“Prior to the start of our discount season pass program we had such a long list of ticket products that we found it very hard to educate the public about all of them,” said Eric Steigemeier, vice president of skier services at Bogus Basin, Id., which was one of the first to introduce cheap season passes to the industry five years ago. Today, cheap passes are the only multi-, non-consecutive day ticket option at Bogus.
At the other end of the spectrum, Mountain High, Calif., also offers a deeply discounted early season pass, as well as a six pack, a quad pack and a 3-peat. But marketing director John McColly says skiers are not confused.
“All the different ticket options talk to different markets,” he said. “The season pass has its own price range and is a standalone product. It doesn’t bastardize any other affinity programs.”
Ditto for the six pack ($149), which is aimed at the less frequent or less committed to Mountain High skier, the quad pack ($59), aimed at night skiers and the 3-peat ($99), aimed at beginners.
“They’re all aimed at different ticket identities,” McColly said. “The idea is to get people at all levels locked into the resort.”
There is no shortage of lift ticket products out there and seemingly no shortage of reasons why ski resorts are pushing them. Most ski resorts offer discounted early bird season passes, as well as some sort of “frequent skier” card which can be free or cost a small amount and entitles skiers to various lift ticket and other discounts and/or free skiing. Beyond that, the sky’s the limit when it comes to multi-, non-consecutive day ticket products.
Liberty Mountain, Penn., for example, in conjunction with sister resorts Ski Roundtop and Whitetail, offers a discount program aimed at individuals and families—the advantage card. The individual advantage card costs $99 and the family card costs $169. For that price, major discounts are offered at the three areas and frequent-skier rewards are given out. A second program targets groups and also makes use of all three areas.
“Both products are running neck and neck,” said Deanna Painter, public relations director at Liberty. “Our major customers are schools and families. These programs make skiing very affordable for them.”
In Colorado, most resorts aim their discount lift ticket programs at the fickle Front Range skiers. And after last year’s lackluster season, resorts are trying harder than ever to lure the Denver, Boulder and Colorado Springs markets.
Winter Park extended its early season pass deadline, and introduced a new 4-day snow pass ($119 adult/$49 child), good anytime with a few exceptions. Also new this year is a 3-day learn-to-ski guarantee ($139), also good throughout the season provided the first lesson is taken before Dec. 20. The product includes three lessons and four days of skiing. The guarantee is free additional lessons until the skier is comfortable skiing green trails.
“They’re selling like hot cakes,” said Kate Roberts, communications coordinator.
Loveland, Colo. is also targeting beginners with its new 3-lesson beginner pass, which includes a full unlimited season pass.
“It definitely takes at least three times to learn to ski or ride,” said Ainsley Kasten, marketing manager. “After that you’re either hooked or not. If you are, you get a free pass and we get a loyal customer.”
Other ski resorts use their lift ticket offerings to push slow periods.
Chestnut Mt., Ill. used to offer a $5 lift ticket prior to Dec. 20 to drum up pre-Christmas business. This year the resort offered a “pay the date” rate—$1 on Dec. 1; $2 on Dec. 2, etc. until Dec. 20.
“Once we get past the fifth of the month, this is a much better promotion for us as far as generating dollars,” said Michael Murphy, general manager.
Snowshoe, W.V., uses its only discount ticket option (other than passes) to drum up midweek business with its Ski Free on Wednesdays program.
“We’re a destination resort so people are either buying a multi-day ticket or getting one with their lodging package,” said Joe Stevens, communications director.
Still other resorts are trying to tailor their ticket offerings to fit skiers’ commitment or lack thereof. After 9/11, Hunter Mt., N.Y., which draws heavily from the New York City area, sold only half as many early season passes.
“People told us they couldn’t commit that early,” said June Brinkman, marketing director. “They didn’t know what their schedules were going to be and were willing to wait.”
Meanwhile, sales of Hunter’s frequent skier card, which costs $29 and saves skiers $8 to $10 on lift tickets, have doubled.
“People say the card gives them a really nice discount without committing anything huge,” Brinkman said.
Sally Johnstone, marketing director at Jiminy Peak, Mass., agrees that lift ticket products are all about commitment. Jiminy offers skiers three levels of commitment: discount season passes for fully committed locals and second home owners, a 7-pack ($49 savings), which is popular with less frequent skiers and, because it is transferable, with families, and a non-transferable frequent skier card ($10) aimed at individuals.
“We try to market to commitment and who is using the product,” Johnstone said.
Many other resorts, however, have consciously decided to sit out what Michael Colburn, vice president of sales and marketing at Stowe, Vt., calls the “rate roulette.”
“Our focus is on the multi-day ticket product,” Colburn said. “But we treat everybody equally whether they buy the ticket at the window or through an inn or lodge. We don’t really have a discount season pass. Our pricing is very consistent.”
Waterville, N.H., one of the first resorts to offer a multi-resort season pass (in conjunction with Loon and Cranmore), also shuns other types of ticket promotions.
“You only have to go six days to get your money’s worth on the threedom pass,” said Debbie Moore, marketing director. “Most ticket books have around six tickets. It makes sense not to compete with ourselves.”
Snoqualmie, Wash., has also opted not to compete with its $279 unlimited season pass.
“Our season pass is incredibly wellpriced,” said Guy Lawrence, marketing director. “The season pass is becoming the popular choice for everyone.”
And that, after all, is what the lift ticket pricing wars are all about.
