Multicultural Action Sports: Snowboard Report

COVER

›

A “ B l a c k & B r o w n P ap e r ” S e r i e s

The Multicultural’s in Action Sports Report

Written BY:

In PARTNERSHIP with:

Kevin BANG

Huemanitas®

Gail Brooks

Geoscape®

Juan Alberto Delaroca

Equipo Roca

Marcus JimÉnez

Mentalounge media

DISCLAIMER This report has been prepared by:

Huemanitas 6515 E. Union Avenue, Suite 348, Denver Colorado, 80237

Inside Front COVER

Raul Pinto

Telephone: 303-927-6198 Online: www.huemanitas.com Email: info@huemanitas.com

In partnership with:

Owner Sa+ellite Board Shop

The findings, interpretations, and conclusions expressed here are those of the authors and do not necessarily reflect the views of any person or organization cited in this report.

Huemanitas does not guarantee the accuracy of the data included in this work.

The boundaries, colors, denominations, and other information shown on any charts and/or tables in this work do not imply any judgment on the part of Huemanitas concerning the accuracy of any reported data.

“There’s definitely an opportunity to bring others into the snowboard community. If everyone can get on the snow at least once, some will eventually end up at our shop because of the lifestyle or shop culture.”

– Raul Pinto, Satellite Shop Owner

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Table of contents

Image TBD

About This Report

Methodology

Terminology

Executive Overview

Introduction: Looking Towards The Future

The Big Picture

Going Deeper: The Need For Greater Intelligence

Socioeconomics

Geography

Lifestyle

Population

Acculturation

Language

Consumer Engagement

Sidebar: The Altruistic Affect

Contributing Authors

The Partners

References

6 7 8 10 15 16 25 26 28 30 32 34 36 39 45 48 49 50

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About This Report

Methodology

This report looks at both the quantitative and qualitative sides of where Action

Cultural Intellligence

Sports will gain its next wave of growth; the urban multicultural marketplace. This report and all its supportive materials are the work of the collective partnership between Equipo Roca, Geoscape®, Mentalounge, and Huemanitas®. This Hispanic Snow Summary was written by Kevin Bang, Juan Alberto Delaroca, Gail Brooks (who also compiled the framework and topline) and Marcus Jiménez (who also served as

INQUIRIES:

A Quantitative & Qualitative Overview

For more information on this Report and what

In Cultural Marketing and Cultural Intelligence, a

we can do to help you bridge the cultural gaps in

large portion of the analysis is done by reviewing and

For this report, our research was designed to help

your business, please contact Marcus Jiménez

analyzing a variety of information, from focus groups

companies understand from a topline perspective,

and interviews to documentary materials and media.

both quantitatively and qualitatively, the social

at Huemanitas: 303-927-6198 or via email at: marcus@huemanitas.com.

and economic viability of the Hispanic snow sports

the reports Supervising Editor). The report was copy-edited by Angelica De Guzman.

The goal being to uncover, how social reality is

market. To compliment the preliminary quantitative

To access additional support content including video interviews with some of the

produced, maintained, challenged, negotiated, and

data, Huemanitas also conducted qualitative

individuals cited in this report, please visit: http://www.MASreport.com.

transformed in the market. This helps us to answer

interviews with both Hispanic snowboard

how is this reality communicated and represented.

consumers, and snow sport industry experts

How do members of this community culturally

in order to gain a deeper level of insight and

identify themselves? For brands, we need to

perspective, The individuals interviewed include:

About The Data The data compiled for this report was primarily provided by Geoscape® with supplemental industry data from Snow Sports Industries America, and consumer segment data sourced from the Pew Hispanic Center, and U.S. Census. All citations and sources have been marked accordingly and provided in the reports references section. The findings, interpretations, and conclusions expressed here are those of

uncover what are the cultural triggers that prompt engagement with communication around assets of this community? These dynamics create symbols or icons that equate to a brand’s value as well as the cultural significance that is linked to it through advertising and marketing.

the authors and do not necessarily reflect the views of any persons or organizations cited in this report. Huemanitas does not guarantee the accuracy of the data included in this work. The boundaries, colors, denominations, and other information shown on any charts and/or tables in this work do not imply any judgment on the part of Huemanitas concerning the accuracy of any reported data.

Interviews • Bob Holme, Youth Marketing Director, Winter Park Ski Resort • Larry Nuñez, Social Media Manager for VANS Snow • Raul Pinto, Owner of Satellite Boardshop, Boulder CO • Cristian Rubí, Consumer / Hispanic Snowboarding Outreach Program, Denver CO • Gaby Hernandez, Consumer / Latina AASI Intructor & SOS Outreach Graduate • Pamela Flor, Consumer / Paraguayan National, Winter Park Resort Employee

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Terminology The terms “Latino” and “Hispanic” are used interchangeably in this report.

“Cultural Space” refers to the place or channel where culture is in action.

The term “youths” refers to 14- to 18-year olds unless otherwise indicated. For this report, the terms “Hispanic

“Cultural Marker” refers to a symbol or totem that identifies the consumer or brand as a part of the culture. Brands

youths”, “Latino youths,” “young Latinos” and “young adults” are all used interchangeably.

must be authentically “representative” of the culture to gain access to a cultural space or to successfully engage members of the network in that space.

All references to whites, blacks, Asians and others refer to the non-Hispanic components of their respective population.

“Cultural Code” refers to the culturally specific meanings assigned by cultural networks to products, services and brands.

“Foreign born” refers to persons born outside of the United States to parents neither of whom was a U.S. citizen.

Foreign born also refers to those born in Puerto Rico. Although individuals born in Puerto Rico are U.S. citizens by birth, they are included among the foreign born because they are born into a Spanish- dominant culture and because on many points their attitudes, views and beliefs are much closer to Hispanics born abroad than to Latinos born in the 50 states or the District of Columbia, even those who identify themselves as being of Puerto Rican origin.

“Native born” or “U.S. born” refers to persons born in the United States and those born abroad to parents at

“Cultural Frame” refers to the situationally driven consumer frame of mind.

“Frameswtiching” refers to the conscious and unconscious “switching” of a consumers frame of mind according to situational context.

least one of whom was a U.S. citizen.

Unless otherwise noted, this report uses the following definitions of the first, second, third and higher generations: First generation: Same as foreign born above. The terms “foreign born,” “first generation” and “immigrant” are used interchangeably in this report.

Second generation: Born in the United States, with at least one first-generation parent.

Third and higher generation: Born in the United States, with both parents born in the United States. This report uses the term “third generation” as shorthand for “third and higher generation.”

Language dominance is a composite measure based on self-described assessments of speaking and reading abilities.

Spanish-dominant persons are more proficient in Spanish than in English, i.e., they speak and read Spanish “very well” or “pretty well” but rate their English speaking and reading ability lower. Bilingual refers to persons who are proficient in both English and Spanish. English-dominant persons are more proficient in English than in Spanish.

“Cultural Networks” refers to where people are connected by membership in a particular cultural sphere. This membership is intrinsic to how consumers self identify.

Source: Between Two Worlds: How Young Latinos Come of Age in America (2009). Washington D.C: Pew Hispanic Center

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Source: Between Two Worlds: How Young Latinos Come of Age in America (2009). Washington D.C: Pew Hispanic Center

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Executive Overview Background

To provide greater context, here are a few facts:

Snowboarding began as a counter-culture in the U.S. and quickly rose from the

24%

experiment of a few, to a $4 billion dollar industry. Retail sales for the sport now

African American

outpace that of its elder sibling, skiing, and is considered a key contributor to the revival of the snow sports industry overall.

27%

Hispanic

Ironically, the sport has now come full circle. From humble, obscure beginnings where few knew or participated in the sport, to generating mass appeal, to now

Multicultural millennials (ages 14-29) represent

facing perhaps it’s most critical challenge to date, the growth of the sport amidst a

approximately one-fourth of their respective total

plateauing of rider participation since 2004.

markets (24% for African Americans, 27% for Hispanic Americans).1

Looking Towards The Future

32%

The M.A.S. Report takes a closer aim at answering the question of whether the

Combined

multicultural market presents a viable and sustainable opportunity for growth to the

However, even with statistics as profound as these,

the industry posits that if multicultural consumers

multicultural snow sport participation stands at only

have no money and no way of getting to the resort,

3.4%.6 Even isolated from the pending results of the

then how are they going to participate?

upcoming 2010 Census, these statistics already point towards an inevitable “tipping point” on the horizon.

Industry outreach efforts have primarily focused

Clearly, the next wave of growth for the snow

on exposing urban and multicultural youth to

sports category squarely hinges on demonstrating

snowboarding through non-profit and more

and growing the value and appeal of the sport to

altruistic platforms. Non-profit programs such as

multicultural millennials.

SOS Outreach and the Hoods-to-Woods Foundation have emerged to bridge the divide between urban,

Yet challenges do exist. Unfortunately, over the past

multicultural youth and the outdoors. Incredibly

several years, the industry has fallen suspect to a

effective, these programs demonstrate how the sport

series of misconceptions that have limited its ability

does indeed resonate with multicultural youth, and

to effectively engage with multicultural audiences.

just how powerful the use of an influencer model

These include misconceptions surrounding

within urban ethnic community can be.

socioeconomics, geographic proximity to ski resorts, and consumer disinterest in the sport overall.

industry. This “Hispanic Snow Summary” focuses on the Hispanic American snow

glimpse of how interest in the sport does exist and

sports market as a precursor to broader multicultural market engagement. Through customized demographic and preliminary ethnographic analysis, this summary aims

The African American & Hispanic American

to illustrate the untapped potential of this consumer segment. Ultimately, it provides

millennial segments combined make up

industry insiders with a foundational understanding of how this consumer segment will impact the action sports category now, and into the foreseeable future.

approximately one-third (32%) of the total U.S. millennial segment.2

Real Opportunity vs.

Perceived Challenges From a socioeconomic perspective, the

21.46 The Big Picture

Through these non-profit outreach efforts, we see a

Million Totaled

misconception is rooted in the belief that most African Americans and Hispanic Americans can’t

how multicultural youth share a positive attitude towards the sport overall. However, for the industry to produce significant growth into the future, it must engage the broader multicultural market in a more sustainable and meaningful way that shifts from altruism to active engagement.

afford to go snowboarding, as they generally share

Across America, multicultural millennials are reshaping the world around us,

lower household (HH) incomes than their general

creating a “New American Mainstream”. In particular, African American and Hispanic

market counterparts. This is compounded with a

American millennials make up the fastest growing segments in the country today.

belief that as these segments are concentrated in When combined, the total multicultural millennial

large metropolitan cities only, it places them well

market equals 21.46 million Americans.3 This size

outside the proximity of most ski resorts. Simply put,

in population would rank as the second largest city in the world, placing it ahead of Los Angeles, New York, Mexico City, and Sao Paulo.4

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Executive Overview (continued) The Need For Greater Intelligence The M.A.S. Report sets out to better define for marketers the true potential size of the U.S. Hispanic market. To do so, the focus must shift to provide the industry with a deeper and more actionable level of understanding. This means going beyond what is commonly known in an effort to uncover and more closely define which key aspects of Hispanic American consumer demography and behavior, need to be considered in planning for consumer engagement.

In an era where data is abundant, it becomes critical for marketers to be able to uncover and interpret implication from key actionable insights. This forms the basis from which this report has been compiled, synthesized, and presented.

This Hispanic Snow Summary aims to also correct the misconceptions cited earlier that have long lingered in the industry. In our analysis of the top seven Hispanic DMA’s (Designated Market Areas), we found that Hispanic Americans not only meet the same standards by which target general market consumers are determined, but may in fact present the industry with an additional segment of opportunity, affluent Hispanic American millennials.

Looking at socioeconomics via household income levels compiled through primary and secondary sources, geographic density and proximity to mountain resorts, and filtering these analytics through a proprietary acculturation model developed exclusively by Geoscape®, The M.A.S. Report provides marketers with a realistic starting point for multicultural planning and engagement. The following are just a few highlights of what the full report explores in greater depth.

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)

Socioeconomics

Population

In the data compiled across the seven DMA’s

Today, native born births -- not immigration -- are the

highlighted in this summary, approximately 62% of

main drivers of Hispanic growth in the country.9

these Hispanic American households have incomes of

Hispanic Millennial teens in particular, represent

$50,000 or more. All totaled, this represents a base

one fifth of the overall teen market and are growing

level of over 2 million Hispanic American household’s.

about six times faster than other segments.10

The total number of affluent Hispanic American household’s across the seven DMA’s reviewed is

Acculturation

equal to just over 18%. Put another way, roughly

Acculturation rates across the seven key Hispanic

one out of every five potential Hispanic American

DMA’s found that 40% of all Hispanic Americans

snow sports consumers may very well reside in an

consider themselves bicultural, meaning they identify

affluent household with income reaching at least

with both American and Hispanic cultures equally.

100k annually.

This number represents a staggering 5.1 million

Geography

consumers in just seven total markets.

The Hispanic American population is not a single,

Language

monolithic culture as the segments composition

Of the 13.3 million Hispanic Americans found in our

is continually shifting by nationality along with

targeted DMA’s, over 7.7 million, or 58% of the total

geographical center. Specifically, this report has

segments combined, are either English Dependent or

identified the following DMA’s as representative

Bilingual English (preferred).

of providing the greatest opportunity for Hispanic American consumer engagement. They are: Chicago, IL, Denver, CO, Los Angeles, CA, New York, NY, Sacramento, CA, and San Francisco, CA, and Washington D.C.

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Gaby Hernandez

Introduction

Latina AASI Instructor SOS Outreach Graduate

Introduction Looking Towards The Future Snowboarding began as a counter-culture in the U.S. and quickly rose from the experiment of a few, to a $4 billion dollar industry. Retail sales for the sport now outpace that of its elder sibling, skiing, and is considered a key contributor to the revival of the snow sports industry overall.

Ironically, the sport of snowboarding has now come full circle. From humble, obscure beginnings where few knew or participated in the sport, to generating mass appeal, to now facing perhaps it’s most critical challenge to date, the growth of the sport amidst a plateauing of rider participation since 2004.

The M.A.S. Report takes a closer look at this challenge and aims to answer the question of whether the multicultural market presents a viable and sustainable opportunity for growth to the industry. This “Hispanic Snow Summary” focuses on the Hispanic American snow sports market as a precursor to broader multicultural market engagement. Through customized demographic and preliminary ethnographic analysis, this summary aims to illustrate the untapped potential of this consumer segment.

Ultimately, the M.A.S. Report provides industry insiders with a foundational understanding of how this consumer segment will impact the action sports category now, and into the foreseeable future.

“Now more people are getting involved and people I knew (Hispanics) that didn’t want to know anything about snowboarding are calling me and asking if I can teach them...”

–Gaby Hernandez, Latina AASI Instructor

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The Big Picture The snow sports industry now finds itself revisiting its earlier days, a period of time where few knew of snowboarding, had limited access to participate in it, yet were

To provide greater context, here are a few facts:

eager to embrace it and make it a way of life. Snowboarding is in a decisive position

24%

to recapture the creativity and nostalgia of those early years, by reaching out to a

African American

new generation of riders – multicultural millennials.

27%

Across America, multicultural millennials are reshaping the world around us,

levels. Walk by any inner city tennis court, basketball

As leaders and influencers in music and skate culture

court or golf course, and one witnesses first-hand the

respectively, each have helped usher in an entire

incredible impact of multiculturalism at play. It is a living

generation of multicultural skateboarders. Some

testament to how they and others before them, have

argue that Pharrell Williams’ showcase of a cultural

been able to diversify and grow their sports to become

mash up between Hip Hop and skateboard lifestyles

more inclusive of ethnic youth around the world.

in his 2003 video for “Frontin” featuring Jay-Z (see sidebar for video link), helped to launch the era of

Hispanic

Glimpses of this same phenomenon can also be

“Skurban” and making what was then seen as a

American millennials make up the fastest growing segments in the country today. To

Multicultural millennials (ages 14-29) represent

seen in the world of action sports. Hip Hop producer

White only sport, cool for ethnic kids to also embrace.

provide greater context, here are a few facts:

approximately one-fourth of their respective total

Pharrell “Skateboard P” Williams and skateboarding

In the video, audiences witnessed one of the hottest

markets (24% for African Americans, 27% for

superstar Paul “P-Rod” Rodriguez Jr., are just a few

up-and-coming artists of the genre, rap alongside the

examples of how urban ethnic culture and sport have

Hip Hop juggernaut Jay-Z, flanked by skateboarders

collided to deliver a unique lifestyle blend of cultural

of all shades and ethnicities, riding an indoor half

pride and urban street credibility.

pipe as the main backdrop.

creating a “New American Mainstream”. In particular, African American and Hispanic

However, with statistics as profound as these, multicultural snow sport participation

Hispanic Americans).1

stands at only 3.4%.6 Even isolated from the pending results of the upcoming 2010 Census, these statistics already point towards an inevitable “tipping point”

32%

on the horizon. Clearly, the next wave of growth for the snow sports category

Combined

squarely hinges on demonstrating and growing the value and appeal of the sport to multicultural millennials.

The Influence of Culture on Sports

The African American & Hispanic American

“Frontin” featuring Jay-Z

millennial segments combined make up approximately one-third (32%) of the total U.S.

For over a century, multiculturals have played a pivotal role in reshaping the elite

millennial segment.2

strata of American sports. From Satchel Paige to Jesse Owens, Roberto Clemente to Hideo Nomo, ethnic players have helped to not only breakthrough cultural barriers, but also stretch the boundaries of those same sports to include audiences of color across the country and the world.

21.46

Million Totaled

Fast forward to the present day, multicultural athletes continue to expand the boundaries between culture and sport. The impact and influence left by Serena and Venus Williams, Manu Ginóbili, and Tiger Woods has been monumental, with each

When combined, the total multicultural millennial

having expanded the appeal of their respective sports and cultures to unprecedented

market equals 21.46 million Americans.3 This size in population would rank as the second largest city in the world, placing it ahead of Los Angeles, New York, Mexico City, and Sao Paulo.4

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The Big Picture (Continued) Skate: The Gateway To Snow

This proud, authentic and seamless display of both skate and Hip Hop lifestyle helped bring into the fold those ethnic “skater’s in seclusion”. A major influencer in popular culture, Williams’ actions may have ultimately catapulted the sport and culture of skateboarding into the broader multicultural spectrum, making it approachable and even

Like P-Rod, Montoya is the first and only Mexican-American professional snowboarder on the circuit today.

acceptable for ethnic participation. By placing the culture front and center for the world to recognize as part of his

Picking up snowboarding as a winter pastime for skateboarding, Montoya ultimately reached the sports pinnacle

identity, Williams essentially brought together the worlds of urban, ethnic, and skateboard cultures, forming a truly

in 2005, when he was ranked third on Snowboard Magazine’s Top 10 Riders of the Year. For him, skateboarding

multicultural experience.

served as the gateway towards a life and career as a professional snowboarder.

In looking at the case of P-Rod, he may very well represent the next evolution of the multicultural action sports

Across America today, as skateparks continue to sprout up in and around urban epicenters, a whole new wave of

athlete. The son of a famous Hispanic American actor, Paul Rodriguez, P-Rod has taken the industry by storm

multicultural rider pool is growing, made up of young boys and girls of all shades and backgrounds. Just like their

since the age of 11. He is the recipient of back to back gold medal wins in the 2004 and 2005 Summer X Games,

general market counterparts, they also desire to be inspired by athletes that they can relate to. This implies that

and is arguably one of the best street style skaters on the pro circuit today. His incredible run is helping prove to

the continued cultivation of cultural personalities and influencers like Montoya and P-Rod will be critical to growing

the industry that bicultural Hispanics are not only interested in the sport, but that they can also lead it.

multicultural participation in the action sports arena. If the industry is going to expand the sport to its fullest potential, it must seek to increase its participation to include this untapped well of potential consumers.

His rise from the shadow of his Hollywood father to superstar skater is a story that people from all backgrounds, especially Hispanics, can relate and aspire to. Sponsors are also taking notice as he is the first Mexican-

However, challenges do exist. Unfortunately, over the past several years, the industry has fallen suspect to a

American athlete to be sponsored by Nike who in August 2010, launched the Zoom Paul Rodriguez 4 sneaker

series of misconceptions that have limited its ability to effectively engage with multicultural audiences. These

globally. This launch clearly demonstrates how much Nike believes in the marketing potential of this incredible

include misconceptions surrounding socioeconomics, geographic proximity to ski resorts, and consumer

talent. Yet the question remains, who and where will multiculturals look to in the sport of snowboarding?

disinterest in the sport overall.

Fortunately, over the past decade, a new crop of multicultural snowboarders have steadily made their way Lat34.com Marc Frank Montya Interview

into the elite ranks of the sport. Today, they include Japanese sensation, Ryoh Aono, and the revered MexicanAmerican, Marc Frank Montoya.

NikeSB - Paul Rodriguez 4.0

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The Big Picture (Continued) Real Opportunity vs. Perceived Challenges From a socioeconomic perspective, the misconception is rooted in the belief that most African Americans and Hispanic Americans can’t afford to go snowboarding, as they generally share lower household (HH) incomes than their general market counterparts. This is compounded with a belief that as these segments are concentrated in large metropolitan cities only, it places them well outside the proximity of most ski resorts. Simply put, the industry posits that if multicultural consumers have no money and no way of getting to the resort, then how are they going to participate?

“Now more people are getting involved and people I knew (Hispanics) that didn’t want to know anything about snowboarding are calling me and asking if I can teach them or get them involved in SOS.”

“The best thing about it is to be walking in the ‘hood with a snowboard and get stopped by a bunch of little kids and spend time talking to them. That really makes me feel good, that I can spark interest in some young black kid’s mind.”

Meanwhile, in Brooklyn, New York, Brian “Deka”

Other outreach efforts such as the creation of Ruby

Paupaw began the Hoods-to-Woods Foundation,

Hill Rail Yard, Denver’s first sanctioned urban snow

a non-profit program that provides inner-city

terrain park, acknowledged the appeal and growth

youth with awareness and access to life-changing

of snow sports to make it accessible to a broader,

experiences found in the outdoors. Snowboarding is

more urban and multicultural audience. Results from

So industry outreach efforts have primarily focused on exposing urban youth to

a core offering of the organization, as the program is

visitor surveys indicate the park is making progress

snowboarding through non-profit and more altruistic platforms. Non-profit programs

designed to build confidence and facilitate individual

on attracting multicultural youth. Forty percent of

such as SOS Outreach and the Hoods-to-Woods Foundation have emerged to bridge

discovery among youth participants. Paupaw uses

Ruby Hill participants were non-white, and 39% of all

the divide between urban youth and the outdoors. Incredibly effective, these programs

his own personal involvement in snowboarding as a

participants were beginners.

demonstrate how the sport does indeed resonate with multicultural youth, and just how

catalyst to reach other young urban teens.

powerful the use of an influencer model within the ethnic community can be.

Through non-profit outreach efforts such as the ones Paupaw realized that snowboarding was a means of

highlighted here, we see a glimpse of how interest in

Research participant, Gaby Hernandez, is a testament to this model approach and

making a difference by simply exposing urban youth

the sport does exist and how multicultural youth share

the work being accomplished by SOS Outreach, a non-profit program based in

to the idea through accessibility.

a positive attitude towards the sport overall. However,

Avon, Colorado. The program is designed to build self-esteem in youth through

for the industry to prowwduce significant growth into

outdoor activities. Hernandez moved to Edwards, Colorado from Mexico City at

the future, it must engage the broader multicultural

age 12. She didn’t speak English, but that didn’t deter her from becoming a certified

market in a more sustainable and meaningful way that

AASI (American Association of Snowboard Instructors) snowboard instructor six

shifts from altruism to active engagement.

years later. In 2006, Hernandez was named an Outdoor Idol Award recipient by the Outdoor Industry Association, and credits snowboarding for inspiring the core values that led to her success.

20

“People might say things like, ‘What’s wrong with you? That’s a white boy thing’ but I don’t let it stop me, because I used to think the same way so I understand.”

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The Big Picture (Continued) Putting It All Together

Table 1: Hispanicity

GEOSCAPE® HISPANICITY

In order to gain greater insight and intelligence. we must begin by assessing the landscape where the fault-lines of culture appear. These areas include: socioeconomics, geography, and acculturation. Understanding the nuances across

TM

Geoscape® HispanicityTM Acculturation Segmentation

these fault-lines enables us to answer with greater certainty, questions such as: How big is this multicultural snow sports market? How big of an opportunity does it truly represent? What areas or cities present the greatest Return-On-Investment (ROI)

Code

Group Title

Descriptors

HA1

Americanizado

English Dominant (nearly no Spanish)

potential? What role does acculturation level play? How does it impact strategy?

Born in US; 3rd+ generation Few Hispanic cultural practices

In the sections to follow, The M.A.S. Report sets out to answer these preliminary questions, with an emphasis on better defining for marketers the true potential size

HA2

Nueva Latina

Born in U.S. 2nd generation

of the U.S. Hispanic snow sports market. Looking at socioeconomics via household

Some Hispanic cultural practices; often “retro-acculturate”

income levels compiled through primary and secondary sources, geographic density and proximity to mountain resorts, and filtering these analytics through a

English Preferred (some Spanish)

HA3

Bi-Cultural

Bi-Lingual (equal or nearly)

proprietary acculturation model developed exclusively by Geoscape (see Table 1:

Immigrat as child or young adult

Geoscape HispanicityTM), this summary provides marketers with a realistic starting

Many Hispanic cultural practices

®

®

point for multicultural planning and engagement. However, this summary is only the beginning of what is ultimately a much larger story that requires further exploration

HA4

Hispano

Spanish Preferred (some English) Immigrant as adult, in U.S. 10+ years

and investigation through formalized research and more in-depth cultural

Pre-dominant Hispanic cultural practices

intelligence planning.

HA5

Latino Americana

Spanish Dominant (nearly no English) Recent Immigrant as adult (less than 10 years ago) Primarily Hispanic cultural practices Identify with home country more so than U.S. Hispanic

Source: Geoscape, American Marketscape DataStream: 2010 Series

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Going Deeper Bob Holme Youth Marketing Director Winter Park Ski Resort

The Need For Greater Intelligence To more accurately assess the opportunity presented in this summary, the focus must shift to provide the industry with a deeper and more actionable level of understanding. This means going beyond what is commonly known in an effort to uncover and more closely define which key aspects of Hispanic American consumer demography and behavior, need to be considered in planning for consumer engagement.

This summary focuses asking fundamental questions to commonly held assumptions of the market within three key areas: socioeconomics, geography and lifestyle. These areas set the base framework for greater consumer and cultural understanding. This is overlaid with a second layer of intelligence covering population, acculturation, and language that is aimed at providing the industry with a more holistic vantage point of the target market.

In a world where data is abundant, it is critical for marketers to be able to uncover key actionable insights that can clearly transition to implication. This forms the basis from which this report has been compiled, synthesized, and presented.w

“The urban (multicultural) market is a huge untapped resource for resorts. There is a lot of opportunity to reach into that market and give access to get on the mountain and have a ski or ride experience.� – Bob Holme, Youth Marketing Director

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Socioeconomics Which Segments Represent The Greatest Potential?

From a national perspective, between 2000 and 2006, Hispanic American purchasing power climbed more than 63% to $798 billion.6 By 2011, it is estimated to top $1.2 trillion.7 While the Hispanic median household income is lower than the U.S. average of $50,000, sources affirm that more Hispanics are rapidly moving into the middle class (as defined by a household income of at least $40,000). In fact, in the data compiled across the seven DMA’s highlighted in this summary, approximately 62% of these Hispanic American households have incomes of $50,000 or more (see Table 2: Household Income). All totaled, this represents a base level of over 2 million Hispanic American household’s Moreover, Hispanics are an increasing proportion of the total affluent market (defined as adults with household incomes of $100,000 or more). In this case, the total number of affluent Hispanic American household’s across the seven DMA’s reviewed is equal to just over 18%. Put another way, roughly one out of every five

Table 2: Household Income

HOUSEHOLD INCOME HH Income Distribution by Top Hispanic “Snow” DMA, 2010 DMA

$35 – 50K

$50 – 75K

$75 – 100K

$100 – 150K

Chicago

91,442

114,591

67,669

50,577

Denver

43,168

45,631

24,960

18,539

Los Angeles

302,463

380,063

231,219

217,342

New York

194,851

238,462

141,394

125,520

Sacramento-Stockton-Modesto

45,308

55,365

32,330

29,128

San Francisco-Oakland-San Jose

69,745

85,020

49,623

44,666

Washington, DC (Hagerstown)

34,252

45,979

30,800

29,854

TOTAL

781,229

965,111

577,995

515,626

potential Hispanic American snow sports consumers may very well reside in an affluent household.

Source: Geoscape American Marketscape Data Stream 2010 Series

This preliminary analysis helps to also correct the misconception that has long lingered in the industry that Hispanics cannot afford to participate in the sport. In our analysis of the seven top Hispanic DMA’s, we found that Hispanic Americans not only meet the same standards by which determine targeted general market consumers, but may in fact present the industry with an additional segment of opportunity, affluent Hispanic American millennial.

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Geography Where Opportunity ExistS

To better assess whether proximity is truly a major

combinations in ultimately targeting and engaging

barrier to growing multicultural participation, we

with multicultural audiences. It also provides

The Hispanic American population is not a single, monolithic culture as the segments

have compiled Table 4: Proximity to Resorts. It

marketers with a preliminary roadmap for strategic

composition is continually shifting by nationality along with geographical center. This implies

lists all mountain resorts within 100 miles or less of

development with regards to planning media,

that the industry must remain conscious of the diversity of the Hispanic American market

focus Hispanic DMA’s. From here, we can begin to

promotions, events, sampling, and sponsorships.

nationally, regionally and in many cases, even locally.

interpret which DMA’s and resorts present the best

Furthermore, from a geographic perspective, this also implies that we need to more narrowly Table 4: Proximity

define which DMA’s (Designated Market Areas) represent the greatest opportunity for Hispanic

PROXIMITY TO RESORTS

American consumer engagement. They are: Chicago, IL, Denver, CO, Los Angeles, CA, New York, NY, Sacramento, CA, and San Francisco, CA, and Washington D.C. Table 2: below helps

Ski Resort Proximity Within 80 miles by DMA, 2010

illustrate how these Hispanic DMA’s differentiate by nationality.

MIles from

NATIONALITY

Table 3: Nationality

DMA

Ski Resort

Chicago

Raging Buffalo Snowboard Park

39

Denver

Eldora Mountain

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Hispanic Nationality by Percentage Across Top Hispanic “Snow” DMAs, 2010

DMA Nationally

Chicago

Mexican 65%

Caribbean

Central

South

American

American

14%

8%

3%

6%

Other 7%

79%

11%

4%

4%

Denver

77%

2%

Los Angeles

79%

2%

3%

2%

16%

13%

3%

4%

New York

12%

53%

10%

19%

5%

Sacramento-Stockton-Modesto

80%

3%

5%

2%

9%

San Francisco-Oakland-San Jose

67%

4%

17%

5%

7%

Washington, DC (Hagerstown)

16%

11%

45%

19%

9%

Total DMA Population Counts

7,798,601

2,568,655

1,680,012

1,164,673

728,827

Los Angeles

New York

Source: U.S. Census Bureau: 2006-2008 American Community Survey Data are based on a sample and are subject to sampling variability. The degree of uncertainty for an estimate arising from sampling variability is represented through the use of a margin of error. The value shown here is the 90 percent margin of error. The margin of error can be interpreted roughly as providing a 90 percent probability that the interval defined by the estimate minus the margin of error and the estimate plus the margin of error (the lower and upper confidence bounds) contains the true value. In addition to sampling variability, the ACS estimates are subject to nonsampling error (for a discussion of nonsampling variability, see Accuracy of the Data). The effect of nonsampling error is not represented in these tables.

Washington, DC (Hagerstown)

City Center

Winter Park / Mary Jane

41

Loveland

57

Arapahoe Basin

48

Keystone

53

Breckenridge

58

Copper Mountain

63

Vail

71

Ski Cooper

75

Beaver Creek

100

Mountain High

43

Snow Summit

78

Big Bear Mountain

79

Mount Peter

35

Hidden Valley (New Jersey)

38

Mountain Creek (New Jersey)

38

Shawnee Mountain (Pennsylvania)

61

Ski Big Bear (Pennsylvania)

74

Camelback (Pennsylvania)

75

Ski Liberty (Pennsylvania)

62

Whitetail (Pennsylvania)

75

Source: Geoscape American Marketscape Data Stream 2010 Series

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29

Lifestyle The Urban Influence On Consumer Behavior.

In a behind-the-scenes video piece directed and

of the Kansas City Chiefs, Rocawear used the art

produced by Benedict Hadley for a Rocawear

of juxtaposition to tell a story of achievement and

Clothing fashion shoot titled “From Marcy to

affluence in targeting urban and multicultural

Snowboarding has been around for more than 25 years and today, the industry has

Mountain Top”, we see how the symbols of status

consumers. They clearly understood the value that

taken a revisionist approach towards communicating its lifestyle to current and

can be carefully intertwined to effectively position

Aspen would represent as cultural currency to these

future snowboard enthusiasts. Film and viral video highlight the sports’ outsider

a brand targeting the multicultural and urban

audiences. In describing the concept behind the

beginnings and skateboard heritage as a means of articulating the sports culture

markets. An advertising campaign shot in Aspen,

campaign, Jay-Z highlights this very approach. In

and lifestyle. This effective method of marketing can be used towards efforts to

Colorado featuring Jay-Z, fashion supermodels

summarizing the focus of the brand and the role that

integrate the Hispanic snowboard experience, as professional Hispanic riders and

Naomi Campbell, Jamie King, and Larry Johnson

culture plays in building a brand, Jay-Z stated:

skaters like Montoya and P-Rod are in a prime position to inspire a new following of multicultural action sports enthusiasts.

“...It’s about bringing that (cultural) divide together. You’ve got mash ups happening like myself and Linkin Park...The cultures are so closely intertwined now...So it’s just about bringing those cultures together...We used to be a neighborhood cultural brand, now we have to be a global cultural brand while maintaining our (brand) integrity.”

Montoya’s own life story in particular, is one of “rags to riches” – a theme common and inspiring among multicultural youth and hip-hop culture. Growing up on the streets of Denver’s Northside, Montoya attributes skate and snowboarding as the keys to a better life for him and his family, bringing with him an authentic, refreshing, urban identity to a sport that is traditionally ruled by white suburbanites.

Today, he remains an iconic symbol in the sport of snowboarding as a pioneer for his innovative and unmistakable urban style.

As the boundaries between sport and culture continue to blur, urban symbols of status are continually expressed and leveraged in a variety of ways and mediums.

From music to video to fashion and even marketing, the Hip Hop genre has long used these mediums in often innovative and incredibly effective ways to evoke the deeper aspirations of consumers, ultimately influencing their behavior.

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“...(It’s as if) guys from the hood, got to rent a house somewhere opulent, in an affluent neighborhood, and brought their friends out like Naomi and Jamie for a fun weekend.”

From Marcy To Mountain Top

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Population The Hispanic American Population

“It’s like putting your identitiy on shuffle. It’s the freedom, the power and the confidence to mix and match identities, and to have more than one at any given moment. They (Hispanic millennials) don’t want to be pigeon-holed or spoken to as someone apart, or individual, they are very sensitive to that.”

Now approximately 50 million strong, Hispanics are the fastest growing population in the U.S., and by 2015, are projected to represent 19% of the entire U.S. population.

This number is estimated to grow to 30% of the total U.S. population and will account for 438 million Americans by the year 2050.8 Today, native born births -- not immigration -- are the main drivers of Hispanic growth in the country.9 This implies that marketers across all categories will need to

In the case of retroaculturation, we are witnessing

Intraculturation is a recent trend emerging among

prepare for a more acculturated Hispanic American market, recognizing the power,

among MIllennial and Gen-Xer bicultural Hispanic

teenage Hispanic millennials where they actively

influence, and needs of bicultural Hispanic American consumers.

Americans making a deliberate effort to reclaim

pursue and discover sister Hispanic cultures. Driven

the heritage of their country of origin. Seen among

by a curiosity to discover, combine or “mash up”,

second, third, and fourth-generation Hispanics, these

share, and recreate their own heritage alongside

segments seek to combine both US and their native

other cultures, this phenomenon is attributed to

Hispanic culture by creating a subculture that is

helping broaden the “Latino consciousness”. This

uniquely their own. This impacts their attitudes and

fluid integration of culture is helping shape their

behavior, including at the register. An example of this

identities on many levels, resulting in what Guy

in the beverage industry is demonstrated by a growing

Garcia, the author of “The New Mainstream”, calls

number of bicultural Hispanic Americans fueling

having “identity on shuffle”.

Hispanic Millennials: The Greatest Opportunity For Growth The Hispanic market overall skews younger than the rest of the U.S. population. As the median age of Hispanics in 2009 was much younger (27.7 years) compared to that of the population as a whole (36.8 years). Hispanic Millennials, teens in particular, represent one fifth of the overall teen market and are growing about six times faster than other segments..10 In fact, about half of Hispanic males and females fall into the 20-to 49-year-old age bracket.11 At over 12 million strong and with a purchasing power of $285 billion, Hispanic American milliennials represent one of the greatest areas of opportunity for growth for brands now, and into the future.

The influence of Hispanic American millennials is evident throughout American culture today: music, dance, food, and fashion are just a few examples of the powerful effect this market segment has on mainstream America. This has resulted in cultural phenomenons known as “Retroaculturation” and “Intraculturation”.

“The New Mainstream”

by Guy Garcia

the sales of non-alcoholic beverages like Malta -- a sweetened, malted dark beverage made of molasses

On a broader level, music is perhaps the most

popular in Caribbean countries -- to Coconut and other

recognizable category fueling this space of cultural

tropical flavored soft drinks. The desire to retain and

fusion & cross-pollination. Modern day Reggaeton

partake in what are traditional cultural norms while

is a music genre that was born out of the millennial

still maintaining a predominantly American identity is

generation, giving rise to acts like Grammy Award

an important aspect to bicultural Hispanic Americans,

winning sensation Daddy Yankee. The genre is the

and a powerful insight for marketers to consider when

cultural mash up of equal parts Hip Hop, Spanish

engaging this consumer segment.

language rap, and reggae rhythms, that when combined, results in a unique sound all its own. This cultural blending is helping redefine this generation of modern day Hispanic Americans.

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Acculturation It’s Impact on Influence & Affluence

When looking at acculturation rates in the seven

total markets. Los Angeles and New York City

key Hispanic DMA’s highlighted for this report (see

alone represent 65% of this highly influential

Acculturation, by definition refers to the adoption of a different, and typically more

Table 5: Acculturation), we find that 40% of all

consumer segment. In essence, by targeting these

dominant culture. It is a process that affects Hispanics both native and foreign born

Hispanic Americans consider themselves bicultural,

bicultural consumers can help accelerate the sports

that ultimately plays a major role in determining an individuals level of affluence.

meaning they identify with both American and

acceptance and growth overall, causing a ripple

In short, a Hispanic’s ability to acculturate into American culture, can often aid that

Hispanic cultures equally. This number represents

effect throughout the industry.

individual’s ability in several ways including: having greater control over the english

a staggering 5.1 million consumers in just seven

language, resulting in greater success in their academic pursuits, which ultimately results in higher waged employment. In many ways, acculturation can be considered for almost all Hispanic Americans, as the necessary step towards reaching the American dream.

Table 5: Acculturation

ACCULTURATION

In the Hispanic market, the role that affluence plays is that of a conduit or gateway that helps expand ones own boundaries and experiences outside of the standard

Acculturation Levels For Top Hispanic “Snow” DMA’s, 2010

norm. This participation as an early adopter is what ultimately propels consumers into the role as influencer within social networks. As evidenced earlier in the cases of Gaby Hernandez and Brian Deka Paupaw, being a pioneer can position that individual as a leader or teacher to others.

DMA Chicago Denver

This often results in bicultural Hispanics serving as group leaders to lesser acculturated Hispanics. A bicultural’s ability to seamlessly float between both English and Spanish dominant worlds is an asset for them, providing them with greater exposure to experiences that they ultimately bring back to share with their cultural counterparts. Targeting these bicultural influencers who serve in these roles as guides and gatekeepers for their friends and family, presents the industry with an

(HA1)

(HA2)

(HA3)

(Combined)

Americanizado

Nueva Latina

Bicultural

Total

293,872

528,278

515,523

1,337,673

170,327

215,751

236,045

622,123

Los Angeles

1,170,608

2,066,603

2,110,127

5,347,338

New York

548,130

1,184,418

1,269,374

3,001,922

Sacramento-Stockton-Modesto

195,760

302,810

308,163

806,733

San Francisco-San Jose

239,655

413,372

467,670

1,120,697

91,282

190,627

218,555

500,464

2,752,051

4,952,842

5,173,963

12,878,856

Washington, DC (Hagerstown) TOTAL (by Acculturation)

opportunity to accelerate the sports adoption exponentially.

Source: Geoscape American Marketscape Data Stream 2010 Series HA 1 – Americanizado: English Dominant (nearly no Spanish), Born in US; 3rd+ generation, Few Hispanic cultural practices HA 2 – Nueva Latina: English Preferred (some Spanish), Born in U.S. 2nd generation, Some Hispanic cultural practices; often “retro-acculturate” HA 3 – Bicultural: Bi-Lingual (equal or nearly), Immigrant as child or young adult, Many Hispanic cultural practices

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35

Language English, Spanish or Spanglish?

Of course, nothing matters if you aren’t speaking their language. In a 2009 study conducted by the Pew Hispanic Center, found that language patterns dramatically shift according to nativity. For immigrant millennials aged 16-25, it found that just 48% indicated that they can speak English very well or pretty well. This number doubles to 98% for those millennials born in the United States.12 The report continues to highlight another interesting point regarding both nativeand foreign-born Hispanic millennials. It discovered that seven-in-ten stated that they often or sometimes use “Spaniglish” when speaking with family and friends.

“Spanglish” is a language blend that mixes words from both English and Spanish

“We made a conscious effort about five years ago to expand what we already have been doing to make Mountain High a welcoming environment for skiers and snowboarders no matter what race, color, or creed.”

When we link this to acculturation and connect the

directional communication and is part of a conscious

importance of how language can be used to assume

effort on behalf of the resort to court skiers and

an influencer role within social circles, we can begin

snowboarders of all backgrounds. In an interview

to more fully understand the broader implications

with The Industry Report, John McColly, Mountain

of language use in consumer communication. In a

High Director of Marketing and part owner of the

world of such cultural complexity, language presents

resorts management company, stated: “We made a

industry marketers with a strategic asset that when

conscious effort about five years ago to expand what

selectively used, can go a long way to promoting an

we already have been doing to make Mountain High a

environment of inclusivity and acceptance.

welcoming environment for skiers and snowboarders no matter what race, color, or creed.”

A good example of this is taking place today at Mountain High Ski Resort. A 2008 Sammy Award

Ultimately, marketers must understand that language

that has become more and more popular among younger Hispanics. However, this

recipient for Diversity and Leadership, Mountain

does not make a Hispanic platform. Instead, their

hybrid language has come under fire over the years as it is frowned upon by most

High is regarded as the most diverse mountain

goal should be reaching cultural relevancy, and look

older Hispanics, and viewed as a deterioration of the Spanish language. Perhaps

in the industry. Upon entering the resorts front

to use language as strategic tool to deliver brand

seen as the negative by-product of acculturation to American culture.

gates, patrons are immediately engaged in

messaging in ways that connect with consumers in-

bilingual signage that serves both promotional and

culture, whether in English, Spanish, or Spanglish.

Nonetheless, the use of Spanish is universal among all Hispanic groups, and is what bonds the different pan-Hispanic identities. In determining the language profile for our Hispanic DMA’s, we have provided in Table 6: Language, a spectrum that ranges from English Dependence to Bilingual Spanish (preferred). The table helps illustrate

Table 6: Language

two key considerations for marketers regarding language selection in consumer

LANGUAGE USAGE

communication. Know your audience and use language as a strategic tool.

Of the 13.3 million Hispanic Americans found in our targeted DMA’s, over 7.7 million,

Language Usage Spectrum by Top Hispanic “Snow” DMA, 2010 English

Bilingual

Bilingual

Bilingual

Dependent

English

Equal

Spanish

Chicago

299,976

453,156

253,519

390,290

Denver

313,043

173,935

77,392

92,131

Los Angeles

1,357,682

1,839,431

922,815

1,454,656

New York

565,287

1,151,817

613,133

894,071 122,202

or 58% of the total segments combined, are either English Dependent or Bilingual English (preferred). Conversely, approximately 75%, or 9.9 million Hispanics are Bilingual to some degree. This only demonstrates the importance of knowing your consumer segments thoroughly enough to understand how and which languages can be used to connect consumers to brands.

DMA

Sacramento-Stockton-Modesto

322,112

245,747

99,233

San Francisco-Oakland-San Jose

380,389

369,575

172,460

258,197

Washington, DC (Hagerstown)

108,051

183,972

90,822

133,386

3,346,540

4,417,633

2,229,374

3,344,933

TOTAL

Source: Geoscape American Marketscape Data Stream 2010 Series

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37

Consumer Engagement We Only Buy If We Self Identify.

The M.A.S. Report confirms that snow sport companies must recognize the incredible potential presented when engaging multicultural consumers. Although companies have made strides in outreaching to the ethnic community, the industry as a whole has not, and consumers realize this. Multicultural consumers are savvy brand connoisseurs who know and understand the power they yield at the register.

More over, urban, multicultural millennials understand that they set the trends of American pop culture. To engage them, brands must transition from transactional relationships to a more emotionally and culturally enriching one. Marketers must understand that their loyalty is founded on authenticity as they will only look to support those brands they self identify with culturally. This in essence, lays the foundation of a brands cultural identity value that urban, multicultural consumers seek.

The findings from our Hispanic Snow Summary underline three key learnings to broader multicultural consumer engagement: that the misconceptions often associated with the multicultural market are in fact unfounded, that multicultural millennials overall represent exponential areas for sustainable industry growth, and that the multicultural movement has perhaps already begun with early adopters being both consumer and retailer. For the industry to realize its potential, it may only need to serve as an accelerating agent within this movement, thereby ramping up momentum towards an inevitable “tipping point” that breaks open the gates to broader multicultural participation.

However, as the multicultural market continues to fragment and grow in complexity, it will be key to view these elements on an integrated and ongoing basis. In addition, as various companies are at different stages along the consumer engagement continuum— especially in their understanding of consumers more deeply and culturally–makes it ever more critical to construct a foundation level of intelligence from which to build strategies for culturally relevant, consumer engagement.

“What will make more Hispanics participate in snowboarding is having other friends involved in the sport. They get hooked and it just spreads like wild fire.”

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–Gaby Hernandez, Latina AASI Instructor

39

Consumer Engagement (Continued) Digital & Social Media Engagement

Action Planning For Engagement

An area rich with opportunity can be found in the digital space. The rise of

In analyzing and synthesizing the findings in this report, combined with our industry experience and cultural

social media tools and networks has coincided with the explosive growth of the

consumer insights, the authors of this report have provided a perspective and starting point to building an

multicultural market. This convergence of culture and technology provides the

effective, multicultural consumer engagement plan for snow sports companies. In taking these fundamental first

industry with a direct channel in targeting future snow sports enthusiasts as

steps, marketers will be able to best position themselves in reaching greater performance in the industry.

bicultural Hispanics -- and multicultural millennials overall -- have proven to be a leading adopter in the space. Photography, video, and editorial content that is easily produced and shared are capable of providing brands with elasticity, as multicultural millennials are continually researching and actively seeking out “what’s next” with regards to acculturated lifestyle content, like snowboarding.

Step 1: Develop a comprehensive cultural intelligence plan.

This involves recognizing the value and influence that multicultural consumers have on your business today and tomorrow. Marketers must understand the role that culture plays in the lives of consumers. To begin efficiently, brands should start by looking within itself as a starting point. Your employees are your customers, so look to

Adoption of social media within the Hispanic market has also remained at a blistering pace, and not confined to the United States alone. Since 2008, Facebook has

include them as part of the intelligence gathering process. Seek to understand from the perspective of your target urban and multicultural consumers:

seen exponential growth coming from the Latin American region. With the aide of translation applications, it has helped build bridges across the pan-Hispanic spectrum, providing a window of culture to Latinos both domestically and abroad.

This cross cultural exchange has fueled an interesting snow sports trend where in

• What meaning does your product/brand bring to their lives?

• How does your brand help consumers build their identities?

• How does it help consumers fulfill their important social roles?

the last few years, the industry has seen a steady stream of video content emerging from countries including Argentina and Chile. Just a few years ago, little was known about the South American snowboard scene. Today, a wealth of status updates on both Facebook and Twitter point to a growing community of Spanish-speaking

Step 2: Build An action plan THat goes beyond altruism

snowboard enthusiasts. Ultimately, this implies that with such prevalent usage

Altruistic efforts should continue to remain as a core pillar in any integrated effort to reaching urban and

of technology and media exposure, Hispanics both here and abroad are already

multicultural audiences, but by itself, does not constitute a complete marketing plan. Becoming and remaining

engaging with the lifestyle and culture of snowboarding. This in turn helps to

a member of urban and multicultural communities are critical steps for building authenticity within these

minimize the barriers to entry into the sport.

consumer segments, so any efforts currently underway should continue, as should the development of any future programming.

However, actively targeting multicultural millennials with digital snow sports content is needed to fuel industry growth. They make time spent digitally work for

The findings in this report clearly demonstrates the broader appeal and viability of the market overall. For

them as it is their way to keep in touch with family and friends, search for product

this reason, we strongly recommend that in order for marketers to fully realize the potential that these

information, compare prices, and shop online. The development and dissemination

consumer segments provide, they must seek to leverage opportunities that help them address a much

of more culturally authentic industry media content can prove to be an incredibly

broader audience in waiting.

effective method in feeding the multicultural consumer’s appetite for the unique and compelling content they seek.

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Consumer Engagement (Continued) Step 3: Identify the barriers to entry faced by your target multicultural consumers.

Stage 3 – Evaluation of Alternatives

Lastly, to help identify any existing barriers to entry of multicultural consumers in

The most important attributes Hispanic American consumers place on snowboard equipment and apparel are

the sport, we have synthesized and outlined a decision making process below. The

durability, quality, and comfort with price ultimately being the deciding factor to purchasing decisions. With

following five (5) key stages are provided as a roadmap aimed at helping marketers

limited snowboard product knowledge, multicultural consumers primarily gravitate towards products that meet

more clearly understand the mind-set of multicultural consumers as they seek to

their budget needs versus buying quality made products. In some cases, initial product purchases will be used

engage in the sport.

equipment found on Craigslist.org.

Stage 1 – Problem Recognition

Stage 4 – Purchase Decision

Once interested in going snowboarding for the first time, Hispanics are challenged in

Price most often trumps quality at the register offline or online. As snowboarding is an expensive sport,

how to pursue and continue the snowboarding experience. These challenges appear

multiculturals must consider in the very early stages of decision making if this is a sport worthy of the

to focus primarily around cost, access, and time. They must be able to answer for

investment needed to begin. It is why multicultural snowboarders will often seek other early adopters in an

themselves: How much does it cost initially? Are there more economical means of

effort be in the know on early season sales, demos, and/or events like Sniagrab in Denver, Colorado, where

participating in the sport? How do I get to mountains? What things do I need to have

products can be found at discounted prices. They visit both chain and specialty retail shops in pursuit of the

that first day? Do I need a lesson? How long will the day last?

deal, and they do recognize the level of customer service between a chain and specialty store. They cite that the specialty shops carry the best knowledge and expertise over equipment and apparel. Most importantly,

Stage 2 – Information Search The immediate reaction of multiculturals when seeking out information related to snowboarding is to get advice from friends and peers first. The internet is most often

multicultural consumers are looking to be treated as equals to other snowboard customers, and indicate that a culturally relevant approach by sales staff makes for a favorable sales experience.

Stage 5 – Post Purchase Evaluation

the second step in information gathering. A learning process begins with an initial search engine visit, most commonly Google and Yahoo. Burton Snowboards is most

With limited research available, it remains difficult to determine with certainty just how well snowboard

often recalled as are various other retailers who occupy these top sites. However,

products hold up for Hispanic snowboarders. With the sport only in its infancy at this stage with multicultural

consumers cite that Spanish language content is also unavailable. There are no

consumers, it is estimated that most are on their first set-ups, or looking to graduate from used equipment to

recognizable Hispanic athletes or celebrities that come up either, perhaps due to

newer set-ups. However, they are actively searching for information on equipment and apparel options. While

limited exposure to teh sport and existing ethnic professionals on the pro circuit. This

brick-and-mortar visits continue to be the starting block for many multicultural consumers to get their first

ultimately only provides potential multiculturals with Anglo Americans and a very

taste of the sport, they also cite online research as becoming the most effective manner for self-education.

few Latino early adopters as the only opinion leaders and influencers to draw insight and relevance from. Lastly, Hispanic Americans also rely heavily on the knowledge of retail associates as a primary source of information on the sport at both chain and specialty channels.

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SideBar: The Altruistic Affect SOS Outreach is a non-profit organization that was founded by former Eagle County, CO, commissioner Arn Menconi in 1993. Its programs are designed to build character and self-esteem in youth through outdoor activities. Originally known as the Snowboard Outreach Society, before expanding to include skiing, the organization has done a Contact Info: PO. Box 2020 Avon, Colorado 81620 T: 970-926-9292 F: 970-926-7739 E: sos@sosoutreach.org

phenomenal job of reaching and introducing multicultural youth to snow sports. In 20092010, SOS was expected to serve more than 4,500 youths across the nation.

SOS Outreach has worked with Vail Resorts to help increase ethnic diversity on the slopes of Eagle and Summit County for over 15 years. According to Menconi, the group never set out to specifically attract ethnic minorities, but its focus on character building for at risk and underprivileged youth via snowboarding attributes nearly 50% of program participation to Hispanics annually in Colorado.

M.A.S. research participant Gaby Hernandez, is a testament to the work being accomplished by SOS Outreach. In the winter of 2007, she was one of the first 11 graduates of the SOS University program that lead to becoming a certified AASI (Association of American Snowboard Instructors) snowboard instructor.

Hernandez had moved to Edwards, CO from Mexico City at age 12. The fact she couldn’t speak English didn’t deter her from going from novice to instructor by the age of 18. Gaby was named an Outdoor Idol Award recipient by the Outdoor Industry Association in 2006, and credits snowboarding for inspiring the core values that led to her success.

See Gaby’s inspiring story and interview for this report below.

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SideBar: The Altruistic Affect (Continued) Hoods-to-Woods Foundation

Ruby Hill Rail Yard

The Hoods-to-Woods Foundation is an urban non-profit organization in Brooklyn, NY, that was

Ruby Hill Rail Yard is the first city sanctioned urban snow terrain park in the United States. It’s made possible

started by Brian “Deka” Paupaw. Their mission is to provide inner-city youth with awareness and

through the unique relationship between the City of Denver and Winter Park Resort; the resort property is city

access to life changing experiences found in the outdoors. Snowboarding is a core offering of the

owned and part of its mountain park system. Bob Holme, the Winter Park Director of Youth Marketing, brought

organization, with programming designed to build confidence and facilitate individual discovery.

the Ruby Hill Rail Yard concept to life in the winter of 2007, after being approached by local teens interested in urban rail contests along the Front Range. Shortly thereafter, and under his leadership, the City of Denver Parks Contact Info: Denver Parks & Recreation 201 W. Colfax, Dept.

601 Denver, CO 80202 P: 720-913-0741

Brian Paupaw is an African American graphic design professional who took his own personal involvement in snowboarding as a catalyst to reach other young urban teens. The sport opened him to a world of possibilities, including riding in South America, and in the process, testing his own fortitude. “People might say things like, ‘What’s wrong with you? That’s a white boy thing’ but I don’t let it stop me, because I used to think the same way so I understand.”

Paupaw realized that snowboarding was a means of making a difference by simply exposing

and Recreation department worked to create a public facility that aimed to bring the mountain lifestyle a little closer to urban residents.

Now heading into it’s 6th year, Ruby Hill consists of various park features that are designed to allow beginning riders the opportunity to progress and learn terrain park skills. Winter Park provides the rails, terrain park design and staff; Chirsty Sports provides free rental equipment; and Denver Parks and Recreation provides youth programming. Over thirty volunteers and private donations all help to make the terrain park possible.

urban youth to the idea of accessibility. “The best thing about it is to be walking in the ‘hood with a snowboard and get stopped by a bunch of young (ethnic) kids and spend time talking to them. That

“Our vision while building and designing Ruby Hill is to take the growing sports of park skiing and snowboarding

really makes me feel good, that I can spark interest in some young black kid’s mind.”

and make them accessible to a broader market,” said Holme. “Thank you to our dedicated partners at Denver Parks and Recreation, Christy Sports, Johnson Controls, multiple sponsors, volunteers and the staff at Winter

Last year, Brian Paupaw made the ‘Hoods to Woods’ documentary film with the hopes of

Park Resort for making this vision a reality,” said Holme.”

inspiring more kids from the ‘hood to go up the mountains and ride the powder. This is why when conditions are right, you’ll find Brian at Fort Greene Park in Brooklyn, sharing his passion

Results from visitor survey’s indicate the park is making progress on the multicultural youth front.

and love for snowboarding with urban youth.

• 40% of Ruby Hill participants are non-white For more on Deka and the Hoods-to-Woods Foundation, visit: http://hoodstowoods.com • 39% of Ruby Hill participants are beginner Hoods-To-Woods Foundation

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For more on Ruby Hill Rail Yard, please see below:

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Contributing Authors

About the Partners

Kevin BAng Kevin is a New Media Producer for KCTS (PBS Seattle) and formerly a snow sports blogger for the Seattle Times.

He holds a Bachelor’s degree in Communications and Sociology from the University of Washington.

Favorite Mountain: Mount Baker, Washington

Huemanitas is a strategic marketing group that focuses on supporting clients through innovative and culturally intelligent marketing solutions that empowers their businesses.

Find out more at: http://huemanitas.com

Gail Brooks Known for her insightful and intuitively strategic thinking, Gail brings over 10 years of proven success developing strategic marketing solutions for clients including Footlocker, Nike, Diageo, and Universal Music Group. With a diverse background in general, multicultural, urban and youth culture marketing, she is also an author of industry white papers published by the Association of National Advertisers. Gail currently lives in Brooklyn, NY.

Geoscape provides strategic analytics, detailed data resources and automated intelligence systems to corporations seeking growth by capitalizing on

Favorite Mountain: Vail, Colorado

opportunities in a culturally-diverse business environment.

Find out more at: http://geoscape.com

Alberto Delaroca Tracking the ethnic sports space for the last 10 years, Alberto has provided agencies and corporations his unique insight and intelligence to effectively connect brands with multicultural sports audiences. Born in the United

Equipo Roca is a Latino action sports intelligence group that specializes in connecting

States, of Guatemalan parents, he is trilingual (English, Spanish & German) and holds a Bachelor of Arts from the

the industry with urban and Latino enthusiasts in the U.S. and Latin America.

University of Colorado at Boulder. He continues to live in Denver, Colorado and is the Founder and Principal of

Find out more at: http://equiporoca.com

Equipo Roca, an ethnic action sports intelligence group.

Favorite Mountain: Cerro Catedral, Argentina

Marcus JimĂŠnez Marcus carries over a decade of diversified marketing experience providing innovative solutions for nationally leading

Mentoulounge Media is a Colorado based video production company providing full digital video production and post-production services.

Find out more at: http://mentaloungemedia.com

agencies and corporations including Clorox, MillerCoors Brewing, and PepsiCo. He holds a Bachelor of Fine Arts degree from the Fashion Institute of Technology, New York and is a Partner and Principal of Huemanitas. A born and raised New Yorican (Puerto Rican born in New York), he now resides in Denver, Colorado.

Favorite Mountain: Beaver Creek, Colorado

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References 1

Census: American Factfinder (2009). calculation estimates are based on current data available

2

Census: American Factfinder (2009). calculation estimates are based on current data available. The African American segment represents 24% the total African American population while the Hispanic American segment represents 27% of the total Hispanic American population

3

Census: American Factfinder (2009). calculation estimates are based on current data available

4

Worldatlas.com: Varied international public domain sites, the U.S. Census Bureau and Times Atlas of the World

5

Packaged Facts: The Young Urban Market Consumer (2008)

6

SIA source: Total of African American and Hispanic American participation only.

7

University of Georgia’s Selig Center for Economic Growth

8

University of Georgia’s Selig Center for Economic Growth

9

U.S. Census: Percent Distribution of the Projected Population by Net International Migration Series, Race, and Hispanic Origin for the United States: 2010 to 2050

10

U.S. Population Projections 2005-2050 (2008). PewResearch Center

11

Nuestro Futuro (2006). Cheskin

12

Census: American Factfinder (2009). calculation estimates are based on current data available

13

Between Two Worlds: How Young Latinos Come of Age in America (2009). Washington D.C: Pew Hispanic Center

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