Economics and Characteristics of Alpine Skiing in Montana - 2018-2019 Ski Season Jeremy L
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University of Montana ScholarWorks at University of Montana Institute for Tourism and Recreation Research Institute for Tourism and Recreation Research Publications 8-2019 Economics and Characteristics of Alpine Skiing in Montana - 2018-2019 Ski Season Jeremy L. Sage Let us know how access to this document benefits ouy . Follow this and additional works at: https://scholarworks.umt.edu/itrr_pubs Part of the Social and Behavioral Sciences Commons Economics and Characteristics of Alpine Skiing in MT 2018-2019 Ski Season Jeremy L. Sage 8/19/2019 This study is a follow-up to a ski industry study conducted by ITRR during the 2009-2010 ski season. Skiers and snowboarders at 6 ski areas were surveyed throughout the season to collect information on skier characteristics and spending. Economics and Characteristics of Alpine Skiing in MT Prepared by Jeremy L. Sage Institute for Tourism & Recreation Research College of Forestry and Conservation The University of Montana Missoula, MT 59812 www.itrr.umt.edu Research Report 2019-9 Publication date 8/19/2019 This study was jointly funded by the Lodging Facility Use Tax and the Montana Ski Area Association. Copyright© 2019 Institute for Tourism and Recreation Research. All rights reserved. Economics and Characteristics of Alpine Skiing in 2019 MT Abstract Skier visits to Montana ski areas have seen year over year growth for the past four years and a generally positive trajectory for at least the past 30 years. This study surveyed skiers and snowboarders at 6 of Montana’s ski areas to collect information on skier demographics, characteristics, and spending behaviors. Montana ski areas as a whole are seeing increasing proportions of nonresident skiers. These skiers generated nearly $177 million in economic contribution and 1,970 jobs in the 2018/19 season. i Economics and Characteristics of Alpine Skiing in 2019 MT Executive Summary Skier visits to Montana ski areas have seen 2,000 year over year growth for the last 4 straight 1,500 years and a generally positive trajectory for at least the past 30 years. Nationwide, the Thousands 1,000 2018/19 season witnessed an 11% increase 500 over the 2017/18 season, amassing 59 MontanaSki Areas Skier Skier Visits Across All million skier visits. Though Montana’s 0 change of 7% between the 2 years is smaller, 2003 1988 1991 1994 1997 2000 2006 2009 2012 2015 2018 Montana had a stronger 2017/18 season Year (beginning of season) than did most other areas. As the ski industry in the state continues to grow, it becomes increasingly important to be able to capture who these visitors are, as well as their travel behaviors and spending patterns such that the ski areas and their supporting communities can best support the industry and continue to sustainably grow. This study surveyed skiers and snowboarders throughout the 2018/19 season at six of Montana’s ski areas – across a range of ski resort sizes -- to collect information on skier demographics, characteristics, and spending behaviors. 43% of all Montana ski area visits were from nonresident skiers and snowboarders. ii Economics and Characteristics of Alpine Skiing in 2019 MT What are you participating in today? Nearly three quarters of those surveyed identified themselves as skiers. 1-in-5 were snowboarding. More than 80% of both skiers and snowboarders identified as at least intermediate ability. Why did you decide to visit this resort? (All reasons) Residents Nonresidents Terrain 46% 47% Location 62% 47% For both residents and Reputation for good skiing 26% 46% nonresidents alike, location is Good snow 40% 37% a dominant consideration in Recommendation from a friend 4% 33% ski area choice. The locations Short lift lines 18% 19% terrain, snow quality, and Family friendly 12% 16% reputation are also major Price 4% 12% factors of consideration for all Ease of access 8% 8% skiers/snowboarders. Own condo/home here 14% 7% Auxiliary activities 2% 2% Top 5 Information Sources Residents Nonresidents 1 None - 40% Ski Area's Website - 53% 2 Ski Area's Website - 38% Word of Mouth - 53% 3 Word of Mouth - 27% Search Engine - 21% 4 Ski Conditions Website - 12% Ski Conditions Website - 16% 5 Social Media - 8% None - 13% iii Economics and Characteristics of Alpine Skiing in 2019 MT Friends or family groups are most prevalent among travel group types Group spending per trip Expenditure Type Residents Nonresidents Accommodations $ 41.85 $ 563.73 Gas $ 29.94 $ 69.94 Restaurant, Bar $ 64.87 $ 289.57 Groceries $ 24.55 $ 131.18 Transportation Fares $ 0.35 $ 4.26 Auto/RV Rental $ 2.92 $ 31.62 Retail Sales $ 12.62 $ 61.88 Lift Tickets $ 86.70 $ 351.53 Permits, Entrance Fees $ 0.81 $ 3.39 Equipment Rental $ 10.79 $ 46.39 Snowmobile/Snowcoach $ 1.84 $ 9.21 Guided Trip $ 1.00 $ 11.12 Lessons $ 8.41 $ 15.25 Other Services $ 1.44 $ 6.94 Total $ 288.09 $ 1,596.01 In the 2018/2019 ski season, ski areas hosted 1.77 million skier visits, with residents representing 57% of those visits and nonresidents the remaining 43%. Residents throughout the 18/19 season spent $288.09 per group per trip, while nonresidents spent $1,596.01 per group per trip. The interaction of increased total skier visits, increased proportion of nonresidents, and the increased average group spending yielded a total economic impact of $175,848,000; an 81% increase over the 09/10 season. iv Economics and Characteristics of Alpine Skiing in 2019 MT Table of Contents Abstract .......................................................................................................................................................... i Executive Summary ....................................................................................................................................... ii Table of Contents .......................................................................................................................................... v List of Tables and Figures ............................................................................................................................ vii Introduction .................................................................................................................................................. 1 Purpose ..................................................................................................................................................... 1 Methods ........................................................................................................................................................ 2 Survey design ............................................................................................................................................ 2 Limitations ................................................................................................................................................ 3 Response Rate, Sample Size, and Weighting ............................................................................................ 3 Proportion of Resident to Nonresident Skiers .......................................................................................... 3 Results ........................................................................................................................................................... 4 Residency .................................................................................................................................................. 4 Statewide Skier and Trip Characteristics .................................................................................................. 4 Demographics ....................................................................................................................................... 4 Trip Characteristics ............................................................................................................................... 5 Skier Characteristics .............................................................................................................................. 8 Resort Choice and Information Sources ............................................................................................... 9 Statewide Spending and Economic Impact ............................................................................................. 11 Nonresident Skier Economic Impact to Montana ............................................................................... 12 Skier Characteristics by Ski Area ................................................................................................................. 14 Big Sky Ski Resort .................................................................................................................................... 15 Demographics ..................................................................................................................................... 15 Trip Characteristics ............................................................................................................................. 15 Ski Characteristics ............................................................................................................................... 16 Resort Choice and Information Sources ............................................................................................. 18 Expenditure Patterns .......................................................................................................................... 20 Bridger Bowl ...........................................................................................................................................