The Market m Northeast North America U.S. DEPARTMENT OF COMMERCE/Area Redevelopment Administration THE SKIER MARKET - NORTHEAST NORTH AMERICA A Market Research Study A Technical Assistance Project Prepared under ARA Contract Cc 5988 by Sno- Engineering Inc., Franconia, N. H. U. S. DEPARTMENT OF COMMERCE Area Redevelopment Administration For sale by the Superintendent of Documents, U.S. Government Printing Office, Washington, D.C., 20402 Price 60 cents. FOREWORD This skier market research is designed to aid in making decisions concerning the economic feasibility of proposed ski developments in the Northeastern United States. While the scope of the study may leave many questions unanswered, it is believed that prior to this study no reliable quantitative data concerning this market existed and all available descriptive data were subject to special bias. This study was accomplished by professional consultants under contract to the Area Redevelopment Administration. While ARA can assume no responsi- bility for the statements and conclusions made in this study, it believes that the information it contains may be useful to ski-oriented communities engaged in economic development and redevelopment, as well as other sectors of the economy engaged directly or indirectly in winter sports. William L. Batt, Jr., Administrator Area Redevelopment Administration SYNOPSIS "THE SKIER MARKET - NORTHEAST NORTH AMERICA" The objectives of this study were: 1) To determine the size of the skier market. 2) To determine the short term growth trend of the skier market. 3) To determine selected preferences, habits and socio-economic characteristics of the skier market. A summary of the findings of this study are: 1) There are approximately 447,600 skiers in this skier market. 2) 19.5% or some 87,000 skiers were skiing for the first time in 1962-63. 59.6% or some 267,000 skiers have skied less than five years. 3) The number of skiers comprising the market have grown at some rate not in excess of 16.7% annually. 4) 36.7% of the market reside in the Connecticut, Southeast New York State, and New Jersey and Eastern Pennsylvania "Megaloplis". 17.4% of the market reside in the Eastern Massachusetts and Rhode Island metropolitan region. 11.1% of the market reside in the Montreal metropolitan region. 5) Skiers participate an average of 12.7 days annually. 62.6% of skiers over age 23 are college graduates. The median age of skiers is 24.7 years. The median income of skiers (except students) is $8,550. 67.6% of skiers belong to family groups where 2 or more members ski. 39.2% of skiers took a ski vacation during the 1962-63 ski season, These vacation skiers spent an average of $16.78 per skier- day for an average of 6.2 days of vacation skiing each. ii 50.77o of skiers usually stay overnight when on a ski trip. 31.2% of skiers ski an average of 13.5 mid-week days annually. 6) There were approximately 7,920,000 skier-days of skiing accomplished by these 447,600 skiers during the 1962-63 season. 1,090,000 days by vacation skiers. 4,950,000 days by weekend skiers. 1,880,000 days by mid-week skiers. Use of the data depends mainly upon the nature and location of the particular recreation site to be evaluated. However, two general con- clusions concerning the overall skier market have been drawn: (1) There is need for additional ski facilities designed and located to meet the present demand for weekend and holiday skiing. The Quanti- tative Analysis (Section V) shows demand is 1227o of supply. (2) There is at present an over-capacity of facilities designed and operated to cater to vacationing skiers. Demand is 31% of supply. 1X1 Digitized by the Internet Archive in 2012 with funding from LYRASIS Members and Sloan Foundation http://www.archive.org/details/skiermarketnorthOOsnoe THE SKIER MARKET - NORTHEAST NORTH AMERICA TABLE OF CONTENTS page SYNOPSIS ii INTRODUCTION X SECTIONS I OBJECTIVES 2 II APPROACH 3 III FINDINGS 4 A SIZE 4 B NEW SKIERS 8 C GROWTH TREND H D GEOGRAPHIC DISTRIBUTION . . . 14 Regional Skier Market Sources 15 Regional Skier Market Destinations 31 E MARKET DESCRIPTION ..... 43 1. Vital Statistics ....... 43 2. Skier Habits 46 3. Skier Preferences 54 4. Equipment Ownership . 57 F MARKET DESCRIPTION - SPECIFIC MARKETS 58 IV LIMITATIONS 60 V QUANTITATIVE ANALYSIS 61 A FINDINGS 61 B 1962-63 SKI FACILITY USAGE 61 C 1962-63 SKI AREA CAPACITY 62 APPENDIX 65 THE SKIER MARKET - NORTHEAST NORTH AMERICA The vacation-travel and recreation sector of the economy of Northern New England and the mountainous regions of West Virginia, Pennsylvania, and New York is assuming tremendous importance. The relatively new sport of skiing is the major winter activity drawing tourists to these sections of Northeast North America. Many communities depend upon skiers for their livelihood. At the same time selected pockets of substantial and persistent unemploy- ment exist. . Generally unemployment is highest during the winter months. With these facts in mind, this study was undertaken as a Technical Assis- tance Project for the Area Redevelopment Administration, United States Depart- ment of Commerce. The expressed purpose was to gather market data for the purpose of establishing criteria with which to evaluate the economic potential for development or expansion of winter recreation facilities in redevelopment areas. The research is designed for use by the Area Redevelopment Administra- tion and such others (possibly with ARA financial assistance) as entrepreneurs, investors, bankers, industry groups and other governmental bodies in evaluating the economic feasibility of proposed ski developments and expansions. It was financed largely through ARA's Technical Assistance Program, although a small part of the study 1 s total cost was contributed by The State of New Hampshire, Department of Resources and Economic Development; The New York State Joint Leg- islative Committee on Winter Tourists; The United States Eastern Amateur Ski Association; and the Eastern Ski Area Operators Association. Assistance in the form of official endorsement was received by The State of Maine Department of Economic Development and The New England Council. The business of providing winter recreation (mainly skiing) for an increas- ingly active population has grown without much overall guidance. From 1952 to 1961, uphill ski lift capacity in New England grew at a fantastic annual rate of 21$.*' As a consequence, while providing facilities for winter recreation has become a leading industry in many mountain locales, no objective measure or de- scription of the market existed. "The Skier Market - Northeast North America" was conceived to provide this measure. It is the hope of both the Area Redevelopment Administration and the researcher, Sno-engineering, Inc. that data presented on the following pages will guide potential recreational investors to sound financial decisions; aid in determining proper land use; and be incorporated into state and local devel- opment planning. Such use will ultimately help a large and important new industry toward stable growth. The Area Redevelopment Administration is not responsible for the accuracy of the information contained in this report nor does it necessarily endorse any opinions, conclusions, or recommendations which may be a part thereof. The findings, conclusions and recommendations contained herein are the sole respon- sibility of Sno-engineering, Inc. in its capacity as consultant to The Area Redevelopment Administration. *1 Special Summary, Capacity of Major Ski Lifts in New England and Eastern America, Winter 1960-61 Research Division, New Hampshire State Planning and Development Commission. OBJECTIVES It is the objective of this report to gather quantitative and qualitative market data to determine the extent, nature, and potential of the skier market in Northeast North America. The specific objectives are: 1) To determine the size of the skier market within acceptable statistical limits. 2) To determine the short term growth trend of this market. 3) To determine the habits, selected preferences, geographical distribution, and vital statistics of this market. II APPROACH To determine size, short of a census, it becomes necessary to measure the relationship between skiers and some known common denominator. Totaling skier- days (one skier skiing one day) is a commonly used measure and a useful tool in evaluating need for new and/or expanded facilities. This measure is used in the west where a majority of ski areas are located on U.S. Forest Service land. No comparable common denominator exists in the east where skiing is done mainly on private land. Other possible common denominators include (A) Membership in skiing organizations, (B) Subscriptions to skiing publications, (C) Ownership of registered equipment. Use of these common denominators plus the need to describe the market required a consumer survey. A two stage study was conducted. The first stage was a personal interview. Skiers were selected in a systematic fashion from lines waiting to board a ski lift. The lines to be sampled were selected by essentially random techniques. The second stage involved use of a mail questionnaire. A 10$ sub-sample of the skiers participating in the first stage were asked for more detailed information concerning their habits,, preferences, and socio-economic characteristics. There are three samples each with different degrees of statistical accuracy. 1) Main sample: 19,903 interviews Data on size, new skiers, frequency of participation, and appro xima te age is compiled using this large sample. 2) Sub-sample: 1,710 interviews Data on geographical distribution for both total and regional markets was compiled using this medium sample. These 1,710 skiers were mailed the detailed questionnaire. 3) Response-sample.: 951 returned questionnaires All data on habits, makeup and preferences is compiled from this smallest sample. Statistical confidence limits for each sample at various percentages are shown in the Appendix, B (Calculations). Findings are presented in terms of both skiers and skier-days . The data as collected is weighted by skiers according to their frequency of participation, as the more often a person skiied the greater their chances of selection. This unadjusted data describes the market in terms of skier-days . An adjustment is necessary to measure and describe skiers . Adjustment is accomplished by unweighting the data according to each skier f s reported frequency of participation. Skiers were a »ked " Approximately how many days do you usually ski each season? " Answers wer> recorded in seven categories and adjustment made by multiplying each answer by the reciprocal of the class mid- point as shown in the Appendix, B (Calculations). in FINDINGS A SIZE There are approximately 447,600 skiers who participated at ski areas in Northeast North America during the winter of 1962-63 . 1) Method Market size is based upon the sample proportion of skiers holding member- ship in the United States Eastern Amateur Ski Association. Skiers claiming membership accounted for 10.3$ of the skier-days of skiing done. 5.60$ of skiers claim membership. a. Step one: 19,903 skiers were asked if they held membership in the U.S.E.A.S.A. b. Step two: 2,057 of these skiers answered "yes" (10.33$). c. Step three: Data was unweighted to adjust for the disproportionate skier sample arising from the varying frequency of participation (See method under "Approach"). Adjusted figures show 5.60$ of the skiers claim member- ship. Separate tabulation shows USEASA members report skiing an average of 23.5 days annually while all skiers report skiing 12.7 days annually. d. Step four: A weighted average membership in the USEASA was computed by weighing recorded membership by percent of the sample collected during the period. (See appendix for details.) Weighted average 1962-63 membership in the USEASA was 25,063. e. Step five: If 5.60$ of the total market belongs to the USEASA, and if the weighted average membership of USEASA is 25,063, then the total market size is 447,570. 2) Errors a. Statistical: There is a 95$ probability that the true market size is between 423,000 skiers and 475,000 skiers. b. Non-sampling: The statistical accuracy of the above computation assumes that all data is correct. This is not so, as there are non-statistical errors which introduce a bias. As the study progressed, certain membership data was checked by verifying names collected in the field through the USEASA office file. In addition, skiers participating in Phase II of the research were again asked for USEASA membership and these responses were checked against the original replies, and the files. Of the 2,057 claiming USEASA membership, during the field interview, 410 names were recorded. 284 were verified. 24 were determined incorrect when membership later was denied on the mail questionnaire and the name could not be found in the USEASA files. In addition 102 non-verified names are in question. Finally 12 additional skiers not recorded as members dur- ing the field interview, claimed membership on the questionnaires and were verified as belonging prior to the date they were field interviewed. No statistical measure of this error would be meaningful since the 126 non-verified names were from a sample of 410 while the 12 offsetting gains were from a sample of 121 members returning the questionnaire. At best it can be said that response error to the USEASA membership question most pro- bably has the effect of understating the total market by providing a higher than actual sample percentage membership. Selection biases must also be recognized. The harder skier, the one skiing faster and taking fewer breaks had a greater chance for selection since he/she appeared in the line more often. This skier is more likely to be a USEASA member and as such will bias the total market estimate by understating size. c. Errors, Summary: Responses and selection errors overshadow statistical errors. These non-sampling errors have the effect of overstating the per- centage membership, thus understating the market size. 3) Size Check Size data was checked by an alternate method. All 19,903 interviewed skiers were asked, " Do you subscribe to 'SKI' magazine ?" and " Do you subscribe to I SKIING r magazine ?" Interviewers were instructed to record only skiers who held current subscriptions in their names. The results were rather inconclusive due to the difficulty in communicating the exact meaning of the question. For instance, a large number of children answered "YES" to the subscription question and it is not logical to assume that they held subscriptions in their name . Also, many families may have subscriptions in either the male or female name or a family name and duplication can occur. Further, no checks on the accuracy of responses were made. Therefore, the research- er is not certain whether data gathered represents just subscribers or readers also. In fact it may represent some of both groups depending upon the ability of individual interviewers to communicate. The following analysis is presented as a check on the reasonableness of the size findings as computed by USEASA membership percentage. Check using "SKI" subscription data: Figures are shown using two assumptions and represent logical upper and lower limits to the size of the skier market. Assumption 1 - All "YES" respondents are current subscribers to "SKI" magazine. Findings - Subscribers are 12.8$ of total market. Total market is 252,000 skiers. 6 Assumption 2 - All "YES" respondents are current readers of "SKI" magazine. Findings - Readers are 12.8$ of total market. Using readership per subscription data, subscribers are 6.1$ of total market. Total market is 528,000 skiers. Technical note: The above figures were developed as follows: Assumption 1 - All "YES" respondents are subscribers . Step 1) All data was unweighted to convert skier-days to skiers. (See method under "Approach") Step 2) Canadian data was subtracted since no subscription break- down in Canada was available. Step 3) Adjusted figures show 12. 8$ of the skiers claimed to hold subscriptions. Separate tabulation shows these skiers report ski- ing an average of 22.3 days annually as compared to the overall market average of 12.7 days annually. Step 4) Average winter subscription circulation of ^SKI"* over the described market area was 32,205. Step 5) Thus, if 12.8% of the market is 32,205, then the total Northeast U. S. market is 251,585. Assumption 2 - All "YES" respondents are readers . The first four steps are the same. Step 5) Of 16,655 interviewed skiers 12.8$ reported reading "SKI". 12.8% is 2,130 readers. Step 6) Data was adjusted using figures obtained from a recent survey conducted by "SKI" magazine** which shows 82.6$ of the subscriptions were sent to households with an average of 2.7 skiers per household. Only 17. 4$ went to one skier residences. Step 7) The 2,130 readers, as computed, were adjusted to 1,023 subscribers as follows: 17.4* of 2,130 = 371 (82. 6£ of 2,130) + 2.7 = 652 1,023 Step 8) 1,023 subscribers is 6.1$ of 16,655 interviewed skiers. *2 ABC Audit Data for November 1962 edition, adjusted percentagewise for February 1 and April 1 circulation. **3 "An Independent Reader Study of 'SKI 1 Magazine's Audience" by Dr. Kenneth Davis, Marketing Consultant. P. 8 Step 9) Thus, if 6.1$ of the market is 32,205, then the total Northeast U. S. market is 527,951. Check using "SKIING" subscription data: A similar check was made assuming that all skiers answering "YES" to the subscription question for "SKIING" magazine were in fact subscribers. Findings - Subscribers are 4.4$ of the total market. Total market is 325,000 skiers. Technical note: Step 1) All data was unweighted. Step 2) Canadian data was subtracted. Step 3) Adjusted figures show 4.36$ of skiers claimed to hold subscrip- tions. Separate tabulation shows these skiers report skiing 22.6 days annually. Step 4) Average winter subscription circulation of "SKIING"* over the described market area was 14,758. Step 5) Thus, if 4.36$ of the market is 14,758, then the total North- east U. S. market is 324,676. Summary - Size Checks: Market size for the Northeast U. S. market only is calculated at 386,288. (See appendix for details.) Size checks from subscription data thus show: NEUS Skier Market 1) As determined by percent of USEASA 386,000 2) As determined by percent of "SKI" subscribers 252,000 3) As determined by percent of "SKI" readers 528,000 4) As determined by percent of "SKIING" subscribers 325,000 Editors note: The skier market size described in this section and in the appendix does not include all persons who have ever skied or even those who skied during 1962. It includes only those skiers who skied often enough and hard enough to have significant commercial worth during 1962. 4 ABC Audit Data for November 1962 edition, adjusted percentagewise for February 1 and April 1 circulation. 8 B NEW SKIERS "What year did you first take up skiing ?" 19. 5# of the 1962-63 skier market, or some 87,000 skiers were skiing for the first time. 59.6$ of the 1962-63 skier market, or some 267,000 skiers have been skiing less than five seasons. YEAR SKIERS FIRST SKIED - 19 62-63 SKIER MARKET 20* n n -- 15* -- 10* — 5% — 1% Before 1941 1945 1950 1955 T I960 1963 (The above chart shows the 1962-63 skier market in terms of seasons skied. The data can not be considered net growth since no measure has been made of the number of former skiers ceasing to participate.) NEW SKIERS BY AGE GROUPS: Analysis of two age groups shows skiing attracting persons beyond the typical learning age. 56.0$ of the 31-40 age group did not begin to ski until after they were 20 years old. 36. 1$ took up the sport after they passed 25 years of age. 40.9$ of the 23-30 age group have started skiing after age 20. A sub-sample of 202 skiers, between 31 and 40 years of age, responding to the mail questionnaire, brought the following results for year skier first skied. YEAR SKIER FIRST SKIED - 1962-63 SKIERS: AGE 31 - 40 xx — 5% 15% ■ 10* — 1% Before 1941 1945 1950 1955 I960 1963 10 A sub-sample of 220 skiers between 23 and 30 years of age, responding to the mail questionnaire, showed the following tendencies. YEAR SKIER FIRST SKIED - 1962-63 SKIERS: AGE 23 - 30 XI JuL n n — 15* 10* 5% 1% Before 19a 1945 1950 1955 I960 1963 11 GROWTH TREND Growth in demand for ski facilities is a combination of change in number of skiers plus change in their annual rate of participation. Since this study- is the first consumer survey designed to provide a representative measure of all skiers in the geographic region of Northeast North America there are no reliable past measures of size and participation in the sport upon which to base change. Thus it is impossible to provide a definite percentage figure for growth. The one element which is economically immeasurable during a one season time span is the number of skiers who have ceased to participate and the year they last skied. The method employed in this study to obtain some measure of growth trend consisted of recording the year each interviewed skier first began to ski. The results are shown graphically below. Year skier first began to ski (Cumulative totals) Before 1941 100# 15% - 50% 25% 1946 1952 1958 1963 12 The use of this result as a measure of growth assumes that all skiers who have participated during the 23 year time period are still skiing. Since this assumption is obviously not valid, the growth rate indicated is over- stated by the amount and rate of dropouts. CEILING GROWTH RATE ; Findings of this study show that over the past 23 years the number of skiers comprising the skier market in Northeast North America have grown at some rate not in excess of 10. 7$ annually. While not a measure of net growth in skiers, the findings do provide an upper limit to the rate. Since the graphic display indicates an increase at an increasing rate, the data has been transferred and plotted on a semi- logarithmic scale below. The trend line for the complete data shows a ceiling growth rate of 10. 7£ annually. Over the past eleven years this ceiling has increased to 16.7$ annually. — Year skier first began to ski. (Cumulative totals) Percent of adjusted sample 90 70 50 40 30 20 10 M / V V ».7*- f f Lt 10.75 > / M %/ r * * / Year 1941 1950 I960 The reader is cautioned against using this rate without proper interpre- tation. No measure of skiers ceasing to participate has been incorporated, thus the true growth rate in number of skiers is definitely lower than that shown above. 13 CHANGE IN PARTICIPATION RATE: Participation rate, the second factor in "growth" is somewhat easier to measure, but again must be considered inconclusive over a one season time span. Respondents were asked to record the number of days of vacation skiing and week- end and holiday skiing they obtained for each of the past two seasons. Beyond that answers would be purely guesswork. In addition, frequency of participation would show a variance due to weather. This study indicates an increase in the mean number of days spent skiing, both on vacation and during weekend and Holiday days, over the past two seasons. 1961-62 J.962-63 Average (mean) number of VACATION days of skiing per skier 1.9 2.4 Average (mean) number of WEEKEND & HOLIDAY days of skiing per skier 8.7 11.1 It must be noted that the winter of 1962-63 was the best season weather- wise that the industry has experienced in about 10 years. The rate of participation for mid-week, non-vacation skiing was: (Obtained only for 1962-63) Days Annually For mid-week skiers only 13.5 Average (mean) for all skiers 4*5 (Data was collected as average days/month and converted into annual data by multiplying by 3.) It is obvious from the growth in numbers and capacity of ski facilities, coupled with the fact that very few have failed, that demand is growing. "THE SKIER MARKET - NORTHEAST NORTH AMERICA" provides the basis for further measure- ment and places a ceiling on the overall rate of growth of skiers in the region. 14 GEOGRAPHIC DISTRIBUTION The following pages show the 1962-63 skier market in terns of total and regional distribution. Data is summarized into two separate geographic divisions. 1) Data by skier residence: Page 15 contains the key map broken into regions where skiers reside and identifies the 15 geographic skier source regions used. 2) Data by skier destination: Page 31 contains the key map broken into regions where skiers participate and identifies the 11 geographic skier destinations used. These divisions correspond exactly with the detailed breakdown of ski areas by capacity as listed in the appendix, Table I. Data is summarized in terms of skiers and/or skier-days. For instance, the below figures show that Maine contains 2.81+% of the skiers, but these skiers account for k.0% of the skier-days. Skier Market Source Regions: umber Region Approximate Percent of Percent of Ski Population Skiers Skier-days Accounted for: 1 Maine 12,700 2.0/4.% 4.<# 2 Hew Hampshire 19,800 4.43 6.0 3 Vermont 13,400 2.99 5.4 4 Eastern Mass. & Rhode Island 77,800 17.38 15.5 5 Western Massachusetts 16,000 3.58 4.5 6 Connecticut 52,100 11.64 9.6 7 N.Y. - Adirondack District 9,800 2.18 2.7 8 N.T. - Capitol District 17,100 3.82 3.8 9 N.T. - S.E., NIC & Long Island [ 79,100 17.67 13.2 10 N.Y. - Western District 28,300 6.33 7.9 Total New York 134,300 30.00 27.6 11 New Jersey & East. Penn. 33,200 7.42 5.7 12 Western Pennsylvania 13,700 3.05 2.7 13 Quebec, CANADA 49,900 11.14 14.7 14 Outside NENA - West 14,900 3.33 3.0 15 Outside NENA - South 9,800 2.19 1.3 15 15 16 Regional skier market source: N •H CO CD I CO I (69) (43) (23) (69) 1- MAINE Percent of total Northeast North America skier market Approximate size of Regional skier market: Skiers who reside in Maine report: Average number of days of skiing annually: Average (mean) expenditure per skier day: A median income level (except students) of: Year during which they first began to ski: Percent -, 30% 2 . 84/o 12,700 19.1 Days $ 12.21 ;p 7,100 n n H Before 1957 I960 1963 1953 (YEAR) Generated some 21*3*000 skier days, Distributed as follows: # Destination Sample % D C B K Maine New Hampshire South Vermont Quebec 59 7 2 2 84.4# 10.0 2.8 2.8 70 100. 0# Regional skier market source: 17 0) •H (0 Q) H p. £> a 2- NEW HAMPSHIRE (102) ( tt) ( 26) (102) Percent of total Northeast North America skier market: Approximate size of Regional skier market: Skiers who reside in New Hampshire report: Average number of days of skiing annually: Average (mean) expenditure per skier-day: , A median income level (except students) of: , Year during which they first began to ski: Percent k0% 4-43^ /b 19,800 18-1 Days $ 15.00 $ 7,400 nnnnOH 30; : n- 10g Before 1953 1957 I960 (YEAR) Generated some 359,000 skier-days, Distributed as follows: # Destination Sample % C New Hampshire A North Vermont B South Vermont K Quebec D Maine F Berkshires 78 14 6 2 1 1 76. k% 13.7 5.9 2.0 1.0 1.0 102 100. Og 18 Regional skier market source: CD N •H CO CD rH (92) (45) (25) (92) 3- VERMONT Percent of total Northeast North America skier market: Approximate size of Regional skier market: Skiers who reside in Vermont report: Average number of days of skiing annually: Average (mean) expenditure per skier-day: A median income level (except students) of: Year during which they first began to ski: 2.99# 13,400 24.2 Days $ 9.89 $ 5,000 _! I ' 1 lLa -OflL- Percent 30* Before 1957 I960 1963 1953 (YEAR) Generated some 324,000 skier-days. Distributed as follows: # Destination Sample % A B C D F North Vermont South Vermont New Hampshire Maine Berkshire s 71 18 1 1 1 71.1% 19.6 1.1 1.1 1.1 92 100.0*, 19 Regional skier market source: 0) N •H CO H to 1 (265) (146) (108) (264) 4- EASTERN MASSACHUSETTS & RHODE ISLAND Percent of total Northeast North America skier market: Approximate size of regional skier market: Skiers who reside in East. Mass. & R. I. report: Average number of days of skiing annually:. Average (mean) expenditure per skier-day: A median income level (except students) of: Year during which they first began to ski: 17.38^ 77,800 12.0 Days $ 18.A2 $ 9,900 1- pi r-l nnn i i Percent % 30? 20$ Before 1953 1957 I960 (YEAR) Generated some 934,000 skier-days, Distributed as follows: # Destination Sample % c New Hampshire 145 55.0% B South Vermont 37 14.0 A North Vermont 35 13.3 D Maine 16 6.1 E East. Mass.&RI 15 5.7 F Berkshires 13 4.9 K Quebec 2 .7 I West. N.Y. 1 .3 264 100. 0# 20 Regional skier market source: CD (SI •H CO CD t I (77) (33) (20) (77) 5- ASTERN MASSACHUSETTS Percent of total Northeast North America skier market: Approximate size of regional skier market: , Skiers who reside in Western Massachusetts report: Average number of days of skiing annually: , Average (mean) expenditure per skier-day: , A median income level (except students) of: Year during which they first began to ski: Percent 30# 3.58£ 16,000 16.9 Days $ 16.52 $11,600 JZL xx 20# Before 1953 1957 I960 (TEAR) Generated some 271,000 skier-days, Distributed as follows: # Destination Sample % F Berkshires B South Vermont C New Hampshire A North Vermont E E. Mass. & RI K Quebec 41 21 9 3 2 1 53. 2£ 27.3 11.7 3.9 2.6 1.3 77 100. 0# 21 Regional skier market source: N •H to & co i (165) ( 66) ( 69) (164) 6- CONNECTICUT Percent of total Northeast North America skier market: Approximate size of Regional skier market: , Skiers who reside in Connecticut report: Average number of days of skiing annually: Average (mean) expenditure per skier-day: A median income level (except students) of: Year during which they first began to ski: Percent 30% 11.642 52,100 11.1 Days $ 20.35 $ 9,200 XL Before 1953 1957 I960 (YEAR) Generated some 576,000 skier-days, Distributed as follows: # Destination Sample % F Berkshires 56 34.62 B South Vermont 52 32.2 A North Vermont 39 24.1 C New Hampshire 6 3.7 D Maine 3 1.8 G Cat skills j Poco . 3 1.8 H Adirondacks 1 .6 J W.Pa.&W.Va. 1 .6 K Quebec 1 .6 162 100.02 22 Regional skier market source: N •H en o> I (0 i (46) (29) (46) 7- NEW YORK - ADIRONDACK Percent of total Northeast North America skier market: Approximate size of regional skier market: , Skiers who reside in The Adirondack Region report: Average number of days of skiing annually: , Average (mean) expenditure per skier-day: , A median income level of: (Sample too small) Year during which they first began to ski: Percent 30$ 2 . IS /a 9,800 16.6 Days $ 11.90 nnr-,1-1 n - 2Q>% Before 1953 1957 I960 (YEAR) Generated some 162,000 skier-days, Distributed as follows: # Destination Sample % H Adirondacks E Berkshires B South Vermont G Cat skills ; Poco, A North Vermont 32 8 3 2 1 69.5 17.4 6.5 4.4 2.2 46 100. 0# 23 Regional skier market source: 0) •H a CO (66) (41) (33) (66) 8- NEW YORK - CAPITOL Percent of total Northeast North America skier market: , Approximate size of regional skier market: , Skiers who reside in The New York Capitol Region report: Average number of da3^s of skiing annually: , Average (mean) expenditure per skier-day: , A median income level (except students) of: , Year during which they first began to ski: Percent 30# J 20% 3.82% 17,100 13.6 Days $ IS. 90 $ 5,800 r-i L - 1 T I -D-d r\.m Before 1957 I960 1963 1953 (YEAR) Generated some 233,000 skier-days, Distributed as follows: # Destination Sample % F Berkshires B South Vermont A North Vermont H Adirondacks G Catskills;Poco. I West. N.Y. 27 25 10 2 1 1 40.9£ 37.9 15.2 3.0 1.5 1.5 66 100.0# 24 Regional skier market source: •H w % i (224) (108) ( 90) (224) 9- NEW YORK - SOUTHEAST, N.Y.C. & LONG ISLAND Percent of total Northeast North America skier market: Approximate size of regional skier market : , Skiers •who reside in Downstate New York report: Average number of days of skiing annually: , Average (mean) expenditure per skier-day: , A median income level (except students) of: , Year during which they first began to ski: Percent 30$ 17.67£ 79,100 10.0 Days $ 24.17 $ 8,600 nnnfln Before 1953 1957 I960 1963 (YEAR) 20# Generated some 791,000 skier-days, Distributed as follows: # Destination Sample % B South Vermont 88 39. 0# G Cat skills j Poco . 54 23.9 A North Vermont 42 18.6 F Berkshires 23 10.2 H Adirondacks 6 2.7 C New Hampshire 5 2.2 K Quebec 5 2.2 I West. N.Y. 2 .8 D Maine 1 .4 226 100. o£ 25 Regional skier market source: •H Q> rH l (134) ( 81) ( 64) (134) 10- NEW YORK - WESTERN Percent of total Northeast North America skier market Approximate size of regional skier market: Skiers who reside in Western New York report: Average number of days of skiing annually: Average (mean) expenditure per skier-day: A median income level (except students) of: Year during which they first began to ski: Percent 30% n r , n n n n , 1 Before 1953 1957 I960 (YEAR) Generated some 473,000 skier-days, Distributed as follows: # Destination I West. N.Y. B South Vermont H Adirondacks G Cat skills ;Poco. A North Vermont F Berkshires 100.0$ 6.33$ 28,300 16.7 Days $ 18.46 $10,200 26 Regional skier market source: CD CO CO H ! CO i (97) (50) (42) (96) 11- NEW JERSEY & EASTERN PENNSYLVANIA Percent of total Northeast North America skier market: Approximate size of regional skier market: , Skiers who reside in New Jersey & East. Perm, report: Average number of days of skiing annually: , Average (mean) expenditure per skier-day: , A median income level (except students) of: , Year during which they first began to ski: Percent 30% 20% 1.12% 33,200 10.3 Days $ 25.80 $ 9,800 -1 r-| .._£____. ■t n n n n u - Before 1957 I960 1963 1953 (YEAR) Generated some 342,000 skier-days, Distributed as follows: # Destination Sample % A North Vermont 41 h2.3% B South Vermont 28 28.9 G Cat skills; Poco. 19 19.6 C New Hampshire 4 4.1 K Quebec 3 3.1 F Berkshires 1 1.0 H Adirondacks 1 1.0 97 100.0£ Regional skier market source: 27 % I Regional skier market destination: G- CATSKILLS & POC0NOS (1200) ( 39 ) ( 33 ) (1200) The Cat skills & Poconos contain 8.8$ of the total skier capacity in NENA. Skiers interviewed while skiing in The Cat skills & Poconos report: Average number of days of skiing annually: 9.1 Days Average (mean) expenditure per skier-day: $ 22.18 A median income level (except students) of: $ 7,900 Tear during which they first began to ski: Percent 30£ HnnH 20# Before 1957 I960 1963 1953 (TEAR) Skier-days spent in The Cat skills & Poconos were by residents of: # Market Sample % 9 NT - SE & NTC 54 60.6# 11 NJ & E. Penn. 19 21.4 10 NT - West. 5 5.6 6 Connecticut 3 3.4 12 West. Penn. 3 3.4 7 NT-Adirondack 2 2.3 8 NT - Capitol 1 1.1 14 Out NENA-West. 1 1.1 15 Out NENA-South 1 1.1 89 100.0^ 39 a> tS) •H CO CD H Q. ra i (1114) ( 28 ) (1114) Regional skier market destination: H- ADIRONDACKS The Adirondacks contain 6.7$ of the total skier capacity in NENA. Skiers interviewed while skiing in The Adirondacks report: Average number of days of skiing annually: 13 . 6 Days Average (mean) expenditure per skier-day: $ 15.36 A median income level of: (sample too small) Tear during which they first began to ski: Percent 30% -J 20# PI PI _ T n n n n n —. T T . FT - ~ 10% Before 1953 1957 I960 (YEAR) Skier-days spent in The Adirondacks were by residents of: # Market Sample % 7 NY-Adir onda ck 32 56.32 10 NY - West. 10 17.5 9 NT - SE & NYC 6 10.5 14 Out NENA-West. 3 5.4 8 NY - Capitol 2 3.5 6 Connecticut 1 1.7 11 NJ & E. Perm. 1 1.7 12 West. Penn. 1 1.7 13 Quebec 1 1.7 57 100. 0% 40 CD N •H CO & Regional skier market destination: I- CENTRAL & WESTERN NEW TORK (1298) ( 77 ) ( 60 ) (1298) Central & Western New Tork contain 10.52 of the total skier capacity in NENA. Skiers interviewed while skiing in Central & Western New Tork report: Average number of days of skiing annually: 16.8 Days Average (mean) expenditure per skier-day: $16.82 A median income level (except students) of: $ 9,400 Tear during which they first began to ski: Percent 30£ 202 n n n n n^nnfl Before 1953 1957 I960 (TEAR) Skier-days spent in Central & Western N. T were by residents of: # Market Sample % 10 NT - West. 14 Out-NENA-West. 12 West. Penn. 9 NT - SE & NTC 4 E. Mass. & RI 8 NT - Capitol 100 15 5 2 1 1 80. 7% 12.1 4.0 1.6 .8 .8 124 100. 0% 41 0) N •H in I Regional skier market destination: (655) ( 3D ( 26) (655) J- WESTERN PENN., WEST VIRGINIA & MARYLAND West. Penn., W. 7a. & Mary, contain 2,9% of the total skier capacity in NENA. Skiers interviewed while skiing in West. Penn., W. Va. & Mary, report: Average number of days of skiing annually: 9.8 Days Average (mean) expenditure per skier-day: $ 18.23 A median income level (except students) of: $ 6,900 Year during which they first began to ski: Percent n30# nnH n. n - 20£ Before 1957 I960 1963 1953 (YEAR) Skier-days spent in West. Pa., W. 7a. & Mary were by residents of: # Market Sample % 12 West. Penn. 15 Out NENA-South 14 Out NENA-West. 6 Connecticut 32 12 5 1 64. o# 24.0 10.0 2.0 50 100. 0# 42 N •rl (0 © ■a i CO I I (3234) ( 108) ( 74 ) (3234) Regional skier market destination: K- QUEBEC Quebec contains 15. 0# of the total skier capacity in NENA. Skiers interviewed while skiing in Quebec report: Average number of days of skiing annually: 13 .9 Days Average (mean) expenditure per skier-day: $ 13 • 70 A median income level (except students) of: $ 8,000 Tear during which they first began to ski: Percent (-1 r-| — 1 _ T n n n n [1 — - T - i 30£ 20£ Before 1957 I960 1963 1953 (YEAR) Skier-days spent in Quebec were by residents of: # Market Sample % 13 Quebec 237 88. 3# 14 Out NENA-West. 15 5.5 9 NT - SE & NYC 5 1.8 11 NJ & E. Penn. 3 1.1 1 Maine 2 .6 2 New Hampshire 2 .6 4 E. Mass. & Rl 2 .6 15 Out NENA-South 2 .6 5 West. Mass. 1 .3 6 Connecticut 1 .3 12 West. Penn. 1 .3 271 100. 0£ 43 E MARKET DESCRIPTION (Sample Size - 951) (Unless Indicated Otherwise) Data is presented below both in terms of "SKIERS" and "SKIER-DATS". The difference is due to varying rates of participation. The reader can utilize the figures best suited to his analysis. Some figures are shown in only one form to avoid misinterpretation. For example, we show that 61.9* of the skiers in the market area are male, and that they account for 67.6$ of the skiing done or "skier-days". Percent of Skiers : l) Vital Statistics (skiers over 12 years old) a. Skiers by sex Male skiers Female skiers b. Skiers by marital status Single skiers Male Female Married skiers Male Female No answer 61.9* 38.1 59.6 40.3 c. Skiers by education (23 years old and older) (Sub-sample size - 574) .1 Percent of Skier-days Accounted for: 67.6* 32.4 Grade School .... Some High School . . Graduated High School Some College .... Graduated College . . Post Graduate Work . 63.3 36.6 40.0* 23.3 27.7 8.9 .1 At Each Cumulative * At Each Cumulative Level Level .5* .3* 4.0 99.5 2.6 99.7 11.7 95.5 13.5 97.1 21.2 83.8 22.0 83.6 31.5 62.6 31.3 61.6 31.1 31.1 30.3 30.3 44 d. Skiers by occupation groups Students Professional, Technical & Kindred Workers . . (Dr., Lawyers, Teachers, Engineers, etc.) Clerical & Kindred Workers Managers, Officials & Proprietors, etc. . . Craftsmen, Foremen & Kindred Workers .... (Ski Instructors) Housewives Sales Workers Laborers, Service Workers, Operatives, etc. . Military Service Personnel No answer e. Skiers by Age Groups Median age of skiers over 12 . . 26.2 Years Median age of all skiers .... 24.7 Tears Age 12-18 19.6 Age 19-22 19.9 Age 23-30 22.7 Age 31-40 22.6 Age 41-50 13.2 Over 50 2.0 Percent of Percent of Skiers: Skier-days Accounted for 28. 8# 30. 8£ 28.7 29.1 11.6 8.9 6.6 7.4 7.1 7.1 7.4 5.8 4-3 4.8 2.5 3.2 .8 .7 2.1 2.2 23.1 16.5 23.2 21.2 13.6 2.4 45 Percent of Skiers : f . Skiers by Income Groups (except students) (Sub-sample Size - 658) ' Tnftiat is your approximate annual income before taxes and payroll deductions ? Housewives please indicate family income level ." Under $6,000 annually 33. 5$ $ 6,000 to $ 9,999 annually 23-5 $10,000 to $14,999 annually 21.8 Over $15,000 annually 18.1 No answer 3.1 Median income $8,550 Percent of Skier-days Accounted for: 31.4* 26.4 19.4 19.7 3.1 $8,580 (See Geographic, Section III-D for breakdown of median income of skiers by home region and destination.) g. Family Skiers " Do other members of your immediate family ski ?" 67. 6# 31.9 .5 Tes No No answer h. Organized Skiers Skiers belonging to Ski Clubs 19.4 USEASA members 5.1#* 9.0g* Non-members 16.3 22.2 Unattached USEASA members 2.4* 3.7** Non-organized skiers 76.2 65. 1 68. 0# 31.1 .6 31.2 *USEASA Members 7.5 12.7 46 2) Skier Habits a. Ski Vacations " Did you take a ski vacation during the current ski season ? " " Did you take a ski vacation during the previous season ? " (By Percent of Skiers) Total Sample Skiers With Incomes Over $15,000 Sample Size 951 130 (1962-63) (1961-62) (1962-63) YES 39.22 27.12 60.72 NO No answer 58.2 2.6 68.0 4.9 39.3 Among 1962-63 vacation skiers the following modes of transportation were used to reach their vacation destination. (Sub sample size - 443) (By Percent of 1962-63 Vacation Skiers) 88.12 Automobile 3.0 Bus 2.7 Three or more modes 2.2 Air 1.4 Auto & Air - — .9 Air & Bus .7 Rail & Bus .7 Auto & Bus .3 Rail & Air 47 Vacation skiers reported lengths of vacations as follows: (Sub-sample size - 443) No. Days away from home 1962-63 (Sub- sample size - 443 - 335) No. Days of skiing 1962-63 1961-62 4-5. 6 - 7 8-9 10-11 12 - 13 14-15 16 - 17 18 - 19 20 & over no answer mean 39. 7# 19.4 16.9 10.9 1.9 2.1 1.6 .1 3.5 3.9 7.8 Days under 3 4 - 5 6-7 8-9 10-11 12-13 14-15 16 - 17 18 - 19 over 20 mean 17. 8£ 11.5* 37.0 36.4 20.8 24.2 13.4 10.6 2.9 7.7 2.4 2.2 2.5 3.3 .6 .8 1.0 .9 1.6 2.4 6.2 Days 6.9 Days 1962-63 vacation skiers spent an average of $ 16.78 per skier-day For travel, lodging, food, entertainment, ski equipment and ski facilities while on vacation. Amount spent on vacation per skier-day less than $10.00 V///////////////////////////////A Percent 25. 7£ $10.00 - $19.99 20.00 - 29.99 30.00 - 39.99 40.00 - 49.99 50.00 - 59.99 60.00 - 69.99 70.00 - 79.00 80.00 and over no answer W/////////////////////////////////////////////////////\ 43.2 W////////////////////77A 19 .i mm 4.7 .7 2.3 m .4 3.8 48 b. Weekend Skiing " Approximately how many Saturdays, Sundays, and/or Holidays did you ski during the current ski season ?" " Approximately how many Saturdays,. Sundays, and/or Holidays did you ski during the previous ski season ?" No. weekend 1962-63 days skied 1961-62 30.1* V//////////////////77m under 5 V///////////////////////////////A 43.0* 26.6 wmZMMUMA 6-10 V///////////////A 21.9 17.0 V////////////X 11 - 15 W77/7m 10.6 11.1 VJ7J/M 16-20 MM 7.8 5.5 Ml 21 - 25 E3 3.8 3.5 26 - 30 2.1 4.5 E2 over 30 3.9 1.7 no answerES] 6.9 11.1 Days mean 8.7 Days 49 " How much do you spend on an average weekend and/or Holiday ski trip ? ( Includes expenditures for travel, lodging;, food, entertainment and ski facilities .) $ per day ." Weekend skiers spend an average (mean) of: $ 18.06 per skier-day For travel, lodging, food, entertainment and ski facilities. (See Geo» graphic Distribution,Section III D for breakdown of mean expenditure by- skiers by home region and destination.) Amount spent per skier-day less than $10.00 V////////////////////////////A $10.00 - $19.99 mMMMMMmMMMMM 20.00- 29.99 W////////////////////////A 30.00 - 39.99 W7M/ 40.00 - 49.99 50.00 - 59.99 60.00 - 69.99 70.00 - 79.99 Q 80.00 and over vrmm no answer Percent 23. 5# 37.2 21.1 6.0 2.0 1.2 .5 .4 .4 7.6 Lodging: (By percent of skiers) " When you go on a ski trip do you usually stay overnight ? Where ? YES 50. 7# Lodge (two meals) 18.6$ Private Residence 11.4 Motel (no meals) 4.1 Hotel (meals optional) .... 2.7 Ski Club Cabin 2.0 Dormitory 1.5 Other 10.0 No answer .4 NO 46.6% No answer 2.7 50 A description of two sub-samples as compared to the main sample follows: (By Percent of Skiers) Skiers who Skiers who usually stay usually stay overnight at overnight at All a private a ski lodge Skiers residence Sub-sample Size 951 123 155 % % % Single 59.6 54.7 59.7 Married 40.3 45.3 40.3 Female 38.1 38.6 50.9 Male 61.9 61.4 49.1 Age: 12-18 19.6 16.2 12.4 19 - 22 19.9 21.5 24-3 23 - 30 22.7 23.8 24.0 31 - 40 22.6 26.3 23.7 41-50 13.2 10.7 13.7 Over 50 2.0 1.5 1.9 Income: (except students) Under - $ 6,000 33.5 34.3 39.1 $ 6,000 - $ 9,999 23.5 22.6 16.5 $10,000 - $14,999 21.8 23.2 21.0 Over - $15,000 18.1 18.5 20.8 No answer 3.1 1.4 2.6 Education: (23 years old and older) Less than a college degree 37.4 16.9 44.2 A Bachelor's degree 31.5 33.6 26.4 Graduate School 31.1 49.5 29.4 Geographic distribution: Maine 2.9 5.2 1.1 New Hampshire 4.4 1.0 1.5 Vermont 3.0 1.2 1.8 East. Mass. & R. I. 17.4 21.0 21.3 Western Massachusetts 3.6 1.3 2.9 Connecticut 11.6 17.1 12.4 N.Y. - (Adirondack) 2.2 1.5 .2 N.Y. - (Capitol) 3.8 .8 1.6 N.Y. - (S.E.,NYC & Long Is) 17.7 24.4 26.3 N.Y. - (Western) 6.3 3.3 7.1 New Jersey & East. Perm. 7.4 6.0 10.1 Western Pennsylvania 3.1 .6 1.9 Quebec, Canada 11.1 8.5 1.1 Outside NENA - West 3.3 2.9 3.4 Outside NENA - South 2.2 5.2 7.3 51 " When you go for a day's skiing, do you usually use the area eating facilities when they are available ?" ( Other than for coffee and/or other beverages .) YES . . . NO . . . No answer c. Midweek Skiing: Percent of Skiers 71.9* 26.7 1.4 Percent of Skier-days Accounted For 70.6$ 27.6 1.8 " Do you ski during the work or school week ?" ( Other than weekend , Holidays & vacation periods .) YES . . . NO . . . No answer 31.2* 64.6 4.2 " On the average, during the past few years, approximately how many weekdays (other than weekends, Holidays and vacation periods) did you ski during a month?" (A weekday means all or part of one 24 hour day , Monday through Friday .; (Sub-sample size 377) Days of skiing/month Percent of midweek skiers 1-3 55.5* 4-8 30.2 9-14 4.8 15 - 20 5.8 No answer 3.7 •articipation 4.5 days/month d. Total Skiing: VI • J. V WU J_ IfcJXV ■'. -1. 1 if*' o "Approximately how many days do you usually ski each season ? " (This question was asked in the field. Results shown below compare total field responses to field responses of those receiving and answering the mail questionnaire.) Average number of days of skiing each season Field findings Sub-sample . Questionnaires sent findings Questionnaires returned Sample size 19,903 1710 951 Total market 12.7 days 13.4 days 13.9 days USEASA members 23.5 days - 23.6 days 52 Skiers report participation rates as follows: RATE OF SKIER PARTICIPATION (Sample Size - 19,903) 3] % of all skiers vuua % of USEASA member skiers s n tj % 60% 50 40 30 20 10 _Q. ^ Under 11 21 31 41 61 Over 80 10 20 30 40 60 80 Days of skiing annually Figures shown below summarize the past winter's experience. Skiers re- ported usual season's participation when interviewed on the slopes during the season. Actual participation, as reported after the season, varied. We surmise that the significantly higher rate reported during 1962-63 is due to the unusually good snow winter enjoyed by the industry. Reported average participation - 1962-63 (Sample size 951) All skiers Days of Vacation Skiing 2.4 days Days of Midweek Skiing 4.2 days Days of Weekend & Holiday Skiing . . 11.1 days Mean days of participation 17.7 days USEASA members 4.6 days 6.2 days 16.0 days 26.8 days 53 e. Ski Instruction (Percent of Skiers:) " Have you ever taken lessons from a certified ski school ?" YES 50. lg NO 45.1 No answer .... 4.8 Skiers who have taken lessons occur more often among: Female skiers 6l.l# YES Skiers over 40 years old .... 70.3 YES Skiers having family incomes in excess of $15,000 annually ... 71.6 YES " Why did you choose the school that you did? " (Sub- sample size - 518) This was a forced choice question with seven specific answers and an open ended 'other' category. Forced answer Percent Convenience 60.8$ Reputation of ski school 14.0 Recommended by a friend 9.2 Technique taught 8.4 Cost 5.7 Desire for specific instructor 4.9 Professional reputation of ski school director . . 4.3 Other 8,8 No answer .1 *- *- Will not add to 100$ since multiple answers were recorded, Reasons given after "other" generally fall in the following categories: 1. Participation in a sponsored program (School, College, Club or Resort Package Program) 2. Lesson free with ski rental 3. Classes uncrowded 4. "I took lessons at the ski resort I was at because the people I was with required it." 5. Specialized race training program. 6. Special rates offered on special day. 54 3) Skier Preferences (Percent of Skier-days Accounted For:) Seven preference questions were included to provide an indication of consumer attitudes. Question #1 was purposely limited to four choices in order to measure relative demand for extras. One would normally expect the skiing available to be most important. However, since 20.0$ indicated some other consideration was the major influence in the decision of where to ski, extras do play a major role in attracting skiers. " Please mark the consideration you feel is MOST important when you choose an area to ski ." The skiing available 30.0$ The general atmosphere 9.9 The expense 8.5 The supporting facilities (lodge, parking) 3.9 (Will not add to 100$ since multiple answers were recorded.) a. Slope Preference: A set of questions were included to guide developers when seeking ski terrain. " Please indicate your preference in terrain . " I ski mainly on steep challenging slopes but enjoy an occasional moderate run 20.3$ I ski equally as Hrach on both types of terrain 28.9 I ski mainly on moderate easy slopes but enjoy an occasional steep challenging run 45.8 I ski only on beginners slopes 4.2 No answer .8 55 Terrain preferences among specific groups varied as follows: T /////JWWNWWN //////// A\\\\\\\\\\\V ES 20.32 28.92 45.82 4.22 15501 I ski only beginners slopes. " Please indicate your preference in moguls (skier made bumps) " I find them all challenging and fun to ski 41.32 I enjoy moderate bumps but avoid the extreme 43.7 I hate moguls, but enjoy the natural rolling terrain . . 11.0 I like only smooth slopes 2.9 No answer 1.1 * See definition on page 58 56 Slope -surf ace preference among specific groups varied as follows: kW\\\WV\\\WWVAW/W^ 1*1.3% 43.72 112 9.22 k\\\\\\\\\\\\\\\v\\v\\Myyy///yW^ 28.22 49. 1 15.92 6.22 53.82 k\\\V\\\\\\\\\\\\\\V/g 35.92 8.7 .8 56.02 ESSSSSSSSSSSSSIZZZE 33.82 7.2-1.4 30.62 Housewives, ESSSSSSSS SSSSSSSSSSSS3ZZZZZ25SI Professional, 52.72 14.5-2.1 Total skiers Female skiers Frequent skiers Students Managerial SLOPE PREFERENCE I find moguls all challenging and fun to ski. kwWXXl I enjoy moderate bumps, but avoid the extreme. YZZZZZ2H I hate moguls, but enjoy the natural rolling terrain. IWWVS<*j I like only smooth slopes. b. Lift Preferences: Two questions asked the skiers desires for specific services. Relating price increases were included to measure his/her will- ingness to pay for these services, and also provide some measure of the intensity of their feelings. " Assuming a surface lift were satisfactory, are you willing to pay an additional 202 fee to ride up a ski slope on a chair lift ?" YES 40.92 NO 57.2 No answer 1.9 Analysis of sub-grouping uncovered no "significant" differences. All classifications of skiers think much the same concerning this more expen- sive facility. " Would you be willing to pay a 102 premium if you did not have to wait in a ski lift line over 5 minutes ?" YES 81.92 NO 16.6 No answer 1.5 57 Again no significant departures from this pattern appeared in any sub- groupings. 31 respondents {3.3%) considered the question important enough to either double check "YES" or write comments. Several proposals were received concerning solutions to the problem. c. Competition: Two questions concerning competition brought the follow- ing response. " Would you go to an area specifically to watch a ma.jor ski competition? ( Class A caliber )" YES All skiers 44.02 Housewives, Professional, Managerial, Sales 33.5 Students 60.8 Single skiers 49.4 Married skiers 34.5 NO 55.3* NO ANSWER .72 66.52* 39.2 * 50.6 * 65.5 * * Includes no answer category. "Do you avoid skiing at a ski area, when you otherwise would, if you know a ski competition is to be held there ?" YES All Skiers Frequent Skiers 42.32 32.32 NO 55.42 NO ANSWER 2.32 67.72 There were 128 or 13.42 who answered "YES" to both competition questions, 4) Equipment Ownership : Percent of Skiers " Do you own your own ski boots ? " YES NO " Do you own your own skis ? " YES NO 85.92 14.1 84.82 15.2 Percent of Skier-days Accounted for: 93.72 6.3 93.22 6.8 58 co o M M 85 o co CO I -p a> i u o CD o o •H -P o t •H CO ■a •p (D !> • cd co O o co CO CO P pi CO CO CD P > -5 CO I -cnO CO -4 • ••••• ir\ f-\0 vO o en HHHCMCM HnHNOn • ••••• vO UN r-l r-j -4 CM CM H C\i CM H CO H CO vO HvO • ••••• u\ co cm en c*- cm H H H H CM m-4- O CD n | v ^4jmn •HOW.* • • • bo l>--ct cm »n c3 C O iZ>-?/3--e3-0 S H O & O CO 4 1 •09- O -4 CO <£" ■69- O CO C ct5 •H CD S 59 V?. r-encM c-- h c- O eno CM en co ir\ • • • • • • • • • • • • • to o ir\ r- co o CM vO en O t>- ir\ ir\ en cm cm H rlrlH en cm 1 ONOC^m CO cn>r\H H^O CM CM ST> • • • • • en • • • • • • • CM en o eno en H CM en en vO H CM en en^o en -4- vn -3-H HrH -4- ^ vO CVH -d-to lAON en VMAt^H H vO o O • ••••• en • • • • • • • en -3-»r\CM t^-o H CM CM CM vO en cm eno CM o CO en H -4rH H f-l V?. m H CO O CO t~vO vO rl^OONO ^O o en • •«••• en • • • • • • • en c\| co % •P K u u cd • C? • •> , P ft H u oi •H TJ H Tf tt> 8 ft -P o N oh m o o b3 • O • • «H +5 ^—^ •H X! C!J 3 O w •H •» o jj o oj a> 08 0) r-H O CO 73 JG O CO h &0 S O 01 01 ofessional erical, et aftsmen, e nagers, et lesmen, et bor, Opera- Services, • • 0} fl U O co CO H O g 586,U30 1,090,000 Mid-week periods 6,137,900 1,880,000 TOTAL 10,188,911* 7,920,000 * Included in other two totals. Available at vacation oriented areas only. B 1962-63 SKI FACILITY USAGE 1) 1962-63 Total Usage There were approximately' 7,920,000 annual skier-days of skiing accomplished by 447,600 skiers in Northeast North America during the winter of 1962-63. 62 2) 1962-63 Usage of Vacation Skiing Facilities There were 1,090,000 days of vacation skiing accomplished during the 1962-63 ski season by this skier market. Some of these days were at ski areas outside of Northeast North America. Two steps were necessary to produce this figure: Step 1: 1962-63 vacation skiers were separated from the total market of 447,600. There were 175,000 vacation skiers. Step 2: These 175,000 vacation skiers were converted to vacation skier- days by multiplying by the weighted average days skied during vacation. 3) 1962-63 Usage of Weekend & Holiday Skiing Facilities There were 4,950,000 days of weekend & Holiday skiing accomplished during the 1962-63 ski season by skiers in Northeast North America. One step was necessary to produce this figure. Total skiers were multi- plied by weighted average weekend and Holiday days of skiing reported. 4) 1962-63 Usage of Mid-week (non-weekend & vacation) Ski Facilities There were 1,880,000 days of midweek skiing accomplished during the 1962-63 ski season by skiers skiing in Northeast North America. Two steps were necessary to produce this figure. Step 1: 1962-63 mid-week skiers were separated from the total 447,600. There were 140,000 mid-week skiers. Step 2: The 140,000 mid-week skiers were multiplied by the weighted average number of mid-week days skied to obtain the total number of mid-week days of skiing accomplished. C 1962-63 SKI AREA CAPACITY 1) Concept Ski areas can be divided into three major categories based upon markets. This breakdown is useful for evaluating the economic potential of an area as well as planning for necessary facilities. Ski Areas cater primarily to: a. Vacation Skiers: Vacation oriented ski areas are characterized by relatively remote location, luxury of facilities, variety of terrain and relatively dependable snow conditions. These areas are generally found on the larger mountains and include a multi-lift complex, and spacious base lodge. A concentration of eating and overnight facilities can be found nearby. •63 b. Weekend Skiers: Weekend oriented ski areas are characterized by some- what l imi ted ski terrain, (in comparison to Vacation Areas) relative ease of access, and a minimum of supporting facilities, yet located in snowbelts. These areas can be found between population centers and the Vacation oriented areas. They depend upon a weekend influx of skiers interested in skiing with a minimum of travel. c. Day Skiers: Areas oriented to the day skier are located within an hours drive of a major center of population. They are characterized by severely limited terrain. Many include lights and/or snowmaking equipment. Their business is generated mainly by their convenient location. Most vacation oriented areas receive an influx of weekend skiers, and seme day customers. The "day" areas generally experience overflow crowds on weekends. Thus, weekend skiers determine the peak need for facilities while the other markets may make the difference between profit and loss. 2) Technical Note : The figures used state ski area capacity in vertical transport feet per hour. Total ski season capacity is based upon assumptions shown below: a. The average skier demands 8,000 vertical feet of skiing per day. (This is four trips on a slope with a 2,000 foot vertical drop or 16 trips on a 500 foot drop). b. The average skier begins his/her day's skiing at 10 AM and, unless a one hour lunch break is taken, completes skiing by 3 PM. Practically speaking capacity is based upon 5 hours of operation daily. c. On the average, a ski area can provide skiing for 80$ of the available days in any season. This means: 33 Weekend & Holiday days 50 Mid-week days 83 Total days of skiing The figures shown here are based upon data gathered at 170 ski areas during the winter of 1962-63. This total includes almost all cable lifts in the geographic area of this study. Rope tow figures have been included separately due to the very uncertain nature of their operation from season to season and the widely varying claims of uphill capacity. Rope tow figures are a combination of facts gathered during this study and educated guesses where operations of unknown capacity are known to exist. A detailed breakdown by VTF/hr is shown in the Appendix (Table I). 3) Total Capacity The total ski operations in Northeast North America made available U,05l,0lU skier days of Weekend & Holiday skiing and 6,137*900 skier days of mid-week ski- ing during the 1962-63 ski season. Cable lifts offered 3 » 390,651 skier days of weekend & Holiday skiing and 5,137,350 skier mid-week days. *Editors note: It is important to note that the average skier demands 8,000 feet within the 10 a.m. to 3 p.m. day (mentioned in 2b). A skier skiing a longer day may demand more verticle feet. 64 4) Vacation Capacity Vacation oriented ski areas offered 3*586 ,1*30 skier days during 1962-63. 1,U25,930 of these days were available during weekend and Holiday high use periods. 5) Technical Note Two steps were necessary to produce these figures: Step one: Total capacity in Vertical Transport Feet per hour for all ski areas in Northeast North America was divided by 1,600 VTF/hr. (8,000 VTF/day over a period of 5 hours) the average demanded by one skier. Step two: The resulting figure 122,758 represents the number of skiers that all ski areas combined are able to support at any one time. 122,758 skier days of skiing available on any one winter day was then multiplied by an aver- age winter of 33 Weekend and Holiday days of skiing. A similar procedure produced the mid-week supply as well as figures on cable lifts only. Vacation capacity was computed the same way using VTF/hr figures from only those ski areas described by the researcher as "vacation" oriented. In inter- preting these figures one must realize that many of the 3*586,U30 "vacation" skier days available were used by "weekend" and "day" skiers. 65 APPENDIX TABLE OF CONTENTS page A METHODOLOGY A-l 1) Research Design A-l 2) Data Collection A-l 3) Sample Design A-2 4) Field Work A-5 B CALCULATIONS A-6 1) Statistical Confidence Limits A-6 2) Approximate Days of Skiing Annually A-6 3) USEASA A-7 4) Size of Northeast U.S. Market Only A-7 5) Geographic Distribution of Respondents A-8 C SUB-SAMPLE OF 100 NON-RESPONDENTS A-9 D TABLES A - Findings for skiers categorized by ski habits A-13 B - Findings for skiers categorized by social characteristics A-14 C - Findings for skiers categorized by age A-15 D - Findings for skiers categorized by income A-16 E - Findings for skiers categorized by occupation A-17 F - Rate of participation of skiers by Regional markets . . A-18 H - Occupation of skiers by Region (skier residence) . . . A-19 I - Ski Areas in Northeast North America by Capacity . . . A-20 J - Regional Percentage for Vacation & Mid-week Skiers . . A-37 66 E DETAILED DATA COLLECTION PROCEDURES Letter to Interviewers A-38 Copy of Letter to Ski Area Managers A-39 Interviewer Procedure A-40 Sheet $1 (Estimating number of interviews to conduct) . . . A-42 Instructions for completing Sheet #2 A-43 Sheet #2 (interviewer Report Sheet) A-45 Questions and Answers A-46 Mail Questionnaire A-48 F TYPICAL PROBLEM A- 52 G SUPPLEMENTARY REFERENCES A-53 A-l APPENDIX A METHODOLOGY 1) Research Design The problem of measuring and describing the skier market in quantitative and qualitative terms required a descriptive study. A two stage statistical study of skiers was used to allow the researcher to present the required data from the consumers point of view. The objective was to obtain data to assess the economic potential of facilities to serve the sport, therefore, quantitative data had to be a function of participation, thus ruling out measures of either capacity of facilities or sales of equipment. The first stage required the collection of data designed to measure the total number of skiers, the number of days skied annually and the season the skier first started to ski. A 10$ sub-sample of first stage interviewees were asked to participate in the second stage of the research. The second stage required the collection of data designed to describe the skier, his/her habits, selected preferences and socio-economic characteristics. 2) Data Collection Field interviewers collected first stage data directly from skiers selected by random methods from ski slopes throughout the geographic area of the study. Selected skiers were asked five factual questions. Responses were recorded by check mark on a prepared form (see Sheet #2, under DETAILED DATA COLLECTION PROCEDURES). Every tenth interviewee (if over 12 yrs) was asked to participate in the more detailed Stage II study. Field Interviewers recorded names and addresses of willing participants. Second stage data was collected by mail questionnaire. (A copy of the questionnaire appears under DETAILED DATA COLLECTION PROCEDURES). One mailing of 1,710 questionnaires yielded 951 useable returns. No followup mailings were made. This method of data collection provided the maximum amount of correct in- formation. Slope interviews were necessary to reach a representative sample of skiers since skiers form too small a segment of the total population to reach economically through telephone, or other geographic interviewing techniques, Slope interviews were also necessary to collect a representative mailing list. Slope interviews were kept short, both to motivate maximum participation A- 2 and obtain a large sample in a minimum amount of time. While the lift line interview situation used provides the most practical method of obtaining a representative sample, the interview is conducted out of doors in winter weather. It is therefore important to keep the interview as short as possible. The second stage was used to obtain the detailed information which could not be obtained in the field. Mailing the questionnaire to every tenth respondent rather than distributing them on the slopes accomplished the following objectives: 1) Questionnaires were not distributed until the end of the ski season, therefore allowing the collection of comparable data on total season's activity. 2) Questionnaires arrived at the respondent's home, minimizing the chance of either getting lost or being given to another skier to fill out and return. 3) Complete control and analysis of who receives and who returns a question- naire was possible. 3) Sample Design a. The Universe: The universe sampled consisted of all skiers partici- pating in the sport, at an identifiable ski area during the 1962-63 ski season, in Northeast North America. b. The Geographic Boundaries: The Northeast North America includes the states of West Virginia, Maryland, Pennsylvania, New Jersey, New Tork, Connecticut, Rhode Island, Massachusetts, Vermont, New Hampshire, the southwestern half of Maine and the Laurentian and eastern township zones of Quebec. (See map on page 15) c. A "Skier": A skier as used in this study includes any person with ski equipment who is riding, or in line to ride, uphill on a ski lift. d. A "Ski Area": A ski area as used in this study includes all identifi- able sites where participants engage in the sport of skiing and have a ski lift to transport them to the top of the slopes. Ski areas included in this study were obtained from published and non-published sources as listed below: "The American Ski Directory", November 1961 "Ski Faring", 1961-62 Edition Membership list of National Ski Area Association, Inc. List of all registered passenger tramways from the N. H. State Passenger Tramway Safety Board List of Vermont Passenger Tramways. Mailing list of New York State Ski Centers from the N.Y.S. Dept. of Commerce. e. Size of Sample: 19,903 skiers were contacted during phase I of the study. 1,710 skiers were contacted during phase H. Phase I determined the size of the skier market by obtaining the pro- portion of the sample holding membership in the United States Eastern Amateur Ski Association. Original estimates placed this proportion at 2%, thus requiring 20,000 interviews to obtain the desired statistical accuracy A-3 of £ .2% (10$ of 2%) at the 95% confidence interval. Actual findings placed the percentage at 5.60$ thus providing greater statistical accuracy. Phase II determined habits, preferences and makeup of the market. Original plans were based upon 600 returns providing statistical accuracy of 2 3»5/£ 0-5% of 25%) or better for findings between 25$ and 15% of the sample. Actual returns of 951 provided greater statistical accuracy. f. Procedure of Sample Selection: 24,000 skiers were selected (we expect- ed 20$ would not cooperate) by random methods, by listing every ski area, categorizing them by capacity and period of operation, then selecting a proportionate number of interviews to be accomplished at each category of areas. First classification was made on the basis of theoretical capacity of the ski area by estimating the ski area's Vertical Transport feet/hour (VTF/hr). VTF/hr is the total vertical rise of every ski lift at the area times the rated safe capacity of each lift in skiers per hour. Over 5,000,000 VTF/hr 3,000,000 to 5,000,000 VTF/hr 1,000,000 to 3,000,000 VTF/hr 500,000 to 1,000,000 VTF/hr (Daily Operation) 500,000 to 1,000,000 VTF/hr (Weekends & Holidays) Under 500,000 VTF/hr (Daily Operation) Under 500,000 VTF/hr (Weekends & Holidays) Sample distribution was computed as shown on Chart A-l Chart A-l shows anticipated vs actual sample distribution. The final decision on the actual number of interviews gathered at any area was gov- erned by the estimated number of skiers at the area on the day of the interview. Interviewers obtained a 10$ sample or a minimum of 30 inter- views. Areas were categorized to arrive at some basis for assignments. (As the field work progressed it became very evident that we had over- estimated the average crowds at category 4 areas. 37 of these assignments were subsequently canceled and interviewers instructed to revisit category and 1 areas. This decision, while not strictly in accord with proper sampling technique, was made for practical purposes and does provide a more representative sample than holding to the original design. ) Second, 10 days were randomly selected out of the period of the ski season, December 22 to April 15. (7 weekend & Holiday and 3 midweek days) Third, using a random selection process, thereby letting every area have an equal chance of being visited on one of the ten days, the interview day for each of the areas was selected. Finally, interviewers selected skiers to interview on a systematic basis. Interviews were conducted at all ski lifts at the assigned area in propor- tion to the number of skiers using that lift. Every 10th skier beginning with the 3rd skier in line when the interviewer began interviewing, was asked to participate. When interviewers could determine that a skier had previously been approached in the survey, he was not interviewed again. Category it 1 n 2 it 3A ti 3B h 4A n 4B CHART A - 1 SAMPLE DISTRIBUTION AMONG SKI AREAS A- 4 Sat. Aver. No. Category % Aver. No. Areas No. of Interviews wknd skier ski capacity interview in sample & ( expect ec areas per Holi. crowd) in cat area plan act. Estimated Actual 5,000 3 15,000 8.7 500 3 6 1,480 3,000 1 3,200 8 25,600 14.9 320 8 17 2,520 4,114 2 1,600 39 62,400 36.3 160 39 39 6,180 4,981 3A 600 58 34,800 20.3 60 71 65 3,450 2,785 3B 600 13 7,800 4.5 60 760 480 4A 150 35 5,250 3.0 30 88 51 510 761 4B 150 140 21,000 12.4 30 2,150 1,167 sub total 17,050 17,288 Mid- week 1,200 3 3,600 17.9 120 4 4 535 394 1 500 8 4,000 19.9 50 12 12 595 638 2 200 39 7,800 38.8 30 39 30 1,160 1,060 3A 50 5B 2,900 14.5 30 15 9 435 308 4A 50 35 1,750 8.7 30 9 7 260 215 £ nib to bal 2,985 2,615 TOTAL 20,035 19,903 A-5 g. Summary: Sample design and selection: Every skier skiing at one of the 296 identified ski areas in the described geographic region of North- east North America had equal chances of being interviewed, except that these chances increased as the skiers rate of participation increased. Sample design was controlled to the extent that more interviews were taken at areas expected to attract a larger proportion of total skiing. The final sample contains a more than proportionate share of interviews from Category and 1 areas when compared on a capacity basis. However, a more than proportionate share of skiing is done at these areas due to better facilities, more depend- able snow conditions and a longer season. Practical considerations will not allow the analysis of the data as a stratified random sample. The design achieved is at least as good as a simple random sample and can be said to be representative. 4) Field Work : (Stage 1) Ten field regions were established and Regional Field Supervisors hired to carry out the Phase I collection. Supervisors with one exception were all college students and obtained through either the Dean of Men's office or their respective placement office. Supervisors were hired following a campus interview by a representative of the research organization. The research director personally interviewed and hired Supervisors at seven of the ten regions. Supervisors were all provided with a manual of instructions and procedures, specific ski area assignments, and interview materials for their field interviewers who were selected by these ten Supervisors. Generally, Interviewers displayed a responsible attitude and proved compe- tent on the slopes. Where isolated cases of poor field procedures or incorrect collection of data were evident, the work was not utilized and if possible was redone. Field Work : (Stage 2) Stage 2 work was all accomplished from the home office and under the per- sonal supervision of the Director of Research. Mail Questionnaires were serially numbered and recipients were entered on a master mailing list. All data were coded and entered on punch cards for tabulation. Tabulation was accomplished under the personal supervision of the Director of Research. Section E of the Appendix contains the detailed instructions to field interviewers with copies of all recording sheets and a copy of the mail questionnaire . A-6 B CALCULATIONS 1) Statistical Confidence Limits: Sample % 95$ Confidence limits 1,710 skier sample 19,903 skier sample 951 sample 90 - 10 + 0.44# ± 1.5* ± 1.9# 80 - 20 - ± 1-9 + 2.6 70 - 30 - + 2.2 + 3.0 60 - 40 - + 2.4 ± 3.2 50 _ + 2.4 + 3.2 For example: The computed percentage of skiers who took a ski vacation is 39.2$. This finding was from the smallest sample (951). To determine the statistical limits one would look at the table under "951 sample" and opposite the 40^ sample percentage. The limits are + 3.2#. Therefore statistical accuracy tells us that chances are 95 in 100 that the true universe percentage is between 36. 0# and 42.4$. 2) Approximate days of skiing annually : Class Mid-point fieciprocal Under 10 5.0 1/5.0 or .2000 11-20 15.5 1/15.5 or .0645 21-30 25.5 1/25.5 or .0392 31 - 40 35.5 1/35.5 or .0282 41 - 60 50.5 1/50.5 or .0198 61 - 80 70.5 1/70.5 or .0142 Over 80 90.0 1/90.0 or .0111 A-7 3) USEASA Average Membership : Date Interviews USEASA Collected % Membership as of: Dec. 27 19,165 Jan. 4 2,050 10.3* Feb. 5 24,272 Feb. 9 1,220 6.1 Feb. 11 24,843 Feb. 17 5,686 28.6 Feb. 20 25,458 Feb. 28 1,898 9-5 Feb. 27 26,011 Mar. 3 3,233 16.2 Mar. 8 26,595 Mar. 10 1,210 6.1 Mar. 13 26,745 Mar. 17 3,475 17-5 Mar. 29 * 27,528 Mar. 31 1,131 5.7 ¥eighted Average 25,063 4) Size of Northeast U. S. Market only : The calculations below were conducted from data gathered only in the U.S.A. (Canadian data were subtracted). This calculation was necessary to compare size findings from membership data with findings from subscription data since no Canadian subscription data were available. Skiers Interviewed 16,655 Total USEASA Members 2,057 Percent Membership (after adjustment) 6.52^ Average USEASA Membership 25,186 Thus, if 25,186 skiers represent 6.52$ of the market; the market size is 386,288 skiers. A- 8 Geographic distribution of respondents ; The below listing compares the geographic distribution of mail question- naire respondents to the geographic distribution of the compiled mailing list, Market Source Region Percent Mailing List Respondents 1. Maine 4.05$ 4.94£ 2. New Hampshire 5.96 5.68 3. Vermont 5.38 5.46 4. Eastern Massachusetts & Rhode Island 15.50 16.70 5. Western Massachusetts 4.50 3.99 6. Connecticut 9.54 9.77 7. New York - Adirondack 2.69 3.15 8. New York - Capitol 3.86 4.41 9. New York - S.E., N.Y.C. & Long Island 13.23 12.40 10. New York - Western 7.84 8.83 U. New Jersey & Eastern Pennsylvania 5.67 5.78 12. Western Pennsylvania 2.75 3.15 13. Quebec, CANADA 14.70 11.12 14. Outside NENA - West 2.98 3.05 15. Outside NENA - South 1.35 1.57 A-9 Sab-sample of 100 non-respondents A sub-sample of 100 of the 759 non-respondents was selected by random methods in late May. 68 were contacted by telephone or follow up questionnaires and answered in 4 selected questions plus the classification section. 19 non- respondents were not reached due to the unavailable listing of a telephone num- ber for the name spelled as we had recorded it. Experience indicates that a large portion of these 19 most likely spelled their names some other way. 13 were not reached due to failure to answer the telephone after four to six attempts, Findings of the sub- sample as compared to the main sample are shown below. " Did you take a winter ski vacation during the current (1962-63) ski season? " Main Sample Sub- sample YES 39.22 26.82 NO 58.22 68.82 No answer 2.6$ 4.42 If yes, " How many days were you away from home during this vacation? " Days Away Main Sample Sub- sample 4-5 39.72 28.32 6-7 19.4 30.2 8-9 16.9 10-11 10.9 9.7 12-13 1.9 14.4 14-15 2.1 5.6 16 - 17 1.6 1.5 18 - 19 .1 20 & over 3.5 No answer 3.5 MEAN 7.8 Days 7.6 Days " Do other members of your immediate family ski ? " Main Sample Sub-sample YES 67.6^ 64.22 NO 31.92 31.82 Ho answer .52 4.02 A-10 " Do you 3ki during work or school weekdays? " ( Other than weekends . Holidays and vacation periods .) YES NO No answer Skier Classification SINGLE MARRIED FEMALE MALE Occupation Students Professional, etc, Clerk, etc. Managers, etc. Craftsmen, etc. Housewife Sales Labor Military No answer Age 12-18 19-22 23 - 30 31 - 40 41-50 Over 50 Median Education (23 Tears Old and Older) Grade School Some High School Graduated High School Some College Graduated College Post Graduate Work Main Sample Sub-sample 31.2* 26.5* 64.6 67.5 4.2 6.0 Main Sample Sub- sample 59.6* 62. 0# 40.3 38.0 38.1 38.7 61.9 61.3 Main Sample Sub- sample 2S.8% 52.6* 28.7 15.3 11.6 4.3 6.6 11.5 7.1 6.6 7.4 6.5 4.3 2.0 2.5 1.2 .8 - 2.1 ^ Main Sample Sub- sample 19.655 39.7* 19.9 12.0 22.7 16.8 22.6 11.4 13.2 16.8 2.0 3.3 26.2 Years 21.6 Years Main Sample Sub-sample .5% _ 4.0 2.8 11.7 28.6 21.2 17.1 31.5 31.2 31.1 20.3 A-ll Income (except students) Under $ 6,000 annually $ 6,000 to $ 9,999 annually $10,000 to $14,999 annually Over $15,000 annually No answer Median Geographic Distribution Main Sample Sub- sample 33.5% 13.3* 23.5 39.1 21.8 14.4 18.1 16.0 3.1 17.1 $8,550 $8,870 Questionnaires Main Sample Sub-sample Sent Sample size 1710 951 68 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Maine New Hampshire Vermont Eastern Mass. & R. I. Western Massachusetts Connecticut N.Y. - Adirondack N.T. - Capitol N.Y. - SE; NYC & Long Island N.Y. - West New Jersey & East. Penn. Western Pennsylvania Quebec, CANADA Oat side NENA - West Outside NENA - South 2.8£ 3.9# 5.3£ 4.4 3.8 9.4 3.0 3.0 3.2 17.4 17.9 17.9 3.6 3.3 3.0 11.6 11.5 10.7 2.2 2.6 7.6 3.8 4.5 - 17.7 17.3 12.0 6.3 7.1 1.3 7.4 7.3 6.4 3.1 3.0 1.3 11.1 8.6 16.3 3.3 3.1 3.9 2.2 3.1 1.7 A-12 TABLES: The following tables summarize selected findings concerning various sub- classifications of the skier market. Data is shown in terms of "skiers" or "skier-days accounted for". Figures shown under the heading "By percent of skier-days accounted for:" automatically weight findings by the respondent's reported frequency of participation. Findings concerning expenditures, pre- ferences and habits are more meaningful when expressed in these terms. In simple terms this weighting gives the skier a voice in proportion to the amount of skiing he/she does. Figures should be interpreted thusly. Looking at Table A, one can say: "Skiers who account for 83.2% of the skier-days spent by Frequent Skiers are willing to pay an additional 10% for not having to wait in a lift line over 5 minutes ." and Looking at Table C, one can say: "Skiers who account for 66.3% of the skier-days spent by skiers age 31 - 40 generally use the area eating facilities , and Looking at Table D, one can say: "Skiers who account for 100% of the skier-days spent by skiers with an annual income of over $ 15 » 000 (19.7% of all skier-days, as shown on page 44) spend an average of $ 26.49 per skier/ day when on a weekend ski trip." A-13 TABLE A Selected findings categorized by ski habits: (By percent of skier-days accounted for:) All skiers Vacation skiers Midweek skiers Frequent skiers Sub-sample size 951 510 378 526 All challenging o Moderate bumps h e 0, -3 to - $30 O «H M 8*3 jj $3i -$40 IS * $41 - $50 g Jj $51 - $60 § h I *_ 1 S af •tiW 30 H I OEh GCO co WO 11.3 12.0 23.3 41.9 19.0 60.9 9.1 3.2 12.3 2.1 1.4 3.5 64.4 35.6 100.0 co o B 8 Oh | CO Eh o 43.0 8.8 51.8 24.1 7.6 31.7 9.C 7.5 16.5 76.1 23.9 100. CO o § « 41.8 5.8 47.6 30.4 4.3 34.7 14.8 2.9 17.7 87.0 13.0 100.0 o «3 o 36.6 15.6 52.2 23.8 11.5 35.3 5.2 7.3 12.5 65.6 34.4 « I'd Ph EhO CO« 39.7 19.9 59.6 9.1 20.9 30.0 10.0 .3 10.3 58.9 41.1 100.0 100.0 K i o c 16.1 16.1 53.3 53.3 19.2 2.6 21.8 8.4 .4 8.8 97.0 3.0 100.0 GRAND CABLE 16.2 8.8 11.3 5.1 .1 TOTAL ROPE .8 .8 1.4 .3 1.2 TOTAL 17.0 9.6 12.7 5.4 1.3 6.5 3.6 10.1 6.7 2.1 8.8 5.8 6.9 1.7 14.5 83.6 .9 3.6 1.2 .5 16.4 6.7 10.5 2.9 15.0 100.0 A-22 CAT. # AREAS in CAT. SKI AREAS - NORTHEAST NORTH AMERICA SUMMARY Vertical Transport Feet Per Hour Cable Rope TOTAL NORTHERN VERMONT SOUTHERN VERMONT NEW HAMPSHIRE 1 2 3 4 TOTAL 2 5 9 15 31 7,354,500 7,501,900 5,408,700 1,898,650 22,163,750 383,500 1,425,000 875,500 2,684,000 24,847,750 MAINE 1 2 3 4 TOTAL 1 3 3 6 13 3,279,670 4,305,000 1,601,500 905,000 10,001,170 25,000 211,200 297,800 534,000 10,625,170 Vacation Oriented 1 5,686,000 5,686,000 1 3 12,528,500 12,528,500 2 5 9,843,800 4,143,000 3 4 2,806,370 480,000 4 8 1,052,000 998,000 TOTAL 21 31,916,670 1,478,000 33,394,670 22,357,500 1 5,866,600 432,000 6,298,600 1 1 4,083,000 4,083,000 2 2 3,530,500 3,530,500 3 6 3,766,800 824,500 4 2 115,200 250,000 TOTAL 12 17,362,100 1,506,500 18,868,600 13,912,100 4,054,500 3,555,400 2,300,700 360,000 10,270,600 3,279,670 3,279,670 EASTERN MASSACHUSETTS & RHODE ISLAND 3 4 TOTAL 100,000 100,000 1,255,000 1,188,000 2,443,000 2,543,000 A-23 SUMMARY § CAT. AREAS Vertical Transport Feet Per Hour in Vacation CAT. Cable | Rope | TOTAL | Oriented BERKSHIRES including NORTH-WEST CONN. & EAST-CENTRAL NEW YORK 1 2 3 4 TOTAL 4 3 16 2,250,000 8,376,400 1,809,400 420,000 12,855,800 2,400,000 3,792,500 640,000 285,000 7,117,500 19,973,300 CATSHLLS and POCONOS 2 3 4 TOTAL 6 7 10 23 7,429,500 4,174,500 1,558,500 13,162,500 1,527,800 1,315,000 1,292,000 4,134,800 17,297,300 5,428,550 5,428,550 ADIRONDACKS 2 3 4 TOTAL 4 7 8 19 5,509,750 4,016,200 1,948,000 11,473,950 760,000 568,000 386,500 1,714,500 13,188,450 2,733,750 566,000 256,000 3,555,750 CENTRAL & WESTERN NEW YORK 2 3 4 TOTAL 6 9 9 24 7,526,000 4,907,500 1,062,500 13,496,000 3,222,500 2,365,800 1,495,500 7,083,800 20,579,800 WESTERN PENNSYLVANIA, WEST VIRGINIA & MARYLAND 2 3 4 TOTAL 2 3 2 7 2,253,250 515,000 570,000 3,338,250 1,130,000 1,188,000 15,000 2,333,000 5,671,250 QUEBEC, CANADA 1 2 3 4 TOTAL 1 9 10 10 30 4,730,000 15,696,250 5,636,900 2,462,000 28,525,150 770,000 129,000 899,000 29,424,150 4,730,000 4,015,750 535,000 1,051,500 10,332,250 GRAND TOTAL 204 164,395,340 I 32,018,100 I 196,413,440 69,136,420 SKI AREAS - NORTHEAST NORTH AMERICA by CAPACITY in VTF/hr. Skier Destination - NORTHERN VERMONT A-24 b O'H t-3 C0 < c6 Ski Area o o SO Vertical ' Cable transport Ft, Rope /hr. TOTAL •H o < Mt. Mansfield 6 5,686,000 5,686,000 X Killington Basin 1 8 4,728,500 4,728,500 X Sugar Bush Valley- 1 4 4,090,000 4,090,000 X Jay Peak 1 4 3,710,000 3,710,000 X Okemo Mountain 2 5 2,720,000 2,720,000 Pico Peak 2 4 2,215,000 2,215,000 X Mad River Glen 2 3 1,928,000 1,928,000 X Smugglers Notch 2 3 1,530,000 1,530,000 Mt. Ascutney 2 2 1,450,800 1,450,800 Mt. Tom & Suicide Six 3 3 965,000 965,000 Middlebury Snow Bowl 3 1 720,000 180,000 900,000 Burke Mountain 3 1 783,870 60,000 843,870 Lyndon Outing Club 3 1 337,500 240,000 577,500 Birdseye Mountain 4 1 390,000 30,000 420,000 Skyline Ski Area 4 1 42,000 300,000 342,000 X High Pond 4 1 (300,000) (38,000) (338,000) Norwich University 4 1 320,000 320,000 Judgement Ridge 4 (300,000) (300,000) Chelsea 4 120,000 120,000 Pecham 4 120,000 120,000 Underhill Bowl 4 90,000 90,000 SKI AREAS - NORTHEAST NORTH AMERICA by CAPACITY in VTF/hr. Skier Destination - SOUTHERN VERMONT A-25 • fc (0 OtH u < Ski Area o .OH Vertical Transport Ft/hr. •H •8 < -p o i-s So Cable Rope TOTAL a Mt . Snow 9 5,866,600 432,000 6,298,600 X Big Bromley 1 7 4,083,000 4,083,000 X Stratton Mountain 2 3 2,140,000 2,140,000 X Magic Mountain 2 2 1,390,500 1,390,500 X Prospect Mountain 3 2 924,000 50,000 974,000 Hogback Mountain 3 2 750,000 150,000 900,000 Carinthia 3 2 875,000 875,000 Dutch Hill 3 2 650,200 10,500 660,700 Snow Valley- 3 2 567,600 30,000 597,600 Pine Top 3 (584,000) (584,000) Burrington Hill 4 1 (115,200) (100,000) (215,000) Living Memorial Pk. 4 150,000 150,000 A-26 SKI AREAS - NORTHEAST NORTH AMERICA CAPACITY in VTF/hr. Skier Destination - NEW HAMPSHIRE fc (0 -p -p cd O Number of Cable Lifts Vertical Cable Transport Ft Rope /hr. TOTAL cd Q) h < a o •H ■P cfl O cfl U < 1 Sugar loaf Mountain 1 5 3,279,670 3,279,670 X Pleasant Mountain 2 4 1,940,000 1,940,000 Sunday River 2 2 1,228,000 25,000 1,253,000 Mt. Abram 2 2 1,137,000 1,137,000 Saddleback Mountain 3 2 767,500 767,500 Lost Valley 3 1 334,000 211,200 545,200 X Bald Mountain 3 1 500,000 500,000 Chisolm Park 4 1 495,000 495,000 X Tit comb Memorial 4 1 200,000 125,000 325,000 Sky High 4 1 210,000 210,000 Pinnacle Mountain 4 70,800 70,800 Spruce Mountain 4 57,000 57,000 Hurricane Slopes 4 (45,000) (45,000) A-29 SKI AREAS - NORTHEAST NORTH AMERICA by CAPACITY in VTF/hr. Skier Destination — EASTERN MASSACHUSETTS & RHODE ISLAND Ski Area b o © +> o5 O Number of Cable Lifts Vertical ' Cable transport Ft/ Rope 'hr. TOTAL a Q> u < c o •H it o > 05 U < >> 8 Priest* s Ski Tows 3 775,000 775,000 Boston Hill 3 1 (100,000) (480,000) "(580,000) X Blue Hills 4 400,000 400,000 X Lock's Tows 4 (150,000) (150,000) Diamond Hill, R.I. 4 130,000 130,000 X Hartwell Hill 4 (108,000) (108,000) Jericho Hill 4 100,000 100,000 Bradford 4 300,000 300,000 SKI AREAS - NORTHEAST NORTH AMERICA by CAPACITY in VTF/hr. A-30 Skier Destination - BERKSHIRES (Western Massachusetts, Northwest Connecticut & East- central New York) a (ft Ski Area o (D •P cd O Number of Cable Lifts Vertical Cable Transport Ft Rope /hr. TOTAL u < •H ■p cd e u Bousquet ' s 1 4 2,250,000 2,400,000 4,650,000 X Catamount, N. Y. 2 4 2,603,000 48,000 2,651,000 Thunder Mountain 2 3 1,711,000 7,000 1,718,000 X Mt. Tom 2 2 1,098,400 350,000 1,448,400 X Springfield Ski Club (Blanford) 2 1,440,000 1,440,000 Mohawk Mountain, Conn. 2 2 740,000 640,000 1,380,000 Mt. Wachusett 2 2 1,224,000 1,224,000 X Berkshire Snow Basin 2 1 550,000 637,500 1,187,500 Powder Hill, Conn. 2 2 450,000 670,000 1,120,000 X Otis Ridge 3 3 726,900 100,000 826,900 Jiminy Peak 3 2 567,500 567,500 Chickley Alp 3 540,000 540,000 Petersburg Pass 3 1 515,000 515,000 Jug End Barn 4 1 (150,000) (165,000) (315,000) Mohawk Trail 4 2 (270,000) (270,000) Oak & Spruce Resort 4 (120,000) (120,000) SKI AREAS - NORTHEAST NORTH AMERICA by CAPACITY in VTF/hr. A-31 Skier Destination - CATSKILL MOUNTAINS and POCONO MOUNTAINS 1? 01 0«H . h3 a) u < a o Ski Area o 0) 13 Vertical Cable Transport Ft/ Rope 'hr. TOTAL u < Bellayre Mountain 2 5 2,210,000 191,800 2,401,800 X Hunter Mountain 2 3 1,950,000 50,000 2,000,000 X Highmount Ski Center 2 2 508,750 830,000 1,338,750 Plattkill Mountain 2 1 775,000 360,000 1,135,000 Sterling Forest 2 3 975,000 80,000 1,055,000 X Davos Ski Resort 2 5 1,010,750 16,000 1,026,750 X ELk Mountain, Penn. 3 2 968,000 968,000 Fahnestock State Park 3 2 626,000 300,000- 926,000 Mount Cathalia 3 3 740,000 150,000 890,000 Big Boulder, Penn. 3 2 722,500 150,000 872,500 Silvermine 3 2 318,000 381,000 699,000 Roxbury Ski Center 3 1 560,000 24,000 584,000 Birch Hill 3 1 240,000 310,000 550,000 Mount Storm 4 1 (200,000) (250,000) (450,000) Holiday Mountain 4 1 (211,500) (203,000) (414,500) Cave Mountain 4 1 400,000 400,000 Ski Land 4 1 120,000 270,000 390,000 Phoenicia 4 375,000 375,000 Concord Hotel 4 2 162,000 64,000 226,000 Grossinger's 4 1 125,000 80,000 205,000 Buck Hill, Penn. 4 2 (200,000) (200,000) Shaynes 4 1 (140,000) (140,000) Youngs Gap 4 50,000 50,000 SKI AREAS - NORTHEAST NORTH AMERICA by CAPACITY in VTF/hr. A-32 Skier Destination - ADIRONDACK MOUNTAINS, NORTHERN NEW YORK Ski Area & o to ber of le Lifts Vertical Transport Ft/hr. Sri < O •H U < -P O g & Cable Rope TOTAL Whiteface Mountain 2 4 2,733,750 2,733,750 X Big Tupper 2 2 1,264,000 1,264,000 Old Forge 2 3 1,152,000 100,000 1,252,000 Oak Mountain 2 1 360,000 660,000 1,020,000 Gore Mountain 3 1 720,000 255,000 975,000 Moon Valley 3 2 691,500 691,500 Willard Mountain 3 1 546,200 63,000 609,200 Alpine Meadows 3 3 600,000 600,000 Silver Bells 3 1 480,000 100,000 580,000 Fawn Ridge 3 4 566,000 566,000 X Royal Mountain 3 1 (412,500) (150,000) (562,500) Paleface 4 2 426,000 426,000 West Mountain 4 1 315,000 54,000 369,000 Hickory Hill 4 1 300,000 60,000 360,000 Mt. Pisgah 4 1 216,000 112,500 328,500 Scotts Cobble 4 1 256,000 256,000 X St. Lawrence Snow Bowl 4 1 240,000 240,000 Harvey Mountain 4 1 195,000 195,000 Beartown Slopes 4 160,000 160,000 1 SKI AREAS - NORTHEAST NORTH AMERICA by CAPACITY in VTF/hr. A-33 Skier Destination - CENTRAL & WESTERN NEW YORK including NORTHWEST PENN. 0} 09 © u < fc O «H § cd Ski Area o to © © » o 3 Id a o Cable Rope TOTAL s a Snow Ridge 2 4 1,965,000 912,500 2,877,500 Holiday Valley 2 3 1,875,000 295,000 2,170,000 X Greek Peak 2 2 1,340,000 300,000 1,640,000 X Song Mountain 2 3 1,621,000 1,621,000 X Glenwood Acres 2 2 565,000 875,000 1,440,000 X Brantling 2 1 (160,000) (840,000) (1,000,000) Toggenburg 3 2 880,000 42,500 922,500 Mystic Mountain 3 2 804,000 100,000 904,000 X Blue Mountain 3 1 (900,000) (900,000) Labrador 3 1 550,000 300,000 850,000 Swain Slopes 3 2 840,000 840,000 Kissing Bridge 3 2 684,000 80,000 764,000 X Allegany State Park 3 1 128,750 595,400 724,150 Camp Mystic, Penn. 3 (700,000) (700,000) Mt. Otsego 3 1 120,750 547,900 668,650 Denton Hill State Park 4 2 (437,500) (437,500) Penn. A-34 Skier Destination - CENTRAL & WESTERN NEW YORK (Cont.) including NORTHWEST PENN. ■ fc (0 ■p CD CD U < CO a> Ski Area o to © cd u 11 P CO SO Vertical Transport Ft/hr. Cable Rope TOTAL •H In O Gunset Ski Bowl 4 1 275,000 100,000 375,000 Zippo Ski Slope, Penn. 4 (350,000) (350,000) Drumlins 4 300,000 300,000 X Snow Peak, Penn. 4 300,000 300,000 Joe Berry Ski Sh. 4 (150,000) (150,000) X Frost Ridge 4 (115,000) (115,000) Snowy Acres 4 (105,500) (105,500) Jamestown Ski Club 4 75,000 75,000 Skier Destination - SOUTHWEST PENNSYLVANIA, WEST VIRGINIA & MARYLAND Seven Springs 2 5 1,694,250 450,000 2,144,250 Laurel Mountain 2 1 559,000 680,000 1,239,000 Skimont 3 1 385,000 248,000 633,000 Weiss Knob, W. Va. 3 555,000 555,000 Marsh Mountain 3 1 130,000 385,000 515,000 Hidden Valley 4 2 360,000 15,000 375,000 Camp F. T. Soles 4 1 210,000 210,000 SKI AREAS - NORTHEAST NORTH AMERICA by CAPACITY in VTF/hr. A-35 Skier Destination - QUEBEC, CANADA OJ b • of Lifts 0) h < c Ski Area o to Number cable Vertical 1 Cable transport Ft/ Rope hr. Total •H O < 1 Mt. Tremblant 1 6 4,730,000 4,730,000 X Mt. Gabriel 2 7 2,625,750 2,625,750 X X Mt. Orford 2 3 2,390,000 2,390,000 Mt. Sutton 2 4 2,025,000 2,025,000 Hills 69 to 72 2 6 1,841,000 1,841,000 X Avila 2 4 1,714,500 1,714,500 X Ste. Marguerite 2 7 1,390,000 1,390,000 X Mt. Blanc 2 3 1,355,000 1,355,000 Mt. Habitant 2 3 1,320,000 1,320,000 X Glen Mountain 2 2 1,035,000 1,035,000 Hillcrest-Green Timber 3 2 781,150 781,150 Mt. Alouette 3 2 750,000 750,000 Hills 40 & 80 3 2 665,000 665,000 Chantecler 3 3 (547,500) (100,000) (647,500) La Marquise 3 1 451,250 195,000 646,250 Mt. Jasper 3 1 640,000 640,000 Mt. Ste. Agathe 3 2 590,000 590,000 A-36 Skier Destination - QUEBEC, CANADA (Cont.) Ski Area o M 13 n ■P «IH«H O-H hi U © Q> 11 3 CO Vertical Cable Transport Ft/ Rope hr. TOTAL cd CD < § •H 1 cd u < 1 Big Hill 3 1 (290,000) (290,000) (580,000) Mt. Plant e 3 1 387,000 185,000 572,000 Sun Valley 3 3 535,000 535,000 X Grey Rocks Inn 4 2 450,000 450,000 X Mt. Castor 4 2 408,000 408,000 Summit Sauvage 4 1 399,000 399,000 Alpino Lodge 4 1 (382,500) (382,500) Bellevue 4 2 350,000 350,000 X Chalet Hill 4 1 (140,000) (140,000) Mt. Belair 4 1 135,000 135,000 Laurentide Inn 4 1 130,000 130,000 X Manor House 4 1 67,500 54,000 121,500 X Beaver Lake 4 75,000 75,000 X TABLE J Geographic Regional Percentage for Vacation and Midweek Skiers A-37 Percent GEOGRAPHIC REGION Sample Vacation* Midweek Size Skiers Skiers Northeast North America 951 45. 9£ 31.2* 1) Maine 47 33.2 45.9 2) New Hampshire 54 J 25.0 33.0 3) Vermont 52 23.3 49.9 4) Eastern Mass. & Rhode Island 159 47.4 32.4 5) Western Massachusetts 38 51.5 40.0 6) Connecticut 93 47.4 34.6 7) N.Y. - Adirondack 30 28.3 43.3 8) N.Y. - Capitol 42 22.9 31.3 9) N.Y. - SE; N.Y.C. & Long Island 118 53.9 16.5 10) N.Y. - Western * 84 40.2 33.6 11) New Jersey & East. Penn. 55 62.7 37.3 12) Western Pennsylvania 30 | | 44.7 19.5 13) Quebec, CANADA 106 39.1 33.4 14) Outside NENA - West 29 69.3 22.8 15) Outside NENA - South 15 63.9 30.4 Reported taking a ski vacation at least once in the past two ski seasons. A-38 THE SKIER MARKET - NORTHEAST NORTH AMERICA Dear Interviewer; We are happy to have you participate with us in a comprehensive survey to measure and describe the skier market in Northeast North America. The usefulness of the data collected depends entirely upon you. This research can have a far reaching effect upon the future of recreational ski- ing. It is your responsibility alone to see that proper procedures are followed, and correct answers recorded. The study is sponsored by the Department of Resources & Economic Develop- ment of the State of New Hampshire and is being conducted by Sno-engineering, Inc. under a research contract from the U. S. Department of Commerce Area Redevelopment Administration. Funds have been provided for this research by: The United States Department of Commerce The New York State Joint Legislative Committee on Winter Tourists The State of New Hampshire Department of Resources & Eco. Dev. The Maine Department of Economic Development The Eastern Ski Area Operators Association The United States Eastern Amateur Ski Association You have been selected by your Regional Field Supervisor because you are interested in the work and can be depended upon to fulfill your commitment. We have attempted to anticipate problems you will encounter and laid down policies and procedure to guide your assignment. However, the interview sit- uation in West Virginia will vary considerably from that in Quebec and you must adjust accordingly. The important consideration is that the skiers you interview are selected without bias and representative of the crowd at the area on the day of your visit. It is your task to obtain the ski area owner's or manager's cooperation. There is no compulsory participation by either area management or skier. We have laid the groundwork by letter, the rest is up to you. Please maintain a pleasant attitude and manner when interviewing skiers. Their response depends upon your presentation. Welcome to our project and Good Luck, Sincerely, Ted Farwell Director of Research A-39 Copy of letter to Ski Area Managers Dear Sno-engineering, Inc. is conducting a skier market study under a research contract from the U.S. Department of Commerce, Area Redevelopment Administration. It is the objective of this study "to obtain quantitative and qualitative data concerning the winter recreation activity of skiing for the purpose of assessing the economic potential and orderly expansion potential for facilities serving this market". We plan on interviewing 20,000 skiers. Each skier will be asked several factual questions designed to obtain a measure of the size and growth of the market. A sub-sample of 2000 skiers will be asked to participate in a mail survey to collect additional data on habits, preferences and characteristics, This is the first time a comprehensive study of the skier market has been attempted. Each major ski area in Northeastern North America will be visited, as well as many of the smaller rope tow slopes. The study is backed by the Eastern Ski Area Operator's Association and the USEASA, as well as other Federal and State groups. Your cooperation is vital. All skiers in our sample will be contacted on one of the 10 days listed below, while standing in a ski lift line. We plan on visiting your area on the dates checked. May we have your permission to inter- view your customers? If for some reason our ski area listing is in error and you do not plan to operate on the date we chose to visit, we would appreciate a post card in order to adjust our sample. Thur. Dec. 27, 1962 Sat. Feb. 16, 1963 Mon. Dec. 31, 1962 Sun. Mar. 3, 1963 Wed. Jan. 2", 1963 Thur. Mar. 14, 1963 Fri. Feb. 8, 1963 • Sat. Mar. 16, 1963 Sat. Feb. 9, 1963 Sun. Mar. 31, 1963 Our interviewer has been instructed to contact you or your representative when he/she arrives at your area. He will need your assistance with several items and we appreciate any help you can provide. Thank you for making this research possible. Sincerely, Ted Farwell Director of Research A-40 THE SKIER MARKET - NORTHEAST NORTH AMERICA Interview Procedure ; 1) Check with Regional Field Supervisor to determine specific dates and ski areas where interviews will be conducted. 2) Plan on arriving at the ski area early. 3) Upon arrival contact the area manager or person in charge of the area at the time, introduce yourself, tell him you are representing Sno-engineering, Inc., ask for his cooperation. (A letter will have preceded your visit tell- ing of the project and asking for assistance.) a) Ask if he will announce your presence and inform his clientele of the project by reading the suggested 'Loud Speaker Announcement 1 . b) Ask him for the information you require to complete Sheet #1. 4) Fill out Sheet #1 in order to plan your interview schedule. The objective is to interview 10$ of the crowd at each selected ski area. Sheet #1 is a mathematical calculation of a comfortable crowd for that ski area. If during the day the anticipated crowd does not materialize, estimate the crowd and adjust your sample to fit 10$. (if the weather is stormy or skiing is poor, crowds will be much smaller. Also, weekday crowds should run only 20-30$ of the mathematical calculation on Sheet #1. ) No trip should yield less than 30 successful interviews. If a crowd is under 300 you should continue sampling until you have 30. Trips to small rope tow areas will include two or more nearby areas when possible and you then apply the 30 minimum to the total of all areas visited in one day. You are expected to average 70 successful interviews per trip. Where you will collect only 30 on some days you may collect as many as 100 on others. 5) Begin interviews as soon as a line forms (10 or more skiers) after the opening of the lifts or 10 A.M., whichever is earlier. If you wait until after 10 o'clock, you may have trouble collecting an average of 70 inter- views in one day. You should complete one interview within a maximum of 5 minutes. If all interviews take 5 minutes, 70 will take almost 6 hours, which means a U P.M. quitting time. Most interviews should take only 3 minutes, meaning you could collect 100 in 5 hours. You should begin at the most crowded ski lift and move from there to the next most crowded, etc. Use the calculation on Sheet #1 as a basis for distributing your sample over various ski lift lines. a) Begin interviews with the 23rd skier in line or the 23rd skier to get in line after you arrive at the particular lift. ' b) Interview every 20th skier thereafter. A-41 c) Do not interview the same skier twice. If a skier who has already been interviewed comes up a second time, just skip him/her and count out an addi- tional 20. Do not take the next skier behind. d) Skiers will pass through the line more than once while you are inter- viewing the estimated 10$ of skiers using that lift. This will not bias the sample if you use the systematic method of skier selection called for (ie: every 20th). The sample will be as bias free as possible under con- ditions found in a ski lift line. You may find that every 20th skier comes too often to allow you the necessary interview time prior to his boarding the lift. Do not ask the skier to leave the line but move along with him. Should the line move too rapidly you may switch to a larger interval between selected skiers, as long as you maintain multiples of 10. The table below shows suggested intervals for ski lifts with varying uphill capacities, (ie: if the lift is a high speed lift of 1000/hr, 50 skiers will load every 3 minutes. To allow enough time for the questions you may have to space the chosen skier 50 apart in- stead of 20) Ski Lift Rated Interview Begin interviews Safe Capacity Every skier with the skier 200 - 500/hr 20th 23rd 600 - 700/hr 30th 33rd 800 - 900/hr 40th 43rd 1000/hr & over 50th 53rd e) When you have recorded the required number of interviews in one lift line move on to another lift. f ) When you have collected the required number of interviews as determined by either Sheet #1 or an estimate or the 30 minimum you are through for the day. 6) Prior to turning in Sheets to your Regional Field Supervisor, please total all sheets and enter totals at the botton of each sheet. Also total Columns 4 and 6 on Sheet #1. 7) Turn all materials back to your Regional Field Supervisor. 8) Sheet #1 is your evidence of work done and miles of travel claimed. A-42 Sheet #1 Interviewer: Region: ESTIMATING THE NUMBER OF INTERVIEWS TO CONDUCT Date: Miles Traveled: Ski Area: Area Mgr: 1 2 3 4 5 6 Lift type Vert Rated Vertical Vertical Computed no. rise safe cap. transport feet /hour transport feet/day interviews per ski lift line 1 /hr x 7 = ♦100,000 = 2 /hr x 7 = ♦100,000 = 3 /hr x 7 = ♦100,000 = 4 /hr x 7 = +100,000 = 5 /hr x 7 = +100,000 = 6 /hr x 7 = +100,000 = 7 /hr x 7 = +100,000 = 8 /hr x 7 = +100,000 = 9 /hr TOTAL x 7 = +100,000 = . TOTAL Instructions for completing Sheet #1: Fill out Sheet #1 for each ski area visited. Heading self explanatory. Column #1) Enter type of lift (T-Bar, Double Chair, Poma, Rope, etc.) for each ski lift at the ski area. (Obtain information from Area Mgr.) Column #2) Enter the vertical rise of each of the ski lifts shown in Column #1. (Obtain information from Area Mgr.) Column #3) Enter the rated safe capacity per hour for each of the ski lifts shown in Column #1. (Obtain information from Area Mgr.) Column §h) Compute & enter the vertical transport feet per hour by multiplying Column #2 (vertical rise) by Column #3 (rated safe capacity) for each of the ski lifts shown in Column #1. Column #5) Compute & enter the vertical transport feet per day (or period of operation) by multiplying Column #4 by 7 (the average number of hours operation) for each of the lifts shown in Column #1. Column #6) Compute the number of interviews to obtain in each lift line by divid- ing Column ,?5 by 100,000 (move decimal 5 places to the left). Total Column #6 to obtain the number of interviews you will conduct at this ski area. Example Lift type Vert rise Rated safe cap. Vertical Transport feet/hour Vertical Transport feet/day Computed no. interviews per lift line 1 dbl chair 2 T-Bar 3 Rope 1500 800 200 900/hr 1200/hr 1000/hr Total 1,350,000 x 7 = 960,000 x 7 = 200,000 x 7 = 2,510,000 9,450,000 6,720,000 1,400,000 100,000 = 100,000 = 100,000 = Total 95 67 14 176 A-43 THE SKIER MARKET - NORTHEAST NORTH AMERICA Instructions for completing Sheet #2 Column #1) Enter the number of each interview in order to keep track of how- many you conduct at the ski area. (The total number in Column #1 must correspond to the total you have computed on Sheet #1 or estimated to be 10$ of the crowd.) Do not interview over 10$ of a crowd if the crowd exceeds 300. Column #2) Ask each interviewee: "Are you a. member of the Eastern Ski Association?" A 'NO' answer to the USEASA membership question brings up the possibility that the skier is Canadian or he/she may so state. Inter- viewers at areas in Northern New England and New York State must watch for this possibility. Column #3) For Canadians ask: "Are you a member of the Canadian Amateur Ski Association?" Interviewers in Quebec should reverse the order of question, asking for CASA membership first. Skiers may not have joined as yet; or may have been members last season and not rejoined. If they voluntarily state they intend to join this season check that column; if they are not a member this season but voluntarily state they belonged last season check that column. Do not press for answers, just ask the question, record and move on to the next. (If pushed many would state they intend to join just to please you, but in fact will not join. We are looking for skiers who do belong, or definitely will join this season. ) Column ftk) Ask each interviewee and record: "Are you a subscriber to "SKI" magazine? That is to say, is the subscription in your name?" Column #5) Ask each interviewee and record: "Are you a subscriber to "SKIING" magazine? Is the subscription in your name?" Column #6) Ask each interviewee and record: "What year did you first take up skiing?" (Record last two digits of year, ie: 31; 62; etc.) If skier answers in years skied, record this and you can figure year later by subtraction. Column #7) Ask each interviewee and record: "Approximately how many days do you usually ski each season?" This question will take some thought on the part of the skier. It has been included to obtain some measure of the frequency of par- ticipation, to see if there is a measurable difference between member and non-member skiers. By "usually" we would like the most recent full seasons participation. If necessary for clarification, you may reword the question to ask the number of days he/she skied last season. A-44 Some typical answers follow, and should be recorded in the categories indicated. "Every weekend & a weeks vacation." 41 - 60 "Every weekend. " 31 - 40 "Every other weekend . " 11 - 20 "Twice a week." 31 - 40 "A weekend a month . " under 10 "Once a week plus weekends." 41 - 60 Column #8) Complete Column #8 by observation. Column #9) Complete Column #9 by observation. Column #10) Use Column #10 beginning with the 9th skier you interview, and ask every 10th interviewee thereafter if they would participate in a mail survey. "The second phase of our research will be conducted later, by mail, to conserve your skiing time. Will you cooperate by filling out a mail questionnaire concerning your preferences, habits and character- istics?" If "YES" Record his/her mailing address. SPELL NAMES CORRECTLY! PRINT LEGIBLY! If the selected interviewee is a child (under 12 yrs.) do not question beyond Column #9, and leave the address empty. Do not take the next interviewee as a substitute. If the skier will not cooperate by giving his/her name and address, drop the matter and leave the address block empty. DO NOT SUBSTITUTE. You may assure the skier that they will receive nothing more than a questionnaire, the results of which will be used to describe the skier market. Ski Area: THE SKIER MARKET - NORTHEAST NORTH AMERICA INTERVIEWER REPORT SHEET # _ DATE: A-45 19 >-3 P H to Skier number ro c+ i-i 2 o you o the KI ASS NO Intend to: 1961-62: 1962-63: beloi EASTI ocia: YES 3 lg Do you 1 iHN to -the hon? amate assoc: NO Intend to: 1961-62: ¥—1 <— . (. ■ > FO > CD Hi t-3 2 J—J 1962-63 : khcoPo •o > S3 o 4 "SEE" subscriber NO YES H § g = cr co 5 IING" criber YES CO Hj CO H$ ?r h- ?r ci> H- 4 H- P CD to CD 1 Under 10 7 "Approximately how many days do you usually ski each season? 11-20 21 - 30 31 - 40 41 - 60 61 - 80 Over 80 Male CO Female Adult sO l'eenager Child H CD 1 CD / \ / \ O cr P p o «+ CD ►1 H to C+ H' O to •■0 "The second phase of our research will be conducted later, by mail to conserve your ski- ing time. Will you cooperate by filling out a mail questionnaire con- cerning your habits, preferences and A-46 THE SKIER MARKET - NORTHEAST NORTH AMERICA Questions & Answers This list has been prepared to help you overcome some anticipated field problems. It offers a guide to our thinking on problems of random selection of skiers; timing of interviews, lift lines, etc. Q l) What do I do if the lift line is moving so fast that I don't have time to complete an interview? A 1) Change the number of skiers between interviewed skiers from 20 to 30 or 40 or 50. As long as the interval remains in multiples of 10 it does no harm to the statistical sample, (ie: you begin interviewing the 33rd skier in line because you have been informed while filling out Sheet #1 that the lift has a 600/hr capacity. This skier will reach the lift be- fore you can finish the interview. You should increase the interval be- tween interviews to 40.) Q 2 A 2 Q 3 A 3 Q 4 A 4 Q 5 A 5 Q 6 A 6 Q 7 A 7 What procedure should I follow if I must leave the lift line to take a short break prior to the time I have collected the required number of interviews in that particular lift line? When you return begin interviews the same way as you started in that line, (ie: if you started by counting back to the 43rd skier and took every 40th from there, you do the same.) Should I stand in place and let the line move by me? NO. You must move back along the line away from the loading base to allow enough interview time with a skier. While questioning move along with the skier in order for him to keep his place in line and allow you to keep track of the count. When the interview is completed count back to the next selected skier and repeat process. Should I interview professionals? Instructors, Ski Patrol and the like? YES! If a skier falls into the selected sample count. We are interes- ted in the membership, habits & preferences of ALL skiers whether they work with skiing, own facilities or participate. What do I do if there are two lines for the same lift? If you are working the area with someone else, two of you should work together in this situation. Each collect \ of the required interviews for that lift in the two lines. If working alone you must take \ of the required interviews from each line. How much of a break can I take for lunch, coffee, etc.? If you are alone, we suggest you take breaks sparingly and during periods when the lift lines are the shortest. It is easier and faster to collect interviews in long lift lines. What if interviewed skier loads before I can get name, address? If this looks as if it will happen, skip from membership question to name and address, then go back and finish rest of interview. A-47 Q 8) Isn't it important that the upper lift lines be interviewed? A 8) YES! However, unless you have skis it is impractical. Many of the upper lifts are only second stage on a skier's trip to the top. The majority of skiers will return to the base station. Where upper lifts open up new terrain, such as at Sugarbush and Sunapee, we will ask for interviews on this level. Q 9) Since. I may not interview the same skier twice, what should I do if several skiers in a row selected from my count have been interviewed? A 9) Such a situation may indicate that 10# of crowd has been contacted ski- ing in that lift line. Perhaps the calculated figure overstated the crowd on that day. If this happens move on to another lift. Q 10) What procedure do I follow when a crowd is less than 300 and I must collect 30 interviews? A 10) Divide 30 into the estimated crowd and interview every nth skier. Example: Crowd + 30 = n 300 + 30 = 10 interview every 10th 200 + 30 = 6.6 " " 7th 100 + 30 = 3.3 " " 3rd 50 * 30 = 1.6 » » 2nd 30 & under " everyone In this case you cannot nor are you required to keep your interval in multiples of 10. In the interest of randomness keep the intervals in multiples of n. Q 11) Do I interview little children? A 11) YES! If they are old enough to ride the lift they are old enough to belong to USEASA and should be counted. However, do not ask any child under 12 yrs. to participate in the mail survey. Do not collect his name & address. A-48 BUDGET BUREAU #41-6270 STATE OF NEW HAMPSHIRE DEPARTMENT of RESOURCES and ECONOMIC DEVELOPMENT DIVISION OF ECONOMIC DEVELOPMENT STATE HOUSE ANNEX CONCORD NEW HAMPSHIRE TELEPHONE - CAPITOL 5-6611 Dear Skier: March 15, 1963 We ask your continued cooperation in a comprehensive survey of skiers visiting ski areas in Northeastern North America. This study is being conducted by Sno-engineering, Inc. under a research contract from the U.S. Department of Commerce, Area Redevelopment Administration and for the Department of Resources and Economic Development of the State of New Hampshire. The purpose of this survey is to find out some important information about skiers, their habits, preferences and opinions. Here is your opportunity to help plan the facilities you use. You have been selected by a random sampling process. It is statistically important that YOU reply. Please do not give this questionnaire to another skier to fill out and return. Your fine cooperation will aid the ski industry in its growth and help them provide the facilities that you desire. Please complete the questionnaire and return it as soon as possible. Returns must be re- ceived prior to 15 April, 1963 in order to be useful. Thank you for your cooperation. Sincerely, ALLAN EVANS Director Division of Economic Development SKIER SURVEY 1 — Please mark the consideration you feel is MOST important when you choose an area to ski. a — The skiing available. b — The supporting facilities. (Lodge, Parking, etc.) c — The general atmosphere. □ d — The expense. 2 — Have you taken ski lessons from a certified ski school? If No: Skip to question #4. □ Yes □ No 3 — If Yes: Why did you choose the school that you did? fj Convenience □ Reputation of ski school □ Technique taught □ Professional reputation of ski □ Cost school director □ Recommended by a friend □ Desire for specific instructor. □ Other ( ) 49 4 — Did you take a winter ski vacation during the current (1962-63) ski season? .□ Yes □ No (A ski vacation is defined as lasting 4 or more days with the primary purpose being to participate in the sport of skiing.) If No: Skip to question #9. 5 — If Yes: How many days were you away from home during this vacation? Days 6 — Approximately how many days of skiing did you get during this vacation? Days 7 — What modes of transportation did you use to reach your vacation destination? (If you used more than one, please indicate all types used.) □ Auto □ Air □ Train □ Bus 8 — Approximately how much money was spent for this vacation? (Include expenditures from the time you left your home to the time you returned. Ex- penses for travel, lodging, food, entertainment, ski equipment and ski facilities are desired. Give total expenditures for yourself only, if possible. If not, show total ex- penditure and indicate number of persons covered.) $ Expenses for persons 9 — Did you take a winter ski vacation during the previous (1961-62) ski season? If No: Skip to question #11. □ Yes fj No 10 — If Yes: Approximately how many days of skiing did you get during this vacation? Days 1 1 — When you go for a day's skiing do you usually use the area eating facilities, when they are available? (Other than for coffee and/or other beverages.) □ Yes □ No 12 — Do other members of your immediate family ski? Q Yes ] No 13 — Do you ski during work or school weekdays? ] Yes ] No (Other than weekends, holidays and vacation periods.) If No: Skip to question #15. 14 — If Yes: On the average, during the past few years, approximately how many weekdays, (Other than Weekends, Holidays and Vacation periods) did you ski during a month? (A weekday means all or part of one 24 hour day, Monday thru Friday.) □ 1 to 3 □ 4 to 8 □ 9 to 1 4 □ 1 5 to 20 15 — Please indicate your preference in moguls. (Skier made bumps.) □ a — I find them all challenging and fun to ski. [~| b — I enjoy moderate bumps, but avoid the extreme. I | c — I hate moguls, but enjoy the natural rolling terrain. □ d — I like only smooth slopes. 16 — Please indicate your preference in terrain. □ a — I ski mainly on steep, difficult slopes, but enjoy an occasional moderate, easy run. f~| b — I ski mainly on moderate, easy slopes, but enjoy an occasional steep, difficult run. □ c — I ski equally as much on both types of terrain as described above. □ d — I ski only on beginners slopes. A-50 17 — Approximately how many Saturdays, Sundays and/or holidays did you ski during the cur- rent (1962-63) ski season? □ 5 or under □ 6 to 10 □ 11 to 15 Q 16 to 20 □ 21 to 25 D 26 to 30 □ ° ver 30 18 — Approximately how many Saturdays, Sundays and/or holidays did you ski during the previous (1961-62) ski season? □ 5 or under □ 6 to 10 D 11 to 15 □ 16 to 20 □ 21 to 25 □ 26 to 30 □ Over 30 19 — How much do you spend on an average weekend and/or holiday ski trip? (Includes ex- penditures for travel, lodging, food, entertainment and ski facilities.) $ per day 20 — When you go on a ski trip, do you usually stay overnight? If No: Skip to question #22. □ Yes □ No 21— If Yes: Where? □ Private residence □ Hotel (Meals optional) □ Ski Club Cabin □ Dormitory □ Motel (No meals available) □ Other ) □ Lodge (2 meals included) « 22 — Assuming a surface lift (T-Bar, Poma, etc.) were satisfactory, are you willing to pay an ad- ditional 20% fee to ride up a ski slope on a chair lift? □ Yes □ No 23 — Would you be willing to pay a 10% premium if you did not have to wait in a ski lift line over 5 minutes? □ Yes □ No 24 — Would you go to an area specifically to watch a major ski competition? (Class A caliber) □ Yes □ No 25 — Do you avoid skiing at a ski area when you otherwise would if you know a ski competi- tion is to be held there? □ Yes □ No 26 — Do you belong to a ski- club? □ Yes □ No Do you belong to the United States Eastern Amateur Ski Association? □ Yes □ No If yes please list your membership number, so that we may validate returns? #: 27 — Do you own your own ski boots? Q Yes □ No 28 — Do you owrt your own skis? □ Yes □ No CLASSIFICATION DATA: Would you please complete the following classification section. We are interested for statistical purposes only and replys will be kept confidential. 29 — Marital status of respondent. □ Single □ Married 30 — Sex of respondent. Q Female □ Male 31— Age of respondent. Q 12-18 □ 19-22 □ 23-30 □ 31-40 □ 41-50 □ over 51 A-51 32 — What is your approximate annual income before taxes and payroll deductions? wives please indicate family income level.) □ Under $6,000 □ $6,000 to $9,999 □ $10,000 -$14,999 □ Over $15,000 33 — Education of respondent. (Circle highest year completed.) (House- 12 3 4 5 6 7 8 Grade School 34 — What is your occupation? 9 10 11 12 High School 13 14 15 16 University or Trade School 17 18 19 20 Graduate School Thank you. When you have finished the questionnaire, fold and insert the top of the ques- tionnaire into the fold at the bottom. (Or staple or tape together). Deposit in the nearest mail box. No stamp is necessary. Postage will be paid by the recipient. BUSINESS REPLY MA IL First Class PERMIT NO. 8 Franconia, N« H. SNO-ENGINEERING, INC. BOX 65 FRANCONIA, N.H. A-52 Typical Problem The following is an example of the type of analysis that can be made of a typical problem utilizing data from the market study. The situation: A group of developers have a site physically suited to the development of a vacation type ski complex. The site is very distant from any population center. They wish to borrow money to finance the project. The question to be answered - "Can we expect a reasonable income from facility usage by vacation skiers?" The answer depends upon several factors. 1) The physical layout of the potential ski area. Will it attract vacation skiers? 2) The availability of supporting facilities. Lodging, entertainment, etc. Will they attract vacation skiers? How necessary is public transportation? 3) The competition. How much vacation capacity exists? How well suited are these sites to demands of vacation skiers? 4) The increase in both demand and capacity. How many new skiers are taking vacations? How fast is the sport adding new skiers? How fast is the sport add- ing attractive vacation capacity? Bata from the study can be used to help determine a reasonable answer to all questions. 1) The physical layout can be evaluated in the light of information con- cerning vacation skiers, their habits and preferences. 2) The need for supporting facilities can again be measured from inform- ation on the makeup, habits, and preferences of vacation skiers. 3) A quantitative analysis of competition and demand can be made both for overall Northeast North America and in the specific region. Data in Table I combined with demand as assessed in Section V "Quantitative Analysis" is applic- able to these questions. 4) A projection of demand can be made utilizing data in Section III B & C. Other sources must be utilized to assess the probable increase in capacity. In addition, data from "The Skier Market - Northeast North America" can be combined with existing socio-economic market data for various locations to present a more thorough projection. A-53 Supplementary References Other market data concerning this and other skier markets can be found in the following reprints, pamphlets and publications. National Recreation Survey, ORRC Study Report #19, Outdoor Recreation Resources Review Commission, Washington D.C. 1962 "The Ski Lift Business in Neiv England", by Jan W. Sissener, Federal Reserve Bank of Boston, Research Report #11, I960. "Economic Significance of Skiing in Wisconsin". Part of the Wisconsin Recreation Research Reports by the University of Wisconsin. "National Ski Census, February 11, 1962." Report to the President of the United States Ski Association, The Broadamoor, Colorado Springs, Colorado. "SKI" Magazine's Readership surveys 1950; 1954; 1956; 1958; 1959; 1961; 1962. Conducted by Kenneth R. Davis, Marketing Consultant, Amos Tuck School of Business Administration, Dartmouth College; Universal Distributing and Publishing Corp., 800 Second Avenue, New York 17, New York. Ski Industries of America Annual Market Survey's 1961; 1962; 1963 SIA, 444 Madison Avenue, New York 22, New York. "Special Summary - Capacity of Major Ski Lifts in New England and Eastern America, Winter 1960-61" New Hampshire State Department of Resources and Economic Development, Concord, N. H. "Consumer Preference in Ski Areas" Farwell, Estes, Hayes, McCullough, 1961; a privately circulating report. "Schussing Along with the Ski Craze" Sales Management February 17, 1961. "Standards for the Industry" by John Henry Auran. Ski Business , Spring 1962. ■t> V. S. GOVERNMENT PRINTING OFFICE : 1964 O - 725-302 / PENN STATE UNIVERSITY LIBRARIES IIIIIIIIIIIIH ADDDD7QTM50flfi