Aspen Skiing Co. contends $104 lift ticket won't hurt business
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- Created on Monday, 14 March 2011 09:55
- Written by Nathan
By SCOTT CONDON, THE ASPEN TIMES
Aspen Skiing Co. officials say they don't see a downside from breaking the $100 barrier with a walk-up, single-day lift ticket price even though the national economy is still struggling to recover from the Great Recession.
The Skico raised its peak price to $104 on Presidents Day weekend. That is an 8 percent price hike from the peak of $96 last season — far outpacing the rate of inflation.
Skico Senior Vice President David Perry said the $104 ticket can't be analyzed without looking at the Skico's pricing as a whole. “We really want our guests to buy multi-day tickets,” Perry said.
If they do, they will get bigger breaks than ever from the walk-up window price. If a visitor buys a two-day ticket at least seven days in advance, they will pay $91 per day. That saves $13 per day over the peak window price. If they buy a six-day ticket a week in advance, they will pay only $85 per day
“It's a way of de-emphasizing the single-day ticket,” Perry said. Single-day ticket sales account for about 10 percent of Skico's ticket sales, but Perry predicts that will drop with the discounts available for multi-day tickets.
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