Paul McCollister: In the past few years more people are seeing it as a fun activity. On the “Good Morning America” show there was a blind guy who was an executive with ABC, who was learning to ski. They showed tapes of it and he was so happy with his accomplishment. We’re also getting non-ski industries and manufacturers—automobile companies, soft drink people, etc.—to sponsor and promote skiing as a good sport.
JN: How can we sell the sport more effectively?
PM: We used to advertise in the ski magazines and that was all. Now the industry sells the non-skier on how much fun skiing is through other media. The SIA high school assembly programs to promote skiing are also effective. There are things that are a boon to the sport like the changes in instruction with short skis, grooming of slopes and the fact that the accident rate has gone down dramatically. The average skier today will not break a bone in his skiing career. We have to get that message across.
JN: What do you think we’re doing wrong in selling the image of skiing?
PM: This is not an easy sport to sell because it’s not inexpensive. That’s particularly true for the 10 to 12 destination resorts where people travel 11,000 miles, stay overnight, buy meals, drinks, equipment and clothes. We’ll never appeal to the masses on that level and we shouldn’t try. It’s better to subtly sell the sport by getting one guy converted and then he brings in three or four more people.
JN: What impact will the energy/transportation problems have on the growth of skiing?
PM: Most people won’t go long distances to ski, but it can still be fun and inexpensive on a little local hill. The big areas will solve the transportation problem, probably with buses. New England, for instance, is comparable to Europe where they use buses all the time. We have to organize to get skiers in large club groups to travel together. We’ll have shortages, but the skier is a resourceful breed who works things out to take holidays. They may take fewer, vacations, but they’ll come.
JN: Do you see a change toward the European concept of more of a mountain vacation experience, rather than just skiing?
PM: I think that’s a maturing process. Skiing started in Europe after World War I; in the U.S. after World War II. That means they’re 25 years ahead. The bulk of the population in Europe is closer to the mountains and they go for walking, curling, ice skating as well as skiing. In this , country, the longer vacation idea is growing and a family with two or three skiers is convincing one or two non-skiers to come along. From our standpoint, it’s always better to encourage this rather than to just let it happen. We should devote some advertising dollars to this idea. Promotion to speed this up would be good for the industry.
JN: Of course, many ski resorts are already terribly overcrowded. Will we need to put the brakes on growth in the near future?
PM: It’s true that seasonal highs and lows are leveling off as more people want to come skiing. But there are plenty of potential areas…I’m really bullish on this sport, even though we’ve just had a bad year. We’re coming to the end of this government supression. They’re going to feel pressure from skiers.
JN: Are you suggesting that skiers can get involved? i
PM: Skiers have to get involved. The USSA’s main lobbying interest is to lower the prices of skiing. They should be telling people that skiing is one of the best recreation activities around for the price. Golf cost $30 to $50 for just four hours. At Jackson Hole you get seven hours for $14, but, of course, you have to travel to get it. We have to make skier impact felt in Washington. It’s elementary that we need a skier lobby and we have two strong organizations to get it together.
JN: Would a longer season offset the shortage of ski space and development?
PM: I’m pessimistic about extending the season into spring. April is the best skiing, but it’s a tough fight to get people out of the cities where they have flowers, golf and sailing on their minds. There’s no way to get them to come 11,000 miles in April. In Europe they have more skiers in the spring because people are closer to glaciers : and are accustomed to spring snow.
JN: What positive factors do you see for the ski industry?
PM: NSAA, SIA and the lobbying group are taking a professional approach to influence government, which is getting more and more into our business. Government – should be interested in welfare of the mountains, but we’re concerned, too. We have an even bigger interest in preserving beauty. Another positive thing is that the baby boom kids are now maturing skiers. A higher percentage of their kids will be skiers and that will contribute to growth.
