The Basics—

• Men 65% / Female 35%.
• Average age is 44.
• 58% are married.

Education—

• Twice as likely to be college educated or have a post-graduate degree.
• 71% more likely to be Professional / Managerial.
• Twice as likely to hold a top management position.
• 89% own a computer.
• 98% have access to the internet.

Affluence—

• 62% have household incomes of $75,000+.
• 37% have household incomes above $100,000.
• 71% own homes.
• 22% own a second home / timeshare in the mountains.
• 81% plan to buy a second home in the mountains.

Sports Activity—

• Our skiers average 25 days on the slope a season.
• Average 4 extended ski trips a year.
• Average 4 nights on extended trip.
• Average 5 weekend/day trips a year.
• Average $10,300 per season on snow related travel.
• They golf, boat, bike, or play tennis more than double the national average.
• 47% travel by air for overnight trips.

Social—

• Skiers as a demographic are nearly 3 times as likely to go to bars/nightclubs (2-3 times/month).
• 70% more likely to drink bourbon.
• 88% more likely to drink whiskey.
• 68% more likely to drink gin.
• 52% more likely to drink tequila.

Travel—

• 70% more likely to travel abroad.
• 40% engage regularly in foreign travel.
• Twice as likely to take 5+ domestic trips each year.
• Over twice as likely to be members of country clubs.

Vehicle of Choice—

• Three times as likely to own/lease a Premium Luxury car.
• Twice as likely to own a Premium Sports Car, a Mid-sized Luxury Car, or a Convertible.
• They own/lease a Luxury SUV, double the national average.
• They are nearly twice as likely to own/lease a Fullsize SUV.
• 10% of all cars in the US are registered in California.

Source: FWSA, MRI 2003 Database, Ski Magazine