Ski Helmet Usage in Canada

Transcription

1 Ski Helmet Usage in Canada Canadian Ski Council February, 2012

2 Introduction The Canadian ski industry considers the safety of skiers and boarders paramount. The Canadian ski industry has developed over the past 40 years to its status today as a world leader. During this time, ski areas have focused on creating the best physical environment possible, recognizing that the sport takes place in a challenging outdoor environment at an often high level of intensity. Lifts are faster, yet safer. Most runs are now groomed to very high standards and trails are well marked with a recognizable standard of difficulty. Hazards are marked and fenced, and trained staff patrol the area looking for potential problems. Canada s ski patrollers are among the best trained in the world. While the ski industry has a responsibility to focus on injury prevention, skiers and boarders also have a responsibility to conduct themselves in a way that reduces the chance of injury to themselves and others. This responsibility includes using proper equipment and clothing that are suitable for the individual s age, size and ability level. However, taking responsibility primarily means skiing and boarding within their ability, within the rules of the ski area and with regard to the conditions and environment. Helmets are an important component of an individual s equipment. Over the past decade, there have been significant advances in helmet design and construction that make them more attractive, warmer and more comfortable. Yet helmets have their limitations and while helping to prevent or reduce injury severity in many situations, they are less effective in higher speed collisions. This report provides an update on the use of helmets at Canadian ski areas and examines some of the factors that may influence helmet usage. Industry Helmet Promotion and Policies A 2009 survey of Canadian ski areas found that areas were responding to the need to promote helmet usage in a variety of ways. 1 Most ski areas have shops that offer rental equipment. Rental of helmets is an important part of their inventory. The size of the helmet inventory will vary often with the size of the operation, but it also appears that some smaller areas that may focus on beginner skiers have large inventories of helmets. One area indicated that it had 1,000 helmets in its inventory, and several had 600 or more. The average for areas in Canada is 233, with Atlantic Canada areas having the highest number. In most cases, rental packages include helmets and some areas require waivers if a helmet is not taken in the package. This ski industry investment in inventory is considerable. Ski areas were asked to indicate whether they had formal policies on mandatory usage by different groups. Many areas responding had policies on terrain park users, with 100% of those from Quebec. School groups are another user group that a high number 1 Ski Safety Report, Canadian Ski Council May

3 of areas have policies for. Some areas indicate that their local school district has a policy on helmet usage for school groups, which meant that the area did not need one. The Ontario School Boards Insurance Exchange (OSBIE), in conjunction with the Ontario Snow Resorts Association, has developed a protocol for schools to follow when planning and delivering school ski trips. As part of the protocol, OSBIE has mandated that All participants must wear an appropriate snow sport helmet for school excursions to OSRA member facilities. OSBIE recommends that schools adopt a similar mandatory snow sport helmet use policy as noted above, regardless of ski facility locations. 2 A high percentage of areas had policies in place covering mandatory usage by staff, instructors and patrollers. Several areas identified that provincial legislation covering employee safety required helmets as part of the employee s safety uniform. About 1/3 of areas indicated that they had such policies in place to promote helmet usage, particularly instructors in beginner programs. Instructors and patrollers are highly visible on hill and serve as role models for youth in particular. Nearly ¾ of ski areas in Canada strongly encourage their instructors and patrollers to wear helmets. Many areas noted that they provided staff with discounts to purchase helmets, and some areas provided helmets as part of employee uniforms. On behalf of the Canadian ski industry, the Canadian Ski Council has adopted the following policy: The Canadian Ski Council recommends wearing helmets for skiing and riding. Skiers and snowboarders are encouraged to educate themselves on the benefits and limitations of helmet usage. The primary safety consideration, and obligation under the Alpine Responsibility Code is to ski and ride in a controlled and responsible manner. This national policy has been adopted by Canada West Ski Areas Association; Ontario Snow Resorts Association; Quebec Ski Areas Association; the Atlantic Ski Area Association and the Canadian Ski Patrol System. Usage of Helmets at Canadian Ski Areas The Canadian ski industry s key research tool is its annual National Consumer Profile and Satisfaction survey. 3 This survey is administered at ski areas across Canada randomly to skiers and boarders. With an annual sample 2 OSBIE - 3, Facts and Stats, Canadian Ski Council, September,

4 size averaging about 20,000 interviews and data going back over 10 years, the survey provides valuable information on skier demographics and other trends. Questions on helmet usage were introduced in the 2006 season (except for Quebec) and have continued through 2011, providing information on the trends in usage. The chart above shows usage increasing from 67.3% in 2006 to 74.7% in This positive growth should continue, particularly as usage is higher in younger skiers and should continue as policies and programs expand. The rate of helmet usage in Canada increased to 75% in 2011, an increase from 71% in Helmet usage in Quebec leads the country at 78% probably due in large part to the promotional programs at resorts. All other provinces have increased usage over 2010 with Alberta increasing to 75%. Both Ontario and Quebec saw increases of 6% between 2010 and Each region has a different market mix, depending on the extent of international visitors that may influence helmet usage rates in some provinces (particularly BC). Skiers from different countries may have different experiences using helmets and bring these preferences on their trips to Canada. Usage by Canadians at Canadian ski areas was just under 75%, in Germans have the highest rate of usage at nearly 79% while Australian skiers in Canada used helmets at about the same level as Canadians. Two 4 These results may differ slightly from those presented in earlier documents. An updated data analysis was undertaken for this report. 3

5 markets that have much lower use of helmets are Mexico and Japan. Both of these markets are a much lower percentage of overall Canadian skier visits, so don t have much of an impact on the Canadian rate. This does suggest that ski areas which cater to these markets, primarily those in Western Canada, should be promoting helmet usage to these visitors. This information also reflects the difficulty of mandating helmet usage where there are skiers visiting from other countries. The ongoing National Online Survey 5 conducted by the Canadian Ski Council follows up and expands on this data. Most questions asked about helmet usage determine whether a helmet is being worn that day, or simply whether a helmet is worn. There are however, some nuances to helmet usage other than yes or no. As shown in the adjacent chart, 74.3% or respondents say they always wear a helmet. This is similar to the percentage found in the National Consumer Profile and Satisfaction Survey. However, 5.2% also say they wear a helmet most of the time. Fourteen percent of respondents indicate that they are considering wearing a helmet and have intentions to do so. Just less than 7% say they never will wear a helmet that suggests that the upper limit of helmet usage in the current skier population is about 90%. This should change over time as younger skiers who are used to wearing helmets age. Factors Influencing Helmet Usage One of the major determinants of helmet usage is age. This has been tracked on an ongoing basis with the emphasis in many programs on influencing children and youths to wear helmets. As this chart shows with 2011 data, industry and parents have been successful in convincing children to wear helmets, with nearly universal usage in the age segments 14 and 5 Jim Lee, National Online Survey, January, Canadian Ski Council 4

6 under. Helmets are no longer thought of as being uncool and the wide range of styles and designs that appeal to children are making the wearing of helmets acceptable. Even with youth aged 15 17, usage is at a high level of 85%, but usage declines among young adults aged These age segments would be those who began to ski and board before helmets became more widespread in availability and usage and are not used to wearing them. These two age segments should be the focus of future helmet promotional programs. Older age segments, starting with 35 year-olds, are wearing helmets to a greater extent. These age segments may have children who are skiing or boarding and are wearing helmets themselves. They are also likely to be more concerned about their own health and safety while skiing, and the increasing usage of helmets in older age segments would seem to confirm this. As part of the Grade 4 and 5 SnowPass program, a survey of parents of program participants is undertaken. Data from the 2011 survey supports the above analysis and shows that helmet usage is increasing. 74% of parents reported that they wear a helmet when they ski, up from 48% in 2007/ % of all SnowPass Grade 4 and 5 holders wear a helmet when they ski/snowboard. 47% of SnowPass families purchased a helmet last year. Both males and females wear helmets to the same extent. Another factor which may influence the usage of helmets is household income. Most skiers, but not all, come from higher income families. Helmets are an additional cost of equipment, although many helmets cost less than $50 (though can reach several hundred dollars), combined with cost of other equipment and clothing may be an additional burden. Helmet usage increases steadily with the household income of skiers and boarders, reaching 82% at the highest income level. Retail programs that include helmets in introductory ski or board packages would help to overcome this barrier, as would low cost helmet rental programs at areas. 5

7 The influence of area policies that require those taking lessons to wear a helmet is demonstrated by the fact that 92% of skiers and boarders taking lessons are wearing helmets. There are also differences in helmet usage by type of equipment being used that day. More skiers use helmets than do snowboarders. This may be partially explained by age differences as skiers tend to be older on average than snowboarders. Respondents to the National Online Survey were asked why they don t currently wear a helmet and were allowed multiple responses. The most common response was simply that they had never tried one on. Cost does not appear to be a major issue in comparison to other attributes such as fit and being uncomfortable (which probably relates to fit). This suggests that helmet programs that make it easy for non-users to try a helmet for a demonstration may have more success in convincing them to purchase (or rent) a helmet. If a sufficient range of helmets with different sizes, and expert advice, are available then a proper fit can be achieved which would provide more comfort in the helmet. This would lead to an increase in helmet usage. 6

8 Canadian Ski Council Ski Helmet Usage in Canada February, 2012 Quebec Ski Area Helmet Programs The ASSQ (Quebec Ski Areas Association) and the Government of Quebec have developed a partnership to promote the use of helmets at Quebec ski areas and through other promotions. Tournée Sécuri-Ski: An industry staffed tour visits up to 30 ski areas per season. The team provides free helmets so that skiers and snowboarders can try on a helmet for a couple of runs. The team also present contests and has prizes of helmets and other equipment to distribute. Helmet Demo Days: The program has over 30 helmet kits to distribute to different ski areas so that they are equipped to organize helmet demo days at areas. A web site moncasque.ca has been developed to help promote helmet usage. The site is also provided in English and links to it are found on the Canadian Ski Council website Ads are produced with 5 different messages and visuals to target different clientele. Those ads are distributed to over 70 ski areas, in both indoor and outdoor locations. (see picture) Monitoring of helmet usage through on-hill research Quebec has seen strong increases in helmet usage in the past four years since the program has been initiated. Total usage has increased from just under 60% in 2007 to 78.4% in 2011 with most of the increase in The largest increase has been among skiers, increasing from 57% to 77.6% Boarders continue to have the highest percentage of usage at almost 83%. Usage declines with age, and those over 25 have the lowest percentage of usage. 97.4% of skiers and boarders under the age of 12 now wear helmets. More men (79.5%) wear helmets than women (76.7%) Preventable BC The Community Against Preventable Injuries ( ) promotes safety practices in British Columbia that will limit or prevent injuries in a number of activities. As part of this overall safety campaign, Preventable is promoting ski helmet usage at a number of BC ski areas. In addition to an on-hill promotional campaign ( You Probably Won t Need a Helmet Today) Preventable has partnered with the Insurance Bureau of Canada to offer $40 vouchers towards the purchase of helmets at the ski area. 7

9 A Preventable team is visiting 5 BC ski areas in the Lower Mainland and the Okanagan during specific days to promote helmet usage and offer the vouchers. There appears to be demand from other parts of the Province for the program. Alpine Responsibility Code Ensuring an enjoyable, safe skiing or boarding experience is a focus of all ski areas across Canada. Following the wellpublicized Alpine Responsibility Code has become a common practice for skiers and boarders wishing to enjoy slopes and trails. The 10 points of the Code emphasize the responsibility of the individual to take care and follow the rules while skiing and boarding. With this knowledge, and personal awareness, skiing and boarding is a safe sport to participate in. 8