Millennials at Peak Resorts

TomWhiteTomWhite expert
in NELSAP Forum Posts: 620

Millennials
Help Boost Peak Resorts Season Pass Sales

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SAM Magazine—Wildwood, Mo.,
May 11, 2018—The presence of the Ikon Pass and Epic Pass in the Northeast
market doesn’t appear to have impacted sales of Peak Resorts’ incumbent Peak Pass.
The company reported that consolidated sales of the five Peak Pass products
through April 30, 2018 increased 14 percent in units and 16 percent in revenue
year-over-year, buoyed by a 47 percent jump in unit sales of the Drifter Pass,
an unrestricted discounted pass for the 18- to 29-year-old crowd.



“Season pass sales are a major contributor to our success and a key source of
stability within our business,” said Peak Resorts vice president of operations
Jesse Boyd.

The prevalence of the
Millennial generation buying season passes is a potential sign of stability for
future business, as well. If the sales trend continues, Drifter passholders
will be the largest demographic of all Peak passholders once the 2018-19 winter
season begins. Like all products aimed at this demographic, the goal is to earn
their loyalty now and hopefully keep them as customers for life.

Peak Pass products include
the unlimited Explorer Pass ($899 ages 30+, $599 ages 7-17), Ranger Pass ($729
all ages, 11 blackouts), the unlimited Drifter Pass ($399, ages 18-29),
Traveler Pass ($529 all ages, midweek, non-holiday), and Scout Pass ($60, ages
6 and under). All provide access to Jack Frost and Big Boulder, Pa., Hunter
Mountain, N.Y., Mount Snow, Vt., and Wildcat, Attitash, and Crotched, N.H.

Comments

  • joshua_segaljoshua_segal expert
    Posts: 2,220
    I suspect the loss of about half of the eastern destinations with the transition from MaxPass to Ikon has probably greatly benefited the sale of Peak Resort Passes.
  • rickbolgerrickbolger expert
    Posts: 1,346
    I think that's correct, at least for those who live in good striking distance of the Peak properties. Also Boston, Portland, Albany metro areas, or NY/NJ metro area Hunter enthusiasts 




  • SullySully intermediate
    Posts: 63
    Carinthia being the hands down #1 park east of the Mississippi and top 3 in nation this year and last goes a very very long way. You've got pros flying east to ride this park and get in a photoshoot or two. That's insane when you think back just a few years and where the east park scene was after losing the US Open at Stratton and LMP falling at Loon.
  • SnowmasterSnowmaster advanced
    Posts: 179
    What happened to Loon Mountain Park? Is it Lower Flying Fox again?
  • SullySully intermediate
    Posts: 63
    Nothing happened really, but the current regime has allowed LMP to be surpassed by more than a couple mountains now and they seem to have other priorities (which is no big deal at all and it's probably wise to Target the younger family demo that stays away from parks)
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