Skico tries to lure downvalley skiers
The Aspen Skiing Co. hopes to tap into the downvalley supply of customers by expanding its discounted locals’ ski pass program.
Employees of businesses that belong to the chambers of commerce in Glenwood Springs, Basalt and Carbondale will be 1eligible for passes at the same price as employees of the Aspen and Snowmass Village resort associations.
“This year we are recognizing we are one valley,” said John Norton, Skico chief operating officer.
The benefits for downvalley residents are huge. For example, a two-day-per-week ski pass will cost $659 for buyers affiliated with a chamber of commerce. Those who aren’t affiliated will pay $829.
“Downvalley locals will pay less than they did four, five years ago,” Norton said.
The discounted pass program was established after the Skico joined the Glenwood Springs Chamber of Commerce.
Glenwood chamber membership director Raelyn Westley said she expects the pass program to entice additional businesses to join the voluntary organization. It already has about 700 members.
Tom Jankovsky, general manager of Sunlight Mountain Resort, said he didn’t feel the Skico’s discounted passes for downvalley residents would harm the small ski area outside of Glenwood.
The price difference is still substantial, with Sunlight charging only $295 for an adult pass. “We definitely have customers who are loyal to us,” he said.
Jankovsky believes the Skico’s aggressive marketing of Glenwood hotel beds poses more of a threat to Sunlight. That could take beds normally filled with Sunlight customers during the Christmas holiday and spring break, he said.
The Skico is aggressively promoting a $35 ticket in conjunction with Glenwood lodging, Norton confirmed. It’s an effort to offer more affordable alternatives to potential guests.
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