Why Ski Resorts Are Dying - Cheddar Explains
Ski Resorts
Why Ski Resorts Are Dying - Cheddar Explains
One of the biggest problems facing the ski industry right now is that there are a lot more baby boomers who are starting to age and because they don't ski as much, the ski industry is seeing some serious implications. The NSAA has stated that there were 45 fewer ski areas in operation during the 2018 to 2019 season than there were 20 years ago. This season alone, climate change has caused skier visits to drop by 5.5 million people. Home values near ski resorts could also drop by 15 percent as a result of warmer winters and at lower elevations, ski areas like Utah Idaho Nevada and parts of California could see their size shrink by up to 55 percent due to lack of snow. Additionally, most Millennials simply can't afford to try skiing if they don't have any experience or if it's not affordable for them. College loan debt has doubled in the last ten years and paying interest on those loans has left many 20-somethings with less money to spend on recreation activities. In fact, many college students have to travel quite far to get skiing opportunities. Finally, although most people think that skiing is expensive, it's actually not as bad as it seems when you factor in all of the necessary costs such as tickets, equipment rental, lessons, etc.
this is the Nivelle ski resort it closed
in 2009 after being open for over a
hundred years it used to be a Grand
Hotel where New Yorkers would go to
spend indulgent weekend's skiing and
going to the spa but it fell into
disrepair and when we went it looked
like this it's just one of the 45
American Ski Areas to shut down in the
last 20 years the ski industry is
struggling but will this be the end
skiing gained in popularity through the
80s and well into the 90s and early
2000s but last season ski visits were
down 11% the number of alpine skiers
fell from over 11 million to just over 8
million now the number of ski visits are
back to what they were 30 years ago we
went to war in Vermont and spoke to wind
Smith former owner and now president of
sugar bush mountain I think it's headed
in the right direction but I think
there's some challenges you know the the
growth in the ski industry has been
pretty flat you know we've been sort of
averaging about 55 to 60 million skier
visits there only about nine million
people maybe 10 million that actually
ski so as a percentage of our population
it's really small it's partially because
skiing's base is getting older according
to the National Ski Areas Association
baby boomers represent 21% of all skiers
and snowboarders which is down from 36%
a decade ago the Millennials share is
growing but they don't ski as often and
take shorter trips for every boomer who
retires from the slopes to Millennials
are needed to replace the income
generated by the older skier
even millennial skiers are getting out
less six or seven days per winter
compared to 12 to 15 a decade before a
few years ago we were at a national
scary Association presentation and the
president was saying you know the ski
industry has some problems because all
these baby boomers who made the ski
industry they're starting to age they're
gonna ski less and he said they're gonna
die now that's the facts and he said the
problem is is you look at the Millennial
population which was equal to the baby
boom population they're not skiing it's
having some significant affects the NSAA
says that there were 45 fewer ski areas
in operation during the 2018 to 2019
season then there were just twenty years
ago still if you looked at the raw
numbers you probably wouldn't think that
it's that bad
take the winter of 2016 for example some
twenty million people went skiing and
the sport contributed twenty billion
dollars to the US economy and supported
around two hundred thousand jobs but
it's not like that every winter during
the years of low snowfall skier visits
dropped by 5.5 million climate change is
another big issue facing the ski
industry in ski seasons without much
snowfall skier numbers plummet ski towns
in the ski industry take a 1 billion
dollar hit home values near ski resorts
could drop by at least 15 percent due to
warmer winters and at lower elevations
ski areas like Utah Idaho Nevada and
parts of California they could fall as
much as 55 percent
the amount of snow in the western United
States has seen an average yearly drop
of 41%
since the early 1980s according to
research published in the journal
Geophysical Research Letters that means
that the snow season shrunk by 34 days
data from NASA shows that we could see a
rise in temperature between two and six
degrees Celsius by the end of the 21st
century lastly most Millennials simply
can't afford it and if they don't know
how to ski its prohibitively expensive
to try it
Plus college loan debt has doubled in
the last ten years paying interest on
their loans has left men and women in
their 20s with less money to spend on
recreation for new skiers costs rise
exponentially
they must have warm clothing buy a
ticket and rent equipment and pay a ski
school to learn how to slide down a hill
without wiping out that's not even
mentioning that most have to travel a
long way to do it according to NSA a
research more than four out of five
newcomers exposed to this experience
eventually decide not to take up the
sport after all with the risk of bodily
injury cold discomfort and a possible
fear of heights who could blame them so
what are mountains doing about it they
said we're pretty good at getting people
to try skiing we're terrible ever
attaining it we're retaining about 7% so
think of any business if you spend all
the money marketing you get the customer
in the door and you only keep 7% of them
that's a terrible business model so what
do we have to do better but we have to
understand how to teach people we have
to motivate people to want to learn and
then continue learning and a lot of
people are doing some very interesting
things here at Sugarbush we've developed
something called the first time -
lifetime program so for about $300 you
get three two hour lessons you get your
rental equipment and if you complete
those three days we give you a season
pass for the rest of the season they're
not alone Whistler Blackcomb started the
never-ever days program
a $25 ticket and rental for new skiers
women normally make up about 30% of
skiers but their 65% of never-ever
participants minorities are 40% of the
program compared to 11% usually but this
just addresses one aspect of the
Millennial problem what about the price
of skiing for non newcomers in 2008 a
man named Rob Katz came up with an idea
Katz was a Wharton grad and had worked
at Apollo Consulting Group but was also
a lifelong skier he became CEO of Vail
Resorts two years before and he was
ready to roll out what would become the
most driving force in skiing the
multipass but now they're not the only
one on the market in 2017 a few private
investors banded together to form Altera
a new skiing conglomerate that had
bought some of America and Canada's
biggest resorts through the winter of
2017 to 2018 America's biggest mountains
were picking sides
Sugarbush is the most recent acquisition
just two months ago
Sugarbush agreed to be sold to Altera
it's former majority owner Wynn Smith
who had run the resort for some 18 years
was to stay on as president now Altera
and vales passes can be swiped at 58
North American resorts as well as a
handful of resorts in Oceania and Europe
in 2018 Altera said orders were ahead of
expectations by 30 percent and the
company was on track to book 1.5 billion
dollars in annual revenue
it's become a huge part of the industry
and some people think that it'll stop
skiing's decline but others aren't so
certain in the next 20 years as climate
changes effects become more pronounced
the ski industry will be facing even
greater challenges the aging consumer
base means that the ski industry's
income will keep declining as the years
go on
so does this actually mean that skiing
is going to become a relic like the
nouvelle resort not yet
a lot of people who are passionate about
the sport are fighting to keep it up and
making money but there are some big
hurdles that the ski industry is going
to need to jump over to keep from going
downhill
have you ever skied before and what did
you think about the cost let us know in
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