﻿A±)Out 
  $26.7 
  million 
  was 
  spent 
  on 
  skiing 
  equipment 
  by 
  western 
  skiers 
  during 
  the 
  

   1963-64 
  season- 
  -mostly 
  at 
  department 
  stores, 
  ski 
  shops, 
  and 
  sporting 
  goods 
  stores 
  in 
  

   the 
  skier's 
  hometown. 
  Together 
  with 
  trip 
  expenditures, 
  this 
  adds 
  up 
  to 
  a 
  $115.1 
  

   million 
  industry 
  for 
  the 
  West. 
  

  

  Promotion 
  efforts 
  will 
  

   need 
  to 
  be 
  intensified 
  

  

  During 
  the 
  1964-65 
  season, 
  average 
  annual 
  advertising 
  

   budgets 
  per 
  ski 
  area 
  varied 
  from 
  less 
  than 
  $200 
  a 
  year 
  for 
  

   small 
  ski 
  areas 
  to 
  over 
  $14,000 
  for 
  larger 
  areas, 
  as 
  re- 
  

   flected 
  in 
  the 
  following 
  tabulation: 
  

  

  Size 
  class 
  Average 
  

  

  Rope 
  only 
  $ 
  158 
  

  

  Less 
  than 
  300,000 
  VTF/hr. 
  727 
  

  

  300,000 
  to 
  699,999 
  VTFAir. 
  718 
  

  

  700,000 
  to 
  1,499,999 
  VTF/hr. 
  4,337 
  

  

  1,500,000 
  VTF/hr. 
  and 
  over 
  $14,179 
  

  

  Larger 
  ski 
  areas 
  budget 
  about 
  4 
  percent 
  of 
  gross 
  revenues 
  from 
  lift 
  ticket 
  sales 
  

   for 
  advertising. 
  This 
  compares 
  favorably 
  with 
  the 
  advertising 
  expenditures 
  of 
  the 
  

   resort 
  business. 
  

  

  In 
  addition 
  to 
  direct 
  advertising 
  by 
  ski 
  areas 
  and 
  their 
  associations, 
  there 
  is 
  a 
  

   trend 
  towards 
  greater 
  promotion 
  of 
  skiing 
  by 
  State 
  tourist 
  and 
  travel 
  bureaus. 
  Skiing 
  

   also 
  gets 
  free 
  promotion 
  from 
  newspaper 
  and 
  TV 
  coverage 
  of 
  competitive 
  events 
  . 
  

  

  Both 
  skiers 
  and 
  potential 
  skiers 
  are 
  influenced 
  by 
  their 
  exposure 
  to 
  this 
  promo- 
  

   tion. 
  Potential 
  skiers 
  may 
  be 
  encouraged 
  to 
  try 
  the 
  sport. 
  Curiosity 
  about 
  skiing 
  

   conditions, 
  promise 
  of 
  new 
  terrain, 
  and 
  more 
  challenging 
  slopes 
  may 
  motivate 
  the 
  

   experienced 
  skier 
  to 
  test 
  newly 
  advertised 
  ski 
  areas. 
  Most 
  skiers 
  are 
  intrigued 
  by 
  the 
  

   idea 
  of 
  visiting 
  new 
  areas. 
  Nearly 
  70 
  percent 
  of 
  the 
  skiers 
  sampled 
  reported 
  that 
  they 
  

   had 
  skied 
  at 
  two 
  or 
  more 
  ski 
  areas 
  during 
  the 
  1964-65 
  skiing 
  season, 
  as 
  shown 
  by 
  the 
  

   tabulation 
  below: 
  

  

  Percent 
  of 
  skiers 
  No. 
  of 
  areas 
  skied 
  

  

  31 
  1 
  

  

  24 
  2 
  

  

  19 
  3 
  

  

  12 
  4 
  

  

  7 
  5 
  

  

  3 
  - 
  6 
  

  

  2 
  7 
  

  

  2 
  8 
  or 
  more 
  

  

  27 
  

  

  