Aspen Skiing Co. will offer a credit of $250 to holders of the most expensive Premier Pass from the coronavirus-shortened 2019-20 season.
That pass will cost $1,999 for winter 2020-21, if buyers put down a $99 deposit by July 15 and pay off the rest by Sept. 1. The non-chamber Premier Pass goes on sale today.
For those who had a chamber-of-commerce-discounted pass, or any other season pass product including one- and two-day-per-week passes, SkiCo will likely announce in August how much of a credit will be offered for last season, as well as next season’s pricing, said Jeff Hanle, SkiCo’s vice president for communications.
With uncertainty over the state of commercial tourism and public health orders come next ski season, SkiCo also will offer full refunds for any of its season pass products up until Nov. 20, the company said in a press release issued over the weekend. The credits can be applied toward next winter’s passes, as well as daily lift tickets, lessons or ski clothing and equipment sold by a company-affiliated retailer.
Some or all of the credit can be donated to the Caring For Community Fund, a charitable arm of the ski company that will match the first $250,000 in donations up until July 15. The fund “donates to nonprofits that foster a strong, healthy, supportive and productive community. Areas of focus include health care, mental health and addiction counseling services, crisis support, education and job training,” according to the release, which says the fund contributes to organizations from Aspen to Silt to support local interconnected communities.
“We believe this plan strikes the right balance, thanking customers for their loyalty and recognizing the shortened season with the credit, while offering assurance for next year with a full refund available up until Nov. 20,” SkiCo President Mike Kaplan said in the release. “It also offers customers an opportunity to make a contribution to the health and recovery of the place they love by making a contribution that we will match up to $250,000. Finally, it provides financial flexibility for people by allowing them to lock in the best available price with a small, refundable deposit.”
A $250 credit is roughly 13 percent of the cost of last season’s non-chamber Premier Pass if it was purchased during the spring sale when it was offered for $1,889. While SkiCo sells a large quantity of non-chamber Premier Passes, according to Hanle, a solid majority of full season passes are purchased under the local chamber discount.
Last year’s early-bird rate for a full season pass for employees of chamber member businesses was $1,470, so if the credit is of a similar proportion relative to the value of the pass, holders would see around $190 coming back at them in recognition of the season that was abruptly cut 35 days short on March 15, as COVID-19…