Word: skiing
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Dates: during 2000-2009
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...first glance, the raw numbers look good. Some 49% of last season's record 59 million lift-ticket buyers were women--up 5% from the 2004-05 season, according to the National Ski Areas Association. And the total dollar sales of female-related ski goods has grown 64% since the 2001-02 season, says the Leisure Trends Group, a research firm based in Boulder, Colo., that tracks outdoor sports...
...ski industry has been forced to face the cold reality that women's commitment to a sport long dominated by men doesn't run as deep as it could...
...started to talk to women who were successful in every area of their lives, and they just couldn't seem to get it when it came to skiing," says Claudia Carbone, a Denver writer whose groundbreaking book Women Ski was first published in 1994. "It ran from skiing on poor equipment or equipment designed for the male body to classes taught by men who didn't understand a woman's approach to sports...
Seeing aging baby boomers abandon the sport and the younger generation ignore it in the 1990s, a panicky ski industry finally realized that many women control the finances in families and relationships. Belatedly, if not reluctantly, skiing adopted the mantra "Whatever women want, women...
This year's venue at Heavenly, for example, will feature the Feb. 2-4 Her Turn Ski and Snowboard Clinic--baited with multiday family ski packages for as little as $1,300--while Breckenridge's Park & Pipe Camps are expected to draw large crowds to the Colorado town in February and March. Virginia's Wintergreen Resort puts together wine tours in the nearby Charlottesville area. Vermont's Stowe Mountain Resort holds Wednesday ski clinics as part of its For Women, By Women series. And at Keystone, Betty Fest has become the industry's best-known program for women...