son that sales have gone up for these companiesand it is also another reason for the popularity of snowboarding as compared to skiing. IfJoe Public sixteen year old wants to start snowboarding he is going to need to get himselfsome equipment. The average cost of a complete setup, which includes a snowboard,bindings that hold the board to the feet of the rider, and boots, costs around $450according to Transworld Snowboarding 1996 buyers guide. If the same kid would wantto set himself up with a ski package he would have to get the skis, bindings, boots, poles,goggles, neon ski-outfit (required for skiers), and multiple other flashy accessories. Theaverage cost of a new ski setup is around $850 according to Ski magazine 1996 buyersguide. It is clearly cheaper to get into snowboarding. This price advantage ofsnowboards over skis is much more attractive to the average teenager who probably Jones5doesnt have much money anyway. It is also more attractive to Mom and Dad to spendless on a snowboard than skis. Sepp Kobler, the manager of Freestyle Sports in Charlottseville, said that fiveyears ago snowboards and accessories accounted for about 5% of all sales in the shop. Now it accounts for close to 30%. Kobler feels that if it were not for the dramaticincrease in snowboarding he would have had a hard time keeping the shop open. "Kidsare into it, and so are there folks, its cheaper, its more fun, and its easier to learn" saysKobler. A sales clerk at Bear Mountain, Brian Almarez says that is extremely hard tokeep the hooded flannel shirts in stock. Also, the baggy pants "fly out the door faster thannatty neon-colored ski wear." Almarez also states that "you dont see too manysnowboarders out there who arent making a fashion statement." (Feldman) The final area of retailing that has reaped many positive benefits fromsnowboarding is in the sales of lessons. The author, a professional snowboard instructor,has seen lessons go up 50% ea...
