Canadian Skier and Snowboarder Facts and Stats

Transcription

1 Canadian Skier and Snowboarder Facts and Stats September 009

2 Coordination: Natalie Laplante, CAE Canadian Ski Council RR3, Hwy 6 W, Unit 1 Craigleith, ON L9Y 3Z Ph: Fax: Web: info@skicanada.org Phone: (705) Fax: (705) Statistical Preparation: Commentary Natalie Laplante, Canadian Ski Council Jim Lee, MRPA Consulting Copyrights 009 Canadian Ski Council

3 1. Ski Area Visits The 008/09 season saw a decline from the record high in skier visits in 007/08 for Canada, with all regions of the country showing declines except for the Atlantic region. Some regions of the country had less than favourable snow and weather conditions and the recession has to have also had a negative impact on skier visits. Nevertheless, the total of 18.7 million skier visits is only below the 5 year average of national skier visits. This suggests the recession which started in the late fall and early winter of 009 did not have a significant impact on the ski industry. Annual Skier Visits by Region B.C. 000 # resorts Heliski 000 # operations Alberta 000 # resorts Prairies 000 # resorts Ontario 000 # resorts Quebec 000 # resorts Atlantic 000 # resorts Total 000 # resorts 03/04 04/ /06 06/07 07/08 08/09 6, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , The Canadian Ski industry experienced a 10 decline in skier visits between the 007/08 season (which was an exceptional snow year) and the 009/10 season. BC and Quebec resorts showed the greatest decline in resort regions over the past year of 1. Heliski operators had a decline in skier visits of 9 reversing the growth seen in the past year. Alberta resorts skier visits declined by 8 over the past year. Prairie resorts skier visits declined by between 007/08 and 008/09. Ontario resorts have declined by over the past 5 years and declined by 4 in the past year. 1 A skier visit represents one skier or boarder participating at a resort for one day and is the accepted measurement of activity in the industry. Sources: CWSAA (Ecosign), OSRA (Sylvain Audet, MBA), ASSQ (Chaire de Tourisme, UQAM) and ASAA (Sylvain Audet, MBA) Sources: preliminary data as Summer 009, from CWSAA, OSRA (Sylvain Audet, MBA), ASSQ (Chaire de Tourisme, UQAM), and ASAA (Sylvain Audet, MBA) 3

4 Quebec has the most ski resorts, and the highest number of skier visits, representing 33 of Canadian skier visits. This represents a slight decline in the market share for Quebec in the past year. Atlantic Canada skier visits have increased slightly over the past 5 years and also saw a slight increase in the past year.. Ski Travel Markets The percentage of Canadians on the trails increased this past season to 86 from 85 in 008 and 79 in 007. There was a decrease in the offshore market from 13.5 to 8 of total skier-visits and a decrease in the US market (from 8 to 5.8). 3 This decrease in US skier visits is likely due to the increase in value of the Canadian dollar over the past year as well as other factors influencing travel to Canada such as health and security issues. The US recession, which began in 008 has had a major impact. The decline in US visits is consistent with the decline in total US visits to Canada. The decline in US skier visits is of concern. For many areas, particularly in BC and to a lesser extent in Alberta and Quebec, the US ski market was a high volume, high yield market. Unfortunately, the ski industry is part of the larger tourism industry which is also suffering through this decline. It is likely that US visitor volumes will not return until the US economic situation improves. All of the international markets declined in 008/09 as a percentage of overall skier visits. With the overall increase in the number of skier visits in 007/08 (of 15), the absolute number of skier visits from international markets was similar to the number in 006/07. However, with the decline in skier visits in 008/09, the decline in offshore markets is a decline in absolute numbers. Aside from the US market, which represents about 6 of skier visits, the UK is the next most important market, representing about 4. of skier visits, followed by Australia/New Zealand at 3.. Germany is much smaller at.6. Mexico was recorded for the first time in 008 and has surpassed Japan as the fourth largest international market at.5. Over the past 10 years, overnight trips to Canada from international markets peaked in 00 and have been declining since that time. The US is the largest source of overnight trips to Canada, and changes in that market have a significant influence 3 Source: 008/009 Canadian Ski Council Demographic Survey 4

5 on the tourism industry, as well as on the ski industry. Since the peak in 00, the US travel market has declined by 17. At many ski resorts, the higher the percentage of overnight visitors, the higher the percentage of international skiers. Each region has its own market distribution, with 60 of BC skiers staying overnight. Alberta follows at 40. This reflects the greater number of destination resorts in BC and Alberta than in Eastern Canada and the importance of ski travel markets to BC and Alberta. The type of visitor a local resident, day visitor or overnight visitor - is important to areas. Overnight visitors will spend more at the area, particularly if they stay in accommodation at the area. Local residents are more likely to be using annual passes a form of discounted lift ticket, which will mean a lower yield per skier. In addition, local residents are more likely to bring their own food and refreshments. While local markets tend to be the most reliable, they are also likely to be more weather dependent. Thus overnight visitors, due to their higher yield and being less weather dependent are preferred customers Type of Visitor by Region WHAT TYPE OF VISITOR YOU ARE Local resident Day visitor Overnight visitor 008/09 007/08 008/09 007/08 008/09 007/ BC Alberta Ontario Quebec Atlantic Provinces The past year has seen a shift in the type of visitor in some markets. All markets except Ontario have seen a decline in overnight visitors and increases in their local markets. The percentage of day visitors has remained about the same in all markets. The BC ski industry relies on overnight visitors, and they make up over ½ of skier visits to the areas. The Alberta industry has seen a decline in overnight visitors, but is still reliant on this market segment. The decline in overnight visitors is a reflection of the Canadian economy, as Canadians chose to forgo their ski vacations entirely, or replace them with skiing at their local hills. The Canadian Ski Council conducted a survey of 1,063 individuals at the end of the 009 ski season to determine some of the impacts of the recession on Canadian skiers. 4 Respondents indicated that on average they took 8 percent fewer overnight skiing/snowboarding trips in 008/09 relative to 007/08 (.4 vs..6 trips, respectively). The volume of nights generated on these overnight skiing/snowboarding trips was down by about 5 percent from 007/08 (6.1 nights vs. 6.4 nights, respectively). Despite the magnitude of the decline in the number of overnight trips, the reported volume of total reported days skied/snowboarded declined only about 3 percent, with many respondents indicating they had rechanneled overnight destination days into day trips closer to home. The two most popular regions for destination skiing and snowboarding trips were Quebec and British Columbia; with about 9 percent of respondents indicated they traveled to Quebec and 8 percent indicating they traveled to British Columbia. Short overnight trips within Ontario were the third most often mentioned overnight skiing/snowboarding destination (19 percent). Overnight trips to resorts in Alberta and resorts in the northeastern U.S. were each mentioned by 10 percent of respondents. The majority of respondents (77 percent) indicated this was not their first overnight skiing/snowboarding trip to this 4 The Canadian Model for Growth 009/10 Season Outlook. August,

6 destination. There was very little variation in the proportion of first time overnight visitors by destination location. Quebec had the highest proportion of first time guests at 6 percent, and the Atlantic Provinces the lowest at 17 percent. 3. Participation in Skiing and Boarding in Canada According to the PMB 5, in million Canadians 1 or more years old participated in one or more forms of skiing (alpine or cross-country), snowboarding, or a combination of those sports. This is at par with participation in 007, but is still lower than the record 4.7 million Canadians in 001. # skiers Participation rate Size of the Market and Participation Rate 001 (000) 00 (000) 003 (000) 004 (000) 005 (000) 4, , , , , (000) 4, (000) 4, (000) 4, The participation rate in our sports is 15.9 of the Canadian population age 1 years and older, compared to 15. the previous season. There are 4.38 million Canadians who say they participate in at least one of the three disciplines, at least once in the past 1 months (from the time of the survey). Both the participation rate and the size of the Canadian skier and boarder market have declined since its peak in 001with a decline of 7 between 001 and 008. Over that time frame, the size of the Canadian market has averaged about 4,50,000. Thus 008 represents a slightly above average year, continuing a slight upward trend from 006. Over the past 7 years, the participation rate has averaged 15.3, which suggests that 008 was an average year for participation. Note that the PMB survey relates to the past 1 months, thus the participation numbers are reflected in the 007/08 skier visits rather than 008/09. There is considerable cross participation between the three types of activity. Downhill skiing remains the most popular, with 1,45,000 Canadians saying they only ski, down from 1,80 million the previous season but when combined with those who also take part in the other disciplines, there are over. million Canadians participating in alpine skiing. The number of downhill skiers (including those taking part in other activities) declined by 15 in 008/09. However the total number of snowboarders increased by 3 and the number of cross country skiers increased by a remarkable 8. This may reflect more difficult economic times, as cross country skiing is far less expensive to participate in that either downhill or snowboarding. 5 Print Measurement Bureau, The period covered is from October of the previous year to September, thus the data is shown as 008 data. The data reflects the Canadian population 1 years of age and over, based upon approximately 5,000 household interviews annually. 6

7 Downhill, Snowboarding and Cross Country Markets 004 (000) 005 (000) 006 (000) 007 (000) 008 (000) Exclusively Downhill 1,377 1,461 1,643 1,80 1,45 Exclusively Snowboarding ,141 Exclusively Cross Country Downhill and Snowboarding Downhill and Cross Country Snowboarding and Cross Country Snowboarding, Downhill and Cross Country Total Downhill,119,17,446, Total Snowboarders 1,40 1,47 1,46 1, Total Cross Country 1,385 1,455 1,489 1, The largest cross-over is between downhill and cross country with 461,000 participants, a significant increase over the previous year, while there are 33,000 Canadians who participated in all 3 disciplines, also an increase. The total number of downhill skiers decreased in 008 and the number of snowboarders is about the same as in 007, but cross country skiers have increased considerably by 37. The increase in cross country skiers in primarily seen in those who cross country ski exclusively. When asked what equipment type those interviewed at ski areas were using that day 6, over /3 (68) were using alpine skis, with 30 using snowboards. Participants at Ontario, Atlantic and Quebec resorts were more likely to be using alpine skis and with the balance using a snowboard. Skiers and boarders from these regions tend to be older than average, and this influences their choice of equipment. Alberta has the highest percentage of snowboard usage at 41, followed by BC at 37. An alpine skier skis an average of 17.5 days per season and a snowboarder 19.1 days per season. Skiers and boarders in Quebec and the Atlantic provinces tend to be more active, averaging approximately 1 days the previous year. 6 Source: 008/009 Canadian Ski Council National Consumer Profile and Satisfaction Survey 7

8 4. The Canadian Population and the Ski Market The following chart shows some of the differences in various demographic characteristics between skiers (and boarders) and the Canadian population, using data from the Print Measurement Bureau from

9 Far more skiers (59 vs 43) live in households with higher incomes ($75,000 plus) More skiers live in mid size communities (100,000 to 999,000). Skiers are over-represented in higher occupation categories. More skiers than the general population have degrees. They are significantly younger, particularly in the 18 4 age category. 5 Alpine Skier Profile 7 Participants who ski exclusively decreased from 1,643,000 to 1,45,000 in 008, a decline of 13. The baby boom generation continues to be a major component of the ski market (representing 51 of the market) but of some concern in 008 is the decline in the number of skiers in the these age segments. In 007, the age segments represented 54 of the skier market. The young adult (1-17 and 18-4 age groups) represent 7 of skiers. Their segments, particularly the 5 34 age segment has declined from 9 of skiers in 007. The percentage of male alpine skiers increased from 57 to 6 from the previous year, meaning that the female participation decreased significantly. Montreal and Toronto account for 3 of the total skier population compared to 9 in 005 and is about the same as in 007. An increase was found in the Calgary and Edmonton markets in the number of skiers. The proportion of households with an income of $50,000+ was 85, up from 81 in 007. The percentage of skiers with children between the ages of 1-17 remains about the same at 40. Those with children between 6-11 years increased slightly from 3 to 6. Those with children between 3-5 years of age had a slight increase, from 8 in 007 to 11 in of skiers are not employed, possibly due participation from the youngest age segment. The percentage of core (those skiing more than 10 times per year) is 7. Further information on Alpine skiers is available in Appendix 1. Frequency of Participation of Alpine Skiers 1 times times times Snowboarder Market Profile 8 The number of Canadians who only snowboard increased to a total of 1,141,000 participants this season from 979,000 in 007. The proportion of snowboarders 4 years old and under is 70 (vs. 67 in 005 and 77 in 004). The majority of snowboarders are male (51) but the percentage of female snowboarders increased significantly between 007 and Alpine Skiers are defined as those who have stated that they ski exclusively. A Snowboarder is defined as someone who exclusively snowboards. 9

10 The snowboard market tends to be more ethnically diverse, possibly due to the younger age of participants. 59 of snowboarders are from Quebec and Ontario. 71 of snowboarders live in a household with children under 18, and teens account for 44 of the 84. The proportion of snowboarders with a full-time or part-time job increased to 69 in 008 from 57 in 005. The number of core snowboarders has declined steadily over the past 5 years from 337,000 boarders representing 39 of boarders in 003 to 7,000 boarders representing 4 of boarders in 008 Further information on the snowboard market is found in Appendix. Frequency of Participation of Snowboarders 1 times times times Cross-country Skier Market 9 There has been a significant increase in the number of Canadians who cross country ski, from 813,000 in 005 to 98,000 in 008 (14 increase) The percentage of x-country skiers 35 years old and over has declined from 77 to 7. As might be expected, this market is the oldest of the three, with 46 over the age of 50. Women comprise the majority (55 in 006 vs 57 in 008) of the market. 66 of participants are from central Canada. 75 of cross country skiers have a household income of $50,000+ compared to 64 in 005. The percentage of cross country skiers with a full- or part-time job has increased to 73. The percentage of core cross country skiers has remained relatively stable over the past 5 years, but the number increased significantly in 008 to 193,000, an increase of 38. Further information on the cross-country skier market is found in Appendix 3. Frequency of Participation of Cross Country Skiers 1 times times times A Cross-country Skier is defined as someone who cross-country skis exclusively. 10

11 8. Learning to Ski or Snowboard Skiers and boarders in Alberta/Prairies and Atlantic Canada have lower levels of ability than those in other regions, with respectively saying they are there for the first time or are beginners. 10 Quebec and Western Canada have the highest percentage of advanced or expert skiers. Ontario and Atlantic Canada may be in a better position in some respects as the lower ability levels indicate more people learning to ski and board. In addition, Ontario and Atlantic Canada have the highest percentage of young participants, with 7 under the age of 14 respectively. Of the skiers and boarders interviewed, 1.6 indicated that they had taken a lesson that day, or on the current trip. Ontario and Alberta (approximately 17) have the highest incidence of lesson usage and Atlantic the lowest at Skiers and boarders were also asked whether they might be interested in a lesson in the future. Across Canada, 13.3 said they would be interested and 9. maybe interested. BC had the highest level of positive interest at 15.3 and approximately 30 in Alberta and Quebec said they maybe interested. Most of Canada s alpine ski areas have ski schools. In addition, there are many ski schools not affiliated directly with an area. The estimated total number of ski schools in Canada is 300. With 3,000 members and almost 70 years of experience, the Canadian Ski Instructors Alliance (CSIA) is one of the largest and oldest Ski Instructor Associations in the world. As a result, the CSIA is a leading member of the International Ski Instructors Association (ISIA) and of Interski. The CSIA s mission to provide education and leadership that contribute to a vibrant mountain experience for the skiing public is promoted through its recognition by federal and provincial governments as an educational institution and through the more than 300 Ski Schools across Canada that offer an average of 6.8 million lessons per year. The CSIA also offers ski instructor certification programs in Andorra, Argentina, Australia, USA and New Zealand. There are over 10,000 active Snowboard Instructors certified by the Canadian Association of Snowboard Instructors (CASI) /09 CSC Demographic Survey 11

12 There are approximately 550 active Cross-Country Ski Instructors in Canada certified by the Canadian Association of Nordic Ski Instructors (CANSI). For all racers and competitors, 8,000 coaches are trained and certified by the Canadian Ski Coaches Federation. The Canadian Ski Council, working with its Regional Ski Area Association partners, promotes 3 national programs designed to increase awareness and participation in skiing and boarding. Discover Skiing and Boarding provides for a low cost introduction to the sport by packaging lessons, lift tickets and rentals for first time skiers and boarders. National Learn to Ski Week is a national program which ski areas use to promote skiing at their areas. The Snowpass program offers discounts to children at participating ski areas. Awareness among skiers and boarders of the Snowpass program is highest in Quebec and lowest in Atlantic Canada. 11 The Discover Skiing program awareness is over 50 nationally, and highest in Atlantic Canada. Awareness of National Learn to Ski Week is also highest in Quebec, but overall awareness of this program is much lower than for the other programs at nationally. The Canadian Ski Council Grade 4 and 5 Snowpass program provides an opportunity for 40,61 Grade 4/5 youths to learn to participate in the sport using a discount coupon book. This is an increase of 8 over 008. Nearly 90 of applicants redeemed coupons for lift passes at participating resorts 1. Ontario, followed by Quebec had the highest percentage of Snowpass users. The parents of Snowpass users skied 5.6 days this year, and Snowpass users 7.4 days. Pass-holders skied/boarded 4. days more than they would have without the Snowpass program. 68 of Snowpass holders families have younger children and 3 have older children who have used the pass in the past. 51 of families have children at home who are eligible for the pass in the next two years. The average number of children in a Snowpass family is.3 44 of Snowpass users considered themselves first time skiers/boarders or were beginners. 9 of Snowpass families used the pass to save money, 7 to ski more often, 18 to participate as a family and 1 to ski different areas. 11 Source: 008/009 Canadian Ski Council Demographic Survey 1 008/09 Snowpass Survey 1

13 9. Canadian Snowsports Association The Canadian Snowsports Association (CSA) represents its 9 member snowsport disciplines of: 1. Alpine Canada Alpin (including Para-Alpine Team). Canadian Association for Disabled Skiing 3. Canadian Freestyle Ski Association (including Ski Cross Team) 4. Canadian Speed Skiing Association 5. Cross Country Canada (including Para-Cross Country Team) 6. Nordic Combined Canada 7. Ski Jumping Canada 8. Telemark Ski Canada 9. Canadian Snowboard Federation These 9 disciplines are the National Sport Governing Bodies for each of their sports in Canada. Their mandate is the development of competition programs and events, the development of athletes up to and including National Team Level and the pursuit of excellence at all competition levels. The 9 snowsport members of the CSA are all National Sport Governing bodies responsible for all aspects of the sport within each of the provinces and territories. Alpine, Freestyle, Cross Country, Snowboard, Ski Jumping and Nordic Combined compete in the Olympic Winter Games with Alpine and Cross Country also fielding national teams in Paralympic events as well. In addition, effective 007, the CSA fields a national Ski Cross team as part of its preparation for the 010 OWG as this is a new Olympic event. The CSA represents its 9 member disciplines within the Federation International de Ski (FIS), Canadian Olympic Association (COA), VANOC, Calgary Olympic Development Association (CODA), Canadian Ski Foundation and the Canadian Ski Council (CSC) and other agencies involved in the Canadian snow sport system as well as with respect to the National Ski Federations in over 105 countries. There are currently 731 ski clubs within the CSA membership and over 80,500 active members, including 8,300 competitors plus over 40,000 supporting members, including over 00,000 in Alpine Canada. Clubs Members Active Racers Alpine ,000 Cross Country ,000 7,500 Freestyle 55 3,000,150 Ski Jumping/Nordic Combined Disabled 50 3,300 3,050 Telemark 10, Snowboard 40 3,000,160 Speed Skiing Total ,585 8,305 CSA members are involved in over,300 competitions per year in Canada at over 30 Canadian ski areas. It is estimated that the 80,000 active and participating members contribute over $30,000,000 into the Canadian economy. 13

14 008 Competitors 51,000 Certified Officials 9,000 Certified Coaches 4,000 General Active Members 17,000 Total 80, Ski Safety Statistically, skiing is no more dangerous than riding a bicycle. In fact, the most common ski injury is a sprained thumb. With common sense and personal awareness, skiing is a safe sport. Analysis conducted by Health Canada 13 on a large sample of injuries from CHRIPP provided additional information on skiing and boarding related cases. A total of 1,83,494 cases were examined, and 14,4 cases of injured skiers and 15,390 cases of injured boarders were reported. The two activities combined accounted for about of injuries reported over the 18 year period at the 15 reporting hospitals. It is also important to consider the nature and severity of injuries. Further analysis of the CHRIPP data from 000 to 00 provided by Health Canada is found below. Both snowboarding and skiing have high incidence of fractures, probably due to falls which cause fractures of wrists or clavicles. Closed head injuries include minor closed head injuries, concussions and intracranial injuries and tend to be more serious. Injuries Related to Snow and Ice Activities 14 # cases fractures closed head Admissions # closed head # Admissions Ice Hockey 11, Snowboarding 4, Downhill Skiing, Ice Skating, Sledding, Snowmobiling Skiing and boarding have a lower incidence rate than any other snow/ice sport except snowmobiling. Hockey has the highest incidence rate, which is surprising given that helmet and face shield use is mandatory at all levels of amateur hockey. Snowmobiling, which has legislated helmet usage of high standard helmets, has the lowest incidence rate of closed head injuries but a very high rate of admissions to hospitals. The percentage of admissions to hospital is also significant, as these reflect more serious injuries. Skiing and boarding have the highest incidence, but this probably reflects the high percentage of fractures which would require hospital admission. Of the 5,057 cases reported, there were 537 head injuries and 839 admissions (representing about 3 of all ice and snow sport injuries) occurring from skiing and boarding Data found in Health Canada, Consumer and Product Safety, Proposal for Legislative Action on Ski and Snowboarding Helmets. March Source: CHIRPP Injury Brief, Ice and Snow Sports and Activities,

15 A survey of 1500 attendees conducted at the Toronto Ski Show in October, 008 found that 55.3 of men and 57.6 of women wore helmets all or most of the time. Older skiers and boarders had a higher usage of helmets than younger adults as shown in the following table. Helmet Usage by Age Group Wear Helmets all the time Most of the time Sometimes Never As part of a recent survey of 80 Canadian ski areas, area operators estimated that 55 of all skiers and boarders wore helmets. Many ski areas in Canada have mandated helmet usage for school groups, those taking beginner lessons, those using terrain parks and youth under 18. It is estimated that 95 of all youth are using helmets. In Canada there are more than 5,000 ski patrollers certified by the Canadian Ski Patrol System. The number of accidents per capita has steadily decreased over the past 10 years. The Canadian Ski Patrol has entered into a partnership with the Canadian Avalanche Association, Smartrisk Foundation, and Parks Canada in order to promote ski and snowboard safety to the youth segment. The SNOWSMART program supported by Search and Rescue Canada educates young people about the safe use of Canada s outdoor facilities. Ensuring an enjoyable, safe skiing or boarding experience is a focus of each ski area across Canada. Following the well-publicized Skier Responsibility Code has become a common practice for skiers and boarders wishing to enjoy our slopes and trails. With this knowledge, and personal awareness, skiing and boarding is a safe sport to participate in. The Canadian Ski Patrol is the premier provider of snow sliding safety and rescue services in Canada. With expert instruction available and leading edge equipment to rent or purchase, Canadian ski areas offer an environment for anyone from beginner to expert to enjoy a great time on the slopes and trails all winter long. 11. Equipment Sales 15 Based on the industry-wide data for alpine ski sales and cross-country ski sales, the following charts identify the variations in sales by region and by year. Over the past year, there has been an increase in the sales of both alpine and cross country skis in Canada. The most significant increase has been in Cross Country sales, with an increase of over $3 million in sales a 69 increase. Sales of Alpine equipment dropped approximately 3. Combined, there was over $63 million in alpine and cross country ski sales in 008/09, up approximately 5 over 007/ Source: NSIA 15

16 There has been an increase in alpine sales in Atlantic Canada and Quebec over the past year. There has been a decrease in sales in Alberta, Ontario and British Columbia. In absolute terms, Quebec has the highest level of sales, followed by Ontario and then British Columbia. Alpine Equipment Sales by Region (in $000) 0/03 03/04 04/05 05/06 06/07 07/08 08/09 B.C. 10,14 8,471 8,503 7,733 11,531 $1,565 $11,537 Alberta 8,10 8,079 5,374 6,4 9,87 $9,87 $8,448 Sask/Man/Lakehead $1,74 $853 Ontario 16,470 13,073 11,668 1,179 15,09 $14,197 $13,40 Quebec 19,89 17,300 14,68 16,606 16,667 $18,033 $19,785 Atlantic,517 1, ,83 $1,168 $1,30 Total 57,91 48,855 41,501 44,190 55,304 $56,819 $55,75 Cross Country ski sales are also highest in Quebec, with next largest region, Ontario and them British Columbia. There are over four times the number of cross country skiers in Quebec as in British Columbia. 16

17 Cross Country Equipment Sales by Region (in $000) 0/03 03/04 04/05 05/06 06/07 07/08 08/09 B.C. 1, ,005 1,61 Alberta Sask/Man/Lakehead Ontario 1, , ,31 95,114 Quebec,654 1,194,054,001,5 1,706,840 Atlantic Total 6,518,706 4,59 4,76 5,37 4,901 8,87 The Canadian Ski Council is the not-for-profit organization representing 13 member organizations. Information about the CSC and its members can be found at 17

18 Appendix A Alpine Skier Data Tables Age Segments 1 17 years old years old years old years old years old years old ,574 1,377 1,461 1,643 1,684 1,45 Ethnicity Black 000 White 000 South Asian 000 Chinese 000 Japanese ,366 1,33 1,35 1,419 1,479 1, Gender Male 000 Female Provincial Market Size Atlantic 000 Quebec 000 Ontario 000 Man/Sask 000 Alberta 000 B.C

19 Household Income $75, $50,000 $74, $35,000 $49, $5,000 $34, $0,000 $4, Under $0, ,086 1, Size of Area of Residence Under 100, ,000 to 1 million million Urban Markets Montreal 000 Toronto 000 Calgary 000 Edmonton 000 Vancouver 000 Ottawa/Gatineau n/a n/a Households with Children Children < 3 years 000 Children 3 5 years 000 Children 6 11 years 000 Children

20 Language Spoken at Home English 000 French 000 Other 000 1, ,013 1, Occupation Professionals 000 Senior mgrs/owners 000 Other managers 000 Technicians/sales 000 Clerical/secretarial 000 Skilled/unskilled 000 All other Employment Employed full-time 000 Employed part-time 000 Not employed ,045 1, Education No diploma 000 Secondary/HS grad 000 Trade diploma 000 University certificate 000 Undergrad. degree 000 Post-grad. degree

21 Appendix Snowboarder Market Data Tables Age Segments 1 17 years old years old years old years old years old years old 000 Male 000 Female Gender Ethnicity Black 000 White 000 Filipino 000 South Asian 000 Latin 000 Chinese Provincial Markets Atlantic 000 Quebec 000 Ontario 000 Man/Sask 000 Alberta 000 B.C

22 Urban Markets Montreal 000 Toronto 000 Calgary 000 Edmonton 000 Vancouver 000 Ottawa/Gatineau n/a n/a Size of Area of Residence Under 100, ,000 to 1 million million Household Income $75, $50,000 $74, $35,000 $49, $5,000 $34, $0,000 $4, Under $0, Children in Household Children < 3 years 000 Children 3 5 years 000 Children 6 11 years 000 Children

23 Language Spoken at Home English 000 French 000 Other Occupation Professionals 000 Senior mgrs/owners 000 Other managers 000 Technicians/sales 000 Clerical/secretarial 000 Skilled/unskilled 000 All other Employment Employed full-time 000 Employed part-time 000 Not employed Education No diploma 000 Secondary/HS grad 000 Trade diploma 000 University certificate 000 Undergrad. degree 000 Post grad. degree

24 Appendix C Cross Country Skier Data Tables Age Segments 1 17 years old years old years old years old years old years old Ethnicity White 000 Chinese Gender Male 000 Female Province of Residence Atlantic 000 Quebec 000 Ontario 000 Man/Sask 000 Alberta 000 B.C

25 Urban Markets Montreal 000 Toronto 000 Calgary 000 Edmonton 000 Vancouver 000 Ottawa/Gatineau n/a n/a Size of Area of Residence Under 100, ,000 to 1 million million Language Spoken at Home English 000 French 000 Other Household Income $75, $50,000 $74, $35,000 $49, $5,000 $34, $0,000 $4, Under $0,

26 Children in Household Children < 3 years 000 Children 3 5 years 000 Children 6 11 years 000 Children Occupation Professionals 000 Senior mgrs/owners 000 Other managers 000 Technicians/sales 000 Clerical/secretarial 000 Skilled/unskilled 000 All other Employment Employed full- time 000 Employed part-time 000 Not employed Education No diploma 000 Secondary/HS grad 000 Trade diploma 000 University certificate 000 Undergrad. degree 000 Post-grad. degree