Snowsports Industries of America.
New customers are nice, but the National Ski Areas Association found that even if you do manage to convince someone to try skiing or snowboarding, only about 16 percent stick with it. That, they say, is a poor way to target dwindling marketing resources. "Let's face it, marketing dollars are tight, so it's important to communicate to consumers effectively", said Kelly Davis, SIA's director of research.
In 2011, the SIA found 10.5 million Americans who consider themselves skiers and/or riders but don't do it much any more.
They don't come back for a variety of reasons: They don't have anyone to go with, they don't have time, children, safety, they want to visit warm-weather destinations.
Most of them are concentrated among those of "lower proficiency", the report says.
That leaves the snowsports industry with a target market of 21.2 million active participants, the report says.Like most industries, the snowsports industry's greatest growth potential is persuading people who already ski and board to do it more or those who are lapsed to try it again, the report said.
The SIA's report uncovered a fascinating dichotomy.
First, as skiers and boarders get older, they list "children" among the reasons they don't get out as often as they used to.
Then again, when people were asked why they were skiing more, they said "family/children". It turns out that 72 percent of those asked said it's a great way to spend family time together.
Speaking of families, women must be more front and center in marketing materials, the SIA said.
The report's authors Googled "skiing", and of the first 20 images that popped up, 18 were men. Most of those men were engaged in extreme skiing. "When the images of snowsports are seemingly extreme and hard to reach, average women aren't pulled into the message", the SIA report says. "By creating materials that are women-specific, family oriented or simply less extreme, it is likely that women will be more encouraged to come out to the mountain and bring their families with them".