For this latter group, purchasing a multi-resort season pass like Epic or Ikon made no financial sense, but they had committed so far out they were unsure how many days they would be able or willing to ski. What may surprise you even more, is that 37% of those who skied or boarded between 0-2 days also bought a season pass. | Picture: Langston GroupĪ study by Langston Group conducted from December 17, 2022, to February 10, 2023, found that 53% of people who ski or board 3-5 days bought a season pass. The study by Langston Group showed that 42% of all skiers and boarders sampled skied for five days or less. However, these passes go on sale when nostalgia about the last season is high, coupled with a time-critical financial incentive that pulls even the biggest skeptics across the line to ‘invest’ in the next season.
To this market segment, the break-even point seems achievable and the pass, therefore, good value - even if, at the time of purchase, the consumer is unsure about their plans for the next ski season.
#Ikon vs epic pass driver
Convincing this market segment to purchase a multi-resort season pass has been the key driver for these companies.
So if you go to a resort for a week, that equals seven skier visits (sorry, boarders, that’s what they are called). The skier visit number is defined as the days every skier (or boarder) visits a resort. Realistically, data from a study conducted by Langston Group has shown that 57% of all skiers and boarders record 3-10 skier visits. This strategy is simple: Hitting break-even ensures that users will continue buying the multi-resort-season pass, as they feel they got ‘value for money’, thus ensuring their continued loyalty. While there are many other benefits to vendors like Vail Resorts or Alterra from selling these season passes, the reality is that they want you to hit the break-even point. So you may be wondering if there is a trade-off for the vendors that enables them to sell multi-resort season passes that break even after just four days of skiing.
You’d be forgiven to think that most people who buy these multi-resort season passes must ski way beyond their break-even point to maximize their investment. Have you ever looked at the multi-resort season passes like Epic or Ikon and wondered how these deals make financial sense to Vail Resorts or Alterra Corporation? After all, at a day pass price of $225-245 for Vail, the $841 season pass breaks even after just four days. Still nostalgic about the last season and have purchased a season pass for 23/24 already? You’re not alone.
0 kommentar(er)
