Transcript Document

Eric Henry
CEO
SIA Australia
The Trade Association for the Equipment Sector
of the Snow Industry in Australia
Full Members:
Importers, Manufacturers, Wholesalers, Service Providers
Associate Members:
Retailers, Hire Outlets, other Trade Buyers
Snowsports in Australia
…a reminder
It almost defies the imagination to believe that
the world’s first Ski Club was formed in Australia
only seventy three years after the first European settlement.
‘The Holmenkollen Ski Museum confirms that the first two ski
clubs in the world were formed by Norwegians in 1861, both in
Australia and Norway.’
Karin Berg, Director
Holmenkollen Ski Museum
22 June 2006
Australians
love snowsports!
Australia has a total of 14 Snowsports resorts in 3
States:
• New South Wales
• Victoria
• Tasmania
Kosciusko National Park
World Heritage Listed
970,000 Hectares
Dedicated ‘…to the people for all time… setting aside
a winter sports ground greater than any in
Switzerland and the development of an immense
tourist area that will compare favourably with any in
the world.’
Sir William McKell, Premier of NSW
3 September 1943
Australia
An extremely successful
snowsports nation…
Jacqui Cooper
• World Champion, Aerials, 1999
• World Cup Champion, Aerials, 1999, 2000, 2001, 2007, 2008
Zali Steggall
• Bronze Medal, Slalom, Nagano Olympics, 1998
• World Champion, Slalom, Vail, 2001
Michael Milton OAM
• 4 Gold Medals, Salt Lake City Paralympics, 2002
• Multiple medallist in 5 Paralympic Games
• World Sportsperson of the Year with a Disability, 2002
Alisa Camplin
• Gold Medal, Aerials, Salt Lake City Olympics, 2002
• Bronze Medal, Aerials, Torino Olympics, 2006
Dale Begg-Smith
• Gold Medal, Moguls, Torino Olympics, 2006
• World Champion, Dual Moguls, 2007
• 3 Times World Cup Moguls Champion
• Silver Medal, Moguls, Vancouver Olympics, 2010
Torah Bright
• World Champion, Snowboard Superpipe, 2007
• Gold Medal, Snowboard Half Pipe, Vancouver Olympics, 2010
• Silver Medal, Snowboard Half Pipe, Sochi Olympics 2014
Lydia Lassila
• Gold Medal, Aerials, Vancouver Olympics, 2010
Alex ‘Chumpy’ Pullin
• World Champion, Snowboard Cross, 2011
Holly Crawford
• World Champion, Snowboard Half Pipe, 2011
Oh yes, and did you notice that we have
acquired two new World Champions this month?
Laura Peel
Aerials World Champion, 2015
Scotty James
Snowboard Half Pipe World Champion, 2015
Medal Table
Freestyle & Snowboard World Championships 2015
Data Gathering in Australia
•
Australian Ski Areas Association (ASAA) – Australian Resorts Skier Day
Statistics – annually
•
SIA Australia – Australians in Sport, 1996 by Brian Sweeney &
Associates
•
Independent Research – eg ASGA, Roy Morgan Research, KPMG, etc.
•
Alpine Resorts Coordination Council (ARCC) – 2006 & 2012 - Economic
Significance of the Australian Alpine Resorts
•
Snow Travel Expo - Melbourne & Sydney annually
•
SIA Australia – Winter Equipment Hardware Sales
• 2008 Alpine
• 2009 Alpine & Snowboard
• 2010 Alpine, Snowboard, Cross Country, Helmets
• 2011 onwards Alpine, Snowboard, Helmets
•
SIA Australia – Participation Study
• 2010-2011 surveyed 4,000+ Australians
• 2011-2012 surveyed 6,000+ Australians
Historical
Data
Participation in
Snowsports
Source: Australians & Sport
Brian Sweeney & Associates
Annual Survey, 1996
In 1996, the Australian
population was 18,311,500
16% of Australians
participating in ‘Snow Skiing’
amounted to 2,929,850
people
SIA
Equipment
Surveys
Wholesale Hardware Sales by Value
2008
2009
Alpine
A$12,569,784
A$10,038,857
A$11,025,449
A$9,589,979
A$10,475,928
A$10,775,796
Snowboard
A$10,499,515
A$9,737,116
A$10,711,101
A$9,414,652
A$10,714,300
A$10,759,208
A$1,336,096
A$1,649,939
A$2,175,481
A$1,622,849
A$1,497,652
A$1,552,820
A$24,405,395
A$21,425,912
A$23,912,031
A$20,627,480
A$22, 687,880
A$23,087,824
Helmets
Total
Wholesale
Hardware
Sales
2010
2011
2012
2013
$5,000,000
2008
Alpine
2009
Snowboard
2010
Helmets
2011
2012
Total Hardware Sales
$1,552,820
$1,497,652
$1,622,849
$2,175,481
$10,759,208
$10,775,796
$10,714,300
$10,475,928
$9,414,652
$9,589,979
$10,711,101
$11,025,449
$9,739,116
$10,038,857
$10,499,515
$23,087,824
$22,687,880
$20,627,480
$23,912,031
$21,427,912
$24,405,395
$25,000,000
$1,649,939
$1,336,096
$15,000,000
$12,569,784
Wholesale Hardware Sales by Value
$20,000,000
$10,000,000
$2013
Wholesale Hardware Sales by Numbers Sold
2008
2009
2010
2011
2012
2013
Alpine Skis sold
(ex-warehouse)
18,195
14,693
15,261
13,711
17,550
17,313
Snowboards sold
(ex-warehouse)
Total Sliding
devices sold
(ex-warehouse)
15,729
13,704
14,413
14,747
15,341
16,444
33,924
28,397
29,674
28,458
32,891
33,757
30,000
33,757
28,458
29,674
28,397
35,000
32,891
33,924
Wholesale Hardware Sales by Numbers Sold
16,444
17,313
15,341
17,550
14,747
13,711
14,413
15,261
13,704
15,000
14,693
15,729
20,000
18,195
25,000
10,000
5,000
-
2008
2009
Alpine Ski Sales
2010
2011
Snowboard Sales
2012
2013
Total Sliding Devices Sold
Helmet Sales by Value
$2,500,000
$2,175,481
$2,000,000
$1,649,939
$1,622,849
$1,497,652
$1,500,000
$1,552,820
$1,336,096
$1,000,000
2008
2009
2010
2011
2012
2013
Helmet Sales by Numbers Sold
30,000
28,876
25,000
23,954
22,665
22,593
20,074
20,000
16,105
15,000
2008
2009
2010
2011
2012
2013
SIA
Participation
Studies
SIA Australia Participation Studies
David Ingemie, President of SIA USA, and our keynote
speaker at two former Australian Snowsports WOI
Conferences, can claim the credit for drawing our attention
to the need for Australian Participation Studies.
David identified the need in March of 2010 and the first SIA
Australia Snowsports Participation Study started in October
of that year.
SIA Australia Participation Studies
Methodology
During the period October 2010 - January 2011, a Study was conducted using
4,000+ online omnibus interviews. The Study was designed so that the results
would be compatible with the 2009 US Study and was conducted by I-View of
Australia.
The results of the initial study were so surprising that SIA Australia decided not to
publish the data but rather to commission a second study, 50% larger than the
first, in order to confirm the findings and to create the most robust series of data
ever produced about the Industry in Australia.
The second Study was conducted during the period September 2011 to February
2012 using a further 6,000+ online omnibus interviews.
SIA Australia Participation Studies
Participants in each Study were from across Australia and the total 10,000+
Nationwide sample of individuals covered in both Studies was a whopping 210%
larger, in comparative terms, than the 2009 US Study. The data thus produced is
therefore extremely robust in statistical terms.
A weighting technique was used to balance the data to reflect the total Australian
population aged 6 and above. The following variables were used: gender, age,
income, household size, region, and population density. The total population
figure used was 22,516,555 – from the Australian Bureau of Statistics.
The data from the Participation Study have been averaged.
How many Australians participate
in Snow Sports?
Total Population: 22,516,555
(Australian Bureau of Statistics)
Average number of Australians
participating in Snowsports
per year 2009-2011
Number
%age of Population
1,708,066
7.6%
Where do Australians participate
in Snow Sports?
Total Participants: 1,708,066
(SIA Participation Study)
Number
%age of Participants
1,334,955
78.2%
Average number that participated only
outside Australia per year 2009-2011
469,533
27.5%
Average number that participated in and
outside Australia per year 2009-2011
955,557
55.9%
Average number that participated in
Australia only per year 2009-2011
How many days do Australians spend on snow
each year?
14.7%
1 Day
2-8 Days
32.8%
52.5%
9+ Days
Where do Australians spend their time on
snow each year?
31.9%
Australia
New Zealand
11.3%
78.2%
Elsewhere
Where do Australians participate
in Snow Sports?
11.3%
NSW
4.6%
VIC
5.5%
37.8%
New Zealand
6.7%
USA
3.8%
Canada
11.3%
Europe
Japan
40.3%
Other
What activities do Australians do
in Snow Sports?
5.90%
11.80%
Alpine
46.20%
XC
Freestyle Ski
Snowboard
40.30%
Snowshoeing
13.40%
17.60%
Telemark
SIA Australia
Trade Show
Statistics
Snow Sports Trade Show 2013
•
•
•
•
Individual visitors up by 3%
Visiting companies up by 4.6%
Exhibitor numbers down by 13%
Floor space sold down by 5.7%.
Snow Sports Trade Show 2014
•
•
•
•
Individual visitors up by 23%
Visiting companies up by 14%
Exhibitor numbers up by 6.6%
Floor space sold up by 2.7%.
ASAA
Skier Day
Statistics
Australian Skier Day Statistics 2000-2014
Average 2,040,867
Source: Australian Ski Areas Association
Australian Skier Day Statistics 2000-2014
1,200,000
1,000,000
2,287,000
2,155,000
1,879,000
2,033,000
2,017,000
2,040,000
1,740,000
1,607,000
1,600,000
1,400,000
2,034,000
2,293,000
2,032,000
1,800,000
2,122,000
1,939,000
2,000,000
2,110,000
2,200,000
2,325,000
2,400,000
A skier day is one person purchasing a lift ticket for one day's skiing or
snowboarding. Some assumptions are made as to how many days the purchaser
of a season pass skis or rides.
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
How much difference does snow make?
Australian Skier Day Statistics 2006-2014
2,500,000
2,325,000
2,000,000
2,034,000
2,040,000
2,017,000
2,155,000
2,033,000
2,287,000
1,879,000
1,500,000
1,740,000
2006
2007
2008
2009
2010
2011
2012
2013
2014
Roy Morgan
Research
Roy Morgan Research
Published 7 March 2012
Overseas Ski Destinations growing in popularity
Ar ticle No. 1596 - So u r ce: Ro y M o r gan Sin gle Sou r ce (Jan u ar y 2001 – Decem b er 2011, n =1,6 2 7).: M ar ch 07, 2012
Australians going on a skiing or snowboarding holiday are
increasingly choosing overseas destinations over Australian
ones.
In December 2011 49% of Australians who went snow skiing
or snowboarding on their last holiday chose an overseas
destination, up from 34% in December 2010, and 21% in
December 2001.
Only 1.4% of Australian holidaymakers went snow skiing or
snowboarding on their last holiday.
Overseas destinations which are popular for snow skiing and
snowboarding are New Zealand, USA, Canada, Europe, and Japan.
Overseas Ski Destinations are growing in popularity
Source: Roy Morgan Single Source (January 2001 — December 2011, n=1,627).
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Although only a small percentage of the Australian population goes snow skiing or snowboarding on their holidays,
it is nevertheless a lucrative niche market with snow skiers spending more on their holidays than the average tourist.
“With the strong Australian dollar, Australian ski destinations are finding it hard to compete with overseas ones. It is
important to understand the demographic, attitudinal and behavioural profile of people who go snow skiing or
snowboarding on holidays and to tailor an appropriate communication message."
2011
Economic
Significance
Study
Australian Snowsports Expenditure
from
The Economic Significance of the Australian Alpine Resorts 2006 and 2012
Gross Direct Visitor Expenditure in Australian Resorts
2005 & 2011
New South Wales
Victoria
Total Resorts
2005
A$867,000,000
A$497,000,000
A$1,364,000,000
2011
A$881,000,000
A$636,000,000
A$1,561,000,000
Snapshot
from
The Economic Significance of the Australian Alpine Resorts 2011
Equipment Purchases
Of visitors who purchased equipment in 2011:
•
•
•
•
66.4% spent the money in local retailers
19.3% spent in resort retailers
3.2% purchased the equipment from online Australia suppliers and…
11.1% purchased the equipment from online overseas suppliers.
What’s
happening
in
Retail?
Approved Retailer Program
AUD:USD Exchange Rates 2005-2014
Source: www.xe.com
Australian Internet Sales 2010-2014
The Low Value Threshold (LVT)
The Australian Bureau of Statistics has released its first
estimate of the amount Australian shoppers spend on
overseas-based retail websites.
It says that about A$6.23 billion of goods worth less than the
Government’s low-value threshold were imported in the 2011-12
financial year.
The low-vale threshold applies to goods worth less than A$1,000.
ABS 18 August 2013
International Websites
A new initiative from Australia Post
Changing Airline Baggage Allowances
Australian Labour Costs
Pay Guide for the
General Retail Industry Award 2010
Effective from 1 July 2014
Thank you
Questions?