Industry News
According to the Pew Research Center, pre-boomers, or Silent Generation, are between 78 and 96 years old and defined as people born between 1928 and 1945. According to the National Ski Areas Association (NSAA), that generation has the highest number of ski days. These pre-boomers have been able to keep participating thanks to medical advances, such as artificial hips and knees, that make it possible for skiers to continue enjoying the sport. In addition, new ski technology with shaped skis that make for easier turning, along with better snowmaking and grooming that make skiing much easier than in the 1950s, as well as luxury touches, like high-speed chairlifts and ski valets, have helped predominately the older generations to continue skiing. Once upon a time, many ski resorts would offer free passes to people in this age range. However, those days seem to be going away very quickly.
Telluride Ski & Golf, located in Colorado, has decided to end its discounted season pass for seniors and its free season pass for skiers 80 and older. It follows a 25-year trend in the resort industry that has consistently sliced discounts for skiing seniors. The ski resort also eliminated the three, six, and 10-day unlimited passes. Chad Horning, Telski co-owner, was interviewed about the decision to discontinue Palmyra Passes during KOTO’s Mosher Exposure segment last Wednesday. Horning said prices were raised and some passes were discontinued because of increased operating costs.
- Related Article: The 7 Most Affordable Season Passes in the United States
In response, Telluride local Corina Gordon started a GoFundMe campaign to raise money for seniors hoping to hit the slopes this winter. There are a lot of “down valley” seniors on fixed incomes and were given no warning that this decision was coming down until they announced pass prices. “The reality is, many people from the area or who have lived in Telluride for 50-plus years are not millionaires. They don’t have these great big houses, and they’re living in communities outside of Telluride so they can afford it and live on their retirement funds,” Gordon said during an interview with KOTO radio.
After hearing the news, the owner of Telluride Ski & Golf spoke with KOTO radio station and amended the company’s new policy. Chad Horning told the radio station that any 80+ skiers enduring financial hardships could call him, and he’d hook them up with a free ski pass. “Telski announced today that if you are a senior 80 years and older and feel you have financial hardship, you can email Chad Horning directly and receive a free ski pass,” Gordon wrote on her GoFundMe page.
In local ski towns across the country, the same story is being told repeatedly. Local ski communities are increasingly feeling alienated from the mountain that brought them there in the first place. It is well known that the cost of living surrounding a ski resort is extremely high. It is hard for some locals who have lived their whole lives there to survive the increasing prices. Not everyone in a ski community is wealthy and has the income to combat the rising costs, especially seniors who are usually on a fixed income.
Gordon refunded the money raised for senior ski passes after Horning’s appearance on KOTO. However, after hearing he was allegedly not responding to emails, the GoFundMe campaign has since been restarted. SnowBrains reached out last week to Telluride and Horning for clarification regarding season passes for 80 years and up with no response. With Telluride eliminating the pass, Purgatory and Sunlight are the last Colorado ski areas to offer free season passes to the pre-boomers.
