You can add to the perceived value of just about anything by lowering the price. Strangely enough, unless you sell many more passes, this also lowers your revenues. Weird. Instead of focusing on price, trying adding on a few benefits to your season pass to increase the value like these resorts have done.

1) Free Skiing at Partner Resorts (Monarch Mountain)
When you but a pass you get loads of free skiing at other resorts.
https://skimonarch.com/images/IncentiveSheet_2010.jpg

2) Express Lift Line Access (Park City Mountain Resort)
My brother-in-law got a Park City season pass as a Christmas gift. One of his favorite parts? The express lift lines for pass holders.
http://www.parkcitymountain.com/winter/tickets/season_passes

3) Extra, Private Time on the Slopes (Holiday Valley)
Two days a year pass holders get to have one lift (Yodeler) all to themselves an hour before the resort opens.
http://www.holidayvalley.com/HolidayValley/info/season-passes.aspx

4) Free Lift Ticket for a Friend (Ski Sawmill)
When you buy your pass early (before October) you get a free lift ticket and lesson voucher to share with a friend.
http://www.skisawmill.com/season.php

5) Discount on Retail, Rentals, & Tuning (Wildcat Mountain)
Get a 10% discount in the Wildcat shop for when you flash your season pass.
http://www.skiwildcat.com/seasonpasses.html

6) Free Food at a Local, Partner Restaurant (King Pine)
Snag yourself a free flatbread pizza from the Flatbread Co. with your season pass.
http://www.kingpine.com/season-pass-benefits.html

7) Discounted Lodging (Lake Louise)
Along with a Lake Louise season pass, you also get discounted lodging rates at 11 nearby Hotels.
http://www.skilouise.com/pass_benefits.php

8) Free Use of Special Access Areas (Stowe)
Ski Stowe’s race course free on weekends and Holidays as a passholder.
http://www.stowe.com/tickets/season_passes/

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.