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Mammoth Is Interesting
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More winter visitors to Mammoth are bringing kids than ever before, a new survey shows.
The survey, by Leisure Trends from Boulder, Colo., showed that 58 percent of the visitors to Mammoth said they brought children, up significantly from 2004, when just 31 percent said they brought their children with them.
The finding was the major surprise of the survey, which also showed the average profile was 32 years old, traveling with five people and staying four nights. The survey showed the average winter visitor spends about $600 a day.
Leisure Trends was contracted to analyze and compare the results of the 2004 and 2007 surveys and to create a general profile of the Mammoth winter visitor, according to Dana Stroud, the director of the Tourism and Recreation Department.
"This key information will not only help direct the town’s marketing efforts, but contribute to the entire business community’s decisions regarding future development, product programming and sales and marketing efforts," she said in a press release.
The 42-page report, which is on the Web at the town's Tourism site (1.3 MB PDF), also showed a significant drop in visitor traffic from Ventura County, counterbalanced by jumps in visitorship from Santa Barbara, Riverside and Los Angeles counties.
The report showed no startling changes other than the finding regarding children.
In 2004, 69 percent of visitors said they traveled to Mammoth with no children at all, while in 2007, 42 percent said they traveled without kids.
Regarding the number of kids traveling to Mammoth, 36 percent of the respondents said they brought one to two children, compared with 21 percent three years earlier.
Twenty two percent of those surveyed said they brought three or more children, compared to just 10 percent in 2004.
It was not known what effect the thin snow cover in 2007 had on the survey. In 2003-04, Mammoth received 436 inches of snow for the season, while last year, the ski area received just 231 inches -- one of the worst snow years in Mammoth history.
Also, the sample was small. In 2007, 305 people responded to the survey and in 2004 just 198 people responded.
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