Milllennials Help Boost Peak Resorts Season Pass Sales

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.