I have some thoughts about some disturbing trends that have been developing over the past few years in this sport. Seeing as my e-mails to the manufactures likely go straight to their trash bins, I wanted to put this out there in hopes it might gain some attention.
Last season, I produced a snowmobile film titled 'Fourcast'. As an independent film producer, I was on the front lines, day-to-day with some of the best snowmobilers on the planet. Being in this position, one thing is becoming clearly apparent, there is very little new talent coming into this sport. This should be incredibly alarming to the snowmobile manufacturers and supporting parts and accessory companies as there is no future market for their products.
I believe there are two prevailing reasons as to why this trend is rapidly expanding throughout this industry.
1- The barrier to entry is too high for most of what's left of the middle class. In Canada, many of the manufacturer's sought after sleds- out of the box, bone-stock snowmobiles are pricing in at $16,000 to $18,000 when you include taxes. And at those prices, you'll likely be including finance charges which put them $20,000+. That's close to a 100 % increase in the last 10 years. One could argue, that the price of a snowmobile hasn't increased relative to inflation(dollar devaluation), however neither have people's salaries, thus the cost of snowmobiles are out of reach for most folks, especially young people.
2- For those that have money, the snowmobile industry is not competitive with its marketing in contrast to other sports. The manufactures are great at brand-based marketing, (which targets existing users mostly) however they have done little to nothing to support the sport. How do they expect to maintain profitability if they choose to not compete for consumer spending? Especially when one looks at other industries(sports) that have been so much more successful in drawing new participants.
I put all my own money and available credit into producing 'Fourcast'. A project that has amounted to a five year mistake on my current payment plan. I've found it to be truly unbelievable in how the manufacturers have responded to the film. Its somewhat of "You want to help us sell snowmobiles and grow the sport, ........Well F-you!" type attitude.
The manufactures seem to be very content in ignoring those who support them, or perhaps they just enjoy the free ride they've been getting. Sadly, they really owe independent media companies (such as Slednecks) a tremendous amount of gratitude for carrying the marketing of sport for the past 12 years. Even as a competitor to my product, I can say with absolute certainty that Slednecks has done more to market this sport than every other company combined, now that is really sad!
When all the independent film producers get fed up with marketing an industry that refuses to support itself, then the manufacturers can really watch their sales evaporate, along riding areas and supporting infrastructure. There is a symbiotic relationship, but its failing quickly.
I have several recommendations that I sincerely hope get some attention, much of which is pointing out the obvious. The industry has been going in the wrong direction for some time now and really needs an abrupt turn!
1- The price of snowmobiles needs to get under control, if that means curtailing development, so be it. If that means stop writing blank cheques to over-priced advertising agencies that take 15 people and 17 days to produce an in studio photo shoot, then double so be it!
2- Support the sport! The industry has got to change its ideology and look at new and innovative ways to keep this great sport alive and thriving. How can they expect independent media to market their business activities with out their support? One needs to look no further than Red Bull for examples of exercising proactive, inclusive, in-house marketing programs. While Coca Cola and Pepsi were buying billboards space at hockey games and getting next to zero ROI, Red Bull invested in local talent around the world and sought new ways to get their name out. No one can deny how successful they have been. Why is this industry so slow to clue in?
3- Quit screwing Canadian dealers and consumers, It makes no sense that one can find a Ski-Doo, made in Canada, selling for $3000.00 to $4000.00 cheaper in the US. That is completely absurd. If the dollar is close to parity, then pricing should be relative.
A call to all the independent film/video/photographer/hospitality producers and providers; stop giving these guys a free ride! We all know that there is no red carpet in doing back-breaking work that breaks your bank, where is the pleasure in that? No, its not about the money, but yes it takes money to survive and produce good products and services. If these companies think they are better off with out us, then so be it! Why on earth would anyone want to support an industry that does nothing to reciprocate?
Thats it for the rant, hope this rings true to some of you! I didn't write this to be negative, but rather there is nothing more that I'd like than to see this sport succeed as it is the best sport in the world deserves to be recognized for it merits so that it can gain public acceptance rather than be demonized and outcasted by the ignorant. We need to turn this game around!
My daughter is now 16, my son 13, both like to ride. Weekly, I have friends asking me to take them riding. Unfortunately, how often do I do it? Because the season in short, I like to ride hard with the buds and hate to blow a weekend lifting and digging someone out who is new to the sport. WE may be as guilty as anyone for not bringing new people into the sport! Just sayin.....
