Canadian Ski Council Research

The mandate of the Canadian Ski Council is to work with ski areas to conduct research in an inexpensive way and to provide ski areas with qualitative and quantitative information about their skiers and snowboarders. This also enables the Council to produce regional and national reports about skiers/snowboarders to assist our industry in a competitive recreational market place and helps us to track the trends and initiatives that affect all of our businesses.

Proper research will enable each ski area to collect information that will assist them in their marketing plans, determining resort development projects and determining customer satisfaction of the products and services provided.

For more information on the CSC’s research program or to purchase one of our research reports from our library, please contact Natalie Dalzell at ndalzell@skicanada.org or call the CSC office at 1-877-440-9140.

Available Canadian Ski Council (CSC) Market Research Publications:

National Consumer Profile and Satisfaction Survey results – 2017/18 (will be available in late summer 2018)
• A complete report that outlines the results of the CSC’s National Consumer Profile and  Satisfaction surveys that are conducted with skiers and snowboarders at 30 ski areas across Canada on an annual basis. Sample size of over 6,500 surveys. This report is published in an easy to read, graphic friendly format.

Cost: $1000 for non-participating research ski areas and others. Complimentary for participating ski areas, CSC member organizations and CSC Board members.

CSC National Market Segmentation Study – conducted Summer 2017
• A new research study conducted by Ipsos, under contract from the CSC; the National Market Segmentation Study was commissioned to help us learn more about the different Canadian skier profiles that will aid in the design and implementation of improved communication and marketing strategies specific to each of the target segments. This study was conducted via an Online Survey Panel between June 13th and June 26th, 2017. The report includes a detailed analysis of each skier persona as well as the methodological parameters of this project.

Cost: $1000 for non-participating research ski areas and others. Complimentary for participating ski areas, CSC member organizations and CSC Board members.

CSC Online Survey Polls – conducted during the Fall of 2017 – Spring 2018
• Another new CSC research initiative conducted during the 2017-2018 season, the CSC conducted, short, online polls with a research panel of approximately 2,000 Canadian skiers and snowboarders. Five polls were conducted, including the most recent Spring Season Pass Purchase Intentions, On-Mountain Safety, Travel Intentions Survey, Season Pass Purchase Intentions and a Summer and Autumn Ski Resort Intentions Survey.

Cost: $50 per report or $200 for all five (5) reports (savings of $50) for non-participating research ski areas and others. Complimentary for participating ski areas, CSC member organizations and CSC Board members.

CSC Facts and Stats – annual (published in the fall each year. Latest report for 2016/17)
• A written report that outlines annual skier visits, skier/snowboarder demographic data, helmet usage as well as a summary of key industry research from the CSC’s member organizations such as the total number of instructors, equipment sales, disabled skiers, racers etc.

Cost: $250 for non-participating research ski areas and others. Available to students for $100 plus applicable taxes, with proof of student ID. Complimentary for participating ski areas, CSC member organizations and CSC Board members.

Models for Growth including, annually (published spring each year, updated in fall, years vary but from 2010-2017):
• Canada West Model for Growth
• Ontario Model for Growth
• Quebec Model for Growth
• Atlantic Model for Growth

Cost: $150 for non-participating research ski areas and others. Complimentary for participating ski areas, CSC member organizations and CSC Board members.

These reports summarize the results of the National Consumer Profile and Satisfaction survey as well as outline the trends and issues affecting the ski and snowboard industry including demographic trends, weather patterns, consumer confidence levels, expenditure information, beginner conversion rates etc.

Ontario Parents’ Perception of School Run Field Trips – Study conducted in Spring 2014
• CSC conducted this special online study to help us better understand if there is an issue among parents of school age children regarding their interest and attitudes towards the offering of school-based ski trips. The specific objectives addressed by this study include understanding:

-Parents’ attitudes towards field trips for their children, especially ski field trips.
-The role parents believe field trips have in a child’s development.
-What concerns they have when it comes to student field trips.
-If attitudes differ by: grade of student; age of parent, household income, etc. (as
appropriate based on sample composition).

Cost: $100 for non-participating research ski areas and others. Complimentary for participating ski areas, CSC member organizations and CSC Board members.

CSC National Skier-Snowboarder Market Size Report – Study conducted in Spring 2014
• Over the past few years the Canadian Ski Council (CSC) has looked at a variety of sources to understand the ski and snowboard market size in Canada. The primary source has been the Print Measurement Bureau (now Vividata) study that has helped us develop our annual Facts and Stats document as well as contribute important data to the CSC’s Model for Growth. However, after receiving feedback from the ski and snowboard industry, it was felt that obtaining this data from a different source would help us confirm the participation rate in our sports and thus, a special study was commissioned in the spring of 2014 using a reputable research consultant.

This study outlines the participation rates in skiing and snowboarding overall, by region and for key demographic segments. The specific objectives addressed by this study include:

• Determining the size of the market in terms of the share and number of skiers and snowboarders (individually and net)
• Determining the average number of visits made this season (actual to-date and estimate of future) by activity type and by region
• Determining the share of visits made outside of the participant’s province
• Determining the share of participants who are new to skiing and snowboarding
• Understanding the share of current season snow sports participants who have re-started this season (participated in either before, but in neither skiing nor snowboarding last season)
• The share of last season’s snow sports participants who did not participate this season
• The reasons for dropping out of the sport and the reasons for getting back into the sport
• To understand skiing and snowboarding ability levels and their relationship to participation.
• To identify helmet usage and to understand if usage varies by demographic or behavioural characteristics

Cost: $250 for non-participating research ski areas and others. Complimentary for participating ski areas, CSC member organizations and CSC Board members.

National Consumer Demographic, Economic and Lifestyle online research reports – published from December 2011 to March 2012 (3-part series)
• Report #1: This report focused on the demographics of skiers/snowboarders including household income, household composition, skiing/snowboarding experience, ability level etc.
• Report #2: This report focused on ski/snowboard expenditures (tickets, trips, equipment, clothing, seasons passes etc.) as well as the number of expected ski days and trip intentions.
• Report #3: This report focused on the motivations to skiing/snowboarding as well as the barriers, reasons for quitting our sports, length of time as a lapsed skier/snowboarder as well as helmet usage

Cost: $50 each report (or all three for $125) for non-participating research ski areas and others. Complimentary for participating ski areas, CSC member organizations and CSC Board members.

Helmet and Ski Safety Facts and Stats – published in November 2012, updated in January 2013
• This report outlines the CSC Helmet Policy statement, the industry’s recommendations regarding helmet standards, helmet usage stats and some brief stats about common ski/snowboard injuries.

Cost: $100 for non-participating research ski areas and others. Complimentary for participating ski areas, CSC member organizations and CSC Board members.