Vail Tries to Increase Non-Lift Ticket Revenue

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Vail is trying to increase revenue by doing something shocking–CUTTING PRICES:

Vail Resorts will offer adult skiing lessons and value-priced lunches in an attempt to generate more non-lift-ticket revenue this year.
The Broomfield-based company, which operates five ski resorts in Colorado, also is holding pricing at 2008-09 levels for two of its ski passes and developing a gourmet-style hamburger for its on-mountain eateries, CEO Rob Katz said.
Non-ski revenue plummeted last year as visitors tended to pack lunches and eschew such extras as ski school. Between February and April, for example, ski-school revenue fell 21.3 percent from the same period in 2008 and on-mountain food and beverage transactions dipped by 15 percent at the five locations.
The changes for this year are aimed at giving people more incentive to spend money on ancillary activities at Vail, Keystone, Breckenridge, Arapahoe Basin and Beaver Creek, Katz said.
“This is about value,” he said. “We want to give people a way to thoroughly enjoy our resort and everything we have to offer but spend less money than they might have thought.

I guess the revolutionary model tried by places like TGI Fridays and Applebees during Happy Hour might just work at a ski resort.
I am so sick of $8 burgers that taste like crap and $3 drinks. We throw 5-6 packs or Oreos in the pockets of our jackets and keep a bag of Peanut M&M’s with us for a quick energy boost and at Brian Head, we eat at Pizano’s or Bump and Grind because the food is cheaper and better.
Part of why we loved Brian Head when we bought there was because of the low prices of lessons and lift tickets and we have multiple kids that will be taking lessons over the last couple years and starting this season with Lindsey. Every $$$ counts.
Make it more affordable and we will keep your lift operators, instructors and cooks (that you import from Argentina) busy.

2 thoughts on “Vail Tries to Increase Non-Lift Ticket Revenue”

  1. I’m a passholer at Vail Resort’s properties in CO and I agree the cost of lessons there is outrageous, so much so I’ll actually take friends to cheaper resorts to learn.

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