Aspen Skiing Co. slashes rates to put lodge in limelight |

Aspen Skiing Co. slashes rates to put lodge in limelight

The Aspen Skiing Co. is offering discounted rates at its Limelight Lodge.

ASPEN – The Aspen Skiing Co. is making a rare exception to its policy of avoiding price discounts by slashing rates at its Limelight Lodge for the remainder of ski season.

The Skico is promoting 40 percent off Limelight rooms in a special offer that expires at noon Wednesday. The discounts are good through the end of ski season on April 24, with blackout days on Presidents Day weekend (Feb. 19-21).

The Skico has avoided price discounts on everything from lift tickets to ski and lodging packages, even during the recession. The company prefers to offer “value added” programs in which such extra amenities as a lift ticket or an extra night of lodging are added when a trip of a certain length is booked.

While that might sound like semantics to some people, Skico officials say customers will expect the price discounts for years to come once they are offered. It’s easier to remove the value-added components once better times return.

The hotel industry is particularly concerned about protecting “rate integrity” by not slashing prices.

Justin Todd, Skico director of sales and marketing at The Little Nell hotel, said the Limelight special doesn’t represent a change in philosophy. The Skico acquired the Limelight last year and made a lot of changes, he said. It wants to reintroduce the hotel to former customers and attract new business.

“We want to put as many bodies in that hotel as we can,” he said. “It doesn’t mean we’ve gone away from our value-added packages.”

The Limelight is still offering value added packages like two free lift tickets per day with at least three nights booked. It’s also offering a third night free with the booking of two nights.

Now, shoppers have another option by going with the 40 percent discount. The Limelight’s rates start at $545 per night before the discount.

Todd said the Limelight is experiencing a “strong” first winter season under Skico ownership. “Are we having some soft spots? Absolutely,” he added.

Easter falls later than usual this year, on April 24. That is creating some reservations holes earlier in the season for a lot of properties.

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