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In this episode, the Ski Moms are joined by Kelly Pawlak, CEO of the National Ski Area Association (NSAA). Kelly walks us through lots of interesting ski industry trends and data. The NSAA gathers data and insights from U.S. ski areas on visits, demographics, and spending. Last season there were 60.5 million skier visits, the 5th best on record, though down 7.5% from the previous year. The Rocky Mountains and Pacific Northwest performed strongest while the Midwest had a tough season.
The survey highlights an aging skier population and as a result, resorts are focusing efforts on attracting more youth and families. As we often discuss, cost and accessibility can be barriers to getting a family on snow. It was great to learn that ski resorts are spending at record levels, mostly focused on lifts, housing, and infrastructure like snowmaking.
From an industry standpoint, Kelly told us that resorts collaborate well, sharing best practices especially around safety initiatives. The NSAA has annual awards for sustainability, safety, marketing, and converting newcomers to lifelong skiers. The ski population remains majority white, affluent, and intermediate/expert skiers. Sadly, female participation is slightly declining, a trend we hope to see reversed as more and more resorts are led by women.
Kelly recommends that families explore smaller, unique ski resorts and not just the most well known places. As always, we wrapped up learning about Kelly’s perfect ski day which involves skiing hard until lunch, then relaxing with a beer. Sounds great to us!
Keep up with the latest from NSAA:
Instagram: https://www.nsaa.org
Facebook: https://www.facebook.com/NSAA.org
Instagram: https://www.instagram.com/nsaa_org
If your child lives for trail time and is constantly pushing limits on two wheels, we’ve found the summer experience that checks every box. Woodward PA’s Mountain Bike Camp is redefining what an action sports camp can be — blending epic adventure with professional coaching and a whole lot of fresh air.
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Opening June 20, Portillo Chile is one of the most iconic ski destinations in the world—gorgeous, uncrowded, and incredibly easy for families since everything’s right on-site.
Ski Moms listeners get 10% off stays from June 20 to August 1.
Email [email protected] and mention SKIMOMS.
Spring family fun in Ulster County:
- Earth Fest at the Ashokan Center/April 19
- Kingston Point Beach for the Hudson Valley Kite Festival /May 17,
- Hudson Valley Faerie Festival/May 30
For more ways to get outside together this spring, head to VisitUlsterCountyNY.com and start planning your spring getaway.
Celebrate your love of the laid-back ski life. Shop cozy gear made for the mellow skier:
👉 Shop the Slow Skier’s Club
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