At a time when cross country center operators are re-evaluating their markets and trying to establish a profile of the 1982 cross country skier, Cross Country Ski Magazine‘s reader survey becomes a very valuable tool, particularly in light of the data gathered from questions concerning ski touring centers. Used in conjunction with studies conducted by NSTOA, the U.S. Forest Service and individual operators, an accurate picture of today’s skier begins to emerge, giving insight into his/her needs, desires and preferences.
When the results were first presented at NSTOA’s National Conference in Wisconsin, several operators voiced skepticism about the overall validity of the survey due to the supposed bias of the respondents. While it is true that all those in the sample were readers of the magazine, they still seem to represent a healthy cross section of skiers providing us with a national sample of both sexes with a wide age range. Moreover, since the survey was first conducted in 1975, trends are becoming evident and, in a number of cases, it is the trends rather than the actual percentages that are the important indicators.
Track Skiing Gains
Perhaps the most heartening trend indicated by the study is the distinct growing popularity of track skiing. At this point in time, one-fifth of the skiers have a definite preference for tracks while a little more than half (56%) said they like both tracked and untracked skiing. In other words, three-quarters of the skiers opt to ski in tracks at least part of the time.
This increased acceptance of track skiing may very well account for the strikingly sharp rise in interest in commercial ski touring centers since three-quarters of the skiers said the opportunity to ski on groomed trails was the main reason for going to a ski touring center. In fact, according to the survey, one-third more skiers said they go to ski touring centers now than did seven years ago, and on the whole, they’re skiing five days more per season. This substantiates the growth in the number of skier visits reported by the operators in the 1982 NSTOA Study which was conducted last spring. According to that study, the average number of skier visits per center rose 22% in the last year alone.
Needless to say, these statistics definitely support the operators’ contention that people will pay to ski on groomed and tracked trails. They also seem to indicate that one way to increase business is to continue to educate skiers about the value of groomed tracked trails and to provide them with the best possible conditions upon their arrival.
Still, we know from the survey that skiers are looking for more than tracks when they come to a center. Grooming may be the main reason for deciding to go to a center, any center, but nearly three-quarters of the skiers said scenery, driving distance/time and country setting are the primary considerations in selecting a particular center. Moreover, the older the skier, the more important services and amenities become.
Looking at these priorities, operators may elect to:
1) Bear in mind the preference for appealing scenery and views when designing new trails;
2) Convince the skier to travel farther to ski and take more ski vacations;
3) Expand facilities and services.
The fact that skiers appreciate beautiful scenery is not a shocking revelation in itself. However, the idea that it rates so high in their considerations may be for some operators. In any case, careful study of the design of new trails, the maintenance of existing trails, the focus of advertising and the balance of photographs used in advertising would seem to be in order.
When it comes to travel, many operators have already been working under the premise that cross country skiers do not travel far to go skiing. Several studies, including this reader survey, support that contention for all regions except the South. According to the reader survey, skiers travel 32 miles on the average. This ranges, however, from 21 miles in the Midwest to 84 miles in the South.
But, even looking at the range, there appears to be a significant discrepancy between the numbers these skiers report and the data supplied to us through a similar question in the 1982 NSTOA Study. According to the operators, a little more than one-third of the skiers travel more than 100 miles to get to their areas whereas the reader survey reports only 10% of the skiers traveling that distance. The difference in the wording of the question may account for at least part of the discrepancy. The reader survey stressed the number of miles traveled to ski for the day; the NSTOA Study did not place a time limitation on the question. Thus, vacation travel may have entered into the operators’ reports.
Regardless of the differentials, however, the majority of skiers travel less than 100 miles and only a little more than one-third have taken a cross country ski vacation of more than three days in the last year. Particularly for destination resorts or those areas far removed from a major population base, this represents a major concern. Skiers must be made to believe it is worth their time and money to travel a distance to commercial centers either for the day, the weekend or an extended vacation. This may follow naturally as operators expand their services offering more variety, ambience and even night life. However, it is still the belief of many that centers in urban areas are essential for cultivating the needed interest in cross country skiing and the idea of planning a winter vacation around cross country skiing.
Operators who choose to expand their facilities may want to take a hard look at the statistics in the survey. Nearly three-quarters of the skiers want rentals on site (although 90% own their own equipment); almost two-thirds would like to see ski shops with equipment for sale, warming/ waxing huts on the trails and limited night skiing; one-half feel centers should have base lodges similar to alpine areas; and nearly one-third overall (one-half of the over-50 crowd) feel motels or inns on the premises would be an asset.
There are distinct regional and age class differences, however, when it comes to opinions on the above services and facilities. For example, more than one-half of the westerners would like base lodges while less than one-third of the southerners feel they are necessary. And, on a nation-wide basis, the base lodge concept seems to be much more important to those 35 and older.
“Some of the differences in opinion might result from a matter of definition,” said Wiesel. “I don’t think we have to assume the lodge has to be glittering and massive. But, it should provide basic services—food, restrooms, rental and retail operations, the headquarters for the ski school and warmth.”
Another factor which may enter into an operator’s plans is the evidence that cross country skiing is indeed a social sport. More than one-third of the skiers said they generally ski in groups of three or four while a little more than a quarter ski with one other person. Less than 10%, however, ski with five or more people and less than one percent usually ski alone.
Organized Activities
Given that the reader survey is representative, skiing in groups with family and friends seems to fulfill or rather replace the need for organized activities. If this is the case, operators may want to re-evaluate the activities they offer. Less than one-third of the skiers reported participating in clinics (waxing or racing) or watching ski films. Far fewer participated in citizen races and moonlight or guided tours. At the present time, though, two-thirds of the centers offer moonlight tours, one-half offer guided tours and 38% hold citizen races at their areas.
Probably the major area of concern for the operators, however, revolves around the attitude toward instruction. In many cases, the highest drain on the center’s operation is the ski school. That coupled with the fact that over half of the skiers do not take lessons forces operators to minimize their ski school operation or opt not to have one to begin with. The trouble is, it is extremely important for the industry to increase the desire for lessons. Not only will the ski schools become profitable, but lessons will improve skiing ability thereby leading to increased enjoyment, loyalty to the center and, hopefully, more active years in the sport.
These are just a few of the insights to be gained from Cross Country Ski Magazine‘s survey. For the most part, I’ve taken a look at the overall national figures. An operator, in studying his own market, would probably want to look more closely at the age group, experience level and regional breakdowns of answers. Still, with these and other statistics in the future, operators will be able to make sounder business decision based on trends and figures rather than acting on intuition.
NOTE: NSTOA members who are interested in a particular question(s) from the reader survey should contact the NSTOA office in Brattleboro, Vermont.
