Industry News
The ski industry seems to continue increasing prices for all its services. Additionally, our readers recently identified the cost of the sport as the most stressful part of skiing and snowboarding. This is especially true for daily lift ticket prices, which have been climbing to extravagant levels in an apparent scheme to get most guests to commit to a season pass for a better value. Add in dynamic pricing, and you would wonder who buys day passes anymore.
However, Ski Cooper in Colorado is moving in the opposite direction. Already known for doing business a little differently with a robust reciprocal pass agreement, the nonprofit ski area is now reducing daily lift ticket prices by over half. The ski area will charge $45 for a Monday through Thursday non-holiday, non-spring break lift ticket, which is over 50% less than what it charged last season for the same mid-week days. On top of that, guests will not need to purchase the tickets in advance to receive the deal. The price will be the same for those who purchase early as for those who walk up the day of. However, one advantage of buying early is that it will allow guests to reload an RFID card and be able to go straight to the lifts.
The resort says the new strategy is about reaching out to new skiers, powder day enthusiasts, and people who can’t plan their season in advance. In an interview with Vail Daily, Ski Cooper CEO Dan Torsell acknowledged that the price changes were partly made by considering the strain on its guests’ financial obligations. “It’s time to take the stress out of getting on the ski hill,” Torsell said. “We have decided to stop playing follow-the-leader in the season pass/day pass game and simplify day pass purchasing while promoting affordability in our sport.”
Assumingly, the occasional visitors in the area will appreciate the reduced prices. Ski Cooper is targeting an opening day of December 11.
