CWSAA presentation synopsis:
Posted on May 31, 2013
The presentation focused on research into the dynamics of snow school products and business volumes at Whistler Blackcomb. The research included key informant interviews with Sales, Marketing, and Management personnel at the resort to determine the factors that influence demand for snow school lessons.
The following factors were mentioned during interviews with key informants:
- Price – often a constraint
- Geographic Origin – Destination vs. Local
- Ability level – Beginners more likely than advanced
- Gender – Females more likely than males
- Family – families and kids especially
- Familiarity with the resort – less familiar, more likely
- Previous lesson experience – more likely if taken before.
- Socio-economic status – higher incomes more likely
Based on this initial exploration an analysis of transaction records was conducted to determine the statistical relationships between some of these variables and demand for ski and snowboard lessons. Three of these factors have variable that can easily be measured and compared: Pricing, Geographic Origin, and Familiarity with the resort (based on pass type) were modeled.
The understanding and methodology developed as part of the research is now helping with ongoing program forecasting and strategic planning.
A copy of the presentation is available here: