Реферат: The Impact Of Snowboarding On Retail Marketing

was complete and Jake took it to all the resorts with Craig and they

pled their case. By this time Jake had made about a dozen more

prototypes of his snowboard and all his best friends were riding

them. Finally a small mountain, Okemo, said "O.K. Jake you can

ride, but only during the week" This was all it took and from then

on almost anyone that saw this crazy kid zipping down the hill on a

wooden board with both feet strapped to it began to ask

questions. From that moment on Burton Snowboards, INC. was

created and is now the number one manufacturer of snowboards in

the world. (Burton 1988).

In the 1980?s snowboarding was still not extremely popular and it

was very rare for a resort to allow it on the hills. As the yuppie age

ended and the Generation X?ers began to get into skateboarding,

BMX bikes, bungee jumping, and roller blading, snowboarding

took off. By 1991 eight-five percent of all ski resorts allowed

snowboarders to share the mountains with skiers. (Gatlin 1993)

According to the same article over 73% of the people

snowboarding in 1991 were under the age of 25. This age group

typifies Generation X. Along with snowboarding came an entire

new image. Brad Wilson, the marketing director for Big Bear

Mountain in southern California summed it up well with this quote:

"It was kind of like the 1960?s all over again, snowboarders dress

differently, they have different haircuts and they ride on this

different-looking board down the hill." (Feldman 1995). In an age

where being different is normal, snowboarding just seemed to fit

right in to the picture. Now, in 1996 only 3% of ski resorts do not

allow snowboarding. The resorts have realized that if they want to

stay in business then catering to snowboarders is one of the

easiest ways. Many resorts have begun to add new trails to the