Vail Daily’s View: Epic marketing move helps Vail
Vail, CO, Colorado
Conjuring up recurring snowstorms is probably the only thing Vail Resorts could have done that would have lured more skiers and snowboarders to its resorts than the Epic Pass this financially turbulent ski season.
The Epic Pass gave cost-conscious locals, Front Rangers and skiers from around the country a really, really good reason to hit the slopes.
There was some controversy when Vail Resorts introduced the pass that gives skiers unrestricted access to its mountains for an attractive $579. In Vail, some feared worsening parking congestion would become overwhelming as Epic Pass-wielding Front Rangers overran the resort.
The capsizing economy ended that concern, and the Epic Pass may well have kept the town afloat this year. Lots of skiers and snowboarders interviewed by the Vail Daily’s reporters this season said the Epic Pass brought them to the mountain more often.
No doubt, many also had lunch and maybe bought some new ski gloves while in town.
But it’s not just the money skiers saved or money local businesses salvaged as the Dow and everything else monetary plummeted.
On Vail Resorts’ end, it was a brilliant move that won some serious affection from customers that’s likely to outlast this downturn. To locals, Vail Resorts sent the message that it understands the cost of living here is high and that it wants us on its mountains ” even during Christmas break.
To Front Rangers and others, the ski company said your ski pass is one thing you won’t have to pay top-dollar for when you come skiing in Vail. While $579 isn’t exactly “cheap,” it’s a pretty good deal if you like some of the very best ski resorts in America: Vail, Beaver Creek, Breckenridge, Keystone and Lake Tahoe’s Heavenly.
And Vail Resorts also said to merchants in its ski towns that maybe, just maybe, the money skiers and snowboarders save on passes can be spent in local shops and restaurants.
Vail Daily Editorial Board