Season passes on sale now
July 12, 2011
Deer Valley Resort and Park City Mountain Resort announced their season pass prices for 2011-2011 last month. Canyons Resort is still working on its pricing strategy.
Not much is different at the two Park City resorts, other than price increases. PCMR’s season passes are up $26 while Deer Valley’s are up $95. That’s consistent with the latter’s increase of $100 last year.
PCMR is sticking with its "My Pass. My Way" program introduced last year.
The resort’s pass had included several features that not everyone used, explained spokesperson Meisha Lawson.
Starting last season, it offered a less expensive pass with no features, and then charged extra for parking privileges, night skiing and Fast Tracks.
The only difference this year is the covered parking feature will cost a little more since it is such a limited resource, she said.
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Deer Valley’s unlimited access pass this year is $1,725. Skiers will also notice that all ticket options are more expensive this year, said director of marketing Coleen Reardon.
That’s because the resort did an in-depth analysis of business expenses and found that its gradual price increases were not keeping pace with the rising costs of doing business. The rise this year will be noticeable, but will allow the resort to "catch up" and avoid significant increases every year, she said.
Fuel prices and medical insurance have gone up considerably. The cost of providing benefits to long-term employees has also risen, she said, to name a few.
"Those costs caught up to us. It was a tough decision," she said.
In context, the price increases are consistent with those done in previous years, but are on the higher end of past hikes, she said.
A regular day pass will be $96 this winter, with tickets during the Christmas and President’s Day period exceeding $100.
Keeping the books balanced is necessary to maintain the service levels clients expect from Deer Valley Resort, she said.
"That’s who we are," she added.
Reardon said she predicts clients will be understanding.
Her research suggests fluctuations in airline pricing have the biggest impact on travel decisions. Next is the price of lodging.
"We are not the most expensive part," she said.
Season passes, however, are targeted at locals and Wasatch Front residents, Lawson and Reardon agreed.
The strategy behind their planning is to please locals. For PCMR, that means letting them access the resort’s amenities in the ways that suit them best. It also means offering children’s passes for under $200 to accommodate entire families, Lawson explained.
Reardon said season pass holders keep the resorts busy during slow times and provide the best word-of-mouth advertising.
As in previous years, the passes increase in price in October to encourage early buying.
Deer Valley Resort
Deadline is Oct. 31
Adult Season Pass: $1,725
2nd Adult Season Pass: $1,400
Adult Midweek Pass: $880
Seniors Season Pass: $880
Teens Season Pass: $715
Child Season Pass: $435
Tot Season Pass: $115
Hospitality Pass: $4,215
Locals (Utah residents) Coupon Books: starting at $54 a day.
7-days a week, 10 days: $610
7-days a week, 5 days: $320
Teen for 10 days: $530
Teen for 5 days: $270
Child for 10 days: $350
Child for 5 days: $185
Weekdays only, 10 days: $540
Weekdays only, 5 days: $275
Park City Mountain Resort
Deadline is Sept. 15
Adult Mountain Access Pass: $725
Add covered parking: +$250
Add night skiing: +$200
Add EZ Access Fast Tracks: +$225
Teen Mountain Access Pass: $185
Youth Mountain Access Pass: $135
Senior base pass: $465
Super Seniors: $260
College/Young Adult base pass: $465
Teen and Youth may add night skiing for $75 or Fast Tracks for $225
Children ages 6 and under are free with the purchase of an adult pass.
10 days with EZ Access Fast Tracks: $560