Season passes on sale now | ParkRecord.com

Season passes on sale now

by Andrew Kirk, OF THE RECORD STAFF

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.

Coupon books:

10 days with EZ Access Fast Tracks: $560

Canyons Resort

(coming soon)

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