Industry News
Over the last few years, inflation in the U.S. has been a hot topic. In 2022, it reached a 40-year high due to post-pandemic demand, supply chain disruptions, and increased energy prices. While the inflation rate has slowed to more moderate levels today, many consumers are still feeling the financial strain of increased prices over the last handful of years. Skiing and snowboarding were already expensive sports and the increased costs made the barriers even greater.
In a direct response to the inflationary environment, Jay Peak, Vermont, has announced a new Mission Affordability program to freeze or reduce pricing on all lift ticket window rates as well as prices on other goods and services. The resort realizes how guests have been affected as everyone tries to navigate a challenging economy while still engaging with the sport they love. The initiative will extend to include new everyday low-priced menu options, new Ski and Ride School programming, golf rounds, waterpark admission, lodging specials, and more. Even more cost freezes and reductions will be announced throughout the summer. A full list of price reductions and freezes will be available on Jay Peak’s website by June 29.
Jay Peak General Manager Steve Wright gave more insight into the initiative in a blog post.
“These past few seasons have been difficult to navigate with inflation and increased costs being shared by both the resort and our guests. For the 2024-2025 season we are either freezing or reducing the costs on most of our admission products, food and beverage items and across various revenue centers here at the mountain. Our hope is that pause on cost escalations and outright reductions in some areas gives the market a chance to catch its breath while we wait for inflation to abate. Our shared goal is to make visiting Jay Peak and all its amenities as accessible as possible and for as many people as possible. While Jay Peak is in the business of staying in business, the resort acknowledges the broader economic indices like inflation. If it is hurting Jay Peak, it is also hurting its guests. Jay Peak may not be able to impact all things, but we promise to look at everything and freeze and/or reduce pricing wherever we can, and wherever the broadest impact will be.”
When the resort announced the initiative on its blog and social media, the comments were overwhelmingly positive. Kudos to Jay Peak for prioritizing value-driven initiatives, through this new program to make mountain recreation accessible to a broader audience and ensuring more people can enjoy the scenic beauty and activities more often without compromising on the quality of the guest experience.
