ASPEN — The Aspen Skiing Co. had a “relatively busy holiday period” and is running slightly ahead of last season's business pace, spokesman Jeff Hanle said Wednesday.

The number of riders hitting the slopes at the Skico's four ski areas was up about 3 percent from last season, Hanle said. The week before Christmas was down slightly, he said, but the week between Christmas and New Year's was “gangbusters.”

Expectations were modest for pre-Christmas business because the holidays fell on Fridays this season. When that happens, more people travel after Christmas, according to tourism officials.

Customers also seemed to open their pocket books a bit more. “In-resort spending” on ski school lessons and at mountain restaurants was also strong this season, Hanle said.

While Skico officials welcomed the gains, Hanle acknowledged a reality check is in order. Skier and rider visits were down 8 percent during the holidays in 2008, diminishing the favorable comparison this season. Business still lagged behind a typical holiday period.

“It certainly wasn't the best Christmas ever,” Hanle said.

The Skico's season-to-date business through Jan. 3 is also about 3 percent ahead of last season's level.

Skico officials hope people who were here for the holidays went home and reported good things about their trips, spurring other people to book ski vacations. Good word of mouth is invaluable. January is usually a heavy month for booking trips in February and March, although the trend during the recession has been for travelers to make last-minute plans.

“Most importantly, there is some momentum,” Hanle said. “We're hoping bookings really blow up in January for the rest of the year.”

The Skico is launching a kind of marketing campaign it has never tried before to try to spur bookings. It is purchasing advertisements on huge billboards placed in strategic, high-visibility locations near downtown Los Angeles, San Francisco and Chicago. The ads feature an eye-catching image of a skier launching through the air.

The debut of the billboard ads on Jan. 11 will be followed with newspaper ads, Internet promotions and direct mail pieces to potential customers in those cities, which are three of Aspen's top markets. There are direct flights between Aspen and all three cities.

The Skico will also engage in a “social media push” in the markets. People will be urged to find the billboards, take a photo and download it to their social media venue of choice, such as a Twitter account or Facebook page. Doing so will make them eligible for a free trip to Aspen.

Aspen-Snowmass should receive another business boost Jan. 28-31 during the ESPN Winter X Games.

scondon@aspentimes.com