Participation Growth Participation Growth Discussion and BreakfastDiscussion and Breakfast

photo credit: Roxy

• Women account for Women account for at leastat least 80% of all consumer purchases – 80% of all consumer purchases – Source:  Various including Forbes 2010/Tom Peters/Martha Source:  Various including Forbes 2010/Tom Peters/Martha BarlettaBarletta

• Women Influence 95% of all household purchase decisions -  Women Influence 95% of all household purchase decisions -  Source:  Marketing to Women, Martha BarlettaSource:  Marketing to Women, Martha Barletta

• ““Although women control spending in most categories of Although women control spending in most categories of consumer goods, too many businesses behave as if they had consumer goods, too many businesses behave as if they had no say over purchasing decisions. Companies continue to offer no say over purchasing decisions. Companies continue to offer them poorly conceived products and services and outdated them poorly conceived products and services and outdated marketing narratives that promote female stereotypes.”  marketing narratives that promote female stereotypes.”  Source:  Harvard Business Review – 2008 Boston Consulting Source:  Harvard Business Review – 2008 Boston Consulting Group Survey of 12,000 womenGroup Survey of 12,000 women

photo credit: Tubbs

In the Snow Sports Marketplace…

• 30% of snow sports participants are women (over 18)

• 24% of snow sports participants are kids (under 18)

• 48% of all lapsed participants are female (5 million of 10.4 million)

Today’s Panelists• Amy Caldwell, Co-Owner of Caldwell Sport

• Donna Carpenter, Co-Owner & President, Burton Snowboards

• Raelene Davis, Director of Marketing, Ski Utah

• Kyre Malkemes, Snowboard Category Manager, Mervin Mfg.

• Heather Schulz, Freelance Writer, Instructor & Owner of Holy Toledo Consignment Shop

• Carolyn Crowley Stimpson, VP of Resort Services/Co-Owner, Wachusett Mountain Ski Area

• Kim Walker, Co-Founder/Owner of Outdoor DIVAS

Panel Questions

What would change if women

dominated the snow sports

industry?

What’s essential for getting more women

involved in snow sports?

photo credit: Rossignol

Can women-focused messaging grow

snow sports participation?

photo credit: Sport Obermeyer

One thing (service, product, experience,

atmosphere) that would get women to buy more

at retail?

Provide one example (sport, event, market,

service) that has successfully grown

by catering/ focusing on

women?

Women's Programs