Colorado — While some skiers don’t like it, big ski economics are here to stay.
The subscription-like model of multi-mountain passes has generated reliable revenue for major ski resort corporations, particularly Vail Resorts and the Alterra Mountain Company. It’s proven to be a vital source of income during low-snow years, such as the one we’re living through. It’s allowed skiers to basically go to any ski region for vacation, but it also has brought crowds.
A relatively new video from Bloomberg Television dives into the mega-pass model and how it has propelled Vail and Alterra into household names among skiers. Bloomberg interviewed Rob Katz, CEO of Vail Resorts, and Jared Smith, the CEO of Alterra Mountain Company, to ask them how the industry has changed.
Arapahoe Basin
I’d argue the other main story the video tells is Arapahoe Basin’s role in the season pass wars. In the 1990s, Arapahoe Basin, Breckenridge, and Keystone were sold to Vail, when it was much smaller. However, the DOJ rejected Vail’s request to take over all three, resulting in Vail selling Arapahoe Basin to DREAM. However, A-Basin remained pass partners with Vail for years, including with the Epic Pass.
This was the case until 2019, when A-Basin announced that it was leaving the Epic Pass due to increased crowding. It would then become a pass partner with the Ikon Pass.
Arapahoe Basin’s independent era officially ended in 2024 following its sale to the Alterra Mountain Company (owner of the Ikon Pass). Some changes have occured, such as paid parking reservations, but that was coming regardless of who the owner was.
The final portion of the video features the Mad River Glen ownership model, which may be the most famous independent ski area in America. Mad River Glen was similar to the experience at Arapahoe Basin prior to the 2010s, which is when A-Basin modernized its infrastructure and expanded.
Video Critique
In terms of what the video missed, I’d say it doesn’t factor in affordability and the rise of independent passes. It’s now a common complaint at major mountains, with the ski resorts being pricier than ever. We’re starting to see the big two offer more discounted lift tickets, but it’s still a weakness for the ski industry. The Indy Pass also would’ve been a good interview subject to analyze how they’ve changed the ski industry.
Image/Video Credits: Bloomberg Television, Arapahoe Basin
