Ski Resorts Battle Aging DemographicBy Steve Casimiro on January 18th, 2013
Climate change isn’t the biggest challenge facing ski resorts — it’s that skiers are OLD. Attracting new skiers isn’t easy and neither is retaining them: Resorts like Vermont’s Jay Peak say that college skiers often drop out of skiing as they start their careers. Even worse, children aren’t learning at the same rate of 20 years ago. Jay is battling the trend (which could see a drop-off of 40 million annual skier visits by 2025) by reaching out to entire families, not just with packages, but with a massive, $2.5-million skier education program. The company’s CEO, Bill Stenger, says focusing on recruiting and keeping new skiers is long overdue: “I honestly think our industry has gotten a little bit lazy. We need to be more aggressive and more deliberate in how we introduce kids, in the proper way, so they get passionate about it.” Via WPTZ.com.
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