Skico expects growth in international business | AspenTimes.com
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Skico expects growth in international business

Scott Condon

The Aspen Skiing Co. expects double-digit growth this season in the amount of international business, according to David Perry, the company’s senior vice president of marketing and sales.Perry told the Aspen Chamber Resort Association board of directors this week that the weak dollar will spur more interest among foreign visitors. However, he also credited the Skico’s marketing decisions over the last few years.While other resorts scaled back their marketing efforts overseas as part of budget cuts in lean years recently, the Skico kept plowing funds into attracting international guests, he said. “Our competitors are playing catch-up,” Perry said.International business accounts for about 15 percent of the Skico’s lift ticket sales. Last season the company’s sales to international tourists were up 20 percent while overall ticket sales were up only 3 percent.Perry said international business accounted for virtually all of the company’s growth last season. This year, the Skico is anticipating more international and domestic business, based on reservations so far, Perry said.However, he reminded ACRA board members that there is still a lot of work to do to guarantee a good season. At this point, only 55 percent to 75 percent of the business expected for the season has been booked. Many people wait until closer to their proposed vacation time so they can check snow conditions.Perry said Aspen and Snowmass Village can’t relax with marketing efforts just because early season numbers look promising.”Don’t let up,” he said at the ACRA meeting. “Keep your foot on the gas pedal.”Scott Condon’s e-mail address is scondon@aspentimes.com.