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SKI EXECS SAY THEY MUST REFOCUS MARKETING ON YOUTH DEMO

          Ski industry execs said last week at the Mountain
     Travel Symposium in CO that the "highbrow image that has
     lured many a skier in seasons past may come back to haunt
     the country's priciest resorts," according to Sarah Chung of
     the ASPEN TIMES.  The Skiing Co. COO John Norton said that
     Aspen's high day pass prices and "exclusive-brand image" may
     be "scaring away potential guests."  Norton: "We found our
     image was a little over premium.  We found people thought we
     were completely out of reach. ... We still cost more, but we
     don't cost qualitatively more."  Norton "also conceded" that
     as resorts' "repeat visitors age, some attention has to be
     focused on ... a younger, less exclusive" demo.  Norton:
     "Our average guy is in his 40s, not his 30s or 20s.  The
     opportunity in future growth is in the echo baby boom and
     that calls for a new approach."  Intrawest Senior VP Ed
     Pitoniak "agreed that the future market 'no question is in
     the youth culture'" and said Vail Resorts' Breckenridge
     resort had "so much success in having a great inventory of
     affordable beds and a town that rocks. ... The core of our
     strategy in the long run lies in having warm beds at
     relatively low rates" (ASPEN TIMES, 4/7).

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