KEEPING YOUR COOL : A Sport Not for the Faint of Wallet

The reasons not to ski or snowboard have never been so compelling:

A lift ticket at Snow Summit is $41.

A mid-priced parka is $150.

A cup of hot chocolate is $1 or more, marshmallow not included.

Cost is the single biggest factor in keeping would-be skiers off the mountain, says Mary Jo Tarallo of the Ski Industries American trade group.

No kidding.

(Still, skiers and snowboarders spent $343 million on apparel and $247 million on accessories in the ‘93-’94 season.)

First-timers who fear they may hate the sport should plan to borrow gloves, parka, goggles and the like. For equipment rentals, sporting-goods stores far removed from the mountain usually have lower rates. The resorts tend to charge more for everything.

If the lift lines and the eau de Carmex don’t scare you off after a couple of outings, consider buying an economy-class ski outfit, one whose components might double as street wear. That means colors that don’t scream.

For the best deals, wait for the off-season or a sale. And some forward-thinking shops such as Newport Ski Co. in Newport Beach sponsor swap meets in their parking lots, featuring a good selection of inexpensive used clothing and equipment.

Here’s what one can expect to pay--about $175 full price--for the bottom-of-the line basics:

* Long underwear, in a cotton-poly blend; makers include Duofold, Morgan; $9 to $18.

* Turtleneck, in a cotton-poly blend; department-store labels start at $7.

* Sweater or fleece pullover; makers include Columbia, Marker Ltd.; $35 to $80.

* Your own blue jeans or other heavy-duty slacks under unlined, waterproof pull-on shell pants; makers include Columbia, Obermeyer, Nordica, Marker Ltd.; about $50.

* Waterproof jacket or parka; $60 to $150.

* Knit beanie or fleece cap; makers include the Mews, Stowe Woolen; about $7.

* Utility glasses or goggles; makers include Smith, Scott; about $9.