Insights Archives - SkiCanada.org

SnowID Part 1: Consumer Market Segmentation National Study: Skiers and Snowboarders Are Not All the Same

Skiers and snowboarders are not all the same. They have different needs and different expectations. By identifying and defining the diff erent skier and snowboarder segments, the CSC is now able to provide the ski industry with concrete tools that will assist in the design and implementation of communication and marketing strategies suitable to each of these target segments.

Research Is the Kale of Marketing. Don’t Believe Us? Read On.

There are very few marketers in our industry today that would argue the importance of research. Oddly, however, there are even fewer who actually use it. I’m not sure why this happens, but I suspect that research is the kale of marketing—we know it’s good for us, but it takes a helluva lot of work to turn it into something that we want to consume.

Spring Season Pass Sales – Is your ski area in the game?

A Canadian Ski Council “Did you know?” Poll Bulletin - 2018-19 Season Pass Purchase Intentions

Overnight Trips in Canada – How much business is still to play for?

The results of a recent Canadian Ski Council poll suggest that our work is not yet over in the destination ski trip market. As of early December only 1 in 6 skier and riders surveyed had made all their bookings, 83% still had yet to book one or more of their trips with almost 60% having not booked any of their trips.

Season Passes – Is price really the only motivator?

As we get into this time of the year, we are all taking stock of our pre-commitment sales efforts. Good or bad, successful or needing retooling, our pre-commitment products are an important part of our business.

The CSC asked a panel of 3000 skiers and snowboarders some questions relating to their motivations to purchase and we