Aspen Skiing Co. pricing aims to lure multi-generational families
NO GUESSING ON PEAK TICKET PRICE
Aspen Skiing Co. took the guessing out of its walk-up window rate for a single-day lift ticket this season.
Skico has typically kept its highest priced ticket rate under wraps until the days between Christmas and New Year’s Day, but it broke tradition this year. Its website said it will charge $139 for the window rate from Dec. 19 through April 3.
“That’s the peak single-day rate,” said Skico spokesman Jeff Hanle.
As usual, the lift ticket price will increase as terrain opens early in the season, then reach the anticipated peak during the busy Christmas and New Year’s Day holiday period. Prices for later in the season will be determined as conditions change. Prices typically drop as terrain closes.
Hanle said Skico executives simply decided to announce the price from the start this season rather than keep it a secret. “Why not?” he said. “It’s become more of a game with the media and other resorts than anything else.”
Skico charged $129 during the holiday period last season. It also charges $5 for a radio-frequency card, which is a scannable lift ticket. Repeat customers can use their cards from prior years. Several others resorts, including Vail and Beaver Creek, charged a higher single-day rate last season.
Skico and other ski industry leaders contend too much attention is paid to the single-day, window rate. Resorts offer a number of discounts and few consumers pay the peak rate.
Aspen Skiing Co. aims to start off the 2015-16 ski season with a bang with its pricing strategy.
For the second straight year, Skico is offering a 10 percent discount in addition to regular breaks provided for advance lift-ticket sales. The 10 percent discount applies to trips between Dec. 19 and April 3 as long as the purchase is made by Nov. 5.
Skico also is making a bigger push to attract children, teens and seniors with its lift-ticket pricing this season. Single- and multi-day lift tickets that are purchased at least one week in advance are substantially less for children 7 to 17 years old and for seniors 65 and older.
For example, a ticket that allows skiing or snowboarding on 5 of 10 days is $545 for adults but only $295 for children and seniors. Both prices depend on purchases at least one week in advance.
Skico Vice President of Marketing Christian Knapp said the discounts this year for seniors and children is the biggest ever. Skico wants to make sure it is the “go-to” resort for multigenerational families of skiers, he said.
Skico spokesman Jeff Hanle said the discount for seniors and children this year is about $30 less per ticket compared with last season.
Skico’s strategy to provide the biggest discounts to the skiers and snowboarders who hit the slopes the most remains intact. The discount for advance purchases of two-day tickets is $20 from the walk-up window rate. The window rate is $258. The advance-purchase rate is $238.
The advance three-day ticket saves $30 off the window rate, the four-day ticket saves $40, the five-day ticket saves $50, the six-day ticket saves $60 and the seven-day ticket saves $70.
The advance price for a seven-day ticket is $763. At the window, the price will be $833 this year. Another way of looking at the price is $109 per day for advance purchase and $119 per day at the window rate.
Seniors and children get a substantially cheaper seven-day ticket. They pay just $413, or $59 per day, for an advance seven-day ticket and $483 or $69 per day at the window.
A number of lodging and lift-ticket packages will return this year. They provide incentives for buying early and planning multiday trips.
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