resort lowers pass price to $1,195

By Jim Stanford on July 19, 2011

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Jackson Hole will be open for shredding from Nov. 26 to April 8.

Jackson Hole Mountain Resort has lowered the cost of its full-season Grand Pass to $1,195, down from $1,255 last year. The resort also has extended its season and will be open from Thanksgiving weekend to Easter, a total of 135 days.

Resort President Jerry Blann held a press conference today in Teton Village to announce the reduced price, which follows a 25 percent cut last year. Pass prices had been as high as $1,670, when purchased in August, before the recession.

Blann also discussed $4.5 million the resort is investing on mountain amenities, including installation of the Marmot lift that will connect South Pass Traverse (near the bottom of Thunder chair) to the top of the Bridger Gondola.

Last year’s deep cut in the price of a Grand Pass resulted in a 60 percent increase in sales, as more riders opted for unlimited access. “One year after its introduction we can say with confidence that the Grand Pass program has been an unmitigated success,” Blann said in a release.

Some prices will rise. The cost of a 10-day Peak Pack is $635 in August, although a limited number will be available in the traditional early-bird sale Aug. 6 for $570. The resort has done away with a 20-day pass; instead it will sell 15-day and weekend Peak Packs for $945 and $830, respectively. Research had shown that most 20-day pass holders either switched to a Grand Pass or only used an average of 14 days, the resort said.

The 2011-12 season will be the longest in the resort’s history, from Nov. 26 to April 8. For a full list of pass prices, including discounts for kids and seniors, click here.

Here is the full press release from JHMR:

(Teton Village, WY. July 18, 2011) Jackson Hole Mountain Resort announced today a reduction in the price of the Grand Pass for the upcoming winter. This news follows the introduction of the Grand Pass last winter which represented a 25 percent discount from the previous All Mountain Pass and the lowest season pass price in the recorded history of the mountain. This year’s Adult Grand Pass offers unlimited skiing and riding for the longest season ever, a scheduled 135 days, at an August price of $1195, down from $1255 last year. The Senior Grand Pass will be offered for $815.

The Grand Pass offerings include attainable options for youth that provide unlimited access to the next generation of skiers and riders. The Youth Grand Pass for ages 6-14 will be $159, the Student Grand Pass for ages 15-18 will be $289, and kids under 6 ski for free. All Grand Passes include a free START bus pass, complimentary summer tram access, discounts at JHMR restaurants, retail and rental stores, as well as complimentary JH Ski Club membership.

JHMR President Jerry Blann stated, “In 2010, the goal of the Grand Pass was to make unlimited, all mountain access attainable to more skiers and riders than ever before. One year after its introduction we can say with confidence that the Grand Pass program has been an unmitigated success. The Grand Pass grew the number of skiers and riders who took advantage of unlimited access by more than 60% over the prior year. This year, at a price of $1195, we are further deepening the discount to make the Grand Pass an even better value proposition for more people than ever before. Furthermore, investments for the 2011-2012 season total over $4.5 million; these include the addition of the Marmot Lift which will connect South Pass Traverse with the top of the Gondola, and a redesign of the Kids Ranch facility. Both of these investments will improve traffic flow and provide a better experience for all of our guests. The excitement will also last longer this year as the mountain will be open from Thanksgiving weekend to Easter, for a total of 135 scheduled days. The combination of price reductions and tangible improvements represent a huge stride in improving access and the resort experience for our local and regional guests.”

The success of the Grand Pass has also led to changes in the Peak Packs that reflect purchase and usage patterns from last year. A review of scanning reports revealed that most locals who once purchased the 20 day pack upgraded to the Grand Pass, and those who remained were only using an average 14 days. As a result, Peak Packs will be sold as 10 day, 15 day, and Weekend offerings to better reflect the needs of local guests. In August, the price for the 10 day pack will be $635, the 15 day pack will be $945, and the Weekend pack will be offered at $830. For early birds, the one day sale of 10 day Packs will be held in Teton Village, Saturday, August 6th, where a limited number will be sold for $570 ($375 for seniors).

Chip Carey, Chief Marketing Officer at JHMR explained: “The changes that we made to the Season Pass program this year closely reflect what our research told us. Our data reveals that the introduction of the Grand Pass last year resulted in the sale of more passes overall and more than twice as many people opting for unlimited access. The introduction of the 15 day Peak Pack will be a better option for previous 20 day skiers; it will save them some money and better reflect their volume of use. Still the biggest news is further price reduction to the Grand Pass, making all mountain access better value than ever before. It was also very rewarding to see the increased number of children skiing on the mountain, and has spurred us on to continue to offer outstanding value options for the region’s youth.”

Operating in the midst of one of the worlds’ most pristine natural environments in the world, JHMR remains committed to its environmental initiatives. In recognition of this work, JHMR was honored with the Golden Eagle Award for Environmental Excellence, which represents the highest honor of environmental achievement in the ski industry. The award came on the heels of JHMR’s 5-year anniversary of ISO 14001 registration (JHMR is one of only 2 resorts in the US to reach this benchmark).

(Photo by Chris Figenshau, via JHMR)

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Posted under Economy, Ski Resorts, Sports

22 Comments so far

  1. D July 19, 2011 1:21 pm

    How many years straight have they raised the 10 day pass? That’s the pass that Wyoming locals buy that live outside JH. Its getting harder and harder when you can buy season passes to multiple mtns. in Utah and Colorado for the same price as 10 days at JH. Maybe the ghee will go after this demo?

  2. js July 19, 2011 3:14 pm

    The Marmot lift will be an iteration of the East Ridge chair, I’m told, but nearly twice as long — 12 towers and 1,200 feet. Should ease the pressure at Thunder a little, and also make it easier for skiers to go back up to the restaurant and spend some money.

    D, if the season gets off to a fat start like last year, you could buy a lift ticket for $64 until Dec. 9. After that, they rise to $85 and then a hefty $99 during the holidays and $95 the rest of the season. http://www.jacksonhole.com/plan-buy/tickets-passes/lift-tickets.html

  3. EJ July 19, 2011 11:33 pm

    $570 for the one-day sale? 10% off? Must be a typo in there; last year it was $475, representing a 20% discount. Not only did they raise the price on a 10-day, but they also cut the discount. Didn’t think we’d notice? We’ve noticed.

  4. cm July 20, 2011 9:00 am

    I don’t know what’s more annoying… the fact that they keep jacking the prices on the passes that folks who work hard for a living (and want to bring their kids out there) want to buy, or that they’ve given them the name ‘Peak Packs’.

    I don’t miss *this* Jerry.

  5. murph July 20, 2011 10:56 am

    ya theres no incentive to show up for that 10 day pass now,hell someone staying 2 weeks booking early in nov.gets the same rate .what b.s. “not a fan of jerryblann” http://www.jacksonhole.net/lift-tickets.htm

    i’ll green pass my 10days this year, thanx jerry

  6. D July 20, 2011 11:05 am

    They are going for two demos
    #1 The non-stop flight/ family of 5 from the coasts.
    #2 The JH locals *which I guess they are getting better at….. Still one of the highest season passes in the country.

    They do nothing to reward or encourage people that have supported the mountain for the last 20+ years to keep coming. In fact they did just the opposite they pretty much priced them out. If you work a normal M-F 9-5 and live 50 to 200 +/- miles away from JHMR you really can’t afford to ski there. A season pass doesn’t make sense and the 10 day doesn’t really save you much, on top of all that they are going to punish you for buying it early this year by not giving you a JH ski and snowboard club membership. For the first time they are going to take away your ability to save money on rooms, rentals, food etc. all because your supporting them and buying a pass in august. Thanks Jerry you and your research group are doing a great job of screwing Wyoming and Idaho residents.

  7. Fresh Tracks July 20, 2011 11:45 am

    I had to chuckle at the fact that the new lift is named for one of the mountain’s major sponsors/partners.

  8. Woody July 20, 2011 8:45 pm

    SWEET!!! Thanks JH. Unlike most the comments, I’m grateful for the $60 savings and the longer season. My wife and I will be purchasing in August and looking forward to a great season. To all the haters, “Jackson sucks, tell your friends”.

  9. Earl July 20, 2011 10:02 pm

    Teton Pass is free, always has been!
    Woody you’re my Hero.

  10. Boat 1 Retired July 21, 2011 8:15 am

    Wasn’t what is now called the “Marmot” lift once referred to as the “Trapper” lift in earlier press reports?

    Why the change? – and I laughed at how they had to make sure we knew that the lift was named for the animal- not a major resort sponsor!!!

  11. joe July 21, 2011 8:32 am

    ya gotta love this blogs journalistic bias on pricing between lvpl and jhmr rock on

  12. murph July 21, 2011 9:51 am

    FACT:the longer you live in jackson as a 9-5er the less you ski the resort.boycott the aug. 4 pass sale.send a message to jerry

  13. Carl July 21, 2011 3:48 pm

    Based on conversations with JHMR marketing higher-ups, the weekend pass, 10 day, etc. are seen as rarities in the ski world…meaning at most resorts its full season or nothing. The strategy is clear; by crushing the value of the other passes while simultaneously lowering the full season price, the two are coming in to value parity. In short, JHMR will soon eliminate the weekend, 10 day, etc., and expect us all to buy the full pass or nothing at all. In 10 years, no one will remember the other passes except for cantankerous old locals, who in their (JHMR’s) minds, don’t matter. Then JHMR can start incrementally increasing the full season pass without retribution. All they’re really after is the $ of the transient trustafarian and the dont-need-to-work, John Dodge “job creator”. You know, the locals.

    Glad to see teachers (m-f 9-5) take it on the chin though. Finally, as a society, we’re putting those uppity intellectual care givers in their place.

  14. js July 22, 2011 8:42 am

    @joe: always trying so hard to be snarky. last I checked, lift-served skiing wasn’t up there on the list of life necessities like heat.
    the pass prices are what they are. the resort isn’t forcing people to buy a pass, just as no one is forcing you to read this blog.

  15. murph July 22, 2011 10:33 am

    boycott the aug.4th 10 day pass sale and send a message,surely they wont miss the 10 day skier or the early cash infusion!

  16. Tony Clifton July 22, 2011 3:39 pm

    FYI hats, mittens, scarfs and vests made from Marmot fur harvested from the mountain will be for sale at the top shack of the Marmot lift ! Clothing made from Mountain Beaver is warm & supports locals !

  17. Bill July 24, 2011 12:27 pm

    Let’s not forget that they give a discount to group purchases. Through my employer I can get a season pass for around $800 (and I get that rate all season, not just in August). Maybe someone can correct me, but don’t town employees (teachers) get a similar opportunity? I know airport employees can buy a pass for something like $400.

  18. Chad July 24, 2011 10:14 pm

    Bill, someone’s here to correct you…

    The ‘discount to group purchases’ you refer to is the JH AIR (Air Improvement Resource) partner program. Some local businesses (Wells Fargo, Terra Resort Group, Spring Creek Ranch/Amangani among others) contribute tens of thousands of dollars to the program which helps bolster the airline revenue guarantees so we have strong air service in the winter. For essentially subsidizing their existence, JHMR rewards these businesses with a mix of free day passes and discounts on season passes for employees. Of course, all boats float in this rising tide, but JHMR needs the air service more than anyone.

    Furthermore, these discounted passes are typically tied to the employer. If a pass-holding employee quits mid-season, they lose their pass. To be fair, this is an employer policy – not JHMR’s (I think)

    Teachers are given the opportunity to purchase (weekend) passes at Aug. rates at any time during the season. Not sure about other town/county employees.

    In summary, any discounts offered by JHMR are at a minimum tolken gestures, and at most quid pro quo.

  19. adub July 25, 2011 12:30 pm

    Q: Why does a JH pass cost so much?
    A: Because it’s worth it.

    And if it’s not then vote with your dollars. Sit this one out and have a great winter on the pass, or the park, or the King. Save your $$ and decide next year if its worth it. Just don’t bring me and everyone else trying to enjoy another day of epic lift-serviced skiing by whining about it.

  20. jd July 26, 2011 3:31 pm

    hey adub, got kids? got a mortgage? got a weekday job? if you don’t want to listen to “whining” don’t read blog comments.

  21. D August 5, 2011 8:06 pm

    Anyone know what time they open tom for the one day pass sale

  22. D August 6, 2011 9:26 am

    At 930. They had 350 left.

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