I have been involved in the ski industry for over 25 years and hope to be for another 25. I have often pondered the implications of the “flat growth” rate of skiing over the past several years and what its impact on my future and the future of the ski industry might be.
I have experienced many seasons of “bad weather” and listened to the laments of recession, wars and shrinking market share. Reviewing the Snowboard Operations Manual (see page 28) touched a nerve to which I felt the need to respond.
Alpine skiing was fun and reasonably affordable during its rapid growth period of the 60’s and 70’s. Yes, there were risks and the classic broken leg was out of character. Then, like jackals nipping away small pieces of the very essence of skiing, entered the insurance companies, the attorneys and the high price of technology. The ski industry responded with “impeccably groomed” slopes, policing of the slopes with courtesy patrols and “skier education.” We did a great job, we educated a whole generation of well-behaved, but spoiled, skiers. We took away all of the fun, the challenge and much of the risk which made skiing exciting. Not only have we taken away the fun, but we shrank our potential market by increasing prices so that only the rich can afford to ski.
Now enters snowboarding, a whole new set of customers. They are excited, they are enthusiastic and they are spending money at our businesses. The industry responds by publishing the “Snowboard Operations Manual for Area Operators.” The manual stresses “educate,” “control” and “check with your insurance carrier and your attorney.” Does this sound familiar? We (the ski industry) even insist on calling them names that they reject, like “snowboard skiers.”
I suspect that the industry will respond to this rapidly growing “fad” and educate, police and raise prices until the fun is gone and the growth rate flattens out again. I don’t want you to get the idea I support anarchy or vandalism on the slopes, but being different isn’t always bad. Let’s welcome these new customers and accept them for who they are, maybe even change our modus operandi to accommodate them.
