The number of skiers has remained flat and some studies show that skiers' SV have actually declined over the past few years. The public awareness about ski safety has increased in the past year. Commendably, ski areas have seen safety as a marketing factor. Skier safety rules appear on lunchroom napkins, ubiquitous signs, and on trail maps. Nevertheless, women continue to drop out of the sport, arguably in part due to safety concerns and an overblown male, risk-taking marketing message.
Competition is sharpest in the ski lift department.
New, high speed, high capacity lifts are a readily visible improvement which may give one area a boost over its neighbor. School of Bus. Because the acreage has not increased, skier density has increased. One study, conducted on a small scale, concluded that an increase in lift capacity, without a concomitant increase in terrain, increases the risk of a skier versus skier or snowboarder collision. These factors have a heightened awareness of skier safety, and a public awareness that a claim may follow a skiing collision.