FPU Snowboard Club

1. Marketing Research Study FPU Snowboard Club By Morgan Ciunel, Craig Jasinski, Nicole Leary, Jonathan Sartorelli, Jeff Sartorelli, and Justin Friedland Franklin Pierce University December 7, 2007 Marketing Research Dr. J. Little

2. Introduction Purpose of the Project The purpose of this research is to determine if a Snowboard Club at Franklin Pierce University (FPU) is in demand. • Many FPU students participate in extracurricular activities, have an interest in snowboarding, and would support a Snowboard Club on campus. Problem Statement Research is necessary to determine if there is a demand for a snowboard club at FPU. The results will guide the development of the snowboard club.

3. Research Objectives • Determine the number of students and demographic profile of students interested in a snowboard club. • Determine if and how other higher-level education institutions facilitate a snowboard club. • Determine what level of interest students have towards resort package deals, discount prices and other associated costs. • Determine specific demands and expectations for a snowboard club.

4. Literature Review • Among the 18-24 year old age group, snowboarding is one of the biggest sports poised for the most significant growth. • There are 6.3 million (18-24 year olds) snowboarders annually. Approximately 66% males and 34% females. • There are two major college ski leagues that sponsor competition programs and college teams. • The Intercollegiate Ski Association (ISA) {equivalent of the NCAA Division I in other sports} • The United States Collegiate Snowboarding Association (USCSA) is a sports federation for collegiate ski racing and snowboarding teams.

5. Methodology & Procedures Problem Identification The marketing research group determined there is a demand for a snowboard club within the FPU community. • The winter months occupy a significant portion of the academic year so the team was convinced that a snowboard club would motivate students to become involved in winter sports. Development of survey • Identified the purpose and objectives of the research • Identified methodology and procedure • Generated survey to guide data collection • Dr. Little and the marketing class reviewed the survey. • Survey was completed on Nov. 5, 2007 and distributed until Nov. 30, 2007.

6. Methodology & Procedures Definition of population The sample population is representative of the approximate 1,700 students of FPU at the Rindge, NH campus. Sample size The research team distributed the questionnaire to 160 students: 40 students; 20 females and 20 males, from each class; freshman, sophomore, junior, and senior.

7. Methodology & Procedures Assumptions • Students answered the survey questions correctly and honestly. • Students answered all questions completely. • Students had sufficient knowledge of the subject matter and understood the vocabulary of the survey. Limitations • Small sample size. 160 out of approximately 1,700 FPU students from the Rindge NH campus. • Limited time period.

8. Survey Questions 1)Have you ever been snowboarding? YES / NO If you answered NO to Question 1, answer the following question: 2) Would you like to learn how to snowboard? YES / NO If you answered YES to Question 1, answer the following question: 3) How many times have you gone snowboarding in the past season? Choose one. (0 times), (1-5 ), (6-10), (11-15), (16-20) or (21+ times) 4) Would you be interested in participating in a snowboard club at FPU? YES / NO 5) Which do you prefer to purchase? Choose one. (Season pass), (Day Pass) or (Not Interested)

9. Survey Questions cont. 6) Which mountain would you prefer to snowboard at? Check One. 7) If you snowboard, what is your snowboard skill level? (Never Been), (Novice), (Intermediate) or (Expert) 8) Choose your favorite style of snowboarding? (Free riding), (Terrain Park), (Back country,) (Slalom), (Other) or (I don’t snowboard)

10. Survey Questions cont. 9) How much are you willing to spend for a snowboard trip? ($0), ($1- $50), ($51-$100), ($101- $150), ($151- $200) or ($200+) 10) Are you interested in intercollegiate competitions? YES / NO 11) Are you aware of other college snowboard clubs or teams? If so, name that colleges. 12) Please indicate your gender. MALE / FEMALE 13) How old are you? 14) What is your class standing? (Freshman), (Sophomore), (Junior) or (Senior)

11. Results- Question #1

12. Results- Question #2

13. How many times have you gone snowboarding in the past season? Cumulative Frequency Percent Valid Percent Percent Valid 0 times 23 14.4 24.2 24.2 1-5 times 27 16.9 28.4 52.6 6-10 times 16 10.0 16.8 69.5 11-15 times 9 5.6 9.5 78.9 16-20 times 3 1.9 3.2 82.1 21+ times 17 10.6 17.9 100.0 Total 95 59.4 100.0 Missing System 65 40.6 Total 160 100.0 Statistics How many times have you gone snowboarding in the past season? N Valid 95 65 Missing 2.93 2.00 Mean Median 2 Mode Range 5 Results- Question #3

14. Results- Question #3 (Cont.)

15. Results- Question #4

16. Results- Question #5

17. Results- Question #6

18. Results- Question #6 (Cont.)

19. Results- Question #7

20. Results- Question #8

21. Question #8 (Cont.)..

22. Results- Question #9

23. Results- Question #10

24. Results- Question #11

25. Results- Question #12

26. Results- Question #13

27. Results- Question #13 (Cont.)

28. Results- Question #14

29. Cross-Tabulation #1

30. Cross-Tabulation #1 (Cont.)

31. Cross-Tabulation #2

32. Cross-Tabulation #2 Cont.

33. Discussion • According to our overall results a little less than half the students surveyed (45.6%) were interested in a snowboard club here on campus

34. Conclusion • Objective 1: Determine the number of students and demographic profile of students interested in a snowboard club 1. According to the results from question 1 on our survey asking have you ever been snowboarding: 61.2% yes and 38.8% no 2. According to the results from question 2 on our survey asking would you like to learn how to snowboard: 66.1% yes and 33.9% no 3. According to the results from question 4 would you be interested in participating in a snowboard club at FPU: 54.4 no and 45.6 yes

35. Conclusion cont… • Objective 2:Determine if and how other higher-level education institutions facilitate a snowboard club. 1.According to the results from question 3: 28.4% said they have been snowboarding 1-5 times in the past season and approx. 17.9% have been 21 times or more. 2. According to the results from question 5: 35% said they were willing to purchase a season pass, 31% purchase a day pass, and 34 % were not interested. 3. The results from question 6 of our survey showed that the top three preferred mountains to ride at were Killington, Loon, and Mount Snow.

36. Conclusion cont… • Objective 3:Determine what level of interest students have towards resort package deals, discount prices and other associated costs. - According to the survey results from question 9: 29.4% were willing to spend $51-$100 dollars got snowboard trip.

37. Conclusion cont…. • Objective 4: Determine specific demands and expectations for a snowboard club. 1. Results from question 7 on the survey showed that 23.8 % said they were at an intermediate level of snowboarding and 11.3 percent said they were at an expert level. 2. Results from question 10 on the survey showed that 28.8% of students said they would be interested in intercollegiate competitions and 71.3% said no.

38. Recommendations • We recommend Franklin Pierce University to: • Complete better advertising for the clubs on campus • The intramural coordinator, Doug Carty, should help propose a snowboard club for Franklin Pierce University. • Possibly join the ISA (Intercollegiate Ski Association) or the USCSA (United States Collegiate Snowboarding Association). • Set up more ski/ride trips to resorts all over New England to get more kids involved • Team up with local resorts such as Crotched Mountain in order to help create better awareness of snowboarding.

39. References Colby-sawyer College. (2007). Retrieved Oct. 10, 2007<www.colby-sawyer.edu> The Dartmouth Ski & Snowboard School. (2007) Retrieved Oct. 3, 2007 <http://dartmouthsports.com/ViewArticle.dbml?DB_OEM_ID=11600&KEY=&ATCLID=718381> Eastern intercollegiate ski association (2007). Retrieved Oct. 5, 2007<www.eisaskiing.org> Franklin Pierce University. Residential Life: Clubs and Organizations. Retrieved October 4, 2007 from <http://www.franklinpierce.edu/pages/StudentLife/clubs.html> Jones, T. (2007). Winter wonders: Snowboarding. Retrieved Nov. 10 2007, <http://www.outtakes.com/winter/winter.snowboard.html> Prentice, K. (2005). Your client on the Slopes Snowboarding. Media Life Magazine, Retrieved Nov. 15, 2007<http://www.medialifemagazine.com/cgi-bin/artman/exec/view.cgi?archive=121&num=692> Snowboarding Reaches Critical Mass at Slopes. (Feb. 1997). American Demographics Stuart, Brian. (2006, October) Franklin Pierce Becomes a University: Trustee Vote Makes Name Change Official, Begins Transition. Franklin Pierce University Press Releases. Retrieved October 3, 2007 from <http://www.fpc.edu/pages/Campusnews/pressreleases.htm> Terrain park: Loon Mountain. Retrieved Nov. 15, 2007, from <http://www.loonmtn.com/info/rideloon/index.asp.> University of New Hampshire. <www.unhwildcats.com/pres001/ski030501.html> site visited October 1, 2007 U.S. Collegiate Ski & Snowboard Association. (2007) USCSA College Handbook. <www.uscsa.com/orgprofile> site visited October 10, 2007

40. Thank You Questions ??? Or Comments…