Aspen History: Back when $10 got you the whole package
“A guide through the ski rental maze,” proclaimed The Aspen Times on Feb. 10, 1977. “More than two dozen shops in Aspen and Snowmass are involved in the rental of ski equipment. Although we checked 26 different shops to determine the range in price and equipment available, we were hard pressed to find significant differences. The lowest price for a package — skis, boots and poles — is offered by Aspen Ski Swap at 307 S. Mill. For $5, you get Kastle skis, San Marco boots, Tomic poles, and Salomon 444 step-in bindings for a day. The Mogul Shop at 450 S. Galena offers Dynastar or Atomic skis and Caber boots for a rate of $6 a day. Most shops charge around $7.50 a day for package rentals although the price can range up to $10 for certain combinations including high-performance skis. If you want to do some alpine touring, the Mogul Shop has a mountaineering package that includes skis with Ramer bindings and avalanche beepers, all for $10 a day. Three or four shops will throw in optional personal injury insurance, called ‘Snow Fault’ for an extra dollar. Short skis, used by many learners in the GLM schools, are a bit cheaper. The Aspen Highlands Ski Shop charges $5.75 a day for skis up to 160cm, then $7.50. The Highlands Inn GLM Rental Center also charges a low $5.80 for short ski rentals.” This image shows Chuck Landon adjusting a binding on rental ski at Bell Mountain Sports (which was located at 312 E. Hyman), 1977.
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