Alterra Mountain Company, the owner of the Ikon Pass, is not resting on its laurels. Instead, the company is constantly brainstorming ways to attract new skiers while also rewarding loyal passholders with significant cost savings. As the ski industry continues to evolve, Alterra is taking proactive steps to stay ahead of the curve.
Alterra CEO Jared Smith recognizes the importance of making skiing more accessible to a wider audience. He acknowledges that high daily pass prices, sometimes reaching up to $300, can be a deterrent for new skiers. This reality, coupled with additional costs such as travel expenses, equipment rental, and lessons, can make the sport “ungodly expensive and hard” for beginners. In response, Alterra is exploring innovative ways to get more people on the slopes and keep them coming back for more.
One potential solution that Alterra is considering is the introduction of all-inclusive packages and concierge services. These offerings aim to provide a more seamless and enjoyable experience for guests, from the moment they arrive at the resort to the time they hit the slopes. Additionally, Alterra is exploring the concept of providing new skiers with three free ski days, contingent upon taking an introductory lesson. By incentivizing first-time skiers to try out the sport in a welcoming environment, Alterra hopes to cultivate a new generation of snow enthusiasts.
Smith sheds light on the operational challenges faced by ski resorts, emphasizing the substantial costs associated with running these complex operations. With 230 lifts across its properties, Alterra has to contend with the high price of lift replacement, which has nearly doubled in the past decade. These mounting expenses contribute to the overall cost of skiing, underscoring the need for strategic financial planning and investment in infrastructure.
In contrast to its primary competitor, Vail Resorts, Alterra embraces a decentralized management approach that empowers individual ski areas to make decisions autonomously. This philosophy, according to Smith, fosters differentiation in the marketplace and promotes authenticity. As Alterra expands its portfolio with the acquisition of Colorado’s Arapahoe Basin, the company is committed to maintaining the mountain’s unique character while giving its current leadership the freedom to steer operations.
Despite the competitive landscape of the ski industry, Smith acknowledges the positive contributions of Vail Resorts in shaping the market. He commends Vail for pioneering modern multi-mountain passes that have revolutionized how skiers access various resorts. By recognizing the strengths of its competitors, Alterra is positioned to learn from industry trends and continue innovating in response to changing consumer preferences.
Overall, Alterra Mountain Company’s forward-thinking approach to pricing, guest experience, operations, and company culture sets it apart as a trailblazer in the ski industry. By prioritizing accessibility, operational efficiency, and strategic partnerships, Alterra is poised to redefine the skiing experience for generations to come.