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Season Passes (All)
Can a Ski Resort Launch a New Pass Product in February? A-Basin Thinks So

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When I think about timing for launching a new pass product, the first week of February doesn’t exactly occupy the first spot in my mental list of possibilities.

Yet, Arapahoe Basin did just that on February 6th.

Elevation 3-Pass
The Elevation 3-Pass, as it’s called, gives the holder 3 days of riding for $119. There are a few things I like about this pass:

A similar option, Loveland’s 4-Pack down the road, also costs $120 but is not sold at this point in the season. If someone regretted not getting a 4-Pack or simply wants to be able to take advantage of A-Basin’s insanely long season, there’s only one good option.

The pass is not only available on their site (in both their e-store and Cloudstore) but also on the Liftopia site. With a “50% off” label on the product, I wouldn’t be surprised to see it draw some extra attention there.

(After writing this post, I also got an email from Liftopia promoting the pass.)

Also smart are two possibilities for add-ons: three $15 lunch credits (at 33% off) and/or three lessons for $45 (25% off). I’d imagine the lunch credits would be the more popular option by some margin, but I’ve been wrong before (<-understatement). Why Not
A-Basin still has more season left than some resorts have during an entire winter, so why not launch a new pass when there’s no competition for customers or media attention?

I think it’s a clever move and a good value. Works for me.

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.

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