Skico boosts its lift ticket prices
Skiers and riders will pay up to $3 more per day for lift tickets if they don’t take advantage of the Aspen Skiing Co.’s pre-purchase discounts this season.
The prices that customers will pay at the window went from $59 per day for two-, three- and four-day tickets last season to $62 per day for the same multi-day tickets this season, according to rates in the Skico’s new winter brochure.
The price for a five-day ticket climbed from $57 per day to $59 per day, while the six-day ticket increased from $55 to $57.
Those prices, known in the ski industry as the “window rates,” didn’t go up last year from the 1998-99 season.
The Skico is keeping quiet about its maximum single-day lift ticket price this year, as it has done for the last several seasons, according to spokeswoman Rose Abello. The company tries to get
media and customers to concentrate on its discount prices by withholding its single-day price.
Once the Skico opened all of its terrain last season, the single-day ticket price ranged from $59 to $65.
Deer Valley, Utah, has already announced that it will charge $63 for its regular season ticket and $65 for a single-day ticket during the Christmas and New Year’s holidays.
Vail, which is also in that league, hasn’t announced its window rates yet.
Skico Chief Operating Officer John Norton, who heads the company’s marketing efforts, couldn’t be reached for comment on the window rates Tuesday. In the past, he and other company executives have tried to downplay the significance of those prices.
They claim the majority of their customers take advantage of two discounted ticket programs. One program reduces the price to as low as $39 per day as long as multi-day tickets are purchased by Dec. 1.
For customers who cannot plan that far in advance, slight discounts are offered on window rates when tickets are purchased at least two weeks in advance.
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