Jay Peak Resort announced a dramatic decrease in ticket prices Tuesday, a decision the resort made in part thanks to new revenue streams at the mountain, including The Pump House, Jay's massive indoor water park.
"Having new profit centers succeeding at the pace they are gives us the freedom to apply pricing flexibility to areas like lift tickets," Jay vice president Steve Wright said in a statement. "Skiing and riding is why we're here and it's our responsibility to make what we believe is the best mountain in the East, an option for everyone."
A single-day lift ticket price has dropped from $75 to $64 for the 2012-13 season. Multi-day tickets also saw a price decrease of $10 per day. Thus, a five-day pass will cost $50 less than it did last season.
"Jay Peak's foundation is built on snow and great mountain experiences," Wright said. "At the core of our redevelopment initiative is the belief that more people should have access to that, and we've backed that up by lowering the cost of entry here at Jay Peak."
Interesting move. Will others follow?
Eric Wilbur is a lifelong recreational skier who spends most of his winter and spring in the mountains of New England. He does not ski in jeans. You can read more of Eric's work here.
Heather Burke is an award winning ski journalist with over a decade of ski news coverage. As a former ski instructor and a ski parent, she knows the ski biz from the inside out. She and her family visit New England ski resorts, as well as the West and Canada, to report on the latest trends and their best family finds. Her husband Greg takes all the accompanying photos, and their work can be seen at www.familyskitrips.com and www.luxuryskitrips.com.