Old skiers never die, most of them just don\u2019t ski as much as they used to \u2014 and that\u2019s creating a challenge for Aspen Skiing Co. and much of the ski industry.<\/p>\n
The youngest of the baby boomers are now 54 years old, an age when the aches and pains increase while time on planks or bike saddle decreases.<\/p>\n
Aspen Skiing Co. President and CEO Mike Kaplan summarized the problem succinctly earlier this winter in a meeting with the Pitkin County commissioners.<\/p>\n
The ski industry as a whole faces a \u201cflat skier visit environment,\u201d he said. People have less free time and more competition for the valuable leisure time they do possess. Ski trips are competing with cruises, trips to Las Vegas and beach getaways.<\/p>\n
On top of that, the baby boomers who led skiing through its dramatic growth in the 1970s and \u201980s and have maintained the industry as loyal customers are\u00a0\u201caging out,\u201d<\/a>\u00a0Kaplan said.<\/p>\n \u201cWe need to work hard on diversifying our customer base,\u201d he told the commissioners.<\/p>\n In 2005-06, baby boomers were responsible for 31.1 percent of skier visits nationwide. By 2014-15, that dipped to 21.5 percent, according to a demographics profile in the National Ski Areas Association Winter Journal in 2015. NSAA is a ski industry trade group based in Denver.<\/p>\n Last season, 14.8 percent of skier visits were attributable to baby boomers, according to NSAA\u2019s most recent data. Many resorts\u00a0offer discounted tickets<\/a>\u00a0to older skiers.<\/p>\n \u201cIt is important to introduce younger generations to skiing and riding to replace those who are aging out,\u201d said Adrienne Saia Isaac, marketing and communications director for NSAA. \u201cThis is especially important as it becomes more difficult to take on a new activity as one gets older.\u201d<\/p>\n Data show that about 56 percent of skiers and snowboarders first explore the sport at age 10 and younger. Only 5 percent have their first on-snow experience at age 31 and older.<\/p>\n Older skiers are valuable to the ski industry because they tend to have the time and money to spend more days on the slopes. The average number of anticipated days on the slopes was 9.1 for skiers and riders 65 years of age and older. That\u2019s higher than any group other than 17 and younger.<\/p>\n Ski resorts are optimistic they are making progress replacing boomers because Generation Z, ages 21 and younger, comprised the largest percentage of the U.S. skier visit pie last season. They attributed for 34 percent of all visits and that share is \u201crapidly growing,\u201d Isaac said.<\/p>\n Generation X, ages 38 to 53, and millennials, ages 22 to 37, are \u201cholding steady\u201d on skier visits, Isaac said. Gen X was at 24.8 percent of all skier visits last season, while millennials were at 25.2 percent.<\/p>\n NSAA based its demographic profile on surveys of 93 ski resort operators that accounted for nearly 62 percent of nationwide skier visits. There were also 195,000 on-site surveys conducted at member resorts.<\/p>\n Given the changing demographics, NSAA\u2019s big push for several seasons has been growing the sport by retaining more \u201cnever-ever\u201d skiers. A whooping 83 percent of beginners drop out of the sport, according to NSAA.<\/p>\n \u201cNineteen percent of (all) skiers and snowboarders continue in the sport long-term,\u201d NSAA\u2019s website said. \u201cMillennial and Gen X participants ski and ride less than prior generations.\u201d<\/p>\n The ski industry is trying to boost the retention rate by promoting lessons and offering package deals. There is no \u201csilver bullet,\u201d the trade association said, but the industry is making progress by working on a shared goal.<\/p>\n NSAA unveiled a \u201cConversion Cookbook\u201d in January 2018. The exclusive information is for NSAA members to use to transform newbies to the sport into passionate, lifelong participants.<\/p>\n \u201cWith participation rates at a plateau, changing demographics, time constraints, and low beginner conversion rates, these challenges point to the need to dramatically improve our level of engagement with beginners, and to help them become committed skiers and riders,\u201d the introduction to the Conversion Cookbook says. \u201cOur collective attempts to get more people to participate in the sport have never been more relevant and urgent.\u201d<\/p>\n The industry is trying to entice participants into buying season passes. Vail Resorts and Alterra Mountain Co., a sister of Aspen Skiing Co., are engaged in a full-fledged season pass war that\u2019s making a multi-resort ticket more affordable. Online deals also are available for multi-day tickets. But the single-day window price at some big-name resorts is sure to cause sticker shock.<\/p>\n Kaplan didn\u2019t provide details to the county commissioners on how Aspen Skiing Co. plans to recruit replacements for the baby boomers, but some of the plan is evident. Skico aggressively pursued landing the Winter X Games in 2002 and has retained them ever since at Buttermilk. The contract with the ESPN sports network is set to expire after the games are held Jan. 24 to 27.<\/p>\n Jeff Hanle, Skico\u2019s vice president of communications, said special events are a key to attracting a younger crowd.<\/p>\n \u201cIf we can create vibrancy and action with concerts and events and new amenities like the Lost Forest \u2014 that engage and entertain visitors across all ages \u2014 we feel we can create life-long customers,\u201d Hanle said.<\/p>\n Interestingly, the Lost Forest is an assembly of summer on-mountain attractions designed to lure families during the warm-weather months. Skico executives have said summer holds the greatest potential for growth.<\/p>\n Skico also hopes its environmental activism helps with younger customers.<\/p>\n \u201cWe believe that our public stance and work in sustainability and social justice resonates with a young audience, and Give a Flake is an example of that,\u201d Hanle said, referring to the company\u2019s activism campaign for this winter.<\/p>\nRecommended Stories For You<\/h2>\n<\/p><\/div>\n