Lake Group Media Inc.

Hitting the Slopes
January 1, 2009

If you’re looking for an affluent market that spends money on travel, hobbies and leisure activities, you can’t go wrong with skiers. According to the National Ski Areas Association’s (NSAA) 2007/2008 National Demographic Study, 29 percent of skiers have incomes of $100,000 to $199,999 (vs. 16 percent of U.S. households according to the U.S. Census Bureau), and 19 percent of skiers have incomes of $200,000+ (vs. 3 percent of U.S. households). Skiers spent close to $3 billion on their sport last year, including $835 million in equipment, $1.6 billion in apparel and almost $1 billion in accessories, says David Ingemie, president of SnowSports Industries America.

Hang Ten!
November 1, 2008

If you're looking to market to hip, influential youngsters, ride the wave to surfers. They tend to be affluent—after all, living near the ocean isn't cheap—and they represent the elusive young male demographic.