Denver, Colorado — Is Alterra’s new pass product a genius ploy to capture more revenue from wealthy guests, or is it creating a barrier? It’s what people are debating after a new product line is introduced at ski resorts owned/operated by the Alterra Mountain Company.
The Reserve Passes
Last week, a series of pass products gained notoriety online for offering exclusive services and lift-line benefits at some ski resorts owned and operated by the same company.
According to ABC4 Utah, here’s a recap of the price points for the Alterra-owned/operated ski resorts participating in the program:
- Big Bear Mountain Resort (California) — $1,299
- Crystal Mountain (Washington) — $1,499
- Snowshoe (West Virginia) — $1,499
- Solitude (Utah) — $699
- Sugarbush Resort (Vermont) — $2,000
- Winter Park Resort (Colorado) — $999
- Blue Mountain (Canada) — $1,799 CAD ($1,281.67 USD)
- Tremblant (Canada) — $2,645 CAD ($1,884.36 USD)
It should be noted that each pass only offers benefits at the individual resort, not at the other partners that are also offering the pass.
At Sugarbush, the Reserve Pass program includes preferred lift line access at the Super Bravo Express Quad, a $100 food credit, free food and beverages, and access to the new Fifty Eight club. Many pass holders and guests were unhappy with the move, criticizing it as possibly leading to more crowding at the Lincoln Peak base area and creating tension between skiers. Mad River Glen will probably respond by having a witty response on its entrance sign.
I’m kinda surprised that Alterra went with this program at Sugarbush. I feel it’s a better fit at Stratton than at the Bush, especially since they see more of the NYC market (update 10/24:Â Stratton has its own version of the pass, which is quite pricey).
It’s a similar situation at Crystal Mountain in Washington, where their own version of the pass includes priority access to its lifts on weekends and holidays. A single-day version of the pass, costing $199, will also be available for those who want to avoid the crowds on a busy day. A petition was started to try to get them to cancel the program, and has received over 3,700 signatures.
While most of the reaction has been negative, there are some people who like the decision due to the ability to skip the lines on a crowded day. For example, if you’re making a ski trip to Seattle, it could make a lot of sense to get a Crystal reserve day pass when conditions are excellent on a Saturday. Some believe that such a move was an inevitability due to the successful implementation of a similar strategy at theme parks.
It’s drawn comparison to Disney’s Fast Pass, a program that offered a speedier line that skipped most of the queue on popular attractions at its parks. Disney has rebranded this program a couple of times, as it’s now known as the Lightning Lane Multi Pass.
Analysis
The situation shows the tricky conundrum that the ski industry faces, where many believe that it’s a sport for only the rich. Alterra has done some good things lately when it comes to affordability, including 50% off lift tickets for friends of Ikon Passholders and allowing kids to ski for free during a week this upcoming December. While these programs will generate more revenue and thus create more chances for upgrades, the Reserve program also makes skiing a more tiered experience.
Alterra isn’t the first to do that, as it bears a resemblance to Seven Summits at Snowbird, a private club that offers exclusive lift-line access. Another is when POWDR introduced Fast Tracks a few years ago, offering preferred lift-line access at several mountains.
The CEO of Alterra, Jared Smith, previously worked at Live Nation. They offer add-on options at their venues, with exclusive restaurant and bar access included. For example, my local venue, BankNH Pavilion, has an add-on restaurant/brewery offering. Like some concertgoers and roller coaster enthusiasts, there are people who are willing to pay for shortcuts and more luxurious experiences while skiing. The question is whether this disparity is appropriate at ski resorts, with some mountains being on public land.
While skiing is a sport for wealthy people, it shows the tensions between the middle class and the rich. Many rich people live in these communities and aren’t worried about living from day to day. There are also the people in local mountain towns who live more modestly and don’t like seeing passes like this. We all want the freshest and most epic turns possible. Seeing something like this creates an advantage for rich people and thus a wedge between the two sides.
On the bright side, maybe this will raise enough money for Sugarbush to fix up or replace the Slide Brook Express.
Image/Video Credits: Sugarbush Resort
