The two biggest ski conglomerates, Alterra and Vail, are facing another major lawsuit. This time, other ski companies are part of it.
Reuters reports that Vail Resorts, Alterra Mountain Company, Boyne USA, and Powdr Corp. are being sued in an attempted class action lawsuit. The plaintiffs’ goal is a jury trial seeking to recover money for thousands of customers. Also being sued are RRC Associates and the National Ski Area Association.
The lawsuit alleges that confidential data compiled by RRC Associates and Aspenware (owned by Alterra) was shared and used by the four conglomerates to jack up lift ticket prices and season passes. RRC Associates reportedly put together reports that shared pricing information and suggested price points. For Aspenware, it’s alleged that their pricing program led to spikes in lift-ticket prices (dynamic pricing). These practices reportedly began in January 2020. The plaintiffs argue that these four own all of the 35 U.S. ski destinations. This provides them with leverage to raise prices.
By doing that, it made more people buy more expensive products, such as an Epic or Ikon Pass. Additionally, the plaintiffs allege that these practices violated antitrust law.
You can read through the lawsuit here.
The Other Vail & Alterra Lawsuit
This case is different from the other ongoing lawsuit against Vail Resorts and Alterra. That class action lawsuit alleges that they exponentially grew lift ticket prices so that customers had to purchase the Epic or Ikon passes.
The basis for that argument seems to be on shakier ground, as there are other pass products outside of the main Epic and Ikon Pass (like Epic Day or Ikon Session Passes) that people can purchase with fewer mountains and less available access.
Featured Image Credit: Ethan Walsweer
