“We think skiers and riders can be the beneficiaries. That triggered us to say, ‘We’re doubling down on this strategy,’ Katz said. That meant lots of money in the bank before the first snowflake fell. Katz said Vail Resorts sold 1.4 million Epic Passes for this season. That, we believe, is the crux of how you ensure stability and economic prosperity for the entire skiing and riding ecosystem.” “We’re cutting the price of a pass, which means you have to buy it before the season. “We’re not cutting the price of a lift ticket,” Katz said. That helped drive the price cut for next season’s passes. Katz said Epic Pass sales for the 2020-21 season were strong, helping the company withstand the challenges that came with COVID-19 capacity restrictions and the reservations system it employed to control numbers on its mountains. ![]() RELATED: Ikon Passes have been on sale since March 11 We started looking at some of our learning over the last couple years, and we thought we could actually reduce the price, bring more people into the program, and actually have it be profitable and a good decision for the company.” “That has been a strategy of ours going all the way back to the introduction of the Epic Pass back in 2008. “The main driver here is, we want to move ticket buyers to a pass,” Vail Resorts chief executive Rob Katz said in an interview. Now it’s good at six resorts in Colorado alone, and more than 70 destinations around the world. Epic passes haven’t been this cheap since the 2015-16 season, when the Epic Pass was good at only 11 U.S resorts. (Ikon Pass) are headquartered in metro Denver, and there was no immediate response from Alterra to Vail’s escalation in the season pass wars. Ikon is charging $729 for its comparable 2021-22 product, the Ikon Base Pass.īoth Vail Resorts and rival Alterra Mountain Co. ![]() The more limited Epic Local Pass is priced at $583, which is $146 lower than last year’s price of $729. Ikon announced its 2021-22 prices on March 11. That’s $196 less than the 2020-21 Epic Pass when it went on sale a year ago, and $216 less than rival Ikon Pass is charging for a comparable 2021-22 season pass. The Epic Pass for next season, which goes on sale Tuesday, is priced at $783. "The duel between ski industry titans over season pass sales took a stunning turn Tuesday when Vail Resorts announced that prices for next season’s Epic Passes will be 20% lower than what it charged for those passes this season.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |