It’s pass season in the ski industry.

And, so being, it’s also pass innovation season in the ski industry as marketers release the things they’ve been working on for months or years.

Introducing the M.A.X. Pass, as in Multi-Alpine Experience. 22 mountains. 5 days each. 1 all-new season pass. pic.twitter.com/CzPHa6iZyt

— The M.A.X. Pass (@themaxpass) March 10, 2015

It’s a good time to nerd out on marketing…if that’s your thing…not that I would every do that…because, that’s weird…where was I?

Interesting Tweak
One of the more intriguing innovations was Squaw Alpine’s “Rollover Days” concept.

Now a season pass with rollover days. Introducing the worry-free guarantee: http://t.co/oxVYhmkPKg pic.twitter.com/p6DjF1ax6S

— Squaw Alpine (@squawalpine) March 23, 2015

But what’s even more interesting is that this concept wasn’t about this year, or even next year, it really is designed to boost renewal rates for 2016/17 passes. It’s about planning for long-term renewal rates.

And it’s that theme that showed up again at Bear Valley.

The “Forever Pass”
Marketing copy aside, here’s the fine print that I think spells it out pretty well how Bear Valley’s new “Forever Pass” works:

“Skyline Bear Valley is providing the Forever Pass as a price guarantee as long as they own the Bear Valley Ski Area. Forever Pass purchasers must renew each year to lock in 2015/16 pricing. If you move into another age group while you own a Forever Pass you will renew at the 2015/16 Forever Pass pricing for that age group.”

You buy the pass this year and as long as you renew every year and the resort isn’t sold to different owners, you’ll get this year’s season pass price every year.

2015/2016 Forever Passes go on sale TODAY! Lock in your FOREVER price, because they'll go up! http://t.co/1XdbHBefV6 pic.twitter.com/kO9S6A1fqQ

— Bear Valley Mountain (@MountainUpdates) March 16, 2015

With as often as some resorts change hands and do drastic slashes, it’s hard to say how long it will carry value, but the concept of marketing now to increase renewals down the road is cleverly applied once again.

The Future
There’s something to be said about the value of “streaks” in passes but also lodging.

Not only does someone extending a streak mean they’ve renewed their pass, but it also may mean they are increasingly likely to do the same thing each subsequent season.

It will be interesting to see how skiers respond to some of these tactics, but I like the ideas that are driving this type of innovation.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.