Steve Berry Chairman Eric Henry - CEO

Transcription

1 Steve Berry Chairman Eric Henry - CEO

2 The Trade Association for the Equipment Sector of the Snow Industry in Australia Full Members: Importers, Manufacturers, Wholesalers, Service Providers Associate Members: Retailers, Hire Outlets, other Trade Buyers

3 Data Gathering in Australia Australian Ski Areas Association (ASAA) Australian Resorts Skier Day Statistics annually SIA Australia Australians in Sport, 1996 by Brian Sweeney & Associates Independent Research eg ASGA, Roy Morgan Research, KPMG, etc. Alpine Resorts Coordination Council (ARCC) 2006 Economic Significance of the Australian Alpine Resorts Snow Travel Expo - Melbourne & Sydney 2011 SIA Australia Winter Equipment Hardware Sales 2008 Alpine 2009 Alpine & Snowboard 2010 Alpine, Snowboard, Cross Country, Helmets 2011 Alpine, Snowboard, Cross Country, Helmets SIA Australia Participation Study surveyed 4,000+ Australians surveyed 6,000+ Australians

4 Historical Data

5 Participationin Snowsports Source: Australians & Sport Brian Sweeney & Associates Annual Survey, 1996 In 1996, the Australian population was 18,311,500 16% of Australians participating in Snow Skiing amounted to 2,929,850 people

6 Australian SnowsportsExpenditure from The Economic Significance of the Australian Alpine Resorts 2006 Direct Expenditure in Australian Resorts New South Wales Victoria Total Resorts Totals: A$537,030,000 A$369,000,000 A$906,050,000

7 SIA Equipment Surveys

8 SIA Equipment Surveys Wholesale Hardware Sales by Value Alpine Hardware Sales A$12,703,447 A$11,533,235 A$12,569,784 A$10,038,857 A$11,025,449 Snowboard Hardware Sales Total Alpine/ Snowboard Hardware Sales A$8,985,682 A$9,291,642 A$10,499,515 A$9,737,116 A$10,711,101 A$21,689,129 A$20,824,877 A$23,069,299 A$19,775,973 A$21,736,550

9 $12,703,447 $8,985,682 $11,533,255 $9,291,642 $12,569,784 $10,499,515 $10,038,857 $9,737,116 $11,025,449 $10,711,101 $21,689,129 $20,824,897 $23,069,299 $19,775,973 $21,736,550 $25,000,000 $20,000,000 $15,000,000 $10,000,000 $5,000,000 $0 Wholesale Hardware Sales by Value Alpine Hardware Sales Snowboard Hardware Sales Total Sliding Device Sales

10 Equipment Surveys Wholesale Hardware Sales by Numbers Sold Alpine Skis sold (ex-warehouse) Snowboards sold (ex-warehouse) Total Alpine Skis/ Snowboards sold 19,233 16,718 19,195 14,693 15,261 12,003 13,110 15,729 13,704 14,413 31,326 29,828 33,924 28,397 29,674

11 Wholesale Hardware Sales by Numbers Sold 35,000 30,000 19,323 12,003 16,718 13,110 18,195 15,729 14,693 13,704 15,261 14,413 31,326 29,828 33,924 28,397 29,674 25,000 20,000 15,000 10,000 5, Alpine Skis Sold (ex-warehouse) Snowboards Sold (ex-warehouse) Total Sliding Devices Sold

12 Helmet Sales by Value $2,500,000 $2,175,481 $2,000,000 $1,649,939 $1,500,000 $1,254,007 $1,336,096 $1,000,000 $869,325 $500,000 $

13 Helmet Sales by Numbers 30,000 28,876 25,000 20,074 20,000 15,213 16,105 15,000 11,379 10,000 5,

14 SIA Participation Studies

15 SIA Australia Participation Studies David Ingemie, President of SIA USA, and our keynote speaker at two former Australian Snowsports WOI Conferences, can claim the credit for drawing our attention to the need for Australian Participation Studies. David identified the need in March of 2010 and the first SIA Australia Snowsports Participation Study started in October of that year.

16 SIA Australia Participation Studies Methodology During the period October January 2011, a Study was conducted using 4,000+ online omnibus interviews. The Study was designed so that the results would be compatible with the 2009 US Study and was conducted by I-View of Australia. The results of the initial study were so surprising that SIA Australia decided not to publish the data but rather to commission a second study, 50% larger than the first, in orderto confirm the findings and to create the most robustseries of data ever produced about the Industry in Australia. The second Study was conducted during the period September 2011 to February 2012 using a further 6,000+ online omnibus interviews.

17 SIA Australia Participation Studies Participants in each Study were from across Australia and the total 10,000+ Nationwide sample of individuals covered in both Studies was a whopping 210% larger, in comparative terms, than the 2009 US Study. The data thus produced is therefore extremely robust in statistical terms. A weighting technique was used to balance the data to reflect the total Australian population aged 6 and above. The following variables were used: gender, age, income, household size, region, and population density. The total population figure used was 22,516,555 from the Australian Bureau of Statistics. Thedatafromthelastphaseof theparticipation Studyisstillbeinganalysed.The early indications are, however, that the number of Australians taking part in Snowsports during 2011 dropped below 1,000,000.

18 How many Australians participate in Snow Sports? Total Population: 22,516,555 (Australian Bureau of Statistics) Number %age of population Total Australians who Participated in ,220, % Total Australians who Participated in ,125, % 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000, ,000 - Number of Participants 3,125,304 2,220, ,009

19 How many days do Australians participate in Snow Sports each year? Total 1 Day 2-8 Days 9+ Days ,220,043 1, , , % 30.7% 6.1% ,125,304 1,809,551 1,000, , % 32.0% 10.1% 135, , , ,000,097 1,400,847 1,809,551 1 Day 2-8 Days 9+ Days 1 Day 2-8 Days 9+ Days

20 Where do Australians participate in Snow Sports? NSW Victoria New Zealand USA Canada Europe Japan Other , , ,745 86, ,963 99,902 79,922 64, % 42.4% 11.7% 3.9% 6.8% 4.5% 3.6% 2.9% ,143,861 1,300, , , , , , , % 41.6% 14.0% 4.8% 6.2% 5.5% 4.4% 6.7% Other includes Tasmania, Lebanon, India, Nepal, Fiji, China, Argentina, Turkey, Dubai & Adelaide Ice Centre 3.9% 11.7% 6.8% 4.5% 3.6%2.9% 41.1% NSW VIC 6.2% 4.4% 6.7% 5.5% New Zealand 4.8% USA 2010 Canada 2009 Europe 14.0% Japan Other 36.6% NSW VIC New Zealand USA Canada Europe Japan Other 42.4% 41.6%

21 What activities do Australians do in Snow Sports? Total Alpine Cross Country Freestyle Ski Snowboard ,220,043 1,207, , , , % 16.5% 19.7% 35.9% ,125,304 1,537, , ,938 1,271, % 14.7% 20.7% 40.7% % 54.4% 40.7% 49.2% 19.7% 16.5% Alpine XC Freestyle Ski Snowboard 20.7% 14.7% Alpine XC Freestyle Ski Snowboard

22 Further Analysis of 2011 & 2010 Data The raw data from our 6 months of data gathering in phase 2 of the study, only became available in March. Our unanalysed data contains: Age Gender Education Marital Status Number of children Occupation Work outside the Home Annual Income Area of Residence, by type and location Political Preferences As you can see, much work remains to be done

23 SIA Trade Show Statistics

24 Snow Sports Trade Show 2011 Individual visitors down by 23% Visiting companies down by 16%. Exhibitor numbers down by 18% Floor space sold down by 11%.

25 SIA Trade Show Attendance Exhibitors Visiting Companies

26 ASAA Skier Day Statistics

27 2,500,000 Australian Skier Day Statistics Average 1,997,167 Source: Australian Ski Areas Association 2,000,000 1,500,000 2,110,000 1,607,000 1,939,000 2,122,000 2,293,000 2,032,000 1,740,000 2,034,000 2,040,000 2,017,000 2,033,000 1,879,000 1,000, ,000 A skier day is one person purchasing a lift ticket for one day's skiing or snowboarding. Some assumptions are made as to how many days the purchaser of a season pass skis or rides

28 Snow Travel Expo Surveys

29 Snow Travel Expo Surveys ,000 people attended the Melbourne Expo on 15 May 7,000 people attended The Sydney Expo on 22 May 950 Expo visitors, or 8% of attendees, were surveyed Completing the survey was voluntary and no rewards were given for doing so

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35 Roy Morgan Research

36 Roy Morgan Research Published 7 March 2012 Overseas Ski Destinations growing in popularity Article No Source: Roy Morgan Single Source (January 2001 December 2011, n=1,627).: March 07, 2012 Australians going on a skiing or snowboarding holiday are increasingly choosing overseas destinations over Australian ones. In December % of Australians who went snow skiing or snowboarding on their last holiday chose an overseas destination, up from 34% in December 2010, and 21% in December Only 1.4% of Australian holidaymakers went snow skiing or snowboarding on their last holiday. Overseas destinations which are popular for snow skiing and snowboarding are New Zealand, USA, Canada, Europe, and Japan.

37 Overseas Ski Destinations are growing in popularity Source: Roy Morgan Single Source(January 2001 December 2011, n=1,627). Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says: Although only a small percentage of the Australian population goes snow skiing or snowboarding on their holidays, it is nevertheless a lucrative niche market with snow skiers spending more on their holidays than the average tourist. With the strong Australian dollar, Australian ski destinations are finding it hard to compete with overseas ones. It is important to understand the demographic, attitudinal and behavioural profile of people who go snow skiing or snowboarding on holidays and to tailor an appropriate communication message."

38 2011 Economic Significance Study

39 Snapshot from The Economic Significance of the Australian Alpine Resorts 2011 Equipment Purchases Of visitors who purchased equipment in 2011: 66.4% spent the money in local retailers 19.3% spent in Resort retailers 3.2% purchased the equipment from online Australia suppliers and 11.1% purchased the equipment from online overseas suppliers.

40 What s happening in Retail?

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45 And what about the Internet?

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47 Many thanks to James Stewart Partner & Retail Practice Leader at Ferrier Hodgson for permission to use some of his slides

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49 Many thanks to George Svinos Head of Retail, Asia Pacific at KPMG for his permission to use some of his slides

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55 What s happening elsewhere?

56 In the USA The 2011/2012 USA season will go down as one of the toughest on record for the snow sports market. Scarce snow means slow sales. Unit sales down were 12% through January this season and specialty shop sell-through dropped ten points. On January 31, specialty retailers still owned 573,000 more pieces of equipment than they did a year ago and still had $777M wholesale dollars locked into their inventories. That represents a crippling 30% increase over last season at this time and the greatest end-january amount ever recorded. As bad as it was on the walls and shelves, it was worse on the books. Retailers had an unprecedented $305M (+34%) in open-to-buy dollars still trapped in their equipment inventories. Pre-season orders are expected to be conservative if not downright anemic for the 2012/2013 season.

57 Thank you over to Steve Berry