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SIA State of the Market
Who We Are
Who We Are
SIA | SnowSports Industries America
SIA is an International, Member-Owned, Not for Profit Trade Association of snow sports products and service companies working together for the development of the Snow Sports Industry.
VISION
To ensure long-term sustainability and growth of the North American snow sports industry.
1954
SIA Show Jan. 26-29 Denver, Co.Nordic Demo Jan. 30
Our Industry
State of the Marketplace
Consumer’s Perspective (Slumping Economy and Higher Prices)
Retailer’s Perspective (Uncertainty and Risk)
Supplier’s Perspective (productions costs)
Resort’s Perspective (will it snow?)
Consumer’s Perspective (Slumping Economy and Higher Prices)
• Recovery from the recession appears stalled by unemployment, underemployment, and lack of job security. 8.8% 13.7 Mill.
• Wage growth flat 2000 to 2010 at a 10 year low in 2010
• Lack of vacation time and discretionary income
• More conservative outlook following the recession
• Figured out how they can spend
Consumer Cont.
• New shopping habits– Focused, cautious and tactical.
– Surgical
– Impulse buying is ancient history
– Stores have become messier as shoppers dump merchandise
Retailer’s Perspective Uncertainty and Risk
• Better margins, stronger prices in 2010/11
• Inventories leaner
• Consumer confidence growing to 70.4 from 54.1 in Nov. 100= 1985
• Sales in recovery, dollar sales higher
• Late deliveries of merchandise
• Increasing cost of goods looming
Supplier’s Perspective• Pre-season equipment orders for equipment
appear healthy
• Marketing costs increasing
• Manufacturing costs overseas increasing due to labor initiatives and currency policy, Chinese Production no longer a deal
• South America/India strong emerging markets buying up raw materials
• Credit still a problem
Resort’s Perspective
• Est. 60 million+ Skier/Rider visits for 2010/11 on excellent La Niña conditions.
• Economic conditions improved for this season
• Baby boomers leaving the slopes at 150,000 per year with smaller Gen X behind them
• 2010/11 snowfall was amazing!!!!!!!
• On-the books occupancy up 15% this season
• Real Estate surrounding resorts an issue
Overall Trends In Cross Country Retail Aug – March 2010/2011
• Improved consumer confidence and great weather are driving strong sales
• Cross Country equipment sales are up significantly and re-ordering was very strong at mid-season
• Snow Sports and Outdoor channels close to equal for Cross Country
• Sell through, margins and prices are very strong
• Men’s and women’s sales are up but they are slightly more for men
• Junior sales up 19%
What We Know about Nordic Participants
• Average Age 3858.1% Male 41.9% Female
• College Degree 86%• HH Income $75,000+ 46%• Ave. # of Days 9.8• Ride Road bikes 43%• Fitness Walking 57%• Alpine Ski 43%
Cross Country Skier Participationby Age
Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation15
Opportunities Available on Both Ends of The Spectrum
Source: SIA/Physical Activity Council Executive Summary 2011
Snow Sports Participation by Age and Gender
Source: 2010 SIA Participation Study – 2008/2009 Season Participation Data
30.3%22.0%
30.7%
17.9% 19.6% 18.6%
36.6%
51.1%
22.1%
49.5%40.2%
47.5%
20.6%
18.6%
55.9%
69.3%
31.5%40.2%
33.9%
42.8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ski Specialty SnowboardSpecialty
Cross-countrySpecialty
Ski &SnowboardSpecialty
SpecialtySports
Sporting Goods& Outdoors
Resort
Seasonal Rentals
Yes - juniors only Yes - adult and juniors No
Looking Ahead
• How will the consumers react to the increases in pricing looming ahead?
• Will the economy ever get back on track? How will long lasting high unemployment impact the market?
• This season is a record but what are major concerns for next season?
Thank You!
Ed Wray | Eastern Sales & Marketing Manager
SnowSports Industries America (SIA)8377-B Greensboro Drive, McLean, VA 22102 direct ph:
401.743.8089 main ph: [email protected]