Millennials at Peak Resorts
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
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.