing media about the high cost of participation, and the industry focus on marketing season passes to those already committed to the sport, leaving beginners to pay premium prices for a day ticket, lesson, and rental. 

Yes, ski area operating costs have reached “unprecedented heights” (the consensus from a recent Canada West Ski Areas Association roundtable), but trying to recoup those costs by charging non-passholders more will eventually dry the pipeline.

And some factors are out of our control, such as the decades-long decline in birth rates. There are fewer kids to recruit to skiing and riding, and kids have historically made up the majority of beginners. So yeah, we have growth issues. 

But we hear you, and we will heed your advice and highlight programs and ideas that address growth in future issues of SAM. We’re starting with this issue, in fact. In “Lessons in Growth” (p. 62), PSIA-AASI CEO Peggy Hiller talks about several challenges faced by beginners, and suggests that resorts may have to reconsider their snowsports school business models if they truly want to grow the ranks of participants. As a former resort manager with years of experience in guest services, Hiller has a clear-eyed view of the challenges faced by never-evers and resort leaders alike. Her personal insights are well worth reading. It will take fresh ideas and renewed commitment to move the needle, and this article is a good place to start.

Olivia Rowan, Publisher
olivia@saminfo.com