Not too long ago the only program for frequent skiers was the season pass. No more, especially in the face of consolidation. One of the many benefits of many mountains, one owner, is that ski areas are not only able to offer frequent skier programs, but also interchangeable ones allowing the skier to try different mountains. In response, areas not part of any conglomerate have had to remain competitive and offer incentive programs of their own. Bottom line—the skier benefits.
Following is just a sampling:
Mad River Valley, Ohio
Ohio’s first frequent skier program debuted at Mad River Valley this season with the Mad Mountain Value Card. The card costs $25 and entitles the holder to $5 off the window price any day. Holders can also get discounts on clothing, equipment and tuning at the area, as well as at participating local shops and restaurants. And if they show the card at Mad River’s sister areas at Sugarbush, Vt., and Park City, Ut., they’ll get 10 percent off a day’s lift ticket.
Spirit Mountain, Minnesota
Last year, Spirit Mountain’s new frequent-skier program—a $10 card that entitled the holder to $10 off any day ticket and every fifth day free—was so successful it caused traffic jams at the resort. The problems were mainly logistical. People could only buy the card at Spirit. Then, they had to go to a separate area to get their picture taken, then they had to go to the ticket window to redeem the card for a day ticket.
“It just caused too much congestion at the resort and hassle for our guests,” said Briana Schaub, marketing manager. In addition, many cardholders never got in four visits to get their free visit. Among the changes Spirit is considering this year is making every third visit free, a signature instead of a picture and selling the card at outlets besides the mountain.
Okemo, Vermont
One of the oldest and most low-tech frequent-skier programs in the country is Okemo’s Super 7 card, started more than a decade ago to boost midweek business. The card is free and punched at the ticket window every time the holder purchases a midweek ticket. After, six punches, the seventh midweek day is free. Last year Okemo complimented the Super 7 with the equally low-tech 8 Pack, a booklet of eight weekend-rate coupons for the price of seven ($350). Only one coupon per day can be used, but they are transferable and good for a year from date of purchase. Coupons must be redeemed at the ticket window.
Northstar-at-Tahoe, California and the Booth Creek Resorts
At Northstar-at-Tahoe, membership in the Vertical Plus electronic frequent skier program, started in 1992, has reached 10,000. For $49, club members get a wrist band with their picture on it, direct access to lifts and $7 off every day ticket prices (normally $46). The card automatically debits their credit card each month and also keeps track of vertical feet skied, which skiers can then cash in for prizes from a pizza, to lodging, to a new pair of skis or a new snowboard.
Two years ago, Northstar expanded the prizes allowing skiers to add other charges at the area to vertical feet accounts.
“It’s been super successful,” said Judy Daniels, public relations director. “Skiers love the conveniences, the paging system, not standing in line, which surprised us. We thought the prizes would be the most popular part of the program.”
The three California Booth Creek resorts—Northstar, Sierra-at-Tahoe and Bear Mt.—also offer the Vertical Plus program. In addition, all the Booth Creek resorts, including Waterville Valley, Cranmore, Loon, the four areas at Snoqualmie and Grand Targhee, are offering a new frequent skier program called the Vertical Value card. Skiers buy five tickets at any Booth Creek resort and get the sixth ticket free, thereafter getting every fourth ticket free.
Stratton, Vermont
Last year Stratton solved the ticket window congestion problem with its Express Card, the first-in-the-East, direct-to-lift ticket. The card costs $79 (less if bought early) and is backed by a skier’s credit card. The card is scanned at the lift and automatically discounts the ticket (50 percent off midweek, 25 percent off weekends and holidays). The bill shows up on the skier’s credit card statement. The card can be used all over the resort. “The skier never has to reach into his pocket for money,” said Michael Cobb, vice president of marketing and sales.
American Skiing Company
The American Skiing Company resorts are also introducing a direct-to-lift frequent skier ticket this season called the Edge Card, which is backed by a credit card and is good at any of the nine ASC resorts. (Sunday River, Sugarloaf, Sugarbush, Killington, Mt. Snow, Attitash, The Canyons, Heavenly Valley and Steamboat Springs. The last two will not have direct-to-lift capabilities this year.) Skiers build up points as they use the card and, after accumulating a certain number of points, receive a free day of skiing that shows up as a credit on their credit-card statement.
ASC is also adding direct-to-lift access to its Magnificent Seven card. These cards cost $299 and entitles the holder to seven visits at any ASC resort. Any extra days can be added to the card for $39.95 a day.
Mount Bachelor, Oregon
While some areas are scaling back in using the Ski Data ticketing system, Mt. Bachelor is expanding use of the system.
Three years ago, Ski Data helped the area introduce a frequent-skier program called the Inside Edge Advantage. The card, which is backed up by a credit card, costs $59. It entitles the holder to one free day of skiing and additional discounts of 10 to 35 percent. “We’re hoping to add more discounts at restaurants and local shops next year,” said Tila Sumera, public relations manager.
Bridger Bowl, Montana
Called the Legend Card, this program entitles the card holder to ski for $25 any day, all season (regular price: $29) for an initial membership of $20. During opening week (December 13-21) the card holder can ski at half price. On January 9, (Bridger’s birthday) all card holders can ski free, and after January 6, they can ski every Tuesday and Wednesday for $22.
Winter Park, Colorado
In Colorado, competition for front-range skiers has become frequent-skier-card warfare. Winter Park, the closest area to Denver, unveiled two new cards this season, both available only in Denver and both before December 7.
The Value Card was free and entitles the holder and up to two friends each to as much as 44 percent off the window ticket rate. The “Express Card” cost $15 and is backed by a credit card to provide direct-to-lift access. The first day is free before November 19 and every fifth day is free. In addition, the holder and up to two friends can each get as much as 44 percent off the window price.
Mammoth, California
The Silver Club costs $60 and entitles the holder to $14 off every ticket and every 12th day is free. The card must be redeemed at a ticket window. The holder also gets discounts on ski school, rentals and other amenities at the mountain. For children and teens, membership with every adult card purchased is free.
Wintergreen, Virginia
Called simply, the Discount Card, this program offers $5 off lift tickets on weekends and holidays and half off midweek. It also entitles the holder to $5 off rentals all season. The initial fee is $45.
Frequent skier programs have come a long way since the season pass. Just as with airlines, the competition for the skier is fierce. By offering what the consumer has come to expect from other industries, ski areas are finally jumping into the marketing strategy of the nineties.
