The industry is worried about the future and lamenting the fact that, "...only 15% of new skiers return after their first lesson."
The fear is that the Baby Boomers are hanging up their skis and there are few newbies to replace them. The industry participants provide an analysis as to possible causes, but their results show how out of touch the industry really is, IMO.
The green novice pays $150-$200 for a rental, lesson, instruction, and lift ticket, $20 in the lodge for a stale Hot Dog and Watered down Pepsi, $5 for a hot chocolate, and $20 for parking. The industry then is puzzled why less than 15% never come back for another try. After falling down a lot and realizing the sport takes time(and money) to really get into, the likely thought at the end of the day is, "I shaved my legs for this?"
IMO, it is sticker shock that keeps most newcomers from coming back.
The question for the industry should not be, 'How do you convice someone skiing is fun?', it's,'how do you convince someone it's worth parting with all that money?'
IMO, a long time ago, the ski industry priced itself out of being a serious contender when it comes to growth. It is true that the industry will always be able to attract those who are financially afluent, but it can't grow sufficiently without the middle class skier.