Encouraging Signs For Ski From Latest SIA Report

Article From：SGB Media

 

 

In SIA’s first report of 2021 on the impacts from COVID-19, snowsports enthusiasts were found to overestimate their ability to participate in their favorite winter activities in the recently wrapped up 2020/21 season. However, they made snowsports-related purchases at a higher rate than expected heading into the season and were excited about the 2021/22 season.

 

To date, SIA has collected more than 3,000 surveys, across three waves, from “avid winter enthusiasts” since the pandemic began to explore their behaviors and general thoughts on this past season and the upcoming winter season.

 

Exploring snowsports purchases for the 2020/21 season, the report found:

 

58 percent of snowsports enthusiasts surveyed reported purchasing ski-related apparel in its April survey versus 42 percent that had expected to buy apparel in its poll taken in August 2020.

45 percent reported purchasing gear services in its April 2021 survey versus 39 percent expected to purchase in its August 2020 survey.

47 percent reported purchasing accessories in its April 2021 survey versus 37 percent expecting to buy in its August 2020 survey.

66 percent reported purchasing ski pass(es) in its April 2021 survey versus 53 percent expecting to purchase iin ts August 2020 survey.

46 percent reported purchasing ski area lift tickets in its April 2021 survey versus 49 percent expecting to purchase in its August 2020 survey.

SIA said that while not explored in this research, the slightly lower ski lift ticket sales than expected may in part be due to capacity restrictions.

 

On participation, SIA found that similar to outdoor activities in general, snowsports enthusiasts overestimated their likely participation in snowsports activities heading into this past season. Still, one quarter reported participating more than in the past. Uphill skiing and cross-country skiing had the largest proportion of enthusiasts reporting doing more. More broadly, the vast majority of enthusiasts participated in snowsports this past season. The average number of days enthusiasts participated in snowsports (any) in the last 12 months was 24, a slight increase from the average number (22) from its August 2020 survey.

 

Among its findings across snowsports activities:

 

24 percent reported doing more resort skiing in its April 2021 survey versus 51 percent who said they expected to do more in its August 2020 survey.

28 percent reported doing more backcountry – AT in its April 2021 survey versus 70 percent who said they expected to do more in its August 2020 survey.

25 percent reported doing more snowshoeing in its April 2021 survey versus 65 percent who said they expected to do more in its August 2020 survey.

39 percent reported doing more uphill skiing in its April 2021 survey versus 62 percent who said they expected to do more in its August 2020 survey.

36 percent reported doing more cross-country skiing in its April 2021 survey versus 74 percent who said they expected to do more in its August 2020 survey.

A most encouraging finding was that snowsports enthusiasts are more enthused about participating in the 2021/22 season than the 2020/21 season, likely due to COVID-19 fears lessening as vaccines roll out.

 

In its August 2020 survey, fewer than half (45 percent) of respondents said they were excited about participating in the 2020/21 season. In its April 2021 survey, about two out of three (68 percent) said they were more excited for the 2021/22 season than for the 2020/21 season.

 

SIA’s latest survey also found that 82 percent of respondents were optimistic about participating as much as they would like for the 2021/22 season versus 45 percent, signaling similar optimism in its August 2020 survey.

 

In outdoor participation, respondents said they expected that they would engage in a series of outdoor activities, including snowsports, at much higher levels than they expected heading into the season. Still, 26 percent of reported an increase in activity this season.

 

Among its findings across snowsports activities:

 

31 percent reported cycling more in its April 2021 survey versus 62 percent who said they expected to do more in its August 2020 survey.

24 percent reported doing more paddlesports in its April 2021 survey versus 58 percent who said they expected to do more in its August 2020 survey.

26 percent reported doing more snowsports in its April 2021 survey versus 48 percent who said they expected to do more in its August 2020 survey.

27 percent reported doing more camping in its April 2021 survey versus 62 percent who said they expected to do more in its August 2020 survey.

29 percent reported doing more hiking or backpacking in its April 2021 survey versus 56 percent who said they expected to do more in its August 2020 survey.

Other findings from its April 2021 survey:

 

Asked if they had snowsports-focused vacation plans for the 2021/22 season, 35 percent said “yes, no matter what”, 36 percent said, “yes, as long as it’s safe,” 25 percent indicated a “wait and see/not yet considered,” and 35 percent were not taking one.

Asked about recent changes they wanted to see in the snowsports experience post-pandemic, the top answers were fewer crowds and outdoor food and drink options.

Asked about recent changes they wanted to go away in the snowsports experience post-pandemic, the top answers were lack of indoor amenities and restrictions on indoor food and drink options.

Exploring social issues, snow enthusiasts largely agreed that companies involved in snowsports should make snowsports more accessible to all and lead in climate change. While only one-third agreed that they should also show more diversity in marketing materials, about half were neutral on the issue. Across these issues, about one in ten disagreed.