Burrito
Active member
I keep track of my random thoughts over at my blog. The other day I was thinking about how to correct the general public's perception of skiing. I couldn't find and answer, and here's what I jotted down as a result:
Skiing is a sport for rich kids. It
is an industry fueled by seven-figure families who take one weekend a
year to provide the rest of us with another example that they are
superior. At least, that's the view of the majority of the non-skiing
world. While these people are a part of the ski community, they are not
what drives it. At the core of the skiing world is a group of people
who love their sport for its most basic qualities. Their desire for
athleticism, serenity and a connection with nature creates an emotional
tie between sport and athlete not commonly seen in other "recreational"
activities. Skiers do not care about class; they care about their
sport. With the recent rise
of newschool skiing, a young crop of dedicated skiers see an increased
need to reverse the image of a sport largely seen as the province of
the privileged.
In the
case of a paradigm shift, it is useful to find a successful model to
use as a basis. Skiing has overwhelmingly turned to snowboarding as its
model. Over 25 years after its invention snowboarding is still viewed
as a counter-culture alternative to the posh world of skiing. Though
they exists in the same market as skiers, snowboarders are perceived as
people out ot have a good time, nothing more. This is the image the
skiing community wants to display, and it has consequently emulated
snowboarding. The men and women behind joint skiing and snowboarding
contests, the encouragement of off-piste skiing and new clothing styles
have worked to blend the line between skiers and boarders in an attempt
to latch on to the boarder image.
Snowboarding's rise, however,
cannot be effectively used to move the image of skiing to the place it
wishes to be. Snowboarding began as an alternative to skiing, which
was, at the time, beginning to become synonymous with wealthy
lifestyles. It's popularity rose up from the lower classes rather than
down from the upper. This method of garnering popular support is much
simpler. America, since its beginnings, has represented the everyman.
Though the privileged and the celebrity may not live like the factory
worker, it has always been important that they are not seen as
snobbishly superior. To achieve this, these classes have latched on to
the activities and customs of the lower classes. This especially
evident in the popularity of modern punk and country music. It is cool
for a celebrity earning millions to throw on a cowboy hat and talk
their love of the south or die their hair black and rage against the
machine. These are cultures that have risen to popularity from the
lower class.
Skiing is attempting the opposite. It is
the culture, not the counter-culture, and it wishes to move down the
ladder. It has been suggested that the rising price of day of skiing is
to blame and that simply lowering lift ticket and lodging prices will
improve skiing's image. But resorts cannot be blamed for raising
prices. They are run by businessmen out to make a profit. If people
will pay more, why not charge more? Lowering prices is only part of the
solution, as the entire culture surrounding skiing has evolved to
encourage its new image. Manufactured "ski towns" are lined with Louis
Vatton stores and $100-a-plate restaurants, and intermediate-level ski
systems can cost over $1000. This is not what makes skiing great, but
it is what has become associated with the sport.
So, what is the
solution? How can the skiing community convince the world that they are
not brigades of trust fund babies? In my search for an example of how
this can be done I have found nothing. Is skiing, then, doomed to be
misunderstood? Maybe. Maybe not. Newschool skiing has made inroads with
the country's youth, and the future looks brighter than it did ten
years ago. If I can ever find, or for that matter create, a model for
skiing to follow I will gladly share it. In the meantime, I will love
skiing as it should be loved...and do everything I can to let people
know what they're missing.
Skiing is a sport for rich kids. It
is an industry fueled by seven-figure families who take one weekend a
year to provide the rest of us with another example that they are
superior. At least, that's the view of the majority of the non-skiing
world. While these people are a part of the ski community, they are not
what drives it. At the core of the skiing world is a group of people
who love their sport for its most basic qualities. Their desire for
athleticism, serenity and a connection with nature creates an emotional
tie between sport and athlete not commonly seen in other "recreational"
activities. Skiers do not care about class; they care about their
sport. With the recent rise
of newschool skiing, a young crop of dedicated skiers see an increased
need to reverse the image of a sport largely seen as the province of
the privileged.
In the
case of a paradigm shift, it is useful to find a successful model to
use as a basis. Skiing has overwhelmingly turned to snowboarding as its
model. Over 25 years after its invention snowboarding is still viewed
as a counter-culture alternative to the posh world of skiing. Though
they exists in the same market as skiers, snowboarders are perceived as
people out ot have a good time, nothing more. This is the image the
skiing community wants to display, and it has consequently emulated
snowboarding. The men and women behind joint skiing and snowboarding
contests, the encouragement of off-piste skiing and new clothing styles
have worked to blend the line between skiers and boarders in an attempt
to latch on to the boarder image.
Snowboarding's rise, however,
cannot be effectively used to move the image of skiing to the place it
wishes to be. Snowboarding began as an alternative to skiing, which
was, at the time, beginning to become synonymous with wealthy
lifestyles. It's popularity rose up from the lower classes rather than
down from the upper. This method of garnering popular support is much
simpler. America, since its beginnings, has represented the everyman.
Though the privileged and the celebrity may not live like the factory
worker, it has always been important that they are not seen as
snobbishly superior. To achieve this, these classes have latched on to
the activities and customs of the lower classes. This especially
evident in the popularity of modern punk and country music. It is cool
for a celebrity earning millions to throw on a cowboy hat and talk
their love of the south or die their hair black and rage against the
machine. These are cultures that have risen to popularity from the
lower class.
Skiing is attempting the opposite. It is
the culture, not the counter-culture, and it wishes to move down the
ladder. It has been suggested that the rising price of day of skiing is
to blame and that simply lowering lift ticket and lodging prices will
improve skiing's image. But resorts cannot be blamed for raising
prices. They are run by businessmen out to make a profit. If people
will pay more, why not charge more? Lowering prices is only part of the
solution, as the entire culture surrounding skiing has evolved to
encourage its new image. Manufactured "ski towns" are lined with Louis
Vatton stores and $100-a-plate restaurants, and intermediate-level ski
systems can cost over $1000. This is not what makes skiing great, but
it is what has become associated with the sport.
So, what is the
solution? How can the skiing community convince the world that they are
not brigades of trust fund babies? In my search for an example of how
this can be done I have found nothing. Is skiing, then, doomed to be
misunderstood? Maybe. Maybe not. Newschool skiing has made inroads with
the country's youth, and the future looks brighter than it did ten
years ago. If I can ever find, or for that matter create, a model for
skiing to follow I will gladly share it. In the meantime, I will love
skiing as it should be loved...and do everything I can to let people
know what they're missing.
