Volatile markets, a queasy economy and weak consumer confidence all get ignored this weekend in the interest of scoring a good deal on a pair of skis.
Ski retailers and analysts say there is every reason to believe that consumers will cast aside economic concerns to observe a cherished tradition: flocking to the Labor Day weekend equipment sales.
Two schools of thought — demographics and vivid memories of last year’s great snow — drive the expectations for strong sales.
“Good snowfall helps repel a bad economy,” said Dan Fox, director of Front Range operations for Christy Sports. “We believe that sales will be a carryover of the abundant snowfall and great season we had last year.”
Demographically, apparel and equipment sales are largely resistant to economic weakness because skiers tend to have more discretionary spending power, said Kelly Davis, director of research for the McLean, Va.-based SnowSports Industries America.
“Most snow-sports participants either have or are tracking toward a college degree, have more than $75,000 in annual household income and are far less likely to be unemployed — even in the current environment,” Davis said. “All other things being equal, the snow-sports market is likely to enjoy modest growth in sales this season.”
The 2010-11 ski season produced record nationwide sales of $3.3 billion on equipment, apparel and accessories, according to SIA.
Vail Resorts-owned Specialty Sports Venture, which operates Colorado Ski & Golf, expects strong weekend sales from both recession-resistant buyers and hard- core bargain hunters.
“Regardless of the state of the economy, people are always looking for good deals,” said Kat Jobanputra, executive vice president and chief operating officer of Broomfield-based Specialty Sports Venture. “And when you have an epic snow year like we did last season, it really fires people up for the upcoming season.”
As surely as Labor Day portends the end of summer, bargain-seeking zealots set up tents far in advance of the iconic Sniagrab — “bargains” spelled backward — sale at Sports Authority’s Sportscastle at 10th Avenue and Broadway.
The retailer is offering merchandise vouchers in varying amounts to the first 500 customers in line for the store’s Saturday-morning opening, plus a lift-ticket giveaway to patrons who purchase at least $250 in merchandise.
“People gravitate to deals when times are hard,” said Simon Mac Gibbon, senior vice president of marketing for Sports Authority. “Our hope is that despite the economy, people won’t stop doing what they love to do.”
Steve Raabe: 303-954-1948 or sraabe@denverpost.com
Colorado Ski & Golf’s Ski Rex
Locations: 2650 S. Havana St., Aurora; 7715 Wadsworth Blvd., Arvada; 8100 W. Crestline Ave., Littleton; 8691 Park Meadows Center Drive, Lone Tree; 2525 Arapahoe Ave. (Boulder Ski Deals), Boulder; 2454 Montbello Square Drive, Colorado Springs.
Dates: Saturday through Sept. 18, except through Sept. 11 at the Lone Tree store.
Hours: Saturday, 9 a.m. to 6 p.m.; Sunday and Monday, 10 a.m. to 5 p.m.; then regular store hours after Labor Day weekend.
Sports Authority’s Sniagrab
Locations: 1000 Broadway, Denver; 8055 W. Bowles Ave., Littleton; 7848 E. County Line Road, Lone Tree; 11445 S. 20 Mile Road, Parker; 3320 N. 28th St., Boulder; 425 S. College Drive, Fort Collins; 7730 N. Academy Blvd., Colorado Springs.
Dates: Saturday through Sept. 18
Hours: Saturday, 8 a.m. to 10 p.m.; Sunday, 9 a.m. to 9 p.m.; Monday, 9 a.m. to 9:30 p.m.; then regular store hours after Labor Day weekend.
Christy Sports’ Powder Daze
Location: 9555 E. County Line Road, Centennial
Dates: Aug. 26 through Monday
Hours: 10 a.m. to 8 p.m.
