Thursday, July 7, 2011

Utah Ski & Snowboard Association Releases Final 2010-11 Skier Day Number

The Utah Ski & Snowboard Association closed its 202-day 2010-11 winter season July 4 at Snowbird Ski and Summer Resort. Utah’s 14 ski and snowboard resorts recorded 4,223,064 skier day visits during the season, previously estimated at 4.2 million. This marks a 4.23 percent increase over the last year’s 4,048,153 and is less than a percentage point (0.6 percent) below Utah’s all time record set in 2007-08. The National Ski Areas Association defines ‘skier days’ as one person visiting a ski area for all or any part of a day or night for the purpose of skiing/snowboarding.
In addition to skier day growth, Utah received record snowfall with Snowbird receiving 783 inches of The Greatest Snow on Earth® exceeding the old mark of 688 inches set in 1983-84. Snow totals were not the only thing climbing in Utah this season, as spending generated by skiers/riders was an estimated $1.173 billion according to a research study conducted by RRC Assoc. for the state industry marketing group. This number surpasses the previous estimate from Utah’s 2007-08 record season of $1.06 billion.
"It is safe to say that Utah ended the 2010-11 ski season with a bang", noted Ski Utah President Nathan Rafferty. "These results solidly reinforce the strength of the Utah ski product and the opportunities existing for future growth. As we finally close the 2010-11 season, we are busily preparing for next year, which is only a little more than four months away".
Ski Utah is the marketing firm owned and operated by the 14 statewide ski resorts that make up the Utah Ski and Snowboard Association. The organization has been creating brand awareness of and demand for the Utah wintersports product since its inception in 1978.
The western edge of the Rocky Mountains, the Wasatch Range towers over Utah's Great Salt Lake and the vast desert basin beyond, create an ultimate playground for powder addicts. Utah's self-proclaimed "Greatest Snow on Earth" is not only a slogan. The claim is back up with an average of 500 inches (12,7 metres) of the planet's lightest and driest powder annually. Home to 13 world-class alpine ski resorts, Utah can't be beat for its terrain and consistency of the lightest, deepest powder around. From the rugged powder choked steeps of Big and Little Cottonwood Canyon, home to Alta, Brighton, Snowbird, and Solitude, to the immaculately manicured slopes of Park City, where you can find Deer Valley, Park City Mountain Resort, and The Canyons, Utah has it all.

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