What don't you get? 5 day a year riders = rentals, people on low end equipment, or the ones that upgrade as needed. Those are the ones that pay full pop for lift tickets.
Day ticket here are 110 bucks these people will buy a 5 pack of those at 500 bucks. Season pass early season here is 550 these are the people that ride every day meaning the resort actually loses money on them.
Now if you look at gear purchases the season pass holders are less likely to pay full price for in line product as they have: pro form, buy last years, get a discount on gear from a shop for being local, or have a friend that can hook them up.
Now Johnny Gapeass breaks binding goes into shop and pays full price. He might ride a 10 year old deck with what you feel are whack angles but this is the guy that pays full pop for everything when he needs it or as he needs it.
It's a numbers game always has been. Why is it that you see more low mid level to entry level stuff on people than the $450 and up decks, $250 and up boots, and $200 range bindings? Simple the core group that has these boards targeted to them isn't the big spenders.
In order to sustain healthy growth you need to:
1. Get them young and support them early on while building the stoke. The more stoked a kid is on snowboarding at a young age the more likely they are to stick with it through and through. (Something snowboarding is not good at as most ski schools start snowboarding at age 7, skis as early as age 2)
2. Keep costs prohibitive. (Once again pricepoints have jumped again due to China realizing they are the super power and demanding higher wages, rising cost of oil for shipping, and the general global climate)
3. Learning curve which snowboarding has the hardest of all the snow sliding sports except possibly ski bikes and snow skates. Turning on skis in 1 day typically 3 days for snowboarding. Looking at the cost of rentals, ticket, and other ancillary gear it's an investment just to try.
4. Time. With all the people popping out babies and trying to make ends meet finding time is a luxury to these people. Sit in traffic there and back, stand in line, slide down the hill, pay money, etc. etc. or stay home fix the garage door, sleep, watch TV, etc. etc. We as a society have become more sedentary which also plays into it.
Core has always = poor and are not the people that support the whole scheme of snowboarding. Companies are only part of the equation you need to look at the economy, rising costs, time, distance, and health to understand why snowboarding has peaked. Season of 02 was the highest recorded visit of snowboarders and it's been declining ever since. It'll have its rise up and down from here on out but it's pretty much hit the plateau.
Now you can sit around and think your one sale of discount bindings or deck is keeping snowboarding alive or you can just realize you're the minority that doesn't make companies money.
It's a numbers game entry level sticks and rental/demo decks that's where companies make their money.
Yeah, I understand this, but if Jonny Gapeass is the hope of the industry, snowboarding is in some trouble.
When I was growing up (early to mid 90's) not one kid in my neighborhood didn't have a snowboard. We didn't ride resorts, we rode backyards, prep school hills, and golf courses. Now, nobody does. My son's going on 11 and he doesn't know anyone else in his grade that snowboards, affluent or not (quite a few ski). With all the second hand gear out there you'd think access to snowboarding would be easier than ever. You can get $100 board/binding/boot set ups all over craigslist. As a kid from a working class family who grew up on used (and relatively high priced) gear this would have been a dream. If poor = core, kids should be snowboarding every hill in the area, stealing street signs to jib up at the prep school. The spots that use to draw huge snowboard crowds every day after school when I was growing up now don't have a snowboarder in sight. Snowboard culture is suffering. And if Jonny Gapeass is going to be the face of the brand, I'm not sure too many people are going to follow.