New Jersey— Multi-mountain passes have dominated the 2020s ski industry so far, but it could be argued that these products have left out those who don’t go frequently.
These people may try to go a couple of times each season, but don’t go enough to warrant buying a season or multi-mountain pass. While Epic and Ikon have begun selling more limited pass products for less frequent skiers, they aren’t as advertised as much as the core products. In response, the operator of two New Jersey ski resorts is offering an affordable season pass for those who aren’t frequent skiers.
Last week, Snow Partners, which operates Big SNOW American Dream and Mountain Creek in New Jersey, announced the Snow Triple Play Card (S3P). This $199 pass will give guests a total of three days at a coalition of 6-10 ski resorts across the Northeast and the Mid-Atlantic. According to the Storm Skiing Journal, Mountain Creek and Big SNOW will be included on the pass.
Hugh Reynolds, who’s the Chief Marketing Officer of Snow Partners, explained the appeal of this pass to Ski Area Management:
“So, there’s this gap in the market between the people who come once and the people that have seasons passes—there’s no product for the people in between. I think we’re missing the guests that we’re creating; I don’t think they have a place to go.”
It bears similarity to the Triple Play Card, which offers three days at Mountain Creek Resort. The intention of this new pass is to get people to become more invested in skiing or snowboarding, whether that’s through buying a Mountain Creek season pass or multi-mountain product.
“I also hope that they buy an Epic Pass, an Ikon Pass, or an Indy Pass, because I want skiers at Mountain Creek to travel, to go out West, to go up North,” said Hugh Reynolds to Ski Area Management. I want them to enjoy all different types of ski resorts, because the more active they are in the lifestyle of skiing and snowboarding, I know Mountain Creek is their backyard resort. It’s the place they go on Tuesday nights with their kids.”
At this point, the pass appears to appeal mainly to those who live in the New York City metropolitan area due to the proximity of the two announced ski resorts to the Big Apple. Their goal is to also promote the product in markets like Philadelphia and Boston, so the partner resorts are going to be all over the East Coast.
The plan is to launch the product during Labor Day Weekend and continue to sell it until around Christmastime.
Image Credits: Snow Partners
