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SIA Snow Sports Market Intelligence Report 2012-2013

Price: $899. SIA Snow Sports Market Intelligence Report 2012-2013.

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SIA Snow Sports Market Intelligence Report 2012-2013

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  1. Price: $899 SIA Snow Sports Market Intelligence Report 2012-2013

  2. SnowSports Industries America (SIA) is the national not-for-profit, North American member-owned trade association representing the winter sports industry. Established in 1954, SIA annually produces the SIA Snow Show, the largest winter sports industry trade show and networking environment, while delivering invaluable data/research, support, marketing products, services and programs. For 60 years, SIA has worked continuously with our members: alpine, snowboard, cross country, backcountry, snowshoe, apparel, and accessories, rep, retailer, resort, regional and national associations and Buying Groups. Guidance from these different sectors of the industry make SIA what it is today—an organization representative of suppliers, retailers and reps all with the goal of getting more people on snow more often and making sure they are properly equipped and dressed to give them the best experience of snow sports. SIA. Partner. Resource. Advocate. Membership in SIA is open to product manufacturers, distributors, suppliers, retail shops, sales reps, and industry professionals that are involved in the snow sports industry and meet specific membership requirements. SIA’s membership base averages approximately 700 snow sports companies. For those businesses that provide services to companies in the snow sports industry (i.e., raw material and fabric suppliers, photographers, financial institutions, publications, Internet/Web designers and public relations consulting firms etc.), there is a limited membership available. Members magnify their power by working together to further the development of the snow sports industry. Call SIA at 703-556-9020 for more information about membership. For more information about SIA’s research products contact: Kelly Davis, Director of Research SnowSports Industries America 8377-B Greensboro Drive, McLean, VA 22102-3529 703.506.4224 |KDavis@snowsports.org Visit Snowsports.orgfor additional information on SIA. ISSN # 1547-7606

  3. Understanding the 2013 snow sports market intelligence report The Snow Sports Market Intelligence Report offers a compilation of research from more than 10 different snow sports industry studies. It includes detailed snow sports participation data, retail sales tracking for snow sports equipment, apparel and accessories, ski area visits, business trends, demographics, merchandise distribution and more. It is the most comprehensive snow sports reference tool available to snow sports industry professionals; perfect for presentations, writing business plans, research and overall industry knowledge. This report is published annually by SIA before the start of each snow sport season. Special thanks to National Ski Areas Association, National Sporting Goods Association, Leisure Trends Groupand the National Climate Data Center for providing research material for this Report. SIA publishes a wide variety of research products for members including retail sales topline data, brand share data, wholesale Sales and Orders, Snow Sports Participation, Uniform Purchasing, Rental Equipment Purchasing, The Snow Sports Consumer Panel, Cost of Doing Business and Compensation Reports, and Special Studies including The Model for Success, Growing the Snow Sports Industry and Succession Planning. A full catalogue of products is available at Snowsports.org. The information contained in this Report is the property of SIA. It cannot be reproduced or extracted in whole or in part in any way without prior written permission of SIA.

  4. Content overview

  5. Snow sports market overview

  6. The snow sports market60K Foot View • Sales reached $3.4B, up 3% in dollars and up 2% in units sold for the 2012/2013 season. • 19.3M participants with 7M who didn’t participate but consider themselves skiers/riders Channels: • Specialty: $1.9B – up 3% in units and up 1% in dollars • Internet: $746M - up 8% in units and up 11% in dollars • Chain: $840M – down 5% in units and flat in dollars Categories: • Apparel:$1.5B – up 3% in units and up 3% in dollars • Accessories: $1.1B - up 1% in units and up 6% in dollars • Equipment: $841M - up 1% in units and flat in dollars Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  7. Total Market overview • Inventories: Finished the 2012/2013 season with $584M in inventory, just 2% higher than 2011/2012 but 29% higher than 2010/2011. Equipment inventories, at $258M were 15% higher than season’s end 2011/2012. • Carryover: All carryover sales up 63%, specialty equipment margins down 2% averaging 43.8% (38% for equipment). • Weather: On Dec 25, 2012 (51% coverage), snow continued through April. • Consumers: Slow economic recovery continues, problems remaining include: high unemployment and underemployment, stagnant wages and lack of opportunity for younger workers (unemployment under 25 over 20%).

  8. State of the snow sports marketDollars Sold By Category In All Snow Sports Shops2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  9. State of the snow sports marketUnit Sales By Channel: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  10. State of the snow sports marketDollar Sales By Channel: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  11. State of the snow sports marketDollar Sales By Month: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  12. State of the snow sports marketInventory Dollar TrendsMarch 31, 2010 – March 31, 2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  13. Specialty regional sales West: WA, OR, CA, ID, NV, MT, WA, UT, AZ, CO, NM, AK, HI Midwest: ND, SD, NE, KS, MN, IA, MO, WI, IL, MI, IN, OH Northeast: PA, NJ, NY, RI, MA, VT, NH, ME South: TX, OK, AR, LA, MS, KY, TN, AL, WV, VA, NC, SC, GA, FL Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  14. Snow sports participants

  15. Resort visits 1996 - 2013

  16. Snow sports participants2008/2009 – 2012/2013 Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  17. Snow sports participant profile Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  18. Notable trends

  19. Backcountry gearSplitboard Unit Sales In All Snow Sports Shops2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  20. Consumer trends: look at me! Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  21. Backcountry equipment trend driver Alpine/AT Boots: Alpine DIN boots that can be converted to an AT/Touring sole for backcountry use. These boots also have a walk mode controlled by a lever on the back of the boot. Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  22. opportunities • Good snow = healthy sales and participation is the perception based on late season 2012/2013 snow conditions. • Late season snow in 2012/2013 means cleaner inventory and more in-season gear for 2013/2014. • Medical benefits of activity and stress reduction could be translated into increases in sales in the snow sports market. • Opportunity to exploit consumer trends in Gen Y and Gen Z. • Improving economic conditions bring discretionary income dollars back to the snow sports market.

  23. Alpine ski

  24. Alpine Ski Equipment Executive Summary • Alpine ski (excluding park and pipe) declined 19% to 8.2M this season but many may have decided to participate in the late season or switched to skiing more in park and pipe. • Participation in park and pipe skiing increased 30% to 5.4M • One-third of alpine ski participants say they are cutting back spending on “non-essentials” due to economic concerns. • 18% of alpine ski participants reside in California, Oregon or Washington. • 1 in 4 alpine ski participants report doing some backcountry skiing either in un-groomed areas of a resort (17%) or in non-resort backcountry terrain (7%). • Overall alpine equipment sales increased 4% in units sold and 3% in dollars sold. • Skis: 627K units (+1%), $246M (-5%) • Boots: 734K units (+8%), $216M (+11%) • Bindings: 295K units(+4%), $47M (+7%) • Poles: 456K units(flat), $19M (+2%) • Reverse and mixed camber skis are close to outselling normal camber skis. • Sales of twin tip skis were up 4% while sales of non-twin tip skis declined 4%. • Adult alpine boot sales increased 11% in units sold to 607K units. • Sales of alpine bindings with DIN 12+ (the highest DIN rating) increased 10% in units to 157K or 53% of all alpine bindings sold.

  25. Alpine Ski Participants

  26. Alpine ski participant profile *Note – Due to the timing of this year’s survey, alpine ski participation occurring after the first week in February was not counted in the total. Snowfall patterns this season resulted in heavier participation in the late season, after this survey had been conducted. Retail sales data and NSAA’s Kottke End of Season (skier/rider visits) report indicate that participation numbers were much healthier in the February to April time frame missed by this year’s participation survey mitigating the reported decline in participation indicated by the data in this year’s survey. Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  27. Snow sports participation trends by discipline Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  28. Gender demographicsMale vs. Female By Discipline Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  29. Age demographicsSki vs. Snowboard Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  30. Age demographicsMale vs. Female Alpine Skiers Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  31. Income demographicsCasual vs. Core Alpine Skiers Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  32. Income demographicsMale vs. Female Alpine Skiers Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  33. Participants’ Economic concerns Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  34. Education demographicsMale vs. Female Alpine Skiers Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  35. Year-to-year change in ethnicity:Alpine Ski Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  36. Geographic demographicsAlpine vs. Snowboard Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  37. Percent of us alpine ski participation MN 4.3% NY 8.9% MI 3.8% MA 4.2% NJ 3.9% IL 3.3% CA 13.6% PA 2.9% CO 6.6% TX 5.3% Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  38. Where participants alpine ski Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  39. Cross participationPercent Of Alpine Skiers In Other Disciplines Source: SIA/Physical Activity Council 2013 Snow Sports Participant Study.

  40. Alpine Ski Equipment Retail Sales

  41. Alpine ski Equipment Unit Sales In All Snow Sports Shops: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  42. Alpine ski Equipment Dollar Sales In All Snow Sports Shops: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  43. Alpine ski equipmentAverage Retail Prices, By Channel: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Adult only, Carryover Excluded.

  44. Alpine ski Equipment Specialty Unit Sales By Region: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  45. Alpine ski Equipment Specialty Dollar Sales By Region: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  46. Alpine Equipment Specialty Inventory Units: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  47. Alpine ski Equipment Specialty Retail Margins: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  48. Alpine skisSpecialty Unit Sales By Region: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  49. Alpine Skis Unit Sales In Chain Shops: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

  50. Alpine Skis Dollar Sales In Chain Shops: 2009/2010 – 2012/2013 Source: SIA Snow Sports RetailTRAK™ Data Produced by Leisure Trends – Carryover Included.

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