Word: skying
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...ski industry should send a couple of season passes to downhiller Karen Harsch--gratis. The 38-year-old mother and ex--U.S. Ski Team member slaps on her sticks 50 times a season in Summit County, Colo., often bopping from Arapahoe Basin and Keystone to Copper Mountain and Breckenridge in a single week. Chances are her 6-year-old daughter will follow in her mother's boot steps...
Well aware that the mountains are not exactly teeming with aficionados like Harsch -- she and her family spend upwards of $5,000 a season schussing--the ski industry is investing a good deal to woo a long-underserved segment: women...
Whether it's hosting women-only seminars and on-the-mountain clinics, tailoring ads to a woman's sensibilities or designing stylish, high-performance equipment fitted to the female physique, many of the nation's 478 ski resorts, as well as skimakers like Head and Rossignol, are doubling down to persuade newcomers and veterans to "touch more powder," as the Swiss say, so the industry can touch more revenue...
...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...