resort slashes pass price

By Jim Stanford on July 20, 2010

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Jackson Hole season pass just got a little less gold-plated.

Jackson Hole Mountain Resort has reduced the price of its full season pass by 25 percent, to $1,255.

The $400 reduction is likely to please locals who have been grumbling about high prices for years. Last winter, the JHMR pass was the most expensive of any ski resort in the nation.

The new pass is called a Grand Pass and is good for all 128 days of the season. The pass must be purchased by Aug. 31 for that price, but discounts will be applied later, too.

Ten- and 20-day pass prices will rise slightly as the resort looks to sell more full passes at the reduced price. For kids ages 6 to 14, the resort will offer a Junior Grand Pass for $149 in August. Click here for the full list.

Jerry Blann, resort president, announced the new pricing at a press conference this morning at Teton Village. Blann also announced various improvements the resort is making, including expanded snowmaking infrastructure and a network of new hiking and mountain biking trails.

The resort prepared this comparison of season pass price and the rate of inflation. One could argue the pass was overpriced to begin with, but increases have been relatively minimal. Click to enlarge.

Bigger snowmaking supply pipes will allow the resort to make snow simultaneously in more locations, rather than just a thin strip on Apres Vous at the start of the season, for instance. The Casper area could open earlier as a result, said Anna Olson, resort brand director.

As reported here in April, Jackson Hole also is planning to move the East Ridge chairlift to the bottom of Thunder to provide access to the restaurants atop the gondola. The chair, to be renamed Cascade, will rise through the Study Plot terrain to the gondola summit. The engineering designs are done, but the resort will wait until next year at least before moving the chairlift, which largely has been dormant since the new Aerial Tram began operation.

The new mountain bike trails will be served by the Teewinot chairlift. Riders who wish to earn the downhill glide may ride up the service road to access the new routes, which range from easier, cross-country single track to a more aggressive, downhill-style route.

For the upcoming winter, the resort will not reduce the price of a single-day lift ticket, which at $91 was among the highest in the nation last year.

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Posted under Economy, Ski Resorts, Sports

8 Comments so far

  1. D July 20, 2010 6:58 pm

    JIm
    Do you have any details on the one day sale of the 10 day pass. I know it august 7th but is there a limited number?

  2. js July 20, 2010 7:09 pm

    Yes, the number is limited (500), and it’s first come, first served. The usual early morning line.

  3. C July 21, 2010 2:07 pm

    “The $400 reduction is likely to please locals…”

    But no mention from Jim regarding the increase in weekend, 20 and 10 day passes. This is the egregious part. I’m pretty sure weekend-only types are locals too. Furthermore, they’re usually teachers, parents with their kids, govt. workers (incl. hospital), and small business owners. Hooray for JHMR sticking it to these people!

    If my sarcasm isn’t apparent, this pricing model is stupid. The full-season pass market is a demographic not just on the hook, but in the boat and halfway cleaned. Reducing their price may make them happier, but those people would have bought at $1200 or 2000. Doesnt matter. Furthermore, full season people are more often transients or individuals with significant disposable incomes. I know there are exceptions, but for the most part the full seasoner isn’t a community contributor, or if they are, they aren’t in financial dire straits to see real benefit from the reduction.

    Moving forward, I would love to see a weekend pass price illustrated against the initial price plus inflation. I’m guessing its not as pleasant. In 2008 the price was up 14% over the year prior. In 2009 up again, and this year up 7%. Meanwhile in that time my income has increased 3% (good, given the era) while my home value has decreased by 20%. The point being that this increase is contrary to countless economic markers and generally offensive to people who support the long-term positive economic and social mechanics (including those of JHMR) in this valley.

    Not a fan of JB

  4. D July 21, 2010 6:14 pm

    Make it simple give a discount to People with a Wyoming drivers license.

  5. R July 21, 2010 8:41 pm

    Way to go JHMR. You took away the weekday pass and everyone bought the 20 day and now you raise the rates on that to ENCOURAGE us to buy a full pass? Looks like I now buy a 10 day!

  6. S July 22, 2010 10:54 am

    I hear Dynafit bindings work great.

  7. T July 31, 2010 12:54 am

    I agree with “C”, “slashing” the price to $1,255 is crazy. Only in Jackson can that sort of price be acceptable. I can purchase the epic pass for $599 in Colorado and ski 6 mountains in 2 states.

    Although, Jackson does have the best terrain and better snow than in Colorado…but $455 better? I don’t see it…

  8. Warren August 2, 2010 5:39 am

    If you think the snow & a season pass are too expensive at Jackson Hole don’t move to Colorado, perhaps give Mad River Glen a try ?

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