Реферат: The Impact Of Snowboarding On Retail Marketing

hooded flannel shirts in stock. Also, the baggy pants "fly out the

door faster than natty neon-colored ski wear." Almarez also states

that "you don?t see too many snowboarders out there who aren?t

making a fashion statement." (Feldman)

The final area of retailing that has reaped many positive benefits

from snowboarding is in the sales of lessons. The author, a

professional snowboard instructor, has seen lessons go up 50%

each year over the past three years at Massanutten. Considering

that a one-hour private lesson costs $30 this is a huge increase in

revenue for ski resorts. Hauser, the Massanutten Ski School

Director, expects snowboard lessons to be on the rise this year.

"The rental shop has ordered about 150 new boards and we have

added a few more promotional events to keep up with the demand

for snowboarding" said Hauser. According to the Professional Ski

Instructors of America winter 1996 newsletter, every resort that is

P.S.I.A. accredited offers both ski and snowboard lessons.

Currently 35% of all beginner lessons at resorts are snowboard

lessons. (PSIA)

Snowboarding is currently in a huge growth stage. Even though it

came out in the seventies, the most dramatic increase the industry

has seen has been over the past 5 years. It is a sport that is

primarily appealing to Generation X. The image that goes along

with snowboarding is primarily defined as original. Snowboarders

do their own thing, but nobody (except the occasional skier) seems

to mind. Snowboarders have brought a breath of fresh air to many

businesses. These businesses range from manufacturers of boards

and equipment all the way to ski schools that are offering lessons.

Snowboarding is bringing large amounts of revenue to all of these

businesses. There are a few primary advantages snowboarding has