SIA Model for Success Stage IV – Phase 1 February 2006

thesnowtrade.org

SIA Model for Success Stage IV – Phase 1 February 2006

SIA Model for Success

Stage IVPhase 1

February 2006

Prepared by:

Leisure Trends Group

1680 38 th Street, Suite 110

Boulder, CO 80301

Phone (303) 786-7900

Fax (303) 786-9009

www.leisuretrends.com


This report is privileged and confidential information. This report is for you and your company’s

private knowledge and may not be copied, published, reproduced, used or divulged to others in

whole or in part without the express written consent of Leisure Trends Group.

The Leisure Trends Group name or the name of any of its affiliated companies, including

Recreation Research, National Skier/Boarder Opinion Survey, or Spring Research, may not be

used in any paid advertising in support of a product or service, or point of view without review

and approval by The Leisure Trends Group. Leisure Trends must review and approve all press

releases and other documents prepared to assist in the public dissemination of all survey and

research data. Leisure Trends will complete its review within 48 hours of receipt usually within

less than 24 hours.

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Table of Contents

• Executive Summary

– Objectives & Methodology 5

– Headlines 6

– Suggested Use of Findings – Concepts to be Tested 8

– Message Concept Overview (Stage III Revisited) 9

• Detailed Findings

– Safety: Key Word List Response 11

– Equipment Safety: Top Of Mind Key Words 12

– Equipment Safety: Key Words Used In A Sentence 13

– Performance: Key Word List Response 14

– Equipment Performance: Top Of Mind Key Words 15

– Equipment Performance: Key Words Used In A Sentence 16

– The Experience or Feeling: Top Of Mind Key Words 17

– Experience or Feeling: Key Words Used In A Sentence 18

– Equipment Tuning 19

– Equipment and Apparel Purchases For Children 22

– Recent Equipment Purchases By Sport 23

APPENDIX

A – Safety Considerations

B – Safety Messages

C – Experience and Feeling Messages

D – Performance Messages

E – New Equipment Features

F – Apparel Features

G – Suggestions and Comments

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Executive Summary


Objectives & Methodology

Study

Background

Study

Objectives

Methodology

Analytical

Notes

• This report represents an overview of the findings of the first phase of Stage IV in a four stage

project requested by Snowsports Industries America (SIA) to provide direction to the retail

Snowsports business in North America.

Stage I presented trending of Snowsport equipment point-of-sale data.

Stage II profiled the best business practices of seven North American retailers.

Stage III explored Snowsport participant behavior and motivations.

• Differentiate the way Snowsport participants feel about their actual Snowsport experiences and

how their equipment makes them feel about those experiences.

• Probe the words and phrases Snowsport participants use to describe:

1. Safety

2. Performance (equipment and personal)

3. Snowsport experiences

4. Snowsport equipment

• A glossary of words and phrases will be created and the influence those phrases have on a

Snowsport participant’s decisions to purchase new equipment and apparel will be tested.

• Respondents to Stage III online study were asked to respond further by providing messaging and

media concepts based on their Snowsport experiences.

• Prospective respondents were emailed an invitation to participate in a study about Snowsports

messaging and the influence messaging has on their decisions regarding Snowsports equipment and

apparel purchases.

• The study was completed between February 3 and February 12, 2006.

The primary data collection and analysis approach for this phase of the research is qualitative rather

than quantitative. When quantitative analysis is performed, the statistical significance of each

measure is calculated and used to determine if the results are “statistically” different or whether the

result is merely a “numeric fluctuation” in the data. There are no measure of statistical significance

recorded for this report.

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Headlines

This phase of research is designed to further identify key words, phrases and concepts that

are important to active Snowsport participants and may influence Snowsport purchases.

These words and phrases are used in survey respondents in describing their Snowsport

experiences, equipment and opinions. In all cases, results are reviewed in relation to the

segments identified in our earlier work.

The intent in this phase of our work was to familiarize ourselves with the words and

phrases described above, validate previous key learnings and provide greater insight into

how Snowsport participants use these words and phrases themselves. The intent was not to

perform an exhaustive review of respondent insights in this phase of our study, but rather

to summarize the most usable concepts and prepare materials for the next phase of this

comprehensive study. In that next phase the identified messages will be tested to

determine if they provide added motivation for Snowsport participants to purchase new

equipment.

What follows is an executive summary of findings designed to help move into the next

phase of this work.

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Headlines

‣ Exhilaration is the most often mentioned feeling related to Alpine skiing and Telemark skiing.

• Alpine skiers want a fun and exciting time from their skiing experiences that is well controlled and

relatively easy to complete.

• Telemark skiers are more oriented toward a powerful run that provides a rush from their fluid and

challenging experience.

• Snowboarders enjoy the combination of the rush associate with speed and the ease of floating and gliding.

• Nordic skiers are more oriented to the tranquil aspects of nature and the opportunity to relieve stress.

• Snowshoers enjoy the freedom and relaxation provided by their healthy exercise.

‣ Reliability and dependability are top equipment characteristics to all segments. Nordic skiers more than other

Snowsport participants are looking for comfort in the equipment they use.

‣ Equipment performance that enhances the skills and abilities of the Snowsport participants is important.

The descriptions offered by participants in each of the Snowsport categories were general and non-specific in most

cases. Bindings that release when appropriate was mentioned as one specific performance feature by Alpine and

Telemark skiers. Solid equipment that won’t fall apart is the main thing respondents look for in their equipment.

Technology is recognized as providing benefits, although few specifics are mentioned.

‣ When allowed to create their own message, approximately 10% of respondents claim they would definitely

purchase new equipment given the conditions of their messaging. A comparison with Stage III results was

made to determine if these are the same respondents who already plan to purchase. A large majority had not

expressed an interest in new equipment in this phase on in Stage III of this research.

‣ A majority of these active participants had recently purchased some type of equipment or apparel.

‣ Equipment tuning is an important element of these active Snowsport participant’s experience. Although

there is a range of frequency when individuals tune their equipment, a majority feel it is important to do.

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Suggested Use of Findings – Concepts to be Tested

This is a work in progress:

Alpine ski:

You’ve learned the mountain …

and the mountain has challenged you one last

time.

Shouldn’t your equipment be up for the challenge

too?

Snowboard:

Focus on leaving your signature …

your own Mountain Graffiti …

when you have confidence in your equipment.

-----

Old school look … the newest technology!

Create an exhilarating and fluid experience.

Nordic:

No wax skis and one pull lacing … the only thing

left is the rhythm of nature.

Telemark:

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Message Concept Overview (Stage III Revisited)

Many of the messages found in Stage III of our research remain valid and valuable as we move forward in preparing specific

messages and phrases to be tested. The items below are from the Stage III results and can be built upon with our work here.

TARGETED SEGMENT

• Alpine skiers

• Snowboarders

• Nordic skiers

• Telemark skiers

• Buyers (“Future Buyers” and “Performance

Buyers” share many traits. Future Buyers have

and use more information about brands and stores

than potential Performance Buyers.)

MESSAGE CONTENT

• Be better at what you do – enhanced performance

• Enjoy a controlled glide down the mountain

• Find pleasure in the feeling you have conquered the mountain

• Enjoy the tranquility and beauty of the mountain scenery

• Perform difficult maneuvers more easily with improved safety

• Be better at what you do – enhanced performance

• Go faster and beat the competition

• Enjoy the exhilaration of jumps and aerobatics

• Look great with the latest styling and design from the top brands

• As read about in the recent _____ magazine article

• Enjoy the tranquility and beauty of the scenery

• Find an escape

• Fun with the family and friends

• Enjoy some of the best exercise available

• Find comfort in improved safety

• Enjoy the tranquility and scenery of the back country

• Fulfill the passion you have for Telemark skiing

• Be better at what you do – enhanced performance

• Meet and enjoy other interesting people

• Use the latest equipment and technology to be at your best

• Be better at what you do – enhanced performance

• Learn from our well informed and attentive sales staff

• Benefit from personal sizing and adjustments

• Compare the newest models and brands

• Go faster and be the best with the latest in technology and styling

• As read about in the latest _____ magazine article

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Detailed Findings


Safety: Key Word List Response

Q10: SAFETY: Using the following list of words, please check any that have particular meaning for you in describing your personal safety during your

enjoyable time (participating in the Snowsport of your choosing.)

Q11: We would now like you to rank order the words you selected as most meaningful to your “personal safety.”

Alpine Skiing * Snowboarding

*

Nordic Skiing

*

Telemark Skiing

*

Snowshoeing

*

Skilled 72.02 Controlled 74.71 Prepared 76.00 Prepared 78.57 Prepared 74.17

Controlled 70.90 Confident 72.17 Dependable 73.64 Controlled 78.33 Dependable 71.43

Experienced 63.15 Skilled 66.84 Controlled 69.00 Skilled 70.00 Comfortable 67.77

Confident 62.77 Not crowded 64.71 Not crowded 62.73 Experienced 69.09 Reliable - Score 66.36

Prepared 61.48 Prepared 62.22 Smooth 56.83 Confident 66.67 Experienced 64.92

Not crowded 58.37 Experienced 60.00 Confident 54.12 Strong 61.43 Stable 59.00

Strong 52.24 Strong 57.93 Reliable - Score 36.37 Stable 50.00 Not crowded 57.13

Comfortable 31.75 Comfortable 53.96 Stable 35.36 Reliable - Score 49.03 Strong 55.83

Groomed slopes 30.55 Stable 51.04 Relaxed 34.35 Relaxed 42.34 Confident 36.04

Stable 4.95 Dependable 45.98 Skilled 10.39 Trusted 33.43 Controlled 26.56

Reliable - Score 2.72 Reliable - Score 24.02 Groomed slopes 9.55 Dependable 10.94 Relaxed 11.35

New Technology 0.37 Groomed slopes 1.53 Experienced 8.71 New Technology 0.82 Wam and toasty 7.78

Dependable 0.32 Familiar 1.20 Strong 8.43 Comfortable 0.60 Skilled 1.04

Familiar 0.13 Wam and toasty 0.16 Comfortable 7.59 Trusted 1.04

Cautious 0.02 Relaxed 0.15 Familiar 0.44 Cautious 0.03

Smooth 0.01 Smooth 0.12 Familiar 0.03

Although the order varies slightly, most respondents, regardless of Snowsport, have selected

words that indicate a high degree of personal preparedness in their experience of personal

safety.

Not crowded is one characteristic selected rather high by most that is somewhat outside the

participant’s control.

Technology, personal comfort, groomed slopes and other similar characteristics that are beyond

an individual’s physical and mental preparedness are further down the list and considerably

lower in the index value.

* An index was calculated for each word comparing the number of times it was selected and the rank it was given. These index values provide a sense of order and magnitude.

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Equipment Safety: Top Of Mind Key Words

Q12: Now we would like to ask you to use a word or phrase to describe a characteristic of equipment safety that is important to you when you are

(participating in the Snowsport of your choosing.)

Alpine Ski * Snowboard * Nordic * Telemark * Snowshoeing *

HELMET 35 * HELMET 15 AVALANCHE 5 AVALANCHE 4 AVALANCHE 6

SKI 32 WEAR 13 ALONE 4 EQUIPMENT 3 BRING 3

SPORTS 29 HEAD 9 CONDITIONS 4 GEAR 3 EQUIPMENT 2

CONTROL 28 SURE 8 EQUIPMENT 3 GOOD 3 GETTING 2

SKIERS 28 OUT 6 GOING 3 HELMET 3 GO 2

WEAR 27 KEEP 5 BRING 2 GPS 2

CONDITIONS 25 MAKING 5 KNEE 2 HAVING 2

EQUIPMENT 24 BOARD 4 PADS 2 HYPOTHERMIA 2

OUT 21 DON'T 4 SPORTS 2 LOST 2

MOUNTAIN 19 EQUIPMENT 4 TEND 2 PERSONAL 2

SNOW 19 MAKE 4 TERRAIN 2 TOOLS 2

TRY 16 PARK 4 WEATHER 2

ABILITY 15 TREES 4

PEOPLE 14 WRIST 4

SURE 13

GOOD 12

LEVEL 12

MAKE 12

SAFETY 12

SKILLS 12

BINDINGS 11

SNOWBOARDERS 11

TREES 11

Wearing a helmet is the most important equipment safety issue

described by Alpine skiing and Snowboarding respondents.

Equipment related to avalanches and poor weather conditions

were prominent issues for the Nordic and Telemark skiers and

Snowshoers.

Alpine skiers also referenced a desire to have equipment

(especially bindings) they could trust to release at the

appropriate time if needed.

Alpine skiers were also prone to mention their distaste for the

speed and control of Snowboarders on the slopes they shared.

* The frequency that a word is used in the words and phrases expressed by respondents is calculated and reported here by the Snowsport of their choice.

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Equipment Safety: Key Words Used In A Sentence

Q17: Please use the word or phrase (pipe the respondent’s selection from Q12) in a sentence that describes a characteristic of equipment safety that is

important to you when you are (participating in the Snowsport of your choosing.)

Alpine * * Snowboarding * Nordic * Telemark * Snowshoe

*

EQUIPMENT 25 EQUIPMENT 25 EQUIPMENT 4 RELIABLE 2 DEPENDABLE 3

BINDINGS 15 BINDINGS 15 GOOD 4 EQUIPMENT 3

RELIABLE 15 RELIABLE 15 FIT 2 SNOWSHOEING 2

MUST 10 MUST 10 SAFE 2

DEPENDABLE 9 DEPENDABLE 9

SAFETY 8 SAFETY 8

RELEASE 7 RELEASE 7

SKIS 7 SKIS 7

BINDING 6 BINDING 6

CONTROL 5 CONTROL 5

SKIING 5 SKIING 5

GOOD 4 GOOD 4

SKI 4 SKI 4

BOOTS 3 BOOTS 3

CONDITIONS 3 CONDITIONS 3

CONSISTENT 3 CONSISTENT 3

EQUIP 3 EQUIP 3

LIFE 3 LIFE 3

NEED 3 NEED 3

RELIABILITY 3 RELIABILITY 3

SAFE 3 SAFE 3

WELL 3 WELL 3

Examples:

“I want to be confident that my equipment is reliable.”

“I like a good helmet with a proven reputation for protection.”

“My equipment must be reliable as I push my own limits.”

“The integrated binding/ski system is responsive to the terrain.”

“Your equipment must always be maintained for safety.”

“I was relaxed because I had confidence in my equipment.”

“My equipment protects me so that I enjoy everything else.”

“Be safe first, then having a good time will come easier.”

“Miles away from the car I know my equipment is reliable.”

“To feel confident and safe, I need good bindings.”

“My rugged equipment lasted and performed for me all day.”

“You can be conservative or wild knowing that you have

confidence in your equipment.”

* The frequency that a word is used in the words and phrases expressed by respondents is calculated and reported here by the Snowsport of their choice.

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Performance: Key Word List Response

Q13: PERFORMANCE: Using the following list of words, please check any that have particular meaning for you in describing your performance or the

performance of your equipment during your enjoyable time (participating in the Snowsport of your choosing.)

Q14: We would now like you to rank order the words you selected as most meaningful to “performance.”

* * * * *

Alpine Skiing Snowboarding Nordic Skiing Telemark Skiing Snowshoeing

Exhilarating 72.86 Exciting 77.50 Fulfilling 85.00 Exhilarating 77.14 Challenging 83.33

Fun 70.39 Fun 76.88 Personal best 82.50 Powerful 76.67 Utmost in exercise 83.33

Fluid 64.63 Fulfilling 73.19 Sweet 80.00 I felt like a kid 75.00 Exhilarating 77.50

Personal best 63.77 Shredding 70.00 Tranquil 76.67 It's a rush 75.00 Crisp 73.02

Exciting 63.72 More natural 70.00 Utmost in exercise 68.75 Fluid 73.33 Relaxing 71.82

Champagne powder 63.71 Powerful 67.98 Stimulating 65.00 Freshies 72.50 Conquered the mountain 70.00

Silky smooth 63.62 Relaxing 67.50 Authentic 63.33 Fulfilling 70.00 Fun 69.09

Controlled gliding 63.16 It's a rush 66.92 Silky smooth 61.67 Exciting 63.33 More natural 68.33

Easy carving 63.02 Champagne powder 63.98 New technology 60.15 Great snap 60.69 Stimulating 67.50

Skiing the dream 62.71 Sick 62.10 Challenging 60.00 Sweet 60.00 Tranquil 65.71

Relaxing 61.34 Floating 61.11 Fun 60.00 Challenging 55.00 Exciting 63.33

Challenging 60.88 Fluid 61.11 Relaxing 56.25 Floating 55.00 Personal best 63.33

Freshies 60.33 Perfectly spaced trees 58.89 Exhilarating 55.00 Champagne powder 55.00 Fulfilling 61.43

It's a rush 58.00 Sweet 58.57 More natural 50.00 Skiing is believing 53.95 Fluid 60.00

Floating 57.39 Stimulating 58.57 Motivational 50.00 More natural 53.95 I felt like a kid 60.00

Stimulating 55.48 Freshies 57.14 Controlled gliding 48.00 Bumps 50.00 Authentic 56.67

Powerful 54.04 Challenging 56.15 I felt like a kid 47.26 Stimulating 50.00 Unbeatable 53.55

Fulfilling 52.80 I felt like a kid 55.71 Fluid 46.67 A new frontier 47.20 Aerobatic 7.22

Sweet 50.88 Exhilarating 53.85 It's a rush 43.33 Authentic 47.20 Smoked it 7.22

Bumps 50.38 On the edge 53.33 Freshies 42.97 Tranquil 40.46 Grins and high fives 6.42

Vertical 50.17 Controlled gliding 53.23 Crisp 42.97 Wild ride 40.46 Motivational 6.42

I felt like a kid 50.00 Pumped 51.01 Exciting 41.67 Silky smooth 40.46 Powerful 6.42

Conquered the mountain 48.65 Conquered the mountain 46.58 Dominating 34.37 Looking good 40.46 Left my mark 5.62

More natural 47.00 Kickers 37.71 A new frontier 0.96 Carzy 40.46 Freshies 5.62

Pumped 46.62 Surfing the hill 31.43 Unbeatable 0.96 Fun 40.00 On the edge 5.62

Skiing is believing 46.06 Bumps 28.83 Left my mark 0.85 Vertical 33.72 Hanging with big dogs 4.81

Perfectly spaced trees 44.29 Personal best 13.45 Smoked it 0.75 Conquered the mountain 26.97 A new frontier 4.81

New technology 41.48 Bombed it 10.76 Wild ride 0.64 Relaxing 26.97 Competitive 4.01

Tranquil 25.37 Wild ride 9.69 Powder pistes 0.64 New technology 26.97 It's a rush 4.01

On the edge 13.12 A new frontier 9.69 Sailing 0.53 Perfectly spaced trees 26.67 Fulfilling the code 0.80

Crisp 12.44 Tranquil 7.53 Powerful 0.53 Utmost in exercise 20.23 Skiing is believing 0.00

Utmost in exercise 6.68 Grins and high fives 7.53 Floating 0.32

Drove 'em like they're

stolen

20.23

Alpine skiers relate most to

an exhilarating experience

that is fun, smooth and easy.

Snowboarder relate to the

excitement, power and rush

provided by their sport but

with a healthy mix of easy

and fluid gliding.

Nordic skiers have a very

personal relationship with

their sport as they seek the

fulfilling aspects of a tranquil

run that provides great

exercise personal challenges.

Telemark skiers relate to the

power and exhilaration of a

fluid run that results in a rush,

making them feel like a kid

again.

Snowshoers enjoy the

challenge of conquering the

mountain in a way that

provides the utmost in

exercise and relaxation.

* An index was calculated for each word comparing the number of times it was selected and the rank it was given. These index values provide a sense of order and magnitude.

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Equipment Performance: Top Of Mind Key Words

Q16: We would like you to use a word or phrase to describe the equipment performance you would like to experience while you are (participating in the

Snowsport of your choosing.)

Alpine Skiing * Snowboarding * Nordic Skiing * Telemark Skiing * Snowshoeing *

RELIABLE 23 RESPONSIVE 3 COMFORT 2 RELIABLE 2 RELIABLE 3

DEPENDABLE 9 DEPENDABLE 2 FAST 2 LIGHT 2

SMOOTH 9 CARVING 2 GLIDE 2 LIGHTWEIGHT 2

CARVING 6 EASY 2 RELIABLE 2 SOLID 2

COMFORTABLE 6 EQUIPMENT 2

RESPONSIVE 6 FAST 2

SAFE 6 GREAT 2

SOLID 6 JUST 2

CONTROL 5 PERFORMANCE 2

SKIS 5 RELIABLE 2

FLAWLESS 4 SMOOTH 2

CRISP 3 SOLID 2

FLUID 3

GREAT 3

HIGH 3

PREDICTABLE 3

QUALITY 3

RELIABILITY 3

Reliability, dependability and ease of operation are seen most

often in the words and phrases used by respondents in regards

to equipment performance.

Smooth and comfortable use of this equipment is important to

respondents.

* The frequency that a word is used in the words and phrases expressed by respondents is calculated and reported here by the Snowsport of their choice.

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Equipment Performance: Key Words Used In A Sentence

Q19: Please use the word or phrase (pipe the respondent’s selection from Q16) in a sentence that describers the equipment performance you would like to

experience while (participating in the Snowsport of your choosing.)

Alpine * Snowboarding * Nordic

*

Telemark

*

Snowshoe

*

SKIS 22 EQUIPMENT 6 EQUIPMENT 4 SKIS 2 EQUIPMENT 3

EQUIPMENT 21 BOARD 3 SHOES 3

RELIABLE 9 DAY 2 SNOWSHOES 2

SKIING 8 JUST 2

PERFORMANCE 6 RIDE 2

SKIIS 6

TURNS 6

CARVING 5

MUST 5

BINDINGS 4

BOOTS 4

CARVE 4

COMFORTABLE 4

CONTROL 4

RELIABILITY 4

RESPONSIVE 4

SMOOTH 4

BEST 3

BODY 3

CONDITIONS 3

CRISP 3

GIVE 3

I'M 3

MAKE 3

TURNING 3

Examples:

“At one with your equipment, part of my body.”

“Carving turns and doing moguls, my skis respond with crisp control.”

“Flawless equipment performance equals too much fun.”

“I like how the new fatties give me smooth carving on turns.”

“I want my equipment to perform in such a way that it is symbiotic.”

“My equipment should always be enhancing to my skills.”

“My skis held the carve reliably, with no sense of skidding.”

“The reliability of the equipment is paramount to an enjoyable time.”

“The right equipment will leave a conquered the mountain feeling.”

“Without reliability, there is no performance.”

“When my equipment is dependable I can focus on boarding.”

“Great equipment makes you feel powerful.”

“New technology makes it easier to learn.”

* The frequency that a word is used in the words and phrases expressed by respondents is calculated and reported here by the Snowsport of their choice.

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The Experience or Feeling: Top Of Mind Key Words

Q15: This time we would like you to use a word or phrase to describe an experience or feeling that you would most want to achieve while you are

(participating in the Snowsport of your choosing.)

Alpine Skiing * Snowboarding * Nordic Skiing * Telemark Skiing * Snowshoeing *

EXHILARATING 12 EFFORTLESS 2 GLIDING 2 TURNS 2 FREEDOM 2

FUN 8 FLYING 2 OUTDOOR 2

FLOATING 6 FULFILLMENT 2 PEACE 2

FREEDOM 6 FUN 2

CONTROL 5 MOUNTAIN 2

SMOOTH 5 RIDE 2

FREE 4

TOTAL 4

ACCOMPLISHED 3

AIR 3

CONFIDENCE 3

CONFIDENT 3

EFFORTLESS 3

FLUID 3

GROOVE 3

HAPPY 3

MOUNTAIN 3

SPEED 3

ZONE 3

Exhilaration is key for Alpine skiers.

Smooth, effortless, controlled freedom is something that each

segment would respond to positively.

These are expressions of fun for the Alpine skier and

Snowboarder.

They are more expressions of tranquility and ease with the

Nordic, Telemark and Snowshoe participants.

* The frequency that a word is used in the words and phrases expressed by respondents is calculated and reported here by the Snowsport of their choice.

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Experience or Feeling: Key Words Used In A Sentence

Q18: Please use the word or phrase (pipe the respondent’s selection from Q15) in a sentence that describers a personal experience or feeling you would like to

achieve while (participating in the Snowsport of your choosing.)

Alpine * Snowboarding * Nordic * Telemark * Snowshoe

*

SKIING 20 MOUNTAIN 3 SKIING 3 Skiing 2 Snowshoeing 3

DOWN 8 RIDE 2 FEELING 2

SKI 8 TODAY 2 SNOW 2

FUN 6

MOUNTAIN 6

DAY 5

FEELING 4

FLOATING 4

FREEDOM 4

I'M 4

LOVE 4

POWDER 4

RUN 4

BEST 3

BIG 3

EASY 3

GOOD 3

GREAT 3

HAVING 3

NOTHING 3

PART 3

SLOPES 3

SNOW 3

SPEED 3

TURNS 3

Examples:

“Delightfully challenging - stretching my skill level.”

“Floating down the mountain at a great rate of speed.”

“For me skiing is an escape from my everyday life.”

“Freedom is wind in my face & carving an arc.”

“I am having fun skiing when I can forget any problems.”

“I feel true elation when completing a smooth run.”

“I FELT LIKE A KID while flying down the trails.”

“Legs pumping and poles planted, I'm in the zone and moving.”

“Making my turns down that black diamond were effortless.”

“Skiing should be effortless, no thought needed.”

“Too old to shred the mountain; give me tranquility!”

“I want to feel like boarding is as effortless as walking.”

“Gliding along, when the weather, wax and snow is right.”

“Skiing relieves the stress that makes the work week bearable.”

“I had a feeling of inner peace because of the complete quietness.”

“Separating yourself from the world on snowshoes is nirvana.”

* The frequency that a word is used in the words and phrases expressed by respondents is calculated and reported here by the Snowsport of their choice.

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Equipment Tuning

Q37: Have you ever had your (Snowsport choice) equipment tuned?

Equipment Tuning - Ever

100

Percent Who Have Tuned

80

60

40

90.7

86.1

52.4

81.8

A large proportion of Snowsport

participants indicate they have had

equipment tuned.

No tuning is required for Snowshoes and

the data properly reflects this idea.

20

0

Alpine Skiing Snowboarding Nordic Skiing Telemark

Skiing

0.0

Snowshoeing

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Equipment Tuning (continued)

Q38: How often do you have your equipment tuned?

Percent of Total

100%

80%

60%

40%

4.8

8.2 6.5

44.2

Equipment Tuning Frequency

Among Those Who Ever Tuned

6.5

54.8

18.2

9.1

36.4

11.1

11.1

22.2

Only tuned my equipment once

Less than every other season

Every other season

At least once a season

Multiple times each season

Telemark skiers lead the

other Snowsport

participants in tuning

multiple times per season.

Alpine skiers and

Snowboarders are tied in

tuning at least once a

season.

20%

42.9

32.3

36.4

55.6

0%

Alpine Skiing Snowboarding Nordic Skiing Telemark

Skiing

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Equipment Tuning (continued)

Q39: Who is your favorite choice to tune your equipment?

Percentage of Total

100%

80%

60%

40%

Preference For Who Tunes Equipment

Among Those Who Ever Tuned

15.6 12.9

11.6 16.1

46.3

3.4

3.2

9.1

9.1

29.0 54.5

22.2

33.3

Nordic skiers and Alpine skiers

prefer to have a specialty

Snowsport store near their home

tune their equipment.

Telemark skiers and Snowboarders

prefer to tune their own equipment

more than other Snowsport

participants.

20%

23.1

38.7

27.3

44.4

0%

Alpine Skiing Snowboarding Nordic Skiing Telemark Skiing

I tune my equipment myself

A local Snowsport equipment tuning service

It varies who I choose

A specialty Snowsport store near my home

A friend of mine

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Equipment and Apparel Purchases For Children

Q40: Do you have children that you purchase Snowsport equipment for?

Alpine Skiing

Snowboarding

Nordic Skiing

Telemark Skiing

Equipment and Apparel Purchases for Children

38.3

4.3 6.2

54.9

2.8

25.0

75.0

9.1 4.5

86.4

36.4

18.2

45.5

Telemark skiing must be the “after

divorce sport” because this is the

group with the highest percentage

of older, single people and yet they

are more active than most other

Snowsport participants in buying

children’s equipment and apparel.

Alpine skiers are made up of the

highest percentage of married

individuals and they are also the

oldest Snowsport participants with

a large percentage buying

equipment and apparel for their

children.

Snowshoeing

18.2

81.8

0.0 20.0 40.0 60.0 80.0 100.0 120.0

Percent of Total

I purchase equipment and apparel for my children

I purchase equipment and apparel for my grandchildren

I pruchase equipment and apparel for other children

I do not purchase equipment and apparel for children

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Recent Equipment Purchases By Sport

Q20: Have you purchased any of the following Alpine Skiing equipment

during the past two years?

Q22: Have you purchased any of the following Snowboard equipment during

the past two years?

Recent Alpine Skier Purchases

Percetn of Alpine Skiers

50

40

30

20

10

0

35.2

Alpine skis

purchased

29.6

Alpine ski boots

purchased

21.6

Alpine integrated

skis with bindings

purchased

47.5

No Alpine ski

equipment

purchases

A majority of this study’s Alpine skiers have actually

purchased skis (either with bindings or integrated) and

boots either this season or last.

Only 47.5% of our study respondents did not make a

purchase during the past two seasons.

Percent of Snowboarders

50

40

30

20

10

Although only 47.2% of our study respondents did not

make a purchase during the past two seasons, purchases

for those who did buy were distributed between boards

and boots. In other words, our data indicates about

15% of Snowboarders purchased both a board and

boots.

36.1

Recent Snowboard Purchases

38.9

47.2

0

Snowboard purchased

Snowboard boots

purchased

No Snowboard

equipment purchased

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Recent Equipment Purchases By Sport (continued)

Q24: Have you purchased any of the following Nordic skiing equipment

during the past two years?

Q26: Have you purchased any of the following Telemark skiing equipment

during the past two years?

We saw in Stage III of our research that Nordic skiers

have the oldest equipment of any of the sports tested.

There is a greater percentages of Nordic skier buyers

than other Snowsports tested in our current study.

Nearly 70% of our Nordic skier respondents have made

an equipment purchase of this nature during the past

two seasons.

70

Recent Nordic Skier Purchases

Percent of Telemark Skiers

70

60

50

40

30

20

10

Recent Telemark Skier Purchases

36.4

27.3

63.6

Percent of Nordic Skiers

60

50

40

30

20

10

0

59.1

Cross country skis

purchased

54.5

Cross country ski boots

purchased

31.8

No cross country

equipment purchases

0

Telemark skis purchased

Telemark ski boots

purchased

No Telemark equipment

purchased

These results indicate that Telemark skiers either

purchased skis and boots together or just skis, but not

just boots.

This is the largest percentage of non-buyers of any of

the Snowsports tested in this phase of our research.

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Recent Equipment Purchases By Sport (continued)

Q28: Have you purchased new Snowshoe equipment during the past two years?

Recent Snowshoe Purchases

Half of the Snowshoe participants who answered this

phase of our research have purchased snowshoe

equipment in the past two seasons.

60

50

Percent of Snowshoers

40

30

20

50.0

50.0

10

0

Purchased new Snowshoe

equipment?

No Snowshoe equipment purchased?

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25


Appendix A – Safety Considerations


Safety Considerations

Alpine Skiing Safety Considerations

• My physical fitness My skill (or lack thereof) Equipment, especially binding settings

• ability to pay attention to other around you, as wellas knowing your limits. The equipment

that I use mainly are just to keep me warm more than physically protect my body.

• Above ALL is Staying In Control. The mountain does'nt matter, the equipment does'nt

matter.

• All reasonable ones i.e. helmet,speed in right areas.

• Always wear a helmet (equip); leave when slopes get too crowded, icy, or snow gets "pushed

around". (environment)

• Always wear a helmet and some times knee guards.

• Are my edges sharp enough to hold on the ice? Are others as cautious and safety concerned

as I am? If it's late afternoon, has any one been drinking on the mountain?

• As a patroller I think about safety all the time. I always check the trails for hazzards and

snow conditions. I always make sure my equipment is in good working order. I am also a

toboggan trainer for our patrol so I am always looking to improve my skills

• avalnche warning system

• Avoiding collisions with other riders, trees, and other solid objects. I rely on my ski bindings

to hold me on my skis but to release when necessary.

• avoiding snowboarders is primary concern. they are dangerous and i get hit an average of

every other day by one if i am in an area that permits them. have NEVER been hit by a skier.

• Avy danger

• Be aware of what is happening in front and around you. Do not ski at excessive speeds.

Learn the whole mountain.

• Being able to ski in control

• binding release during a fall or inadvertantly resulting in a long-term injury

• binding safety

• bindings

• Bindings, helmet, control (turn, turn, turn)

• cautious about collisions with other people and wear a helmet

• Challenge oneself, but know your limitations. Wear a helmet. Maintain equipment. Ski in

control. Be aware of others on the mountain.

• checking equipment to make sure it is in good shape staying away from beginner skiers and

snowboarders being in control of my skiing

• Cold weather protection.

• Conditons and I wear a helment

• Control on the trails Avoiding building up too much speed Watching for other folks on the

trail Snoe conditions

• Control, gomer avoidance, and tree management

• Controlling speed(personal skills), being aware of others around me(mtn environment)

• Crowds, condition of slopes. I also wear a helmet.

Alpine Skiing Safety Considerations

• Do not really think much as I am accomplished skier, but many snowboarders do travel and

jump while moving at too high a rate of speed

• Don't fall out fo the chair lift.

• Don't run into a tree

• Don't ski anywhere you haven't been alone. Make sure you have proper hydration-thank you

camelback.Prepare for the unusual-carry a cell phone and extra food if necessary

• don't snag an edge next to the trees!

• driving to the resort

• Excellent boots, which I have Keeping the snowboarders and skiiers in separate areas

• falling at high speeds in the mountain environment protecting my head with a helmet ski

bindings working correctly

• First I use a helmet and I do not get into terrain that I can not handle. I aslo stop skiing when

I start getting tired.

• getting hurt, breaking an arm or leg

• Given my preference for off-slope (backcountry) skiing, avalanche risk is number 1 concern.

After that, (and way down the list), getting hit by some moron - mostly likely a unskilled

snowboarder.

• good bindings

• great

• Head injuries ... falling

• Head injury, Knee injury

• Helmet's are important now. Know your ability and you'll be safe.

• Helmet, avoid trees and other people, retain speed to controllable level

• Helmets. The area's dedication to safety (IE. backing up the patrol on enforcement of safety

rules and laws)

• hitting a tree

• I always take ski lessons so that I can improve my skills, I wear helmet because I have been

knocked down by inexperienced skiers and snowboarders. Also, I have ski boots with

custom footbeds.

• I always try to ski responsibly. (Not too fast or out of control)

• I always wear a helmet and only ski in areas and on terrain that I feel in control on.

• I always wear a helmet.

• i always wear a helmet. i try to stay on groomed trails until i have the feel of the snow

conditions

• I always wear a helmet. I watch where I stop so I'm visible from above and not in a typical

path for skiers or boarders. I'm concerned about careless and out-of-control skiers and

boarders running into me.

• I am a cautious skier - I stick to groomed trails in my ability range (intermediate).

• I am aware of the snow conditions, skier traffic, my equipment--helmet, skis and boots in

good condition

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Safety Considerations (continued)

Alpine Skiing Safety Considerations

• I am most concerned with out of control skiers and boarders. This is especially an issue with

children on the slopes. Out of control sliders should be agressively reined-in. Beyond the

out of control skier (boarder) problem, I most worry about teari

• I celebrate the advances in binding technology and the social acceptance of helmets as

stylish. On a personal level, I quickly assess the ability level of skiers around me and rein in

my own over-inflated estimation of my skills.

• I enjoy the speed but am always careful to ski within my own abilities. I am also aware of

other skiers, making sure not to ski too close as to interfere with them.

• I fear most being hit from behind, so I try to keep an eye/ear in that direction. I stay clear of

the path of other skiers as much as possible. These considerations are related to the mountain

environment. I'm a well-practiced defensive skier!

• I have had a minor accident on the slopes before so I am always on the lookout in front and

next to me for skiers and boarders who are not paying attention. I have bought goggles that

allow me a better field of vision.

• I have no concerns about my equipment as far as safety in concerned. The only safety issue

would be my lack of skills and abilities.

• I keep my eyes up and take in as much terrain as possible, I watch the ability and movement

of those below me, in order to better anticipate staying in the clear as I descend, I make sure

my eqpt's right before starting the day, I don't go for runs that a

• I make sure I stay on slopes that are within my ability, and monitor how tired I am getting

before picking slopes later in the day.

• I make sure my equipment is always maintained. I were a helmet. I take lessons to improve

my skills and to stay current.

• I make sure my gear is in proper working order. Always check the area website for

conditions

• I make sure to wear a helmet. I make sure that my bindings are checked and adjusted each

year. I keep my edges sharpened and the bases waxed. I always try to ski in control. I try to

take a lesson at least once a year to renew and improve my skills.And I

• I never ski in trees as aaat my age and skiing level that would be too dangerous. I have

wondered about the wisdon of wearing a helmet.

• I ski very fast and sometimes a little out-of-control. Hitting trees is a non-trivial risk.

Having a binding give out or release on a fast double-black run would be pretty disturbing.

Yes, I have fallen in a "no-fall zone" and gone shooting downhill on

• I started wearing a helmet last year because of the egotistical, rude people who don't watch

where they're going. That's the downside of alpine skiing - all the other people.

• I think about not going too fast and avoiding reckless or unskilled skiers and snowboarders

who pose a danger to themselves and others.

• I think about other people running into me. I'm very confident in my abilities.

• i think about the odds that i am going to end up hurt and decide from there weather the risk is

worth it

• i try to stay away from the trees if i'm going fast and i'm always really careful in flat light, in

fact i don't really like to ski in flat light because i can't see the bumps and other snowcovered

obstacles.

Alpine Skiing Safety Considerations

• I try to stay in control, and usually do. I have been recently considering a helmet.

• I use good equipment and check my equipment once a year. I look out for skier who are out

of control and I always try to stay out of the way of snowboarders. I also take lessons to

reinforce my skill level.

• I usually try not to go too fast, or try trails that are beyond my level

• I wear a helmet and am careful to use caution when I'm skiing down a chute where there are

rocks that I could possible hit. I push myself but always stay in control.

• I wear a helmet and am conscious of others while skiing

• i wear a helmet, dresss warmly for frostbite, am careful around trees.

• i wear a helmet, i think about the risk of avalanches and this determines where i ski

• I wear a helmet, ski within my ability

• I wear a helmet. I do not go in the back country.

• I worry about collisions with other skiers.

• I worry about my skis breaking in half, falling off the lifts, and hitting rocks or bumps on the

hills that may cause me to lose my balance and injure my body.

• I worry about other out of control skiiers ploiwing into me

• I worry about other people crashing into me, so I wear a helmet all of the time. I ski in the

backcountry some, and always follow typical protocol of carrying & using a shovel, probe,

and beacon. Just this year I bought an avalung as well.

• Icy conditions, bindings staying attached

• Is my line clear? What are the avalance risks? ( I do a lot of backcountry/out-of-bounds

skiing) Am I under control?

• It depends on where I'm skiing. I try to be aware of all hazards while I'm on the mountain.

• It is important to have safe skis. I want bindings that keep me in when I want them to and

release when I want them to. I usually fall once in a ski trip, and it's a big fall. I want to

know that my skis will work with me. I consider safety in terms o

• Keep equipment in good shape. Try not to get too far over my head in trail difficulty. Be

aware when I am tired.

• Keeping out of other people's way. Making close turns on one side of the trail as opposed to

transversing the trails.

• Knowing what I can handle and what I can't. I wear a helmet

• looking out for idiots on the hill

• maintain control

• Make sure bindings are in good condition

• make sure my kids are wearing helmets

• most concerned with reckless snowboarders

• Mostly, what is the snow cover (thick/thin/bare)? What is the snow quality (thin, icy, frozen

pellets, "mashed potatoes," powder, etc.)? Am I catching odd edges? Are there natural

obstacles (trees, rocks, large stones, buried branches, etc.)? I am a p

• my helmute

• my knees

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Safety Considerations (continued)

Alpine Skiing Safety Considerations

• My knowledge of the terrain and snow conditions worries me the most when alpine skiing.

• my main concern is the "hot doggers" on the hill, who have NO respect for the other

skiers/boarders.

• My main safety concerns are related to the mountain or other skiers. My biggest fear is of

other skiers who do not ahve the skills, knowledge or comone sense to be on the hill. They

ski at too high a rate of speed for their ability and the areas donothing

• My personal skill level and ability to control myself on the mountain

• My physical abilities and skill. Followed with equipment and mountain conditions

• No broken bones so any equiptment that helps at my age is appreciated.

• none

• None really, just ski runs at my level, cruising intermediate level.

• Not to take chances by skiing to fast or in dangerous conditions. Try to ski within my

abilities, although I will ski difficult terrains because I can.

• Not worried too much about safety.

• only do what you are capable of. Know the current and forcast weather. Always dress in

layers in case you find yourself off the beaten path (sweet is the enemy), have the little ones

wear helmets, keep hydrated, don't go off the trails unless you are ex

• other people crashing into me

• Other skiers (their skills); mountain enviornment (my skills)

• Other skiers. I can control myself just fine. There are a lot of idiots out there. To counter, I

stick to the ungrommed stuff. It's more fun anyways and the morons aren't there.

• Others who are reckless

• Others wrecklessly skiing or snowboarding around me.

• Out of control skiers and snow boarders, lack of ski ediquette being taught to beginners, lack

of rational behavior being inforced at ski areas, skiers that ski on twin tip skis that have no

business skiing backwards, snowboarders that have their heads pl

• Outside conditions, equipment condition, physical condition.

• paying attention to the terrain. looking out for reckless skiers and snowbroaders. having the

proper equipment to make skiing a pleasure and more enjoyable

• personal safety

• Physical fittness, conditions of ski & binding, weather conditions.

• Proper equipment, safe terrain, and people in control.

• Proper gear (helmet, etc.) Not taking any runs that may exceed my technical ability to a

dangerous level.

• Reliability of equipment (e.g. good bindings, boots, skis), type of hill, my physical fitness

(e.g. injury-free, not stiff, etc.).

• SAFETY IS PARAMOUNT.. THE SAFETY OF MYSELF AND OTHERS IS ALWAYS

ON MY MIND... HELMETS, SKIER CODES, "SLOW ZONES", AND EQUIPMENT

• Since I have a bad knee, I keep my binding set soft. I try to sray off mogel runs too

Alpine Skiing Safety Considerations

• ski/snow conditions bad/inaccurate trail markers as to location and skill requirements

• Skiing in control. Thought about a helmet but did not get one.

• skiing off-piste i worry about avalanches

• Skiing safely and withing my limits

• Skiing within ability Skiing inbounds watching out for others skiing on current equipment

• Skiing within ability, equipment maintenance, awareness of other people around me,

changing weather conditions, having a buddy, carry a whistle and radios in the trees,

stopping when tired.

• Skiing within my abilities. Making sure I have the best equipment I can afford and

appropriate clothing. I think helmets are an inportant part of this. I follow all of the skiers

rules when skiing and watch out for those who do not and or have lesser abil

• Skiing within my ability. Watching out for other skiers and riders.

• Skiing within ones self, while sking agressively, having good well maintained equipement

• Snow and avalanche conditions. Helmet and good gear.

• Snow borders need to be taught to be awaire of othes on the mountain

• snow conditions, combined with my ability level. Number of skiiers on the runs

• Snow conditions, mountain environment, am I in good enough physical condition.

• snow conditions, number of people on the trails, weather

• snow conditions, other people not paying following skier responsibity code

• Snow conditions,driving conditions

• Speed, equipment maintenance

• stay safe and watch for others

• Stretch before and wear helmet. Purchase top of line bindings. Use avalnche Peep when

powder skiing.

• Suffice it to say, I need to wear a helmet, but I just can't find one that fits my big head!

• The children in the family wear helmets.

• the mtn eviroment the steepness the rocks the trees if anyone else is near by

• The other people on the hill and wanna' be hot dogs. I know my abilitiies and limitations,

unfortunately, most don't and are not capable of realizing a bad situation before it happens.

Normally, they are not the ones who get hurt. It is the poor slob the

• The other people on the mountain. I trust my equipment, skills and abilities. I love the

mountain.

• The Skier's Code is serious and I take it to heart. Unfortunately, there are some very

irresponsible skiers/boarders on the mountian that do not. So, I ski defensively.

• The surroundings; be it other skiers, snowboarders. The manner in which the mountain is

maintained and signed.

• the types of trails I choose (personal abilities and mountain environment), the people around

me (their skills).

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Safety Considerations (continued)

Alpine Skiing Safety Considerations

• think about trees, breaking bones from going too fast.

• Trail conditions and markings, ability of other skiers to ski under control

• up to date equipment, binding checks, skiing under control ...

• very scared about injury. am a physician, and while younger went through fractures, etc can

no longer afford to do so. equipment performance in slow falls is most important

• Watching out for reckless skiers.Ers

• We all wear helmets, and snow conditions have to be decent. No ice.

• Wear a helmet to prevent head injury. Ski in control. Push limits gradually.

• Wearing a helmet, skiing under control, a bit worried about "crazy snowboarders who might

crashinto me from behind."

Snowboarding Safety Considerations

• a helmet and rail protectors

• always wear a helmet. watch out for the other guy. ice is no fun to be on when

snowboarding.

• Always worry about out of control skiers and boarders. We have a good mountain here, so

that doesn't bother me. My equipment I keep in good condition and I ski and board very well.

• Being able to stop-skills Head/brain protection-equipment

• breaking bones, hitting head

• Catching an edge, making sure my bindings are tight, making sure jumps are safe (clear

landings) and making sure I'm visible. Also have to watch out for skiers who do not

understand the turn radius of snowboarding.

• I always wear a helmet when I snowboard, and try my best to obey all signs and warnings. I

make sure my gear is properly tightened, and make sure my bindings are secured correctly

when I strap in.

• I always where a helmet because I know how bad it hurts to catch an edge and nail your head

on the ground. I also look to see if the conditions are icy or powder because it's much easier

to hurt your self on the ice.

• I am concerned with other's abilities and merging trails. I'm advanced and wear a helmet.

• I am constantly thinking of that tree coming toward my head, I wear a helmet, all the time. I

also play in the park at the end of the season and wear wrist guards.

• I believe in always riding with a helmet. I board backcountry trees and bowls so avalanche

equipment is a must for those days. Wrist guards are necessary for keeping a boarders hands

healthy. Finally I believe that one should not ski or ride out of their

• I consider my abilities with regard to how fast I go, how steep I go, and what I'm wearing,

though I don't currently wear a helmet...

• I have a recent hearing loss, and now when boarding, I'm much more conscious of crowds. I

prefer to keep myself on far sides of most runs and always wear my helmet. Falling also

means landing much differently than on skis.

Snowboarding Safety Considerations

• I think every one should wear a helmet. and see parents make there kids where them and they

don't thats not setting an example for the little ones

• I usually wear a helmet.

• I wear a helmet when i am at big mountains, and i also make sure the jumps and other

obstacles are in working order to be used and stay within an ability level i am comfortable

with

• I wear a helmet, wrist guards and a butt pad if I'm in the pipe and terrain park

• I worry I migh hurt my wrists

• just the saftey of not hurting my srlf

• Keeping my distance and staying out of the way of hotdoggers

• Knee injuries. I have bad knees. Also being a beginner, I fall on my rear alot.

• Mainly worried about having a good helmet, and staying where I'll be seen/found if I fall and

get knocked unconscious.

• My skill level in relations to the terrain. I usually stay on groomed trails. Although I do

enjoy glades

• padding, googles

• People should wear helmets if they are doing more than slowly turning down the hill.

Probably even then. Other people on the hill is a big factor, know where you are, and more

importantly, know where others are and what they might do

• personal equipment, terrain features, weather/visibility, my skills & other

skiers/snowboarders on the mtn.

• Personal skills - I wear helmet but don't want to break body parts

• Protecting the head is number one. I have some head injuries from my cycling career and

want to keep my dome working.

• Staying in control and watching out for others (personal skills and abilities)

• The biggest is avalanche danger in the back country. Also making sure you have the right

equipment when going boarding. Depending on where I am goind I will take elbow pads and

knee pads for added safety.

• trees are huge unmovable obsticals - i think about my head and my body, i worry about my

board too in the trees. in the park it is probably the same story - head, body, board

• Trees, other riders, snow conditions.

• Worried about people not paying attention possibly in front of or behind me on the mountain

& making sure we don't collide.

• wrist/hand injury as well as head injury. Teaching the kids to know their limits not only to

keep them from getting hurt but also to keep them from getting in other people's way and

hurting them

Nordic Skiing Safety Considerations

• Always to be aware of my surroundings, carry water, extra clothes and food.

• avalanche safety - - environment, abilities, gear

• avenlont, out after drake

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Safety Considerations (continued)

Nordic Skiing Safety Considerations

• I have a bit of a bum ankle, so I'm always a little concerned that if I take a hill and fall or

something, that I might end up spraining it again.

• I ski alone so I generally inform someone where I'm going.

• I tend to ski in mountain environments, so I have to have avalanche equipment and

constantly observe the terrain. I also keep up to date on the latest avalanche techniques by

taking an avalanche course every year.

• ice

• My biggest concern is my ability to handle hills and curves at the same time

• My main safety concern is a fall at the bottom of a steel hill. I do a lot of my skiing alone so

I do worry about getting help if I am injured.

• Need to have good equipment such as bindings that stay on and good boots, also the correct

cloths, I also carry a belt pack with food, water and first aid items.

• Not going alone always going with someone else incase something happens.

• Possibility of stress related injuries or falls on high speed/technical trails.

• proper equipment,groomed trails

• Skill/ability when conditions are icy

• Slopes too steep or icy to safely descend or climb due to my personal skills. Hypotherma in

cold, wet conditions due to the enironment.

• Snow (ice) conditions for travel and trail

• Twisting my knees, and being out alone is dangerous.

• Very little unless I'm in the deep backcountry. Then route findng and avalanche awareness

are premier. I take a basic first aid kit for sprains, etc.

• weather conditions crossing over streams

Telemark Skiing Safety Considerations

• avalanche dangers

• avalanche hazard, difficulty of slope, good repair of my equipment

• Avalanche terrain. The partner I ski with. I also like to take care of my gear so that I know

everything is functioning perfectly.

• avalanches (bring necessary safety equipment like beakons, shovel, probe), be prepared for

weather changes (layered clothing), know your skiing ability and that of others your with,

know the area or bring map/compass to find your way home

• Equipment only. Helmet, knee pads, etc.

• I always wear a helmet and knee pads, because with free heels, you tend to do more face

plants, and potentially hit more objects with your knees.

• ice, helmet always

• In the backcountry, avalanche awareness, always present in the mountains. When skiing,

staying within my own abilities.

• not wacking myself on trees.

• Remain fairly conscious regarding safety- tend to use good judgement. I keep my gear in

good shape.

• Taking caution to your terrain Having the best gear

Snowshoeing Safety Considerations

• Always wear layers, always bring water, always bring a snack, always bring cell phone,

always go with someone.

• animals and temperature.

• Avalache awareness in the back country.

• avalanche

• avalanche danger

• Contacting help if I get injured while snowshoeing.

• Dressing properly and hydration concerns.

• Excellent equipment

• Frostbite.

• having a quick release mechanism

• I make sure I have the right boots, warm enough clothing.

• I snowshoe with my 4 yr old daughter, even on short hikes we take a gps, backpack with

food, h2o, and survivial tools if we would need them.

• Knowing the terrain for not getting lost and avalanche dangers.

• Most obviously, avalanche. To a lesser degree, getting lost. And very minimally, having

your car broken into. These are all related to environment and circumstance. Clearly, the

heirarchy is of personal safety.

• Not many

• not much, steep hills

• Not to go on thin ice.

• personal injury, hypothermia.

• possible avalanche in backcountry areas ability to use navigation tools acurately (compass;

map; altimeter; etc) hypothermia; sudden weather situations

• Reliable equipment. Know the trail or have a gps system.

• Route-finding, avalanche conditions, and weather evaluation.

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31


Appendix B – Safety Messages


Safety Messages

Alpine Skiing Safety Messages

• 100% dependable because my life depends on it.

• binding settings are appropiately set

• bindings and boots that are acl friendly

• Bindings give control that is strong and reliable.

• comfort as in the equipment was an extension of me

• Consistent binding release means no pre or late releasing.

• controlled skiing and performance

• count on reliable and consistent performance

• Effective equipment is essential for maximum enjoyment.

• Equipement will be reliable when you absolutly need it.

• Equipment saftey involves control and durability

• Equipment that has been well tested.

• Good bindings that are appropriately set give me confidance.

• Good carving -for NE skiing

• High quality skis and bindings need checking periodically.

• I've got this run Under Control.

• I always want my bidnings to be dependable and operate as de

• I can concentrate on skiing because the equipment is reliabl

• I feel more in control with quick release bin

• I feel safe and secure-my equipment will not fail me.

• I know my equipment will allow me to perform to the best of

• I like a good helmet with a proven reputation for protection

• I like equip tested in extreme conditions so I don't have to

• I trust in the reaction of the skis

• I value my life and my life style.

• I want high quality equipment to prevent accidents

• I want my bindings to function in a dependable fashion

• I want my helmet to be protective

• I want strong reliable equipment.

• I want the total, reliable package..skis, boots, and binding

• I want to be confident that my equipment is reliable

• I want to know that my bindings are reliable in case I fall.

• I want to make sure equipment fits comfortably.

• I won't ski if my equipment isn't dependable

• I would like all of the adjustments to be easy to use.

• I would like to be using the latest technology

• if controlled, equipment keeps you safe

• In order for me to contine skiing, equipment must be effecti

• Integrated binding/ski system is responsive to the terrain

• it has to have a use to be worth keeping up with and trying

• it is a must to keep your equiptment well tuned

• It is important that my safety equip.have a useful purpose.

Copyright 2006: SIA Model for SuccessPhase IV Study

Alpine Skiing Safety Messages

• My bindings are reliable if I take a tumble and they will re

• My bindings must be sturdy

• My boots and bindings need to be dependable

• My equip. must be consistant and reliable so I can let go.

• my equipment is always dependable in any situation

• My equipment must be reliable as I push my own limits

• my equipment must be reliable based on the areas where I ski

• my reliable bindings stayed on in the deep powder

• My skiis and bindings are in good condition.

• My skis are dependable when they release if I fall

• My skis must be stable under all snow and ice conditions

• My skis were perfectly tuned for the conditions.

• no danger of ejecting out of my skis, they're secure.

• Properly working equipment is necessary to the safety of all

• Reliability is essential to equipment safety.

• Reliability is the key to safety.

• safe

• safety

• Ski equipment must be dependable at all times.

• Skiing is dangerous safety is optional.

• The bindings are 100% reliable to release when needed.

• The bindings release when they are suppose to

• The bindings released reliably when stressed.

• The equipment is reliable to perform as you expect, time aft

• The equipment must be dependable to ensure safety while skii

• The release of his bindings was reliably consistent

• The release of this binding is reliable.

• the reputation of the binding manufacture

• This piece of equipment is obviously well made and dependabl

• Well-tuned equipment keeps you in control on the mountain

• When I'm flying down the mountain, I like to feel a snug hel

• You can depend upon their reliability

• Your equipment must always be maintained for safety.

Snowboarding Safety Messages

• glad they dont release cAUSE TH BOARD WOULD HIT YOU

• I am a big guy so I need durable equipement i can depend on.

• i have goggles that don't fog up

• I want dependable equipment that I know will now fail on me.

• I want my equiment strong enough to protect me.

• i want strong knee support without limiting my movement

• I was relaxed because I had confidence in my equipment

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Safety Messages (continued)

Snowshoeing Safety Messages

• i ike to be comfortable in the equipment when snowshoeing

• If I don't have dependable equipment, I can't relax and simp

• If it is strong, I will last long.

• My bindings never fail.

• My rugged equipment lasted and performed for me all day.

• My snowshoes are secured to my boots and ready for action.

• proper floatation keeps you on top of the snow

• snowshoeing up and down a ridge requires dependable shoes

• The binding were dependable

• The mechanical connections are trustworthy when robust.

• You can depend on the shoe's secure strapping

Nordic Skiing Safety Messages

• Be safe first, then having a good time will come easier

• Dependable equipment is essential to a good outdoor experien

• If equipment is a good fit, I feel more capable!

• Miles away from the car I know my equipment is reliable.

• people that fit you

• the equipment is realiable

• the light white of it

• To feel confident and safe, I need good bindings.

Telemark Skiing Safety Messages

• helmets are a must

• i want my equipment to be reliable

• It's important to have bomber equipment when you tele.

• performance is reliable & dependable

• You can be conservative or wild knowing that you have confid

Snowshoeing Safety Messages

• i ike to be comfortable in the equipment when snowshoeing

• If I don't have dependable equipment, I can't relax and simp

• If it is strong, I will last long.

• My bindings never fail.

• My rugged equipment lasted and performed for me all day.

• My snowshoes are secured to my boots and ready for action.

• proper floatation keeps you on top of the snow

• snowshoeing up and down a ridge requires dependable shoes

• The binding were dependable

• The mechanical connections are trustworthy when robust.

• You can depend on the shoe's secure strapping

Copyright 2006: SIA Model for SuccessPhase IV Study

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Appendix C – Experience and Feeling Messages


Experience and Feeling Messages

Alpine Skiing Experience and Feeling Messages

• A good skier has total control of his /her equipment at all

• A great day of skiing is stimulating

• Bombing downhill was exhirilating.

• Cruising down that hill was wonderful.

• Delightfully challenging is stretching my skill level

• easy carving relates to taking it easy

• Every day on the slopes for the last 30 years have been enjo

• Experiance the freedom of sking all parts of the mtn.

• experiment

• feeling confident in all conditions

• Feeling of ease on the slopes allows for a fun experience

• floating down the mountain at a great rate of speed

• Fluidly ski any part of the mountain

• fooating through powder

• For me skiing is an escape from my everyday life.

• Freedom is wind in my face & carving an arc

• fresh tracks are sweet

• Fulfilling my enjoyment is a goal of Alpine Skiing.

• fun

• getting out on the mountain makes me happy

• Gliding down packed powder runs making perfect turns

• Graceful smooth gliding makes me feel like I am part of the

• Having fun is the best part of skiing.

• I've done my best, I'm fullfilled.

• I am always exhilared after a full day of skiing.

• I am having fun skiing when I can forget any problems.

• I feel true elation when completing a smooth run.

• I FELT LIKE A KID while flying down the trails.

• I have fun skiing and watching my family ski as well.

• I like conquering difficult terrain when skiing.

• i like to get big air

• I love the adrenaline skiing gives me.

• I love the exileration of fast skiing.

• I love the sensation of floating on those big wide slopes

• I love the speed

• I turned to by snow buddy and said, "Believe it or not..I'm

• I want to accomplish my goals for the day-and push myself to

• I want to be able to ski with style.

• I want to have confidence in my ability.

• I want to ski and look like a ski instructor.

• I was focused only on that trail and that moment.

• I was invigorated at the end of the day of skiing

Alpine Skiing Experience and Feeling Messages

• I was ripping big lines out of bounds.

• I will show great improvement while conquering this face

• Legs pumping and poles planted, I'm in the zone and moving.

• linked tight turns in the groove

• Making my turns down that black diamond were effortless.

• My confidence is returning after having had ACL surgery

• My heart was pumping at the end of the run.

• Nothing beat swooping down the mountain off Parsenne Bowl

• Nothing beats the sensation of floating on powder.

• Perfect weather,snow & family made it a spectacular day

• rewarding and exhilarating challenge

• running the bumps withb ease, giving a onenses with the moun

• Skiing fast make me feelfree

• Skiing gives me a sense of freedom and I enjoy the speed.

• Skiing is relaxing to me.

• Skiing on good snow with friends is fun.

• Skiing should be effortless, no thought needed.

• Skiing today was the best!

• The feeling of a good run on the diamonds is like flying

• The only way to improve is to push the envelope

• The trip down the mountain was ethereal

• the whole afternoon of skiing was so peaceful

• There is nothing better while skiing that feeling free and .

• There was an extrodinary excitement that encompased my lates

• These skis will make you feel like you are floating on air.

• Today was total powder!

• Too old to shred the mountain; give me tranquility!

• Ture freedom is the ability to ski any slope, any where.

• When I'm in a groove skiing down the mtn, there is no better

• When I ski I want to feel like I use the least amount of eff

• Whenever I ski I want to feel the rush of the experience

• Woo Hoo...that was an awesome run.

• wow, as in i can't believe it was that easy

Snowboarding Experience and Feeling Messages

• ....call it Mountain Graffitti, my signature....

• After cmpltng a dffclt run, i was in a highstate of elatio

• As long as I have fun, I will keep going

• I like gliding -fast and fluid.

• I want to feel like boarding is as effortless as walking.

• In the powder, I felt like I was flying down the mountain.

• it so sweet to finsh a ride with falling

Copyright 2006: SIA Model for SuccessPhase IV Study

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Experience and Feeling Messages (continued)

Snowboarding Experience and Feeling Messages

• it was like i was one with the mountain

• Snowboarding today was completely awesome.

• the park is awesoe

• the resort was a rush to board at.

• The snow and hill were so good today we were riding like the

• THEY IS NO better ride then carving

• We hiked to a spot and made perfect turns on steep trees.

• When I hit the slopes I try to improve my skills everytime.

Nordic Skiing Experience and Feeling Messages

• Gliding along, when the weather, wax and snow is right it's

• it relaxes me and brings me peace

• Love feeling in control of my skiing!

• out in nature

• Skiing relieves the stress that makes the work week bearable

• the unbeatable time we had

• When I reached a rhythm, it was a feeling of powerful glidin

• While I am skiing, the solitude and snow leave me recharged.

Telemark Skiing Experience and Feeling Messages

• free to explore

• Freshies and bumps gives me an adrenaline rush

• get a natural high from tele skiing

• i like sking when my turns are effortless

• Telemark Skiing is an exilarting experience

Snowshoeing Experience and Feeling Messages

• enjoy the relaxing experience

• getting back to nature is natural wen snowshoeing

• I had a feeling of inner peace b/c of the complete quietnes

• I was breathless when we reached the summit.

• It's a great workout, and I feel energized afterwards.

• it is a good aerobatic event when snowshoeing

• reaching that peak is a rush!

• Running down the hill, the snow fallnig on my face one with

• Separating yourself from the world on snowshoes is nirvana.

• Snowshoeing is so blissful and gives me freedom of mind.

• When I topped the ridge, I was inspired and wired.

• snowshoeing up and down a ridge requires dependable shoes

• The binding were dependable

• The mechanical connections are trustworthy when robust.

• You can depend on the shoe's secure strapping

Copyright 2006: SIA Model for SuccessPhase IV Study

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Appendix D – Performance Messages


Performance Messages

Alpine Skiing Performance Messages

• I want consistent binding reliability.

• alpine skiing brings out the best in me.

• At one with your equipment, part of my body

• bindings that are safe

• Carving turns and doing moguls, my skis resond with crisp control.

• complete confidence

• control -skis that don't chatter or slip

• Due to the purchasing of better, more dependable equipment,

• effortless turning

• equipment must be comfortable to have fun skiing.

• fat skiis float on the snow

• Flawless equipment performance equals too much fun.

• good equipment performance gives a certian level of speed wi

• I'm able to do controlled turns on these skiis.

• I can control my performance when I use reliable gear

• I can depend on my boots staying IN bindings

• I expect high quality with reliability from my equipment.

• I had no equipment problems today.

• I like how the new fatties give me smooth carving on turns

• I like skiing on equipment that is carving the hill.

• I want my equipment to perfom in such a way that it is symbiotic.

• I want my skis to do it all in all kinds of conditions and e

• I want responsive equipment to help me ski the best.

• I want skis that carve easily.

• I want to know what ot expect form my sklis when I make a mo

• I wish my boots were comfortable

• Ideal skis are quick in the bumps and smooth in crud

• Its best when the skis are an extension of the feet

• liable

• Light equipment makes skiing easier.

• Mountain Hardware and Spyder make high quality gear

• My bindings are reliable in all kinds of terrains.

• my boots and bindings were totally solid

• My boots need to be comfortable; my skis give me confidence

• My equipment is always reliable.

• My equipment is reliable--a stability I can count on.

• My equipment must be safe and reliable.

• My equipment must be strong and sturdy.

• My equipment should always be enhancing to my skills.

• My new skiis are as smooth as can e on the groomed slopes

• My skiis and binding were very responsive through the bumps

• My skis' performance was reliable and consistant

Alpine Skiing Performance Messages

• My skis are dependable when it comes to carving turns

• My skis are responsive in the turns.

• My skis felt fluid as they turned.

• My skis held the carve reliably, with no sense of skidding.

• My skis make a slick run

• My skis were floating thru the freshies

• My skis were tuned so that provided me with crisp turning th

• My Sugar Daddys were floating a face shot on every turn.

• Performance is judged on how fluid the movement is on snow

• reliable

• Reliable perfromance in all conditions

• reliable response to body movements

• Skiis with rocksolid precision - stable, hold an aggress edg

• Skis allowed for intuitive simultaneity of thought and ...

• skis that can handle different conditions in terrain

• skis that carve

• surefooted

• the akis give a smooth control of the terain

• The reliability of the equipment is paramount to en enjoyabl

• The right equipment will leave a conquered the mountain feel

• The skis must do the carving in order to be in control

• The skis turn with crisp precision.

• The skis were responsive in the trees

• These ski's gave me a great carve.

• This ski makes turning seem effortless.

• to enjoy skiing all equipment must have comfortable dependab

• to go fast you need to keep your skiis well tuned

• Trusted turns.

• When I apply my knowledge of skiing and the skis respond.

• When I feel like my skis are an extension of me, I'm skiing

• While I'm skiing I want the equipment and body working toget

• Without reliability, there is no performance.

• You know how your equipment will respond and it will be as "

Copyright 2006: SIA Model for SuccessPhase IV Study

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Performance Messages (continued)

Snowboarding Performance Messages

• I had complete satisfaction with the performance of my equip

• I had no worries about getting what I wanted from the day.

• I know my equipment is dependable so i can focus on boarding

• I want a responsive boot/binding setup for steeps.

• I want my equipment to be transparent to my experience.

• i want quality gear that won't fall apart on me

• If my equipment is Flawless - chances R the day will be also

• my board is just a great piece of equipment

• My equipment is able and willing for the ride.

• solid equipment that holds up

• The board doesn't hesitate or chatter--it's easy carving.

• the flat down rail is tight

• the snowboard connected with me like it was just another lim

• This board has the most efficient ride for all kinds of snow

Nordic Skiing Performance Messages

• I did my homework and bought gear that's so good...

• love feeling that equipment is so comfortable,part of me!

• My skis provide smooth and troublefree performance.

• Reliable equipment makes skiing much more enjoyable

• the sweet equipment was a dream

• when falling

• When I'n in the zone my equipment performs flawlessly withou

• will not break down it is realiable

Snowshoeing Performance Messages

• Everything was responsive to my demand.

• have a fun experience w/out worrying about the equipment

• I climb with ease

• If it can hold up to my workout, it's acceptable.

• lightweight shoes allow you to travel farther easier

• My equipment was just perfect!!!+

• My shoes stayed tight the whole trip.

• there should be some safety features on snowshoes.

• There was no equipment failure when I snowshoed.

• We were climbing vertical ice and my shoes were rock solid

• Your snowshoes are performing when you forget they're there.

• Running down the hill, the snow fallnig on my face one with

• Separating yourself from the world on snowshoes is nirvana.

• Snowshoeing is so blissful and gives me freedom of mind.

• When I topped the ridge, I was inspired and wired.

• snowshoeing up and down a ridge requires dependable shoes

• The binding were dependable

• The mechanical connections are trustworthy when robust.

• You can depend on the shoe's secure strapping

Telemark Skiing Performance Messages

• consistent performance give dependability

• Great equipment makes you feel powerful

• i want my boots,bindings and skis to work seamlessly togethe

• new technology makes it easier to learn

• skis and binings are locked and loaded -- let's go

Copyright 2006: SIA Model for SuccessPhase IV Study

Confidential/Proprietary

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Appendix E – New Equipment Features


New Equipment Features

Alpine Skiing New Equipment Features of Interest

• a women's all mountain performance ski

• Better fit of boots, better technology in the design of the boots and adjustable bindings.

• Bindings integrated to the ski design e.g. mounting rails, smoother and better performance in

many types of snow. Boots - easy to get on and off and reasonably comfortable

• carving and convenince

• comfort and control

• comfort, responsiveness and ease of use.

• Ease of turning, stability in crud/powder.

• Easily understood and matched to ability.

• fatter skis handle better on turns

• heater

• I got snowblades to make it more challenging. The hills in Michigan are kind of small.

• I purchased new ski's after 20 yrs. so pretty much everything about my new ski's are great!

• Longer than my old ones. I would definitly get advice from friends that have tried all the

different skis for the latest trends.

• Micro-adjustable buckels. Built in feet heaters.

• Much easier to carve, much better control from the new boots.

• My skis ability to carve under very varied conditions.

• Parabolic skis and maybe the integrated bindings with skis.

• Parabolic skis really take your skiing up a notch in ability almost immediately.

• Quick turning; all-terrain; quick reaction much more fun

• safety comes first

• Safety, ability to flex, ability to stay on the snow and carve both short and long radius turns

• Shaped skis are soooo much easier to turn and control - allows skiers to try more challenging

conditions - steeper terrain, powder, non-groomed slopes

• shaped skis make turning easier for beginners

• Shaped skis which enable easier turn initiation and better control.

• Softer boot for more comfort.

• Spaceframe technology, twin tips

• Stability of skiis in all speed ranges, comfortable boots.

• Technology has allowed for better and better equipment every year. From flex to durability

my new skis are better than my old ones

• The bindings are easy to adjust.

• The boots have a hot bladder which molds to the foot. The person fitting the boots was very

knowledgeable and I got the best fit I have ever had.

• The new fat skis are being made with lighter materials which make them easier to handle and

you can ski longer.

Alpine Skiing New Equipment Features of Interest

• The new skis are easier to turn.

• The new thoughts and technologies involved with new ski equipment really makes the skiing

experience more enjoyable by allow the sport to be easy to perform and advance in skill

level.

• The shorter length of the skis make turning a blast: bumps are such fun now!

• They are shaped for better turning and shorter in length than previous skis of mine.

• Try the short skis - they are a ton of fun.

• Very stable and responsive. Takes your skiing to a new level and boosts your confidence.

Snowboarding New Equipment Features of Interest

• advanced technology

• Better Tech. Old school look....

• medium budget price, came with binding package

• not certain

• Quick lace system, comfort, stability, custom molding.

• waranty

Nordic Skiing New Equipment Features of Interest

• Better glide on no-wax skis and one pull lacing on boots.

• ease of use

• I would recommend full metal edges on skiis.

• My Atomic Rainer Backcountry touring ski, has metal edges that enhance turning and

stopping ability. The large head makes skiing in deep powder much easier. Combined with a

waxless base makes these skis the best nordic skis I have owned.

Telemark Skiing New Equipment Features of Interest

• the new tele skis are fat, literally, and can do it all -- powder, groomers, steeps and deeps,

plus are quick enough to kick it in the bumps.

• Tele boots are now made with thermo liners -- combining that with custom inserts/insoles

provides a bomber fit for

Snowshoeing New Equipment Features of Interest

• bindings

• Ease of use and better fabrics. Lighter snowshoes and more durable, although one brand has

changed the crampons on their snowshoes that are not as beefy as previous. They now look

flimsy.

• I had trouble puchasing snoeshoes for my daughter who is 4 1/2 yr old. I could only find one

brand that carried real snowshoes, not shoeshoes that where bear claws.

• Lightweight 7000 series aluminum

Copyright 2006: SIA Model for SuccessPhase IV Study

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Appendix F – Apparel Features


New Apparel Features

Alpine Skiing Apparel Features of Interest

• Bib snow pants were a must until I realized I never actually got snow inside so I now go with

bibless snow pants

• Brand name and reliability. Don't buy any of the cheap wal-mart gear.

• breathability, sleeve with zippers

• Breathabilty, lightweight, comfort

• Comfort and flexibility - softshells deliver performance in a versatile and comfortable

package

• comfortable; quick drying; great looking;excellent pocket availabilities

• cool

• durability,warmth, fashion, color

• Easy to use bindings, warm pants

• Fashion colors.

• Fleece is extremely comfortable and keeps you warm.

• Freedom of motion and ability to keepyou warm and dry

• get something that can keep you warm and comfortable and a fabric that does not stay wet

• Goretex pants for waterproof, breathable comfort. 700 fill down for light, warm comfort

• high quality waterproofing

• How thin the apparel can be and still perform so well.

• i can't think of anything - i just bought some ski pants and they aren't anything special.

• I have a new Salomon jacket that is down - but a more compressed down that isn't so puffy

and bulky

• I need to be warm

• I purchased Orage jacket which has many performance enhancements - MP3 holder, hand

socks, many pockets, a hood with periphery vision

• ipod link

• It's lightweight, stays dry and lets your body breathe.

• Its warmth, breathability and ventilation.

• Jacket with warmthe, comfort, waterproof

• Keeps you warm without making you too hot.

• Layering and venting options. Conditions change and apparel should be able to adapt to

those conditions.

• light weight, low bulk, warm

• Lighter weight jackets while still warm are great!

• Lighter weight, increased comfort and better fit.

• moisture control

• Moisture wicking polar fleece 300/200/100 weights waterproof

• My mitts keep my fingers and hands warm and toasty!

• my new jacket moves with me, that is so helpful when I am trying new tricks.

Alpine Skiing Apparel Features of Interest

• My new Spyder parka is really customized specifically for skiing. Many pockets, clips, pass

holder, goggle wipers, etc. increase my skiing experience.

• new ski jacket is not as bulky as previous jacket.

• New soft-shell technologies eliminate bulk and weight.

• Newer materials make layering for comfort easier than in the past.

• none

• Outerwear has made me and my family far more comfortable otherwise my wife and kids

would not enjoy the cold

• Parka which is lighter but still keeps me warm.

• Purchasing a one piece suit to ski in has been great. I moved from Tahoe to Colorado and it

is much colder in Colorado. The one piece suit is much warmer.

• security

• style and warmth

• Stylish, and practical.

• Technology has made new clothing warmer, breathable, and water repellant

• The jacket was well constructed and made for all kinds of weather.

• The new breathable (XCR) outerwear is great. Softshells are comfortable while the hard

shells are strong and light. Look into the new windstopper apparel items. Learn how to layer

for the conditions.

• the wicking and layering for warmth

• They keep you warm on the top of mountains.

• Versatility of jacket: multiple pockets, removable sleeves.

• Very warm and comfortable and looks good.

• Warm jackets but not bulky. Plenty of pockets

• Warmer, drier, don't hold odors.

• Warmth and wicking of sweat away.

• Warmth, comfort and function

• Warmth, comfort, water/wind proof, visability in less than perfect conditions.

• warmth, water proof.

• wicking features of base layers, waterproofing of outer layers and insulation of mid layers.

• Wicking of undergarments. Moisture resistance of outer gear.

• wind proof and lightness of materials.

• Windproof fleeces.

Copyright 2006: SIA Model for SuccessPhase IV Study

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New Apparel Features (continued)

Snowboarding Apparel Features of Interest

• better technology

• Gloves with large cuffs, to help keep snow out of your sleeves and gloves.

• Good fit, comfortable and flexible for riding

• gore tex

• gortex, easy changing of layers

• Great clean design, stretch/H20 proof fabric.... New ventilation designs

• i got some long underwear for cristmas this year. you need to keep the clothes up to date to

keep you warm

• just new ski pants

• My new snowboard pants were cheap ($40 @ Marshall's) and had zippers all over to let in

fresh air and lots of velcro for a comfortable fit.

• nylon cargo pants, water resistant with pockets to store important stuff

• The bungee strings on my gloves suck tight to my forearms so I never get snow in my gloves.

The wrist strap is also more comfortable and does not allow my gloves to shift or slide at all.

• thumb holes in jacket, nice fit and features for women, not bulky

• Warm and comfortable.

• warmth, weight, and performance.


Nordic Skiing Apparel Features of Interest

• snow shoes

• waterproof

• Wicking, breathable fabrics that keep you comfortable.

• windproof fleece !!!!!!!!!


Telemark Skiing Apparel Features of Interest

• new fabrics and great fit.

• soft shell -- all the way. It's breathable, it's good looking, it's functional, and form fitting

enough to wear under hardshell apparel in case of a big storm

• technical shells and fabrics

• water proof, light weight, and breathable


Snowshoeing Apparel Features of Interest

• Breathable, yet waterproof and warm.

• comfort and lightweight

• Fit, light, and warm.

• good bottom layers with wicking technology can really increase your comfort in the snow.

• Light warmth and wicking

• Lots of advances in windproof fleece and other materials. Socks, etc.

• water and windproof.

Copyright 2006: SIA Model for SuccessPhase IV Study

Confidential/Proprietary

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Appendix G – Suggestions and Comments


Suggestions and Comments

Alpine Skiing Suggestions and Comments

• Alpine skiing community seems more global and trendy now than in the past. I ski in Europe

mostly and Amer brands use to be rare. Now common and seem to rise and fall in popularity

as if trends.

• be honest

• Being out on the slopes, recording suggestions with Palm Pilots, like they do at Vail Resorts.

• cd material sent to the home or dvd material which contains vibrant sounds and sights

• Children are the future for skiing, school programs, community and social events, mountain

promotions etc. all encourage the sport of skiing

• cool

• Don't cater only to the Xtreme crowd, promote family fun, and something for everyone of all

ages.

• Don't get hung up on all the hip talk and phrases. Not all people will understand what you're

trying to say.

• Don't present things from the "elitest" attitude. Keep it fun and fulfilling.

• Encourage resorts to lower prices so that it's more family friendly and monitor out of control

behavior on the slopes.

• Great sport.Can ski at almost any age

• I like that the ski areas are concentrating more on providing more groomed trails and creating

equipment to help people ski longer (I'm in my early 50's).

• I think everyone should use high quality equipment and high performance clothing and take

lessons every now and then for the utmost enjoyment of the sport.

• I would like to see more opportunities for skiers to take runs side by side with snowboarders

rather than "parks" that are separate from ski slopes.

• If you skied before it is time to ski the equipment of the future, which is now.

• its not as cold as you think

• Just get out there yourself & you'll see what's important

• Letting potential buyers try out the products, seeing for themselves what they can do with

newer equipment seems to me to be a very powerful incentive.

• More advertising to target kids instead of the adults. If you can get the kids/teens interested

in going the adults will follow. If a kid wants to go to disney world you see the parents

going.

• My suggestion is to appeal to what people feel when skiing. It is an amazing feeling, and

people want equipement that will enhance or cater to that feeling.

• Offering steep discounts to patrollers and instructors, as the public pay attention to what they

use.

• Pray for snow

• Segmenting the market would be helpful to all. Volume comes from youger skiers but higher

yield comes from older skiers (like me). I don't enjoy the promotion of my sport as if I was

still at high school.

• Set up table at resorts with questionaires, be more convincing that your site is not a scam.

Alpine Skiing Suggestions and Comments

• Show the world that twenty-somethings are not the only ones who enjoy skiing. We baby

boomers also enjoy such sports---showing adults in ski lessons mastering the slopes would

probably interest more people in trying the sport of skiing.

• Skiing is a hell of a lot more fun when the equipment works and your warm and comfortable.

• Somehow the cost of the equipment needs to be addressed. Something about "it pays to stay

warm and dry"

• Talk about the improvements and how they enhance the experience regardless of level (e.g.

beginner, advanced, etc.), and how the cost is off-set by the rewards.

• The age of the people who are sking are getting older. Address that.

• The combination of the beautiful outdoors and the new tech. apparel/equipment that can

make it easier to go almost anywhere on the moutain leaves endless adventure for each and

every skier to experience

• The Olympics give it great coverage and make it look exciting and fun--great publicity for

the sport. But in the years in between, not a lot of coverage is given to the different events

going on in the skiing world. I would recommend more TV events.

• these surveys help spread the word

• use real world experiences in ads---not every skier is dropping off cliffs--that is not real to

most recreational skiers

• Video cams on ski helmets would create a wonderful view of what it is like to ski some

extreme terrain. A nice voice over and some external shots to tie it all together

• With the market share swinging toward snowboarders and shredders, the skiing industry

needs to promote itself to the younger generation on a much larger scale.

• You wouldn't know it from the ski magazines and most of the ads, but it is really a family

sport.

Snowboarding Suggestions and Comments

• find out about rider's ages, and how that might affect how advertising is directed (we're not

all teenagers...)

• Go Snowboarding, experience the Dream!

• I misspelled 'not' as 'now' in the first sentence about equipment not failing. I'm just too lazy

to go that far back and do this all over.

• internet

• Just tell them straight up what you have to offer. Don't beat around the bush.

• less geared towards the skating community

• more resorts should allow snowboarding

• The farther from the parking lot you get, the better the snowboarder you find! Get the

attention of the best...you know the rest will follow ---Baaaa,Baaa,Baaaaaa.......

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Confidential/Proprietary

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Suggestions and Comments (continued)

Nordic Skiing Suggestions and Comments

• Nordic skiers must persevere in the face of fickle weather conditions.

• outdoor life t.v. programs

• Without giving away 'secret places', it would be nice to know where there are more trails to

cross-country ski in my area.

Telemark Skiing Suggestions and Comments

• free your mind and your heels will follow

• tailor the message to newbies as well, as telemark is gaining popularity quickly

Snowshoeing Suggestions and Comments

• get out there and go!

• In regard to purchasing, those of us that have kids are even more particular when it comes to

quality and dependability for them. I might make sacrifices for myself; I will not assume any

risk when it comes to my child.

• Some people don't understand why someone would want to do this. Maybe hit on the fact of

recreation, enjoyment, quiet woods, etc. And also a target group may be the people that use

snowshoes in their work. I nice light pair that stashes easy would be good

• Somehow blend all the benefits of natural beauty, mental clarity, and physical challenge.

Focus on the basics - breathing, smelling, hearing, seeing. Words cannot describe.

• While descriptions of emotional connections may help; they don't have weight w/out some

solid information about the actual equipment.

• with snoeshoeing, your don't need to buy a lift ticket/ski pass. I Colorado we have hundreds

of miles to explore that nobody see's in the winter.

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Confidential/Proprietary

48

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