Alterra Mountain Company Brainstorms Ways to Attract Skiers and Reward Season Passholders
Are you a ski enthusiast looking for ways to hit the slopes without breaking the bank? Look no further than Palisades Tahoe, where Alterra Mountain Company, owner of the Ikon Pass, is brainstorming innovative ways to attract new skiers while still rewarding loyal passholders.
In a recent interview at the Mountain Travel Symposium, Alterra CEO Jared Smith discussed the game-changing impact of the Ikon Pass on ski areas in North America. By locking in a significant portion of season revenue before the first snowfall, ski operators can invest in crucial infrastructure like lifts, snowmaking, and IT. However, high-priced day passes, some reaching $300, can be a barrier for new skiers, especially when combined with travel expenses and equipment rentals.
To address this issue, Alterra is considering all-inclusive packages, concierge services, and even offering three free ski days to skiers not in their database, provided they take an introductory lesson. These initiatives aim to make skiing more accessible and enjoyable for newcomers, ultimately encouraging them to return to the mountain.
Smith also delved into the capital-intensive nature of the ski industry, highlighting the high costs associated with lift replacements and operations. Despite these challenges, Alterra remains committed to providing an authentic and differentiated experience at each of its 16 ski areas, contrasting their decentralized approach with Vail Resorts’ top-down management style.
Speaking of Vail Resorts, Smith commended their role in revolutionizing the industry with the Epic Pass, which paved the way for the Ikon Pass. As Alterra prepares to acquire Colorado’s Arapahoe Basin, they plan to maintain the mountain’s unique atmosphere under the leadership of longtime COO Alan Henceroth.
Whether you’re a seasoned skier or a first-timer, the future of skiing at Palisades Tahoe looks promising with Alterra’s commitment to innovation and inclusivity. Stay tuned for exciting developments as they continue to redefine the ski experience for all.