More Skiers Entering Backcountry Drive Sales Spike

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More Skiers Entering Backcountry Drive Sales Spike
Avalanche and Backcountry Gear Sales on the Rise

by Mike Geraci

HEBER CITY, Utah (March 4, 2004) – Last ski season’s record number of avalanche deaths along with increased public access to backcountry ski terrain has driven sales of avalanche-safety equipment to record levels, according to the nation’s largest avalanche safety gear retailer.

“There’s been a kind of a perfect storm convergence that has occurred between gear development, avalanche awareness and easier backcountry access that has driven more skiers than ever into the backcountry, and snow-safety gear sales through the roof,” says Christian Gennerman, head buyer at Backcountry.com.

Indeed, Backcountry.com, the largest dealer of Black Diamond, Ortovox and Backcountry Access (three leading manufacturers of avalanche safety gear), has seen a 500 percent sales spike year-over-year in avalanche beacons, probes and other avalanche gear since the first quarter of 2002.

Gennerman says that three major factors are contributing to this trend:

• Last year there were 50 avalanche-related fatalities, a North American record for a single season. The fatalities included seven Canadian high school students, who died during a class trip, and champion snowboarder Craig Kelly, who died during a backcountry outing with friends. The resulting international media coverage raised public awareness about avalanche danger in the backcountry.

• More people are venturing into avalanche terrain on their own thanks to growing popularity in recent years of alpine-touring(AT) gear, which allows people who already know how to alpine ski to access the backcountry.

• More ski areas are opening more backcountry, or “out of bounds” terrain, that ticket holders can access from chairlifts. Major destination resorts such as Jackson Hole, Alta and Snowbird have made their new backcountry access policies a cornerstone of their marketing campaigns, hoping to differentiate themselves from the well-groomed competition such as Vail and Deer Valley.

The trend toward backcountry terrain isn’t just a western phenomenon, either. In New England, skier demand has led resorts such as Jay Peak and Stowe to push the boundaries and redefine what is “open”. “Historically, eastern resorts have been more cautious regarding off-trail skiing,” says Ben Hewitt, eastern editor for SKIING magazine. “But customer demand is just so strong. They really have no choice but to respond.” Gennerman says that questions from recreational skiers, as well as from their parents and spouses, led BackcountryStore.com to develop avalanche equipment packages that take the guesswork out of the purchase. These packages include the latest high-tech avalanche beacons, shovels and probes that are easier to use and lighter than previous gear.

Gennerman emphasizes that the most important thing you can bring to the backcountry is knowledge. “The correct gear is only the first step. If you don't have experience or the ability to use it in real-life situations you are still a statistic on the horizon,” said Gennerman. “Take a course in avalanche hazard evaluation skills and rescue techniques before you take a step into the backcountry. Then practice your skills in real life scenarios every time you go out.”

For a directory of available classes near you, visit http://www.avalanche.org/~education/

About Backcountry.com: “We use the gear we sell”
Named one of the top 50 ecommerce sites by Internet Retailer magazine, BackcountryStore.com sells high-end, technical gear for backcountry adventures, including skiing, snowboarding, climbing, trail running, camping, hiking and adventure travel. The company was founded in 1997 and is staffed by backcountry veterans and gear fanatics who understand the importance of choosing the right gear. Backcountry.com is located in the Wasatch Mountains in Park City, Utah.