Vail hikes top lift ticket price to $71
“”You kind of have to trip and fall down and hit your head to pay $71,” said Martin White, Vail Resorts’ senior vice president for marketing and sales.
The company encourages skiers and snowboarders to sign up for free discount-frequent skier programs that could bring the price down to $45, even during peak periods like the Christmas-New Year’s holiday, with advance telephone or online purchases of a seven-day ticket.
Vail’s undiscounted lift ticket was $67 last year.
“”We certainly don’t mind not having the highest lift ticket price,” said Christa Graff of Deer Valley, Utah, which has had one of the highest-priced tickets in recent years.
Last year it charged $65; this year the rate is $67. Aspen’s top price is $68.
Graff said Deer Valley’s price increases are based on how much has been spent in the off-season for improvements. This past summer was not a major expansion year after considerable work was done to host some of the Salt Lake City Olympic events.
Last year Deer Valley was rated the nation’s No. 1 ski area by Ski Magazine and Vail was No 2. This year the rankings were reversed.
White said the discount cards can be obtained by taking 30 seconds to fill out a form while in the lift line or done at home before coming to Vail. The Vail cards also can enable skiers to bypass the ticket window entirely. Scanners in lift lines will charge the ticket to their credit cards.