Destinations

Middle Class Is Increasingly Being Priced Out of Skiing

Excerpt from NBCNews.com

Dec 08, 2013 11:30 am

Skift Take

There are nuances to the story, and not everyone pays as much, but skiing as a sport definitely is in an existential crisis and industry orgs and companies need to decide which way the leisure activity will turn.

— Rafat Ali

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Coupled with lift tickets that can top $100 per day and clothing and equipment that can cost thousands, it’s not surprising that both the industry and its fans are concerned about the sports’ long-term viability for those of more modest means.

Last year, 54 percent of skier visits…came from households earning more than $100,000, according to the National Ski Areas Association (NSAA), up from 48 percent five years ago, a 12.5 percent increase. In contrast, visits from households earning less than $100,000 during the same period slipped from 52 percent to 46 percent — an 11.5 percent decrease. Roger Marolt, a lifelong skier and Aspen resident. “They’re creating all these expensive amenities to attract them, which drives the price of skiing up even further.”

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