Millennials represent the largest group of snowboarders and skiers, but they also participate the fewest number of days per season. The figures show that the industry will need to increase the frequency of the millennial participant to match that of the exiting baby boomer.
“That’s a significant wakeup call for us,” said Nate Fristoe, director of operations at RRC Associates, which last year produced a report on the millennial generation. “We have this funny little dilemma. We know we have to grow participants, but we also know that on most of our weekend days we’re hitting capacity.
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