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Season Passes (All)
Testing the Theory That Spring Pass Sales Filter Skiers by Stoke

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GREGG
BLANCHARD
       

So, two weeks ago I shared some data on how likely skiers are to renew their passes based on when they buy them. Turns out, the guys and gals who snag their pass in the spring are much more likely to renew than those who buy in fall.

Here’s the chart (month when pass was purchased on x-axis, renewal rate of each group the following season on the y-axis):

The theory that I shared was simply this:

“What if spreading out pass sales effectively segments your skiers by their level of dedication? The guys/gals that know without a doubt they’ll be skiing next year, order immediately. Those unconvinced their skiing desire will be worthy of a pass come November, wait until then to buy.”

True to my word, I did test it in this week’s Stash post. Here’s what the chart looks like with the month the pass was purchased on the X-axis and the average days spent on the mountain by each group on the y-axis.

The short story is this: skiers who buy their passes early are the ones who will be skiing more during the upcoming season. They seem to be more dedicated to skiing and more sure of where they’ll be the following season. There is little doubt in their mind they’ll be in the same place next year ready to ski just as many days as the last season.

In the ongoing search for loyalty, that not a bad trait to stick next to the folks in your database, eh?



  • All this is true, but I think you are missing one more aspect to your theory. Spring is when resorts announce their new or revised season pass options for the next season, and they offer a break on the price if you buy early, before the end of the current season. Season pass prices are at their highest in the fall when the casual pass holder starts thinking about the coming season. I bought my local season pass and my Epic pass last year in April. And I already paid for my local pass for next season and a deposit, that freezes the price, for my Epic pass. So I not only know I’m going to be riding next season I get the bet price by buying in the spring, and it gives me something to look forward to over the long grimm summer months.

    • Great point Mark. That’s exactly what I was hoping to get at. The attractiveness of the spring discount is directly related to how likely I am to be skiing a significant number of days next season. And the number of days I ski each year is directly related to how dedicated and passionate I am about skiing. So, among other things, the date I buy my pass can be a solid indicator of how passionate I am about skiing.

  • This is interesting but we ski a ton more and never get a season pass! We go where the best deals are and start searching for deals in August! We track our results each season and establish a per skier per visit lift cost! We ski on average 30 times per season and typically end the season less then the cost of a season pass at a decent resort and ski 10 to 15 resorts! The average cost per skier last year was $22 and this year we are running at half that!

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