Give passes a chance
August 30, 2009
Full disclosure: I recently left Aspen Skiing Co. as their brand director. Having recently relocated from the Roaring Fork Valley farther west, I am watching courtside – utterly baffled at the negativity brought forth by Aspen/Snowmass’ new release of pass products.
As the former editor of Powder Magazine, possessing a well-informed knowledge of every major mountain resort in North America, I’m amazed the good people of Aspen/Snowmass aren’t discussing publicly how great they have it.
Unless things have turned 180 degrees at Skico since May, what I left was a family oriented company with peerless leadership and an unwavering ethical approach to business. In this instance, to judge Skico as anything but a company responding to pass purchase/ usage behavior over the last few seasons is completely without merit.
Regarding the current pass discussion, it’s obvious that no amount of passes will please everyone – but 95 percent is a pretty good average. Locals should be overjoyed that Skico has not passed on skyrocketing energy and operating costs with status quo price increases across status quo pass products. Instead, it seems Skico is empowering folks to A). pay as you go or B). ski/ride more and pay less … knowing full-well this will likely lead to less revenue on pass sales.
And instead of smart-ass quips to the editor, it would be interesting – if not actual journalism – for Roger Marolt (or others) to investigate the collective community benefits provided by Skico vs. other North American mountain operations. Imagine an article worth reading by Roger Marolt. I would suggest buying a season pass before it’s published – it will likely be a while.
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