Why Ski Resorts Are Pushing Lift Tickets in August

After years in which both snow and the economy have been iffy, skiers and boarders have been booking winter vacations later and later–or sometimes not at all. So, to lock in dollars early, resort companies are pushing preseason deals that tempt enthusiasts with access to multiple mountains for a single discounted price, as long as they buy when it’s still waterskiing season.

The market’s biggest player is Vail Resorts’ Epic Pass, which grants unlimited skiing at 12 U.S. mountains (half of which are in Colorado) for $689. If that sounds pricey, consider that a single-day ticket runs as much as $129 at Vail–meaning you’d come out ahead if you plan to ski or ride more than seven days this season.

Aggressive pass promotions guarantee cash flow for the resorts even if the snow stinks. If the powder is plentiful, pass holders can ski more, but the resort still wins because visitors spend money at local bars, shops and hotels. The strategy also whites out competitors. “After you’ve bought our pass, are you likely to go skiing elsewhere? No,” says Kristen Lynch, Vail’s chief marketing officer. “Passes really drive customer loyalty.”

This cold war has its own arms race. The Epic Pass’s main superpower rival, Mountain Collective, sold out its first round of passes, which offer up to 12 days each at top resorts like Squaw Valley, Aspen, Snowbird and Jackson Hole and 50% off lift tickets for subsequent trips. The price: $349. This year, Whistler Blackcomb, Canada’s biggest resort, joined the collective. Vail countered by adding Utah’s Canyons and throwing in access to five days’ skiing in Switzerland and Austria.

A third, smaller competitor is the 12-mountain Powder Alliance. Buy a season pass with an ally such as Montana’s Bridger Bowl or Colorado’s Crested Butte ($599 and up), and you get three days each at the others.

Some skiers might not like the idea of paying long before snow falls, but the push is working. Once the domain of locals, season passes are snatched up by global ski tourists. Vail’s 300,000 pass holders–who represent $207 million in revenue–come from 50 states and 78 countries. Sales have nearly doubled in the past six years, accounting for about 40% of the company’s lift-ticket revenues. Mountain Collective started another round of sales (new price: $379) on Aug. 13. Most Powder Alliance members offer huge pass discounts if you buy by Oct. 31. The earlier you bite, the better the deal–and the sooner you can begin praying for snow.