Jasper Insights

Part
01
of four
Part
01

Competitive Review 1

Ogden has three main ski resorts; Snowbasin, Nordic Valley and Powder Mountain. Snowbasin has some expert Olympic ski runs and was one of the sites that the United States used to host the 2002 winter games. Nordic Valley is the best ski resort in Ogden for beginners while Powder Mountain is currently ranked the second-best ski resort in the United States by skiers and snowboarders. Banff has two main ski resorts; Banff Sunshine and Mount Norquay whose ski runs are mainly for intermediate skiers though Mount Norquay also has some expert runs. Mammoth is popular among snowboarding professionals because of its extensive unbound terrain parks and pipes. Please see below details of our methodology and detailed findings for each tourist destination.

Methodology

In order to provide a competitive review of Ogden, Banff and Mammoth, we started our search by visiting the official websites of these three destinations in order to get a good grasp of the job requirements. This search turned up useful information that has been included here such as the number of ski runs, winter attractions and major non-ski events. However, these sources did not provide us with information about the typical visitor profile and where visitors hail from.

We subsequently searched for travel studies or reports for these tourist destinations since tourist destinations would identify and track their visitors so they can better target them. We found a Travel report for Utah as a state but none for Ogden specifically. We also found a travel report for Mammoth Lakes which is where Mammoth Mountain is located. However, after an extensive search, we could not find any travel study, report or statistics for Banff, Alberta.

After this, we changed our approach to using website analytics of the tourist destinations where we did not have the required information. Our rationale was to make an inference from the website analytics that would enable us to provide a demographic description. We used Alexa, a website analytics tool to determine the origins of website visitors to the official websites of these destinations and used the data obtained as a proxy about where the majority of visitors to these destinations come from.

Finally, in order to better determine the basic demographics of typical visitors to the Ogden, Banff, and Mammoth, we searched Instagram to view posts uploaded by visitors to these destinations. The reasoning behind this was to view pictures of visitors and then be able to determine things like age, race and family size. We did this by looking through the first 50 Instagram posts then looking out for the already mentioned variables. However, there was no way to determine the age of visitors simply by looking at them, we could only determine if they were adults or children and even this is very subjective. Instead, we this source to make inferences about the race of visitors and whether they had children with them.

#1: Ogden, Utah

Ogden, Utah consists of three main ski resorts; Snowbasin, Nordic Valley and Powder Mountain. Snowbasin is described as a world-class ski area and it was one of the venues that the United States used to host the 2002 Winter Olympics. Nordic Valley is described as the best mountain in Utah for skiers who are beginners and snowboarders, this venue offers the largest night skiing operation in Utah. Powder Mountain is one of the largest ski areas in the United States and presently ranked the second best ski resort in the country according to reviews by skiers and snowboarders.

Visitor demographics & Origin

Utah primarily attracts visitors from neighboring states such as Colorado and California. Ogden is the eighth largest travel destination within Utah. Visitors to Utah are under 45 years old, more likely to have families with at least three members and more likely to be Caucasian. In order to determine the profile for visitors specifically for Ogden, we checked Visit Ogden's Instagram page and our search through the first fifty pictures suggests that visitors to Ogden are indeed mainly Caucasian. Additionally, our search only revealed pictures of young adults and there were no children in the pictures reviewed.

We determined from available information that Utah visitors mainly book their visits online and used Alexa to obtain website traffic statistics for Visit Ogden. The analysis revealed that all website visitors were from the United States and this can be used as an inference that the majority of visitors to Ogden are from the United States.

Ski Runs

  • Snowbasin is a 3,000 acre resort which offers 107 runs which vary in difficulty from intermediate to expert.
  • Nordic Valley has 110 acres of skiable land with 22 runs which vary in difficulty from beginner to intermediate.
  • Powder Mountain has 8,464 skiable acres with 167 runs which vary in intensity from beginner to advanced.

Therefore, Ogden has a total of 107+22+167 = 296 runs across three ski resorts.

Winter attractions

Other winter attractions at Ogden apart from skiing include:
  • Snowboarding
  • Cross country skiing
  • Snowshoeing
  • Ice skating
  • Snowmobling
  • Tubing
  • Fat biking

Major non-ski events

Major non-ski events include :
  • The Sweaty Yeti Fat Bike Race

#2: Banff, Alberta

World-class ski resorts known as the SkiBig3, are located in Banff and Lake Louise which are in proximity to each other. In addition, located centrally in Banff are Banff Sunshine and Mount Norquay. Banff Sunshine's winter season stretches from November till May while Mount Norquay's winter season stretched from November till April.

Visitor demographics & Origin

Each year, Banff welcomes more than 4 million visitors. The Banff National Park works closely with the tourism board to promote winter ski events which have also resulted in increased numbers of visitors to the park. Banff National park welcomed 4.4 million visitors in 2017/2018 up from 3.6 million in 2014/2015.

In order to determine the origin for Banff visitors, we searched Instagram for the #mybanff hashtag which visitors use to post their pictures while at Banff. Our search through the first fifty pictures suggests that visitors to Banff are mainly Caucasian, however, two out of the fifty pictures had people of Asian or Arabic origin. Additionally, there were two pictures with children among the pictures we reviewed.

We used Alexa to determine the website traffic statistics for SkiBig3. The analysis revealed that 46% of website visitors were from the United States while 29% of website visitors were from Canada. This information can be used as a proxy for the origin of visitors since an exhaustive search did not turn up any additional information.

Ski Runs

  • Banff Sunshine has 3,358 skiable acres and 137 runs ranging in difficulty from beginner to advanced runs. The largest share of Banff Sunshine runs; 55% are for intermediate skiers.
  • Mount Norquay has 190 acres skiable land and 74 runs ranging in difficulty from beginner to expert runs. The largest share of Mount Norquay's runs; 36% are also for intermediate skiers.

Therefore, Banff has a total of 137+74 = 211 runs across two ski resorts.

Winter attractions

Other winter attractions apart from skiing at Banff include:
  • Skating
  • Sledding
  • Cross country ski trails
  • Ice walking
  • Ice skating
  • Snowshoeing
  • Tubing
  • Tobogganing
  • Hot springs and spas
  • Dining and nightlife

Major non-ski events

  • Banff National Park


#3: Mammoth, California

Mammoth Mountain is 11,053 feet above sea level and located in Mammoth Lakes, California. Mammoth Mountain has a wide array of unbound terrain parks and pipes which make this resort popular among professional snowboarders. Mammoth mountain hosted the 2019 United States Ski & Snowboard Alpine Masters National Championships in March.

Visitor demographics & Origin

The bulk of Mammoth Lakes visitors come from the United States, particularly from within California. One time visitors tend to be female, older than 55 years and with no children. On the other hand, repeat visitors to Mammoth Lakes tend to have at least a college degree, 42 years old on the average, married and with children in the household. In terms of income, the household income for the larger share of repeat visitors ranges from $75,000 to $150,000 per annum.

In order to better determine the origin of Mammoth visitors, we searched Instagram for their Instagram page. Our search through the first fifty pictures suggests that visitors to Mammoth are mainly Caucasian, however, six out of the fifty pictures had people of other races. Additionally, there were four pictures with children among the pictures we reviewed. Moreover, 19 out of the 50 pictures had two or more people within them who seemed to be part of the same group.

Ski Runs

Mammoth has 3,500 skiable acres of land and 150 ski runs which range from beginner to expert in difficulty. The largest share of runs at Mammoth (40%) are in the intermediate category.

Winter attractions

Other winter attractions apart from skiing at Mammoth include:
  • Snowboarding
  • Mountain biking
  • Golf
  • Snowmobiling
  • Tubing
  • Cross country skiing
  • Snowcat tours
  • Gondola riding
  • Mountain and naturalist tours
  • Backcountry touring

Major non-ski events

Part
02
of four
Part
02

Competitive Review 2

Typically winter-season visitors to Canmore hail from locations within Alberta while in Sandpoint, Utah, most of the visitors are out-of-state visitors. Durango, Colorado, visitors are coming mainly from out-of-state but are usually US residents.

Canmore, Alberta (Canada)

1. DEMOGRAPHICS
  • Winter visitors to Canmore in Alberta, Canada are 61% male and 39% female.
  • 72% had a university or post graduate degree and 63% had a household income of over $100,000 in the winter of 2017.
  • 57% of visitors were repeat visitors, while 43% visited Canmore the first time.
  • 11% stayed only during the day while 89% stayed overnight. The average number of nights stayed was 3.2 nights.
  • 82% stayed in paid roofed accommodation while 93% stayed in pre-booked accommodation.
  • $1,481 on average was spent in Canmore by each visitor party.

2. MARKET ORIGIN OF VISITORS
49% of the visitors in Canmore come from Alberta, followed by 28% from the rest of Canada. 13% of visitors come from overseas while 10% come from the USA.

3. NUMBER OF SKI RUNS IN THE AREA
The ski runs that exist in the area are:

4. WINTER ATTRACTIONS (OTHER THAN SKIING)
Skiing and snowboarding is the primary reason for visiting Canmore, with 70% of visitors coming to the area for this reason. This is followed by cross-country skiing (6% of visitors), back country skiing (3% of visitors) and family vacation (3% of visitors). Other attractions include medical and education resorts, wellness, snowmobiling, business events, snowshoeing, heliskiing, nature and wildlife watching, hockey games, Northern Lights watching, climbing, caving, helicopter tours, dog sledding and visiting rotary trails.

5. MAJOR NON-SKI EVENTS DURING THE SKI SEASON
The major non-ski events during the ski season in 2019 include:

Sandpoint, Utah (United States)

1. DEMOGRAPHICS
Sandpoint, UT does not produce visitor reports for their town. The reason for this is the fact that the city has a population of 8,000 residents and therefore has a very small budget for any type of market research or tourism reports. In oder to exhaust all the possible research methodologies, we looked into Sandpoint's tourism website and the corresponding city reports. Next, we looked to see whether there are any Northern Idaho tourism reports as Sandpoint falls under this area in Idaho. However, no reports we were able to identify specified that they were looking into ski season only or mentioned the area of Sandpoint in the report. Finally, we broadened our search to include the whole area of Utah but were unable to find any reports or media articles that would help with our research. However, there is a Utah winter tourism report available for 2017 which provides statistics for the whole state:

2. MARKET ORIGIN OF VISITORS
As stated below, Sandpoint, UT does not produce visitor reports for their town. However, there is a Utah winter tourism report available for 2017 which provides statistics for the whole state:
  • 23% are in-state visitors while 77% are out-of-state visitors. Additionally, approximately 10% of visitors are estimated to be international visitors.

3. NUMBER OF SKI RUNS IN THE AREA
There are five major ski resorts in the area:

4. WINTER ATTRACTIONS (OTHER THAN SKIING)
Winter attractions (other than skiing) include the Silverwood theme park, visiting craft breweries, cross-country skiing, visiting the Round Lake State Park, horse rides, ice-skating, visiting museums, sightseeing, snowmobiling, cruises and tours, visiting parks (both state and national), and visiting historic sites.

5. MAJOR NON-SKI EVENTS DURING THE SKI SEASON
There are only three major non-ski events during the ski season in Sandpoint:
  • Art & Film Festival at Panda Theatre
  • Music Festival at The Hive
  • Craft Breweries Season

Durango, Colorado (United States)

1. DEMOGRAPHICS
Telluride, Colorado is a smaller part of the Durango, Colorado region. While there are no specific reports available for the Durango region in general (or as a city), there are various reports available for Telluride, Colorado. The reason for this is that Telluride is the most visited part of the Durango area and therefore, the tourism board is focusing on getting more media attention to this area specifically. According to the tourism office for Telluride, the visitors "skew on all age demographics, including older couples, families, and younger singles and couples. The distinction is that they’re all affluent."

2. MARKET ORIGIN OF VISITORS
Most of the visitors for Durango, Colorado are coming from the US. However, it is mostly out-of-state visitors. The main reason for this is that the visitors can fly nonstop to Montrose, which is the closest airport to Durango, from nine big cities: Atlanta, Chicago, Dallas, Denver, Houston, Los Angeles, New York (LaGuardia and Newark), Phoenix and San Francisco.

3. NUMBER OF SKI RUNS IN THE AREA
There are four ski runs in the Durango area of Colorado:

4. WINTER ATTRACTIONS (OTHER THAN SKIING)
Apart from downhill skiing and snowboarding, winter activities also include fat-tire cycling, ice climbing, sleigh rides, sledding, snowshoeing, snowmobiling, and ice-skating.

5. MAJOR NON-SKI EVENTS DURING THE SKI SEASON
The major non-ski events during the ski season in Durango, CO include:
  • Different musical nights at Eno Wine Bar
  • Comic-Con Snowdown
  • Skijoring race
  • Durango Independent Film Festival
  • Wolves Visit Purgatory

conclusion

We compiled a competitive analysis focusing on looking into the tourism highlights of Canmore, Alberta, Sandpoint, Utah, and Durango, Colorado during ski season.
Part
03
of four
Part
03

Jasper Visitor Demographics

The typical visitor to Jasper, Alberta is 34.5 of age (the average age range is from 25 to 44), female, with an average annual income of $80,000, has some college degree, employed, no children, typically from Canada of European (white) origin, someone with a Christian faith, and from a middle-class socioeconomic status.

METHODOLOGY

To address this request, we started by looking at reports, case studies, or surveys available on the town's—Jasper, Alberta—official website and other related websites such as Jasper National Park, Baff Jasper Collection site, Parks Canada, Jasper Mountain Park Lodges, Jasper Hotels, Hike Jasper, Ski Fairmont Jasper, Explore Jasper, Ski Marmot, Explore Alberta, among others. For example, the annual report released by Jasper's National Park provides comprehensive information on the total revenue, number of visitors and accomplishments, but the demographics of these visitors were not provided. Parks Canada has also released their latest report, however, the demographics are not covered. The Jasper Travel website provides facts about tourists but also did not cover demographics. We also exhaustively searched other related websites (and their reports, press releases, and articles) but data and information on demographics was largely unavailable in the public domain.

Due to the limited information available to define the demographics of the town's visitors, and the above official websites having not published any relevant information or surveys on Jasper's demographic profiles, we used website analytic tools, such as Similar Web, Alexa, Quantcast, and Hypestat, to determine demographic profiles of those tourists visiting the town of Jasper. Please also note that, while searching on these sites, we prioritized any information pertaining to ski season visitors. In the event that these specific visitors' information was not available, we pulled in and built a data profile for the average and typical Jasper, Alberta tourist. Below, we have presented our detailed findings and how we've come up with and how we have built the Jasper, Alberta's visitor demographic profile.

JASPER VISITORS

Jasper National Park receives more than 2 million visitors each year—2.43 million in 2018, 2.35 million in 2017, and 2.27 million in 2016 (screenshots of the Statista report can be found here). Jasper is one of the seven most famous mountain parks during ski season in Canada. Marmot Basin, located in Jasper, has the highest base elevation of any ski resort in the Canadian Rockies at 1,698m (5,570ft). According to a report released in 2015, of the 2 million tourists entering Jasper each year, only 20% of these visitors visit the place during winter (November to April).

DEMOGRAPHICS

To build a profile for the typical Jasper, Alberta tourist, we assumed that the demographics of those users visiting Jasper's related websites (those people interested in Jasper) represent demographics of the actual tourists. To analyze the demographics, we used analytic tools such as Similar Web, Alexa, Quantcast, and Hypestat. These tools need sign-in credentials to access the data and we've provided screenshots of the results which can be found here [Alexa and Similar Web].

1) AGE

The average age range of people interested and assumed to have visited Jasper is from 25 to 34. Though a significant share of the data reviewed show that 35 to 44 is another key age demographic. By looking at the Ski Marmot and Travel Jasper demographics, the age range that has the highest representation is from 25 to 34 while Fairmont and Baff Jasper Collection rate the highest representation of people aged 35 to 44. To provide a truer average, data from the four has been combined to reveal the average age 34.5 [from (25+44/2)].

2) GENDER

In general, when looking at the demographics of people worldwide who are interested in traveling to Jasper, the female gender represents a higher percentage than male—52% female and 48% male. However, the website for the ski resort in Jasper, Ski Marmot, was most visited by the male gender—51% male and 49% female. Thus, we can conclude that, in general, Jasper attracts more women, however, during the ski season or for ski-related activities, the town attracts more men.

3) INCOME

People who are interested in visiting Jasper have an annual income level from $60,000 to $100,000 and over. As an average, the typical income of a tourist visiting Jasper, Alberta would be approximately $80,000 [from ($60k+$100k)/2].

4) EDUCATION

Jasper tourists are over-represented (with a high percentage share) by people who have either attended college or have some form of college degree. Most of the websites analyzed provides similar results.

5) GEOGRAPHIC LOCATION

We first reviewed the user demographics for the Travel Jasper. The top five most common originations of these searches were from users in Canada (57%), the United States (13%), the United Kingdom (9%), Germany (3%), and Australia (2%). On the Ski Marmot website, the top five originating countries are Canada (91%), the United States (3%), the United Kingdom (2%), the Netherlands (1.3%), and Mexico (0.44%). Thus, we concluded that a typical visitor to Jasper during the ski season is more likely from locales within Canada.

6) MARITAL STATUS

There was no provided analysis on the general marital status, however, the analytic tools provided information on whether visitors have or do not have children. Accordingly, users are over-represented (with a high percentage share) by people who have no children. Most of the websites analyzed provides similar results.

7) EMPLOYMENT

According to the Alexa analytic tool, people who are browsing at work (Ski Marmot and Fairmont) gained a higher percentage than those browsing from home, thus, a logical conculsion is that the typical visitor to Jasper during ski-season is employed.

8) RACE

There are no provided analytics on the most common race of visitors to the area. Since the typical audience (tourist) is greatly represented by someone who is also from Canada, and by looking at the latest statistic of Canadian origin provided by Statistics Canada, European origin represents more than 46% of the total population and Canadian origin represents more than a third of the total population, thus, we can also safely assume that the tourists to Jasper are greatly represented by Canadians with European origin.

9) RELIGION

There was no provided analysis on what religion is most popular with Jasper tourists, however, since the typical audience (tourist) is greatly represented by someone who is also from Canada, we then looked at the religious status in Canada as a whole and assumed that the percentage is similarly proportionate with Jasper's Canadian visitors. Accordingly, nearly 70% (39% Roman Catholic and 29% Protestants) of Canada's total population are Christians and 24% are non-Christians. Thus, we've assumed that the majority of the tourists in Jasper are of the Christian religion.

10) SOCIOECONOMIC STATUS

According to the latest statistics, the median income in Canada is just over $70,000, which is classified by many to be under middle-class income status. A middle-class status (upper and lower) typically represents people who are working or employed as engineers, accountants, lawyers, architects, university faculty, managers and directors of public and private organizations, which also includes clerical-administrative works, provide support for professionals, engage in data collection., record-keeping, paralegals, bank tellers, sales, and blue-collar workers in skilled trades. If the typical tourists in Jasper have an average income of $80,000 and are employed, then we can safely assume that the Jasper tourist's socioeconomic status is middle-class status.


Part
04
of four
Part
04

Jasper Visitor Psychographics

Though psychographic information about Jasper's visitors during ski season is in short supply, there are indications that Jasper's winter visitors are likely inspired to visit the place for reasons relating to scenery and their desire to engage in a specific activity, and adventure, love, life, home, world, family, community, outdoor, and music are likely some of the things these people value the most. Visitors, in general, like that Jasper is unpretentious and laidback, and those visiting in the ski or winter season like specific things such as the variety of ski runs, the uncrowded and well-groomed slopes, the breathtaking views, the knowledgeable and pleasant guides or coaches, and the memorable experiences. Dislikes center on exorbitant food and snack prices, poor WiFi connectivity, the inconsistency of service of rental equipment staff, and the over-filling of parking lots. The most popular activities during ski season appear to be skiing at Marmot Basin, icewalking at Maligne Canyon, ice climbing with Rockaboo Mountain Adventures, and stargazing during the Dark Sky Festival. Below, we explain in detail how we arrived at these findings.

METHODOLOGY

In finding the requested information, we began with a search for surveys or polls of people visiting Jasper. This initial approach led us to a number of surveys, such as the 2017 Golden Winter Visitor Survey and USA Today's Readers' Choice survey, but unfortunately, the respondents to these surveys were not Jasper visitors. While the 2017 Golden Winter Visitor Survey provides a lot of psychographic information, the information was about people visiting Golden, a town in British Columbia about 4 hours away from Jasper by car. Also, while the Readers' Choice survey of the USA Today shows that Jasper was voted the Best Ski Town in North America, it does not provide any information on why most of USA Today's readers chose it and whether the readers who chose it had actually visited Jasper. It only provides a short description of the town.

Since our initial approach was not as productive as we had expected, we proceeded to look for the organization responsible for marketing or promoting Jasper. We found this organization to be Tourism Jasper, which describes itself as "the official marketing organization of Jasper and Jasper National Park, Canada’s base of adventure." We then scoured this destination marketing organization's website and looked especially for reports or publications. While we were unable to find any report or publication, we were able to find a few clues about what people find appealing or attractive about Jasper. For example, we came across information that explains how Jasper maintains its timeless appeal and what the signature experiences in Jasper are. This information offers insights into what Jasper visitors like and the activities they typically do while in the municipality during ski season.

To find additional information, we checked if there were reports, studies, papers, research, or analyses that were published about Jasper, regardless of season. All we were able to find, however, were a report published in 2016 by WMC, Grant Thorton, and Econometric Research Limited, whose contents explain the economic impact of tourism on Banff, Jasper, and Canmore, all municipalities in the province of Alberta, and a report published in 2013 by Parks Canada, whose contents include information about visitors to Maligne Valley, "a must-see destination for millions of visitors to Jasper National Park." Of these two reports, only Parks Canada's report provides psychographic information about visitors to Jasper. We typically include only recently published sources in our reports, but given the limited data we were finding, we decided to mention Parks Canada's old report here.

Then we checked if there are free tools or databases we could use to analyze visitors to Jasper-specific websites and followers of Jasper-specific social media accounts. We came across SimilarWeb, which we used to analyze visitors to the websites of Tourism Jasper and signature Jasper winter attractions Marmot Basin, Maligne Canyon Icewalk, ice climbing with Rockaboo Mountain Adventures, and Jasper Dark Sky Festival. Our screenshots of our use of SimilarWeb can be seen in the attached document. We also found Followerwonk, which is capable of analyzing any Twitter account's followers. Analysis is free for smaller Twitter accounts, such as Maligne Adventures's @DiscoverMaligne, which has 475 followers, and is paywalled for larger Twitter accounts, such as Tourism Jasper's @TourismJasper, which has 14,783 followers, and Marmot Basin's @MarmotBasin, which has 8,748 followers. Similar to what we did with SimilarWeb, as the information could change over time, we took screenshots of our use of Followerwonk and pasted them in a document. With these two tools, we were able to gather a few insights about the behaviors and interests of visitors to Jasper-specific websites and followers of Jasper-specific social media accounts.

Lastly, to find details about the dislikes and (likes as well) of Jasper's visitors, we examined reviews of Jasper's major attractions on TripAdvisor, and paid special attention to reviews made during ski season (mid-November to first week of May). We took screenshots of helpful reviews and placed them in a document for reference.

BEHAVIORS

As reported by Parks Canada in 2013, visitors to Maligne Valley, an attraction in Jasper, were inspired to visit the place mostly because of the scenery (40%), the desire to engage in a specific activity (27%), and the valley's iconic image (26%). As far as sources of inspiration or encouragement are concerned, recommendations of friends and family and past experiences were less important than printed materials such as guidebooks and brochures. Of visitors to the valley, 53% were traveling with one other person, while 18% were traveling in a group of four. Maligne Canyon and Medicine Lake were the locations visitors heading to Maligne Lake most frequently stopped at. Even though Parks Canada's report was published more than five years ago, we assume that most of this information is still true today. More recent versions of the report could not be located in the public domain.

The most commonly occurring words in the biography fields of Maligne Adventure's Twitter followers offer a glimpse into the possible values of people who visit Jasper, particularly the Maligne area. Following are some words these people frequently used to describe themselves: adventure, love, life, home, world, family, community, outdoor, and music.

LIKES

Tourism Jasper, Jasper's destination marketing organization, offers a clue as to what Jasper visitors like. On its website, Tourism Jasper explains that "Jasper retains its timeless appeal by being unpretentious — an intimate community that originated as a railway town that just happens to be in the middle of some of the most gorgeous protected wilderness in the world." From this statement, we can deduce that Jasper's lack of pretenses plays a big role in what visitors find appealing. The statement suggests that Jasper visitors like the municipality's unpretentiousness. This characteristic was mentioned as well by USA Today in its description of Jasper, which was voted the best ski town in North America by the newspaper's readers. USA Today describes Jasper as "a decidedly laidback and unpretentious base for winter adventure." Travelers from different parts of the world have also been telling Tourism Jasper that "they want to explore and live a life less ordinary." This desire may be the reason winter experiences in Jasper such as the Maligne Canyon Icewalk are popular with these travelers or visitors.

Reviews on TripAdvisor of Jasper's signature winter attractions, namely, Marmot Basin, Maligne Canyon Icewalk, and ice climbing with Rockaboo Mountain Adventures, suggest Marmot Basin visitors like that the ski resort has a nice variety of runs for beginner, moderate, and advanced skiers with lovely chalets at base and mid-mountain, that there is hardly any waiting time at the ski lifts, and that the resort is not crowded. The reviews suggest as well that Marmot Basin visitors like the snow school, the number of places where they can eat and drink, the way the hills were groomed, the adeptness of attendants, and the way the lodge was wonderfully accessible and comfortable. Also, Maligne Canyon Icewalk visitors like the breathtaking views, the delightful and knowledgeable tour guide, the rewarding experience, and the punctuality of the tour bus, while people who go ice climbing with Rockaboo Mountain Adventures like the support and professionalism the group or coach offers and the amazing experience ice climbing provides.

Writing for the Los Angeles Times, Margo talked about her visit to Jasper and described the place as "Canada's winter wanderland." She took note of the uncrowded slopes and observed that while restaurants, accommodations, and the beer have improved, "Jasper still offers an authentic glimpse into the old-world soul of the Canadian Rockies just as the tight-knit local community likes it." SimilarWeb lists accommodation and hotels, tourism, government, and social network as the interests of people who visit the website of Tourism Jasper and lists business & industry and tourism as the interests of people who visit the website of Marmot Basin,

DISLIKES

While there is very limited information on dislikes, the aforementioned reviews on Tripadvisor of Jasper's signature winter attractions suggest that Marmot Basin visitors dislike the excessively high prices of food and snacks, the uselessness of the public WiFi, the unhelpfulness of some staff, the shortage of rental equipment staff, the inconsistency of service of rental equipment staff, and the over-filling of parking lots. Maligne Canyon Icewalk visitors, on the other hand, dislike agencies that do not honor bookings or promises.

ACTIVITIES

Several activities can be done in Jasper during ski or winter season, such as snowshoeing, fat biking, winter camping, skiing, icewalking, and pond skating, but the most popular activities among visitors appear to be skiing at Marmot Basin, icewalking at Maligne Canyon, ice climbing with Rockaboo Mountain Adventures, and stargazing during the Dark Sky Festival. These four activities are Jasper's signature winter experiences. That is, Jasper is known for these experiences during ski season, and these four activities are the most popular activities among winter visitors. These four activities featured as part of Flight Network's "top signature winter experiences in Canada."

Skiing at Marmot Basin, which has more than 1,000 acres of white slopes for skiing, is open from November to early May. Icewalking at Maligne Canyon, meanwhile, is guided walking where participants get to see frozen waterfalls, fossils, ice caves, and other natural beauties. Ice climbing with Rockaboo Mountain Adventures is open to visitors with any level of expertise; that is, beginners, experts, and people in between are allowed to book the activity. And lastly, stargazing during the Dark Sky Festival involves viewing the grandeur of the uninterrupted night sky.


Sources
Sources

From Part 01
Quotes
  • "Ogden, bordering the towering Wasatch Range, lies a scant 40 miles north of its big brother Salt Lake City and its international airport. Ogden and its three ski resorts—Snowbasin, Powder Mountain, and Nordic Valley—doesn’t have the immediate name recognition of the famous ski areas east of Salt Lake, but the skiing is just as great and the snow is just as deep as Alta, Snowbird, and Park City. The friendly city also offers affordable lodging, fine restaurants, and a vibrant après ski scene. "
  • "Combined, Ogden’s three ski resorts boast over 11,000 acres of varied ski terrain, 7,000 feet of vertical drop, more than 500 inches of annual snowfall, and, best of all, no crowds"
  • "Snowbasin Resort, a scant 20 miles east of Ogden, is not only stunningly beautiful, but it’s also a world-class ski area. If you watched the best skiers in the world racing in the downhill, combined, and Super G events in the 2002 Winter Olympics, then you saw Snowbasin at its finest. Now you can not only speed down the Olympic courses but also cut turns on mellow slopes down the eastern flank of 9,570-foot Mount Ogden."
  • "The 3,000-acre resort, with a 3,000-foot vertical drop, offers 107 runs that vary from intermediate to expert and are perfect for a family ski vacation. Snowbasin also has multiple terrain parks, powder skiing in alpine bowls, short lift lines, fast lifts, and lots of elbow room."
  • "Powder Mountain, 19 miles northeast of Ogden, covers 8,464 acres of skiable terrain, making it one of the largest ski areas in the United States. The area lives up to its name with more than 500 inches of fluffy powder blanketing the mountain each year. The terrain is accessed by 9 lifts and affordable in-bounds sno-cat rides that drop you off at pristine powder slopes and backcountry areas. "
  • "Powder Mountain is a true adventure skier’s area with only 1,500 lift tickets sold each day to ensure the lowest skier density in North America, with 167 runs and no crowds."
  • "Nordic Valley is perhaps the best mountain in Utah for novice skiers and snowboarders. This quaint, hometown resort offers 110 skiable acres, 1,000 feet of vertical drop, four lifts, 300 inches of annual snow, and 22 trails that are primarily beginner and intermediate runs. Little skiers like the Magic Carpet area with its short runs, while boarders practice on boxes, rails, and jumps at Lair Terrain Park. "
  • "If you need a refresher course or want to learn to ski, the Ski and Board School offers affordable daily lessons. Nordic Valley is Utah’s best spot for night skiing with 100 percent of the slopes under bright lights."
Quotes
  • "The Greatest Snow on Earth ® isn't as far away as you think. Here in Ogden you can experience 3 resorts, combined boasting over 11,600 skiable acres and over 500" of snow! We've got the best skiing in Utah!"
  • "Ogden, Utah is basecamp to Nordic Valley’s affordable and varied terrain — considered the best learning hill in the west. It is also the jumping-off point for Powder Mountain’s expansive lift-served and backcountry areas — the largest resort in United States. And, of course, it is home to Snowbasin Resort’s opulent lodges and world-renowned mountains — the crown jewel venue for the downhill, combined and Super-G events during the 2002 Olympic Winter Games. "
Quotes
  • "For more than 20 years, non-profit organization Ogden Nordic has been coaching kids, hosting races, and grooming trails in the Ogden area. North Fork Park, a little over 10 miles from Ogden proper, is northern Utah’s top spot for cross-country skiing and snowshoeing, with 20 kilometers of groomed trails. "
  • "The Ogden Nordic Center, a warming hut at the South Gate Trailhead, went up in 2011, and visitors can stop by between 9:00am and 4 p.m. Fridays, Saturdays, and Sundays for information or hot chocolate. It’s also a budget-friendly activity: day passes are just $6 for adults or $13 for a family, and five-visit punch passes are available for $25. Fees go toward grooming and maintaining the trails."
  • "The nordic center also rents classic and skate skis as well as snowshoes. North Fork Park is also an international Dark Sky designation, meaning it’s an excellent spot for stargazing. Stick around late and enjoy the heavenly show."
  • "This ice facility on the Weber State University campus has served as training grounds for hockey teams and figure skaters since the early 1990s, but its claim to fame was hosting the curling events for the 2002 Winter Olympics in Salt Lake City. The Weber Ice sheet continues to see tons of activity by amateur and professional skaters, and visitors can hit the ice during daily open skate sessions (check the calendar). The Ice Sheet also offers learn-to-skate and hockey classes, or, if you’re more of a spectator, you can catch hockey games all winter long. "
  • "Ask any Utahn: Snowmobiling is a beloved winter pastime. The Ogden area is no exception. Snowmobiling is a great way to get away from car-accessible roads, and also see a much bigger slice of snow-covered Utah than you could on foot or ski. The Monte Cristo area, a few miles east of Huntsville, is considered a top-ten trail by the Utah Snowmobile Association, and the 63-mile groomed Curtis Creek Trail affords riders incredible views of the Ogden Valley."
  • "Nordic Valley Ski Resort, just outside the little town of Eden, isn’t just for skiing anymore. The resort’s Wasatch Parc Tubing Hill is a fun, family-friendly alternative to spending the day on the slopes, although you still get the benefit of a lift up the mountain. Instead of the standard, straight-downhill approach, Wasatch Parc features a bobsled-style experience, with high, banked turns all the way down. Tubers can sign on for a single ride ($8) or two- and four-hour sessions ($20 and $30, respectively) on the tubing hill. "
  • "Some mountain bikers exchange their bikes for skis once the snow starts to fly, but with a fat bike, it’s possible to keep riding through the winter. Fat bikes are sturdy bikes with tires more than 3.5 inches wide, allowing bikers to gain traction and stay upright even in snow. The Snowbasin area, right outside Huntsville (half an hour from Ogden), has tons of singletrack to ride. (This has the added bonus of being super close to the ski area, so friends or family who want to ski can hit the slopes while you ride.)"
  • "The Bonneville Shoreline Trail began to take shape in 1990, but its origins date back much farther. It traces the western foothills of the Wasatch Range along the shoreline of the prehistoric Lake Bonneville, which covered nearly 20,000 square miles (and was as deep as 1,000 feet, in some places) until about 14,500 years ago. Today, the section of trail that runs alongside the Ogden area is a mix of dirt and paved trail, and when it’s covered in snow, you can snowshoe or hike for miles in either direction. "
Quotes
  • "The ski towns of Banff and Lake Louise are home to the distinctive mountain resorts of Mt. Norquay, The Lake Louise Ski Resort and Sunshine Village. The three resorts boast nearly 8,000 acres of skiing, 2 gondolas, 26 chairlifts and 30 feet of feather-light, dry Canadian Rockies powder annually. Explore variety, history and views beyond compare all with one lift ticket."
  • "A UNESCO World Heritage Site, the area is known for its exceptional natural beauty, rare wildlife and abundant land-forms. Discover the makings of a fairytale, with castles, châteaux and hamlets nestled amongst the storied peaks of Canada’s first National Park. And venture into a majestic, unspoiled wilderness where carved trails, chutes, bowls and long, rolling runs elevate skiing and riding to a dream-like experience."
Quotes
  • "Banff Sunshine sits high on the Continental Divide in the heart of Banff National Park just 15 minutes’ drive from the cozy mountain town of Banff. Three sprawling mountains provide breathtaking site lines, uninterrupted by any signs of civilization beyond the resort’s leasehold. Sunshine’s seven-month season stretches from early November until late May – the longest non-glacial ski season in Canada. Sunshine can receive up to nine metres (30 feet) of snow in a season and the Village’s altitude of 7,200 feet ensures the snow stays light and dry."
  • "The world-renowned resort features more than 3,300 acres of skiable terrain, ranging from gentle beginner runs all the way up to extreme big mountain runs. Sunshine’s very own Delirium Dive has been named one of the 10 top off-piste destinations in the world. Banff Sunshine was awarded “Best View from the Best Off-Piste Run” by Ski Canada magazine."
  • "3,358 ACRES 137 RUNS 3,514 FEET VERTICAL Lifts 1 HIGH SPEED 8 PASSENGER GONDOLA 8 HIGH SPEED / QUAD CHAIRLIFTS 1 BUBBLE HEATED HIGH SPEED QUAD 2 SURFACE LIFTS"
Quotes
  • "Legendary for its fantastic downhill skiing and boarding amid vast terrain, Banff and Lake Louise also offers an inspiring range of other snowsports opportunities – from world-class cross-country and backcountry touring to snowshoeing and sledding journeys into the heart of Canada’s most mesmerizing wilderness. Thrill seekers can even tackle ice climbing while soul soothers head straight for celebrated spas and hot springs."
  • "Feel the adrenaline rush of mushing your very own dogsled team in Banff National Park. Grab your sled or toboggan and head to Spray Meadows Hill behind the Fairmont Banff Springs. Slip on a pair of ice skates and glide over the frozen, glacier-fed waters of Lake Louise, one of the most scenic ice skating rinks in the world. Or book a guide for an icewalk to Johnston Canyon or a snowshoe through Sunshine Meadows."
  • "Banff and Lake Louise’s many rolling slopes present ideal terrain for the popular winter fun that is tubing and tobogganing. Visit either Mt. Norquay or The Lake Louise Ski Resort for an exhilarating slide down groomed tubing lanes. A magic carpet and a kids play area make this a fantastic family activity."
  • "Banff National Park boasts a rich history of artists dedicated to capturing the natural wonders of the region. For a glimpse into the characters, culture, and history of the area, visit the Whyte Museum of the Canadian Rockies, Buffalo Nations Luxton Museum, and Banff Park Museum National Historic site. Visit the world-renowned Banff Centre for performances and exhibitions at the Walter Phillips Gallery. "
  • "Or get a contemporary take with an array of local art galleries including Canada House, Willock and Sax, Harmony Lane, and Mountain Galleries at the Fairmont hotels."
Quotes
  • "Today, this vibrant resort town of 9000 residents welcomes over 4 million visitors annually. While skiing has long been central to Banff’s winter appeal, many other popular outdoor winter activities and experiences can be enjoyed, from dog-sledding to snowshoeing. Banff’s more than 130 bars, restaurants, coffee shops and bakeries will satisfy every palate, its nightlife rocks till the wee hours, and more than 50 accommodation options fit any style and budget (including, of course, the fairytale castle called the Fairmont Banff Springs). "
  • "Culture also thrives here, with three local museums, eight contemporary art galleries and performances at the Banff Centre, a globally respected arts, cultural, and educational institution. And of course, you’ll want to soak it all up in those world-famous hot springs."
Quotes
  • "Since its opening in 1926, Mt. Norquay Ski Resort continues to be the locals’ gem. Famous for being the training ground of Olympic and World Cup athletes, and with excellent beginner terrain, everyone will love this small, family-friendly resort."
  • "Just minutes from the Town of Banff, Mt. Norquay offers the only night skiing in Banff-Lake Louise, including a fully lit terrain park, and expert snowmaking on 85% of the terrain. Family-friendly Mt. Norquay offers outstanding conditions for beginner, intermediate and advanced skiers and riders. This is the best-kept secret in the Canadian Rockies!"
  • "1,650 FEET VERTICAL 190 ACRES 74 RUNS Lifts 1 HIGH SPEED QUAD CHAIRLIFT 2 QUAD CHAIRLIFTS 1 DOUBLE CHAIRLIFT 2 SURFACE LIFTS"
Quotes
  • "Stuart Hart, director of sales and marketing for Banff-Lake Louise Tourism, said the winter surge came after a strong summer season. “It was a perfect storm of lots of different markets, as in geographic markets,” he said, noting they had a lot of visitors from North America, as well as international markets such as Europe, Australia, Japan, China and South Korea."
  • "Hart said they also spent a lot of time marketing the winter season, including the ski hills, to the North American market. “It wasn’t the best snow conditions in North America, but we certainly made up for it here,” he said, referring to some ski resorts having to close early due to a lack of snow. “It wasn’t a premium season here but, compared to the others in western North America, it was a pretty good season.”"
  • "As the bustling summer season kicks off, the official visitor numbers for Banff National Park show the past year was its busiest in at least 15 years. Officials with Parks Canada said more than 3.6 million visitors passed through the gates of the country’s iconic park from April 2014 to March 2015, which is the park’s fiscal year. “I had a sense the numbers were increasing, but I didn’t realize it was 10 per cent over last year,” Dave McDonough, superintendent for Banff National Park, said in an interview Monday."
Quotes
  • "The soaring popularity of Banff National Park has reignited a decades-old debate over limits to the number of people at certain iconic tourist hot spots like Moraine Lake and Lake Louise."
  • "In 2017-18, about 4.2 million people visited Banff, an increase of about 28 per cent from 3.3 million five years ago. There’s a slight decrease so far this year compared to last year when passes to the park were free."
Quotes
  • "WOOLLY'S TUBE PARK Skip the hiking, catch a lift to the top, then bomb down as fast as you dare in one of our high-speed snow tubes."
  • "NOWMOBILE ADVENTURES Mellow cruisers and hard chargers alike will find big fun exploring tree-lined trails and massive meadows on a guided excursion."
  • "SCENIC GONDOLA RIDES Take an aerial ride up to Mammoth's summit at 11,053 ft to take in all the views and explore all the fun at the top."
  • "SNOWCAT TOURS Enjoy the heated comfort of a luxury snowcat tour up to Minaret Vista and savor Mammoth's stunning skyline and a spread of delicious eats."
  • "MOUNTAIN & NATURALIST TOURS Learn about the region during a free on-mountain ski/snowboard tour and get the scoop on secret stashes, geology and more."
Quotes
  • "The 2019 U.S. Ski & Snowboard Alpine Masters National Championships will be held March 17-23, 2019 at Mammoth Mountain CA in the Far West division. "
Quotes
  • "Woolly's Saturday Parade Mar 30 / 3:45 PM - 4:30 PM Join Woolly and friends from our Ski and Snowboard School for music, face-painting, a dance party, and parade through The Village Plaza. A must-attend kids event for all ages."
  • "Bucky's Bonfire at June Mountain Mar 30 / 2:00 PM - 3:00 PM Get excited for après family-style at June Mountain. Woolly's BFF, June's beloved mascot, Bucky the deer is ready to get down every Saturday. Enjoy cookies and cocoa, dance to Bucky’s favorite tunes and get your picture taken at the bonfire."
  • "Weekend Après Party Mar 30 / 1:00 PM - 6:00 PM Head to the Canyon Lodge Sundeck every Fri and Sat 1–6PM to enjoy food and drink specials, DJ WLDCT spinning from the elevated gondola car and a champagne zip line with toasts of bubbly on the hour, every hour, plus giveaways from some big names."
Quotes
  • "TERRAIN PARKS From first-time park riders to pros, we've got terrain parks for all ages and abilities."
  • "HALFPIPES Voted some of the best in the country, our 22-, 18- and 11-foot pipes don't disappoint."
Quotes
  • "Roughly two-thirds of winter visitors went just once to Mammoth Lakes in a two-year period, and this is consistent across measures. "
  • "There was interest in an explanatory variable for why visitors who came to Mammoth Lakes only once didn’t come more often. Travelers seldom choose not to come to a destination; rather they choose to go elsewhere. However, when we look at demographics between onetime and multi visitors, one-time visitors tend to be older (more 55+ than repeat visitors, and fewer are under 34); they are more likely to be female and to not have kids at home. "
  • "- Winter visitors spend more and have large travel parties  Shoulder-season visits (fall and spring) spend less and have shorter stays  Summer visits tend to be the longest  Half of Mammoth Lakes travel parties include children  Spring visits are the most likely to include children "
  • "Generally, visitors are:  More educated  More likely to be married  More affluent than potential visitors  More likely to have children in their households"
  • "Winter motivators are skiing and snowboarding, with the scenery of the area being key.  In summer, scenery is important but there are some interesting activities: fishing, festivals and golf. Developing opportunities around these activities could increase visitation significantly.  In the shoulder seasons there is obviously a mix of activities depending on weather."
  • "Visiting the national park is more of a motivator here, along with participating in sporting events. Otherwise skiing and fishing are big draws, and these show up in the other seasons as key motivators as well."
Quotes
  • "THE ARGENTINIAN SNOWBOARD TEAM TAKES OVER THE MAMMOTH LAKES CRIB"
  • "11 TIPS FOR ENJOYING MAMMOTH LAKES WHEN YOU'RE NOT TRAINING (FROM RETIRED USSA ATHLETES)"
  • "SPRING PERFORMANCES & FILM SCREENINGS IN MAMMOTH LAKES Nestled in the heart of the Sierra, Mammoth Lakes is home to film aficionados, thespians and musicians. It’s not just skiers and snowboarders who are drawn to this mountain town. All year long local and visiting organizations put on plays and film screenings."
  • "Mammoth Lakes Film Festival Memorial Day Weekend Memorial Day Weekend in Mammoth Lakes is made even more amazing with this established film festival dedicated to showcasing the work of emerging, innovative filmmakers."
Quotes
  • "Saturday, February 2, 2019 Ogden Nordic Center @ WEBER COUNTY NORTH FORK PARK"
  • "The Weber State Credit Union Sweaty Yeti Fat Bike Race will take beginner and junior Yeti's 7.4 miles across the new Trail 365 at the South Gate of North Fork Park, amateur and high school yeti's will ride 20 kilometers, and pro and open class riders will go 30 kilometers. The atmosphere will also include a festival with a kids zone, DJ, sports expo, beer and food trucks! Leashed pets are welcome to join. "
From Part 02
From Part 03
Quotes
  • "In 2016, 32.5% of the Canadian population reported at least one origin from the British Isles, and 13.6% at least one French origin. Canadian was the top origin, with 11.1 million people reporting this ancestry alone or in combination with other origins, representing approximately one‑third (32.3%) of the country’s population."
Quotes
  • "A plurality of Canadians today identify as Roman Catholic, making up approximately 39% of the population. 29% identify as Protestants, which are further divided into a variety of branches including Adventists, Anabaptists, Anglicans, Baptists, Calvinists, Lutherans, Methodists, and Pentecostals. 24% of Canadians are currently atheist or agnostic, and these do not follow any religion at all."
Quotes
  • "Upper Middle Class - Represent scientific and technical knowledge – engineers, accountants, lawyers, architects, university faculty, managers and directors of public and private organizations. Have both high incomes and high social prestige. Well-educated. Difficult to define a “middle class” (i.e. upper middle, middle middle and lower middle) probably the largest class group in the United States – because being middle class is more that just income, about lifestyles and resources, etc."
From Part 04
Quotes
  • "The town of Jasper National Park has been dubbed “Best Ski Town” in North America in USA Today’s recent Reader’s Choice survey."
  • "Jasper receiving the coveted “Favourite Ski Town” spot comes as no surprise to Brian Rode, 40-year resident of Jasper, and VP of Marketing and Sales at Ski Marmot Basin. “The town is its people, so it’s really no surprise that Jasper landed this award. We are truly the best combination of all the things that makes the ski town experience so special.”"
Quotes
  • "Tourism Jasper is the official marketing organization of Jasper and Jasper National Park, Canada’s base of adventure. "
Quotes
  • "Some mountain towns base their appeal on trying to be trendy. Jasper retains its timeless appeal by being unpretentious — an intimate community that originated as a railway town that just happens to be in the middle of some of the most gorgeous protected wilderness in the world."
Quotes
  • "Travellers around the world are telling us they want to explore and live a life less ordinary, and that’s what we’re giving them. Destination Canada’s Signature Experiences Collection showcase some of the most memorable experiences Jasper, Canada has to offer. "
Quotes
  • "The restaurants and accommodations are better now, and there is high-quality craft beer, but Jasper still offers an authentic glimpse into the old-world soul of the Canadian Rockies just as the tight-knit local community likes it."
  • "It was Saturday, yet there were no lines, and I often found myself alone on freshly groomed runs."