All of which is to report that results are in from our industry’s three most familiar measuring services: the National Ski Opinion Survey (NSOS), the National Sporting Goods Association (NSGA) annual sports participation study and the American Sports Analysis from American Sports Data (ASD). These three are a mine of valuable information, especially if viewed over a multi-year continuum that can show trends. For the most part, each measures in a consistent way, giving confidence to the trendlines, even where individual statistics raise eyebrows.
Readers interested in ski industry research would do well to read Jim Spring’s Issues piece (page 12), which takes a significant step in challenging the total active skier statistics we have been using for so long — and with such discomfort. Many bean-counters — this writer, Bill Berry and others included — have long assumed a much lower figure, but we may now be getting the hard authentication of this from Spring’s LT/Gallup research, which points to an active skier participation in any one year in the five million range.
In the meantime, though, there is nothing invalid about the familiar NSGA and ASD data we present here as long as they are used as indicators, and not as projectable or extrapolatable data.
NSOS 1990 — In addition to basic demographics (43.6 percent aged 19-34 … 54.6 percent male … 58.3 percent college graduates or beyond, etc.), the NSOS makes a determined effort to get some performance and motivational data on the skier. For instance, it reports on the transportation used to get to the ski area where interviewed, how long it took, how many came and who they were. It also finds out what considerations were important in selecting the area to ski and how the expectations were met. This, and much more. Any area should want the insights the NSOS gives. It will be available, as in the past, through USIA.
NSOS data again highlight a fact that should be a source of special concern for the ski area industry, as well as a focus of incredible opportunity: only 37.3 percent of those interviewed reported having taken a ski lesson in the past three years. Among males it is only 31.6 percent. Even among beginners, novices and intermediates the figure is only 43.4 percent, and among skiers in their first season, a shocking 46 percent. Surely we must be doing something wrong!
NSOS also continues to probe for what contributes to the enjoyment of skiing, and consistent with past studies, found that intangibles such as “Being close to nature — the beauty of the mountains,” “Feeling of freedom,” “Being out in the fresh air,” and “Sharing the experience with family and friends” all score far higher than “Speed” or “Apres-ski activities.”
NSGA Sports Participation Study — This year’s report found 11.3 million Americans who claimed to have skied twice or more in 1990. Since 1986, this number has floated between 9.7 million (1986) and 12.4 million (1988). The average (mean) number of days skied (remember, NSGA’s methodology excludes skiers who skied only once) is 8.3, down slightly from 1989 and 1988.
The NSGA study found 5.1 million cross country skiers (again, participants defined as two or more times). This total has ranged from 5.8 (1988) to 4.7 million (1986). Frequency in 1990 was 7.2 (mean).
Comparing skiers to other sports participants again highlights the relative wealth of skiers: 52.1 percent of downhill skiers report household incomes of over $50,000. Underscoring this statistic is the fact that it has more than doubled since 1985, when it was 24 percent. This increase is “dramatic,” in the words of NSGA’s Director of Research and Information, Tom Doyle. He says it far outstrips the effects of inflation. Whether skiing is attracting more of the wealthy set, or whether it merely reflects a need to be rich to ski, is a matter of conjecture.
American Sports Data — The American Sports Analysis found 14.2 million Americans who skied once or more in 1990, and reports their average skiing frequency at 6.8. ASD’s count has ranged from 13.8 million in 1987 to 15.8 million in 1988. Frequency has remained constant.
ASD’s cross country findings have 6.2 million participants, with 6.7 average frequency. No particular trends are apparent over the past four years.
Alpine/X-C Cross-over — Cross-over data between downhill (alpine) skiing and cross-country is always worth looking at, even if it never seems to change anyone’s mind as to what to do about it.
According to 1990 NSGA data, only 13.3 percent of alpine skiers skied cross-country. ASD found a very similar 12.7 percent. Among cross-country skiers, however, the NSGA figures show 29.5 percent reporting they also skied downhill. ASD had a virtually identical 29.2 percent.
However, if these figures are indexed, the cross-over picture is brighter. For instance, downhill skiing has an index of 455 among cross-country skiers, which means that cross-country skiers are more than four times as likely to ski downhill than is the public at large.
The 1991 NSOS does not generate direct cross-over data, but 21.9 percent of those interviewed said they “would like to have [it] available for use.” That tells you something. It put cross country ahead of tennis (18.3), but behind ice skating (34.0).
The NSGA study as well as the NSOS is available from USIA, 8377-B Greensboro Drive, McLean, VA 22102; the American Sports Analysis is available from American Sports Data, Inc., 234 N. Central Ave., Hartsdale, NY 10530.
