This is a paper I wrote a few years ago on the effect of snowboarding on the ski industry:
Scott Willoughby from the Denver Post interviewed Rick Sramek, who was the director of the Breckenridge Ski Patrol in 1984. Sramek was patrolling the mountain one day when he got a call stating that there was a rogue snowboarder on the mountain. At the time, snowboarding was not allowed on Breckenridge Mountain. Sramek managed to hunt him down. Upon observing, Sramek remembers “He had equipment that was much more compatible than anything I’d ever seen…he had proper bindings and edges and was a pretty skilled rider. Instead of escorting him off the mountain that day I said, ‘let’s go take a few runs.’” Sramek’s open-mindedness that day would result in a huge step forward for both the skiing and snowboarding industries. Later that day, he reported to the mountain manager that the time had come to allow snowboarding at Breckenridge. This action would make Breckenridge one of the first destination resorts in the United States to allow snowboarding on the mountain (Willoughby D.1). It all came at a time when skier numbers were dropping yearly and the ski industry was beginning to hurt for money. Although the merger was initially rocky, when the struggling yet reluctant ski industry embraced snowboarding as an equally legitimate sport, it would turn out to be the move that would revitalize and change the face of the industry forever.
Without delving into cross-country skiing or the European roots of alpine skiing, we will begin the American alpine skiing boom at the end of World War II. In his book Downward Slide, Hal Clifford explains that the United States Government literally trained tens of thousands of people as skiing soldiers as part of the US Army’s 10th Mountain Division near Vail, Colorado. As the war ended, many of these soldiers continued to ski recreationally with their families and children, the Baby Boomers. The Baby Boomers would be the root of the American ski boom, increasing skier numbers and opening new ski resorts almost yearly for the next 30 years. By 1975, the ski industry reached its peak of 745 ski resorts in the United States (Clifford 12-32).
In the years following 1975, the ski industry began to see a gradual recession in skier numbers fueled by several factors. Statistically, skier participation begins to drop off rapidly as people reach their mid-40s (Clifford 19). For this group it could be said that this is due to a decrease in physical activity and an increase in mid-life money concerns. Combine this with the increasing cost of skiing, and also consider that skiing can be a difficult sport to learn. The offspring of the Baby Boomers, known as the Echo Boom generation, was not showing the interest in alpine skiing that their parent generation had. A focus group of Echo Boomer snowboarders interviewed by the Denver Post describe that their generation no longer seemed to think that skiing is fun, but rather that it was boring (Parker C.1). Additionally, Hal Clifford theorizes that Americans were taking less free time and being given more recreation options than in the past (Clifford 20). To many people, skiing can be a difficult sport to learn so it would seem that fewer people were willing to put the time into it. Simply put, the ski industry was losing participants faster than it was recruiting new ones. The snow seemed to be melting.
When compared with the rapid growth of the ski industry in the United States, the short history of snowboarding seems downright explosive. Many will agree that the first snowboard marketed in America was done so from 1965 to 1975. In her snowboarding history book called (Sick), Susanna Howe tells us about Sherman Poppen. While trying to build a sled that his daughter could ride while standing up, Poppen invented a device his wife named the Snurfer. It was like a short, fat ski with no bindings. It had a pointed, turned up nose with a rope attached to it, so the rider would simply stand on top and hold the rope while riding. This device was barely controllable. Although it was sold for 10 years, it was never considered more than a child’s toy (Howe 6). This child’s toy, however, was enough to plant a seed of inspiration in the minds of some that are now considered the pioneers of the sport of snowboarding like Jake Burton Carpenter, Tom Sims, and Chuck Barfoot. In the documentary film First Descent, pro snowboarder Todd Richards explains, “Jake [Burton] influenced the growth of snowboarding on the East Coast, Tom Sims and Chuck Barfoot influenced the growth of snowboarding on the West Coast, and then a sport was born (First Descent).”
The first snowboards were heavy, directional (could only be ridden on one direction, unlike most of the snowboards of today), and difficult to control. In the following years the general design was adapted to include strap-in bindings and metal edges which would greatly improve the controllability of the boards. Despite the design improvements, snowboarding was still a low-key activity mostly taking place in the backcountry rather than at the ski resorts.
In the mid-1980s the ski industry, and ski resorts in particular, were considering ways to increase revenue and skier numbers on the slopes. Some smaller resorts began letting snowboarders on the mountain followed by some of the country’s larger resorts. Pat O’Donnell, CEO of Aspen Skiing remembers, “The bus was leaving. You’re either going to be on the bus or off the bus financially on this thing. And then you saw the exponential growth of snowboarding with double digit increases every single year, and who wants to miss that from a business point of view (First Descent)?” As more easily accessible terrain opened for snowboarders, more people became interested in snowboarding.
By the early 1990s, snowboarders were turning up everywhere, but traditional skiers were reluctant to share their space resulting in rivalries and on-hill aggression. In an article in The Denver Business Journal, Patrick Sweeney suggests that this was age-motivated. While many skiers were older and more conservative, most snowboarders were young and quite rebellious (Sweeney). In addition to this, skiers and snowboarders used the mountains in different ways. Skiers tend to make short, choppy turns and use hard packed snow, but snowboarders make wider turns and prefer softer snow thereby creating a conflict in downhill rhythm. In an e-mail interview with the author, recreational telemark skier Mark Goldberg elaborates, “While it seemed cool, I noticed the ‘fuck you skiers’ attitude from some…outlaw boarders. I saw a lot [of them] way out of control (more than skiers, in my opinion), and as a telemarker, I hated how boarders planed off the fresh powder leaving a hard icy surface (Goldberg).” This rivalry occasionally resulted in screaming matches and fist fights. Despite this, more and more snowboarders kept coming each year.
If it were not considered so beforehand, snowboarding officially became a sport in 1998 when it became an Olympic event. At this point, much of the skier-snowboarder rivalry was dying out and it seemed that the traditional skiers and the ski industry were realizing that snowboarding was here to stay. Ski resorts that previously shunned snowboarding were opening snowboard-only terrain parks with jumps, half-pipes, and rails. Within a few years of that, the “snowboard only” restrictions of the terrain parks were being dropped as skiers began to show interest in doing what the snowboarders were doing. Ski companies like K2 and Solomon began to manufacture snowboards in addition to skis. New York Times writer Eric Pfanner details that companies also began to offer different types of skis; wide, hourglass shaped skis for floating on powder and twin-tip skis (with a turned up tip on each end) for backwards riding freestyle skiing (Pfanner C.3). The Echo Boomers related to the rebellious attitude of snowboarding (Parker C.1). As explained by Andrew Hood, the ski industry embraced snowboarding and began to use the “extreme” image to market itself to the younger generation (Hood A.1). By the end of the 2005 season, USA Today reports that snowboarders accounted for over 28 percent of nationwide lift ticket sales (“Handful”). Even a generation of aging ex-skiers has taken to snowboarding. In First Descent even Pat O’Donnell admits, “I’ve been snowboarding myself full-time for six years. I’ve never been back on skis. I took it up when I was 60 and just ride with all the young guys around here (First Descent).” To this day, there are only 4 remaining resorts in the United States that restrict snowboarding; Taos in New Mexico, Mad River Glen in Vermont, and Alta and Deer Valley in Utah. It would seem that these resorts stay in business by offering the last remaining snowboard-free skiing to those that hold true to a 15 year old rivalry.
The ski industry is not what it used to be. No one really knows where the ski industry would be without snowboarding, but it seems like terrain parks and freestyle skiing would not be nearly as common if the two had never come together. Would skiers be wearing baggy pants or would they still be stuck in those silly looking, skin tight body suits? Skiers and snowboarders commonly ride together and the line between the two sports has been erased. Finally, snow lovers everywhere are regaining the true sense of what mountain recreation is all about; having fun in the snow.
Works Cited - most of the links in here are either out dated or inaccessible, but I’m working on that.
Clifford, Hal. Downward slide: why the corporate ski industry is bad for skiing, ski
towns, and the environment. San Francisco: Sierra Club Books, 2002.
First Descent. Dir. Kemp Curly and Kevin Harrison. Universal, 2005.
Goldberg, Mark. E-mail interview. 30 September, 2006.
Handful of U.S. resorts still skiers-only.” USA Today 3 January, 2006. 11
October, 2006 http://www.usatoday.com/travel/destinations/2006-01-03- skiers-only_x.htm
Hood, Andrew. “Ski industry takes extreme approach to future growth.” Denver
Post: pg. A.1. 8 March, 1998. 3 October, 2006 http://proquest.umi.com/ pqdweb?did=44810133&sid=3&Fmt=3&clientId=3134&RQT=309&VName=PQD
Howe, Susanna. (Sick) A Cultural History of Snowboarding. New York: St.
Martin’s Griffin, 1998.
Parker, Penny. “Teens reject ‘boring’ skiing; snowboard excitement rules.”
Denver Post: pg. C.1. 6 December, 1996. 3 October, 2006
http://proquest.umi.com/pqdweb?did=10929963&sid=3&Fmt=3&clientId=3134&RQT=309&VName=PQD
Pfanner, Eric. “Snowboard is indeed reshaping the ski industry.” New York
Times: pg. C.3. 25 December, 2004. 3 October, 2006 http://proquest.umi.com/pqdweb?did=770661331&sid=1&Fmt=3&clientId=3134&RQT=309&VName=PQD
Sweeney, Patrick. “Skier vs. snowboarder animosity lessening.” Denver
Business Journal: 21 December, 2001. October 1, 2006 http://www.bizjournals.com/denver/stories/2001/12/24/focus2.html
Willoughby, Scott. “20 years ‘boarding Breck after opening its lifts to riders in ‘84,
ski area stays on cutting edge with premier parks.” Denver Post: pg. D.01. 15 December, 2004. 3 October, 2006 http://proquest.umi.com/pqdweb? did=773301001&sid=1&Fmt=3&clientId=3134&RQT=309&VName=PQD