Industry News
Indy Pass has announced the conclusion of its “License Plate Club,” a unique initiative launched earlier this summer that proved far more popular than expected. In just a few months, nearly 500 skiers and riders across 41 U.S. states and Canadian provinces registered custom Indy-themed vanity plates in exchange for a free 2025-26 Indy Pass. Many proudly showed off their plates in the Indy Passholders’ Facebook group, fueling excitement and community spirit around the program.
“This program exploded way bigger than we expected. The level of dedication and commitment to our cause is evidenced by our amazing passholders, who we truly believe are the best you could ask for. We are grateful for them and remain focused on our shared vision to support the independent side of skiing,” Erik Mogensen, Indy Pass Managing Director said.
The License Plate Club was simple: come up with a creative plate like “SKI INDY” or “INDY PASS,” keep it active, and in return receive a free Indy+ Pass every season. For fans of smaller, independent resorts, it was arguably the easiest pass deal around and one of the most fun ways to show support for the Indy Revolution.
While the program is ending, it leaves behind a wave of energy that speaks to the growing momentum behind independent ski areas. From California to Vermont, people literally put their love for the Indy Pass on the road, turning their cars into rolling billboards for the independent ski movement. It wasn’t just about free passes—it was about pride. For many, showing off their plate became a way to represent their values, spark conversations in parking lots, and connect with others who shared the same enthusiasm. In the end, it spread the word in a way no traditional marketing campaign could have pulled off.
Indy Pass has always been about more than just lift tickets—it’s a statement of support for authentic, soulful ski destinations outside the corporate mega-resort model. The License Plate Club may be finished, but its impact proves that when skiers and riders rally behind something they care about, they can create a movement that’s as strong as it is fun. By uniting people across states under one playful idea, Indy once again showed that its strength comes from community as much as from access to terrain. It’s a reminder that skiing isn’t only about vertical feet or high-speed lifts but about belonging to something bigger.
It wasn’t actually in return for a 25/26 pass. The original promise was a “free indy+pass for each season the plate is active”