Great effort, poor decision
November 13, 2002
While I applaud all of the efforts that the Aspen Skiing Co. made to get Snowmass open for an incredible weekend of skiing, I can?t help but comment on the poor decision they made to charge $49 for single-day lift tickets.
Until now, I was impressed by some of their great public relations tactics, like sending video footage to television stations throughout the state showing people skiing in our powder and then working hard to get the Big Burn open for skiing this past weekend.
But then to charge $49 to people who made the effort to get up on the mountain and were only able to ski a small section of it is like shooting themselves in the foot.
We all know by now that some of the best marketing that the ski industry has is ?word of mouth,? but I know of at least three people who chose to ski other Front Range resorts this past weekend just because it was more affordable than skiing the several runs we had open here. Can you blame them?
While I understand the need to defray operating costs, isn?t positive advertising worth more right now? By charging, say, $30 per day to ski, those three people would most likely have chosen to ski here and then would have raved about the skiing to their friends and family back home.
So not only did the Skico lose out on three people?s hard-earned money altogether, they also lost out on positive word of mouth that we so desperately need around here. You do the math.
Recommended Stories For You