eric henry ceo sia australia. the trade association for the equipment sector of the snow industry in...

Eric HenryCEOSIA 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 Australiaonly 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, DirectorHolmenkollen 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 ParkWorld Heritage Listed970,000 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 NSW3 September 1943

AustraliaAn extremely successful snowsports nation…

Jacqui Cooper• World Champion, Aerials, 1999• World Cup Champion, Aerials, 1999, 2000, 2001, 2007, 2008Zali Steggall• Bronze Medal, Slalom, Nagano Olympics, 1998• World Champion, Slalom, Vail, 2001Michael Milton OAM• 4 Gold Medals, Salt Lake City Paralympics, 2002• Multiple medallist in 5 Paralympic Games• World Sportsperson of the Year with a Disability, 2002Alisa Camplin• Gold Medal, Aerials, Salt Lake City Olympics, 2002• Bronze Medal, Aerials, Torino Olympics, 2006Dale Begg-Smith• Gold Medal, Moguls, Torino Olympics, 2006• World Champion, Dual Moguls, 2007• 3 Times World Cup Moguls Champion• Silver Medal, Moguls, Vancouver Olympics, 2010Torah Bright• World Champion, Snowboard Superpipe, 2007 • Gold Medal, Snowboard Half Pipe, Vancouver Olympics, 2010• Silver Medal, Snowboard Half Pipe, Sochi Olympics 2014Lydia Lassila• Gold Medal, Aerials, Vancouver Olympics, 2010Alex ‘Chumpy’ Pullin• World Champion, Snowboard Cross, 2011Holly Crawford• World Champion, Snowboard Half Pipe, 2011

Oh yes, and did you notice that we have acquired two new World Champions this month?

Laura PeelAerials World Champion, 2015

Scotty JamesSnowboard Half Pipe World Champion, 2015

Medal TableFreestyle & 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

HistoricalData

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

  2008 2009 2010 2011 2012 2013

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

Helmets A$1,336,096 A$1,649,939 A$2,175,481 A$1,622,849 A$1,497,652 A$1,552,820

Total WholesaleHardwareSales

A$24,405,395 A$21,425,912 A$23,912,031 A$20,627,480 A$22, 687,880 A$23,087,824

Wholesale Hardware Sales by Value

2008 2009 2010 2011 2012 2013 $-

$5,000,000

$10,000,000

$15,000,000

$20,000,000

$25,000,000

$12

,569

,784

$10

,038

,857

$11

,025

,449

$9,

589,

979

$10

,475

,928

$10

,775

,796

$10

,499

,515

$9,

739,

116

$10

,711

,101

$9,

414,

652

$10

,714

,300

$10

,759

,208

$1,

336,

096

$1,

649,

939

$2,

175,

481

$1,

622,

849

$1,

497,

652

$1,

552,

820

$24

,405

,395

$21

,427

,912

$23

,912

,031

$20

,627

,480

$22

,687

,880

$23

,087

,824

Alpine Snowboard Helmets Total Hardware Sales

Wholesale Hardware Sales by Value

  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)

15,729 13,704 14,413 14,747 15,341 16,444

Total Sliding devices sold(ex-warehouse)

33,924 28,397 29,674 28,458 32,891 33,757

Wholesale Hardware Sales by Numbers Sold

Wholesale Hardware Sales by Numbers Sold

2008 2009 2010 2011 2012 2013 -

5,000

10,000

15,000

20,000

25,000

30,000

35,000

18,

195

14,

693

15,

261

13,

711 1

7,55

0

17,

313

15,

729

13,

704

14,

413

14,

747

15,

341

16,

444

33,9

24

28,3

97

29,6

74

28,4

58

32,8

91

33,7

57

Alpine Ski Sales Snowboard Sales Total Sliding Devices Sold

Helmet Sales by Value

2008 2009 2010 2011 2012 2013$1,000,000

$1,500,000

$2,000,000

$2,500,000

$1,336,096

$1,649,939

$2,175,481

$1,622,849

$1,497,652$1,552,820

Helmet Sales by Numbers Sold

2008 2009 2010 2011 2012 2013 15,000

20,000

25,000

30,000

16,105

20,074

28,876

22,665 22,593

23,954

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.

MethodologyDuring 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

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 participatein Snow Sports?

Total Population: 22,516,555(Australian Bureau of Statistics)

Number %age of Population

Average number of Australians participating in Snowsports per year 2009-2011

1,708,066 7.6%

Number %age of Participants

Average number that participated in Australia only per year 2009-2011 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%

Where do Australians participatein Snow Sports?

Total Participants: 1,708,066 (SIA Participation Study)

How many days do Australians spend on snow each year?

52.5%32.8%

14.7%

1 Day

2-8 Days

9+ Days

78.2%11.3%

31.9%Australia

New Zealand

Elsewhere

Where do Australians spend their time on snow each year?

Where do Australians participatein Snow Sports?

37.8%

40.3%

11.3%

3.8%

6.7%

5.5%

4.6% 11.3%

NSW

VIC

New Zealand

USA

Canada

Europe

Japan

Other

What activities do Australians doin Snow Sports?

46.20%

13.40%

17.60%

40.30%

11.80%

5.90%

Alpine

XC

Freestyle Ski

Snowboard

Snowshoeing

Telemark

SIA AustraliaTrade ShowStatistics

• 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 2013

• Individual visitors up by 23% • Visiting companies up by 14% • Exhibitor numbers up by 6.6% • Floor space sold up by 2.7%.

Snow Sports Trade Show 2014

ASAASkier DayStatistics

Australian Skier Day Statistics 2000-2014Average 2,040,867

Source: Australian Ski Areas Association

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 20141,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

2,200,000

2,400,000

2,11

0,00

0

1,60

7,00

0

1,93

9,00

0 2,12

2,00

0 2,29

3,00

0

2,03

2,00

0

1,74

0,00

0

2,03

4,00

0

2,04

0,00

0

2,01

7,00

0

2,03

3,00

0

1,87

9,00

0

2,32

5,00

0

2,15

5,00

0

2,28

7,00

0

Australian Skier Day Statistics 2000-2014

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.

How much difference does snow make?

2006 2007 2008 2009 2010 2011 2012 2013 20141,500,000

2,000,000

2,500,000

1,740,000

2,034,000 2,040,000 2,017,000 2,033,0001,879,000

2,325,0002,155,000

2,287,000

Australian Skier Day Statistics 2006-2014

Roy MorganResearch

Arti cle No. 1596 - Source: Roy Morgan Single Source ( January 2001 – December 2011, n=1,627). : March 07, 2012

Roy Morgan ResearchPublished 7 March 2012

Overseas Ski Destinations growing in popularity

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.

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."

Overseas Ski Destinations are growing in popularity

2011Economic Significance Study

Australian Snowsports Expenditurefrom

The Economic Significance of the Australian Alpine Resorts 2006 and 2012

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

Gross Direct Visitor Expenditure in Australian Resorts 2005 & 2011

Snapshotfrom

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

Source: www.xe.com

AUD:USD Exchange Rates 2005-2014

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 2010Effective from 1 July 2014

Thank you

Questions?