{
  "docId": "019dd923-5de0-76bd-a16a-7405c8a9a446",
  "docSlug": "f72e9415894b93c9",
  "documentTitle": "Outdoor Consumer Report 2021 Deloitte & OutDoor by ISPO",
  "authorId": "Deloitte",
  "authorName": "Outdoor Industry Association",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "portrait",
  "aspectRatio": 0.773,
  "pageNumber": 10,
  "pageCount": 14,
  "prevPage": 9,
  "nextPage": 11,
  "slideType": "industry_trends",
  "function": "summarize",
  "density": "overcrowded",
  "nDataPoints": 8,
  "notes": "The slide uses industry data from Vail Resorts and the National Ski Areas Association to argue for a strategic focus on beginner conversion.",
  "elementsJson": [
    "headline_text",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a16a-7405c8a9a446/10",
  "deckHref": "/decks/019dd923-5de0-76bd-a16a-7405c8a9a446",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a16a-7405c8a9a446.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a16a-7405c8a9a446#slide-10",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Growing the participant base in lift-served downhill skiing may require more focus on beginner packages that incentivize new skiers and riders with discounted rates and to move to a season pass when their skill level advances.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-0a69-7442-b3f7-7e5926d6a4af",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Season passholder visit percentage: 52.3%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-0a69-7442-b3f7-82d8cd99e205",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.45,
        "x": 0.05,
        "y": 0.7
      },
      "kind": "paragraph",
      "text": "Many resorts, including the largest, offer “learn-to-ski or ride” packages that include lessons, passes to beginner terrain, and rental equipment for $100 or less per day. Some ski areas offer beginner packages with multiple lessons and incentives to upgrade to a season pass after an average of three lessons/days learning to ski or ride.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "10a9eab6-f7fc-485e-86c8-2d6eabac6954",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.43,
        "x": 0.52,
        "y": 0.6
      },
      "kind": "paragraph",
      "text": "SIA participation data suggest that this is already happening: The downhill lift-served participant base is shrinking, but the average number of participation days is increasing. Growing the participant base in lift-served downhill skiing may require more focus on beginner packages that incentivize new skiers and riders with discounted rates and to move to a season pass when their skill level advances.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1f326086-5e49-4389-b7a3-2f0b44551e40",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.43,
        "x": 0.52,
        "y": 0.35
      },
      "kind": "paragraph",
      "text": "Concerns that high walk-up prices and high costs for lessons and rental equipment may place more barriers to entry in a market already littered with barriers may be mitigated by incentives designed to move new skiers and riders through the critical learning journey. According to the NSAA Kottke End of Season and Demographic Report, the number of beginner lessons provided has been declining over the long term, which foreshadows a drop in the in the number of participants over the next decade.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "41add0b0-9b1a-411a-972a-4055a27ec867",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.9,
        "x": 0.05,
        "y": 0.2
      },
      "kind": "paragraph",
      "text": "More than half of downhill skiers and snowboarders at lift-served resorts are now season passholders. In their report to investors on the third fiscal quarter, Vail Resorts stated that season pass sales for the upcoming 2022-2023 North American season increased approximately 9% in units and 11% in in dollars sold compared to the same period the prior year when pass sales were discounted 20%.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8a82f1be-03a7-4515-9d1a-2323a5a58e49",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.45,
        "x": 0.05,
        "y": 0.35
      },
      "kind": "paragraph",
      "text": "According to the National Ski Areas Association, over the past decade, the percentage of visits by season passholders has increased from 36% to 52.3% in 2021/2022. The average number of season passholder visits has increased from 7,495 per resort in 2013-2014 to an average of 19,870 for the 2021-2022 season. Extra-large ski areas drove the trend, increasing from an average of 16,329 to 54,474 between the 2013-2014 season and the 2021-2022 season. Considering the average cost of a walk-up lift ticket on a weekend day was $164.96, the rational choice for anyone planning to access lifts four or more times in a season is to purchase a season pass like the Epic local for $669.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d0dba22a-c026-4c1f-a670-84cf600b6a6a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.6,
        "x": 0.05,
        "y": 0.04
      },
      "kind": "title",
      "text": "PREVIEW TO WINTER 2022-2023",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "719373c7-11c7-4d58-977e-c8c489bad1a4",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 10,
      "from": 7,
      "beatId": "e1af184b-45f0-4ff3-9238-2c453d528a3e",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Visualization",
      "beatSlug": "monroes-sequence-visualization",
      "evidence": "The data tables and industry trends help visualize the situation.",
      "position": 3,
      "confidence": 0.8,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    }
  ],
  "loops": [
    {
      "to": 13,
      "from": 10,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "97574d4e-fb71-4a17-8395-d7179a373d45",
      "evidence": "The document implies that inaction has consequences.",
      "position": 1,
      "objective": "Highlight the importance of adapting to changes",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.6,
      "description": "Quantify what happens if the audience does nothing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}