The Challenge Of Getting Younger Generations Engaged With Skiing
by Janey Jones
Over the last couple of years, ski slopes have seen a dip in returning vacationers due to the pandemic and global warming taking its toll on the smaller resorts. A lack of snowfall in 2020 has hit the little guys the hardest, and the more popular and more expensive resorts have gained the monopoly. This has resulted in the skiing price rates increasing and thereby only attracting the professionals who’ve been enjoying the sport for ages. A lot of newcomers may find this intimidating, especially the younger crowds looking to take up the sport for fun. However, there’s a drive to change this.
Colorado Encourages Kids
The locals of the ski-famous Colorado state made headlines last month by shining some light on the smaller resorts. Ski fanatics and first timers gathered at the small slope of Ouray in support of the “free of charge” sentiment that will continue for years to come. Many kids were thrilled with this discovery and went on to have a playful day in the snow, practicing some techniques for their new hobby they can take into adulthood.
The Circumstances Of 2020 Weren’t All Bad
A sure-fire way to get people itching for the outdoors is by locking them up for a few months, and that’s exactly what happened. Many things changed after the pandemic, and young people taking up more active and sporty hobbies was one of them. With the new freedoms that come with remote work, skiing saw the rise of younger generations taking to the slopes when outdoor gatherings, activities, and sports became the new way to socialize.
Keeping The Momentum
This proves that the interest in outdoor sports in young people is definitely prominent, especially now that the world is seeing an outdoor environment revolution. Many millennials are prioritizing an adventurous outdoor lifestyle due to the restraints they may feel (or felt) in their urban work environments. So, how can the ski industry keep it going? The main reason is the obvious issue of price, as skiing is one of the costliest vacation choices.
“Going to buy a lift ticket at the window is kind of like going to the airport and buying a ticket for that day” Adrian Isaac, director of marketing for the National Ski Areas association told New York Magazine. Then there’s equipment rent and accommodation, costing you around an extra $240 a day. These fees can put newcomers off, as it’s a lot of money to spend on something they may not even enjoy when they’re still learning how to do it.
#SkiTok
What’s the best way to attract a younger audience to a traditional sport? Make it go viral of course. After the most recent snowfall of the year, the hashtag “skitok” racked up 7.4 billion views on TikTok, with young skiing pros like @jacksonveeneman making skiing look fun, easy, and ridiculously cool.
Now that there has been an interest in skiing from the Millennials and Gen Z, it’s up to the resorts to offer solutions to the reasons they might be put off. Student discounts and packages, cheap equipment rental, affordable lodgings for under 25s, and a “welcome to all skill levels” approach are what’s needed to create a new generation of skiers.
