Jay Peak Drops Lift Ticket Prices

[marcski]

And, Steve Earl is playing on November 30 at the Foeger Ballroom. Has anyone seen a show there? It's supposed to be a cool venue....David Grisman and his Bluegrass Experience played a few weeks ago I believe.

 

[fbrissette]

On the other hand, they increased the prices for season's passes. Strange marketing move.

 

[riverc0il]

On the other hand, they increased the prices for season's passes. Strange marketing move.

I don't think it is so strange. They are trying to drive more day traffic. As much as they might market it as 'the right thing to do since the resort amenities have done so well financially' or whatever, it is a business decision. They want to make up the lost margin percent in margin dollars, drive a higher total volume despite less average yield per ticket per person. I doubt a lot of people are just going to Jay, buying a lift ticket, and heading home (well, I am sure a lot of people do that but I bet the percentage of total guests doing that at Jay is significantly less than the rest of NoVT).

More specifically, they are competing for Montreal day trippers. There are plenty of options for Montrealers without having to add in the hassle of crossing the boarder. Maybe an extra $10/person less will be the difference. I think this price may get them below (or at least on par with) Orford, Sutton, and Bromont.

Jay season pass holders are going to pay a slight increase to be Jay season pass holders. I don't see a small increase in season pass prices changing any one's mind. That is a captive audience and Jay probably isn't going to get any more pass holders by dropping that price... or at least they won't be able to offset the losses with volume in that category.

Maybe a cheaper day ticket makes the water park ticket easier to add on. What is a ski ticket plus a water park ticket? This drop must get that combo close to $100, no?

 

[fbrissette]

Jay season pass holders are going to pay a slight increase to be Jay season pass holders. I don't see a small increase in season pass prices changing any one's mind. That is a captive audience and Jay probably isn't going to get any more pass holders by dropping that price... or at least they won't be able to offset the losses with volume in that category.

I agree with what you're saying from a business perspective. They take the season pass holders for granted. Still a strange way to treat your best customers.

Having said that, compared to the daily ticket price, Jay's season pass is still one of the best deal around.

 

[BenedictGomez]

Now if they would only drop the lodging rates.

My jaw almost hit the floor when I found out what they charge. You can rent a ski lodge/home/cabin for less!

Who cares about the price of a lift ticket - how can I get a deal on admission to the Pump House waterpark?

Go into gas stations and grocery stores in the Burlington or St. Albans area and they often have BOGO coupons hanging on 2-liter soda bottles. Also, in the Burlington Free Press they had BOGO coupons at times.

Are the beds coin op?

When I was a little kid I guess was the tail-end of when those were en vogue. I asked my parents what they were for. Answer? Oh, uh, it's if you want a massage (of course I bought it).

Stowe is a great mountain but that's steep. Sometimes you gotta wonder where they think their customers are coming from?

I've met thousands of Stowe customers. Affluent from Boston, NYC, CT, NJ, MA and the wealthy suburban environs. Upscale clientele that want the apres-ski nice restaurants, hotels and/or B&B, some shopping for the ladies, Spa, etc... You'll even encounter a Vermont rarity there, celebrities. Saw Alec Baldwin, Steve Buschemi, and a few others.... Also never ceased to amaze me how many Euros would come over, which I never understood, but the English got a great deal on the £ exchange rate, that's for sure.

 

[deadheadskier]

Steve Buschemi, and a few others....

One of my best friends worked Stowe Ski School for several years. Taught Steve's kids how to ski. After 4 days of having Steve's kids all day in a lessons the bastard didn't even leave a tip. :lol:

 

[WWF-VT]

Liftopia had some deals for the Pump house

Your sarcasm meter must be set too low....I don't care at all about a waterpark at a ski resort

 

[Steve@jpr]

Correctly Pinned

Your sarcasm meter must be set too low....I don't care at all about a waterpark at a ski resort

I would like credit for not taking the bait on this one WWF--I knew you where you were headed...

As to grotesquely expensive lodging rates, they are definitely a bit higher than many other resorts (where, incidentally, the lodging properties tend to range broadly from extraordinarily old to ancient in many cases), but nowhere near jaw-dropping--at least through my potentially narrow filter of the definition. To wit, and depending on when you come, a family of four can Splash and Stay in a Studio suite in the new HJ or a 1br in the New Golf and Mountain cottages (with full kitchens) for $238 a night--that includes 4 park admissions, Ice Haus access, free valet parking, etc.. A family of 4 can Ski and Stay from just $289 in the same configuration--that's 4 lift tickets plus lodging, per day/night. And for the full all-in package, a family of four can ski, splash and stay for $340 a night. And all packages come with a coupon book with a legit $200 in savings for use during your stay. Things like free pizzas, free park passes, etc.. I'm not printing money up here by any stretch, but my jaw wouldn't hit the floor if offered these rates. They go up a good-bit during Christmas. Lucky for all, we're already sold out. Even with 300 more rooms than we had last year at this time.

And as to the riff about taking advantage of Season Pass Holders Francois, as I've said in other forums, I don't buy it and you're off base. When you compare our early rate this year at $649 versus other resorts (and I'll do the math for you, Stowe is $1653, Okemo is $1229, Sugarbush is $1279, Sunday River/Loaf/Loon is $1175 (our Jay/Burke combo early was $699), Stratton is $1669, and Mt Snow (which incl Attitash and Wildcat) $1249. (I've left Killington and Smuggs off the list as extreme ends) In (or close to) our set, the only competitively priced pass is Smuggs and we can argue about investments into the mountain products, over recent years, until the cows head back. Suffice to say, it's tough for me to swallow any argument that includes, at $649 an unrestricted Jay Peak Season Pass is overpriced. Someone will offer that our rates, relative to what they were in the past, have gone up aggressively and they have. I would counter with the belief that they needed to move up, were justified in being elevated and are still one of the better value options available. And, a I've mentioned, this is even an area I will look at, going forward, and try to create pricing and product options that provide more flexibility.

And Riv is right, lowering lift ticket prices is certainly no act of pure benevolence on our part though, without the success we've had across other profit lines (lodging and Watperark specifically), I wouldn't be in a position to gamble on a volume play. When people reason that we're in the middle of nowhere, they forget that 6m Canadians are within 2-2.5 hours of the us. That's our upside.

I've got a few Challenge questions to answer then will get it back to you all. Hope you're well and look forward to seeing you this winter.

steve

 

[jimmywilson69]

Steve your brutal honestity is welcomed as always. the current "administration" at Jay Peak seems to get it. I only wish you guys was closer than 10 hours from here in Central PA.

I will totally admit that your additions the past several years, (waterpark, ice rink, Burke) Certainly make a "Family" trip more appealing whereas before Jay would've been a "guys" weekend/trip.

 

[Smellytele]

Your sarcasm meter must be set too low....I don't care at all about a waterpark at a ski resort

Caught me on a bad day I guess I can usually sniff that out pretty well.

 

[thetrailboss]

While Jay is a great place to ski, a $10 discount on a day pass moves them no close to any metropolitan area. That's their big issue.
Even setting aside the 'trip exhaustion factor', $90 of fuel outweighs a ticket price drop. Canada will be the benefactor of this decision.

Maybe it's been already said, but whie your statement is true for American metro areas, Montreal is only 90 minutes away and is a huge market for them. As said, they take Canadian money at par.

 

[Nick]

Steve your brutal honestity is welcomed as always. the current "administration" at Jay Peak seems to get it. I only wish you guys was closer than 10 hours from here in Central PA.

+1.

I have never skied Jay, but it is SO on my hit list this year 8)

 

[thetrailboss]

. They go up a good-bit during Christmas. Lucky for all, we're already sold out. Even with 300 more rooms than we had last year at this time.

Good to have Steve peek in here. The fact that you have 300 more rooms than last season, and are sold out, really says something.

And Riv is right, lowering lift ticket prices is certainly no act of pure benevolence on our part though, without the success we've had across other profit lines (lodging and Watperark specifically), I wouldn't be in a position to gamble on a volume play. When people reason that we're in the middle of nowhere, they forget that 6m Canadians are within 2-2.5 hours of the us. That's our upside.

Pretty much what I figured. With the new lodging and amenities, they are making a run at places like Tremblant now.

On the other hand, they increased the prices for season's passes. Strange marketing move.

That was one of my questions as well--how would passholders react to a drop in day prices and how does that reflect on the value of the resort and the product? I joke that I want Snowbird (and a couple years back Sugarbush) to have their day rates be $100 or more because I selfishly want less day skiers. :wink:

Seriously though, is this a one-time adjustment or will it reflect on a new mentality and approach where the ski price can be in fact adjusted based on how the other amenities are doing? Will the lower price reflect a lower quality experience (think of Tenney a few years back with their what, $99 season pass, and they blew little snow and did not offer much for grooming)?

Steve your brutal honestity is welcomed as always. the current "administration" at Jay Peak seems to get it. I only wish you guys was closer than 10 hours from here in Central PA.

I will totally admit that your additions the past several years, (waterpark, ice rink, Burke) Certainly make a "Family" trip more appealing whereas before Jay would've been a "guys" weekend/trip.

FWIW Bill Stenger used to run a ski area in Pennsylvania before he was recruited by MSSI to run Jay Peak...but that was ions ago...

 

[fbrissette]

And as to the riff about taking advantage of Season Pass Holders Francois, as I've said in other forums, I don't buy it and you're off base. When you compare our early rate this year at $649 versus other resorts (and I'll do the math for you, Stowe is $1653, Okemo is $1229, Sugarbush is $1279, Sunday River/Loaf/Loon is $1175 (our Jay/Burke combo early was $699), Stratton is $1669, and Mt Snow (which incl Attitash and Wildcat) $1249. (I've left Killington and Smuggs off the list as extreme ends) In (or close to) our set, the only competitively priced pass is Smuggs and we can argue about investments into the mountain products, over recent years, until the cows head back. Suffice to say, it's tough for me to swallow any argument that includes, at $649 an unrestricted Jay Peak Season Pass is overpriced. Someone will offer that our rates, relative to what they were in the past, have gone up aggressively and they have. I would counter with the belief that they needed to move up, were justified in being elevated and are still one of the better value options available. And, a I've mentioned, this is even an area I will look at, going forward, and try to create pricing and product options that provide more flexibility.

steve

Instead of replying on your Facebook page, I'll do it here. I guess I did not do a very job of expressing my feelings.

With respect to the season's pass price, I specifically mentioned on both my posts that Jay's season pass is still a great deal. The price I paid last year was equivalent to 8 full price day tickets, whereas the norm in Quebec is usually between 15 and 20 full price tickets. Awesome deal. The deal is still awesome. In my case, the cost of the pass is a drop in the bucket compared to the price of maintaining a second home.

As I've said to many friends, Jay's season pass is way undervalued (Sutton, your closest Quebec competitor, has a season pass that is nearly 50% higher in price, for an inferior product). I was never complaining about the 'absolute cost'.

With respect to the cost: I buy an adult pass within the family rate. I did get a 70$ increase in price (about a 12% increase) which was offset by two tickets to the pumphouse. Nevertheless, this is a net rate increase, and I assume that the pumphouse tickets were there to help justify the rate increase, and I also assume that the tickets will not be there next year.

Prior to settling at Jay, I've had season passes at a few other resorts and they went out of their way to make the season pass holders feel like special customers. Increase my rates while decreasing everybody else's was just unsettling compared to what I was used to. That's it. That's what this is about. Not money. Everyone gets a gift except your best customers. May be I'm just too much of a diva.

Otherwise all my friends and neighbors will be very happy to pay less for their tickets when they come visit. I bring a lot of people to Jay (last season only, 64 person-nights - Jay Peak rentals on the hill, plus quite a few in my condo). They all get to pay less this year while I pay more. What do I know. I'm an engineer. You are the marketing guy.

 

[fbrissette]

+1.

I have never skied Jay, but it is SO on my hit list this year 8)

As I said a while back in a private email, let me know when you come ! I'll tour you around !

 

[from_the_NEK]

As I said a while back in a private email, let me know when you come ! I'll tour you around !

Is this the start of an AlpineZone mini meetup at Jay?

 

[JPTracker]

And Riv is right, lowering lift ticket prices is certainly no act of pure benevolence on our part though, without the success we've had across other profit lines (lodging and Watperark specifically)

Steve,

If Jay is doing so well in lodging that they were able to drop lift tickets by $10 why then did the raise the share of rental revenue that they take from home owners from 40% to 45%? It makes us home owners feel like we are subsidizing the drop in lift tickets.

 

[fbrissette]

Is this the start of an AlpineZone mini meetup at Jay?

I'm in !

 

[Nick]

Is this the start of an AlpineZone mini meetup at Jay?

I'm up for skiing with you guys.... gotta do a weekend though, not happening in a day trip!!

Sent from my Galaxy Nexus using Tapatalk 2

 

[thetrailboss]

I'm up for skiing with you guys.... gotta do a weekend though, not happening in a day trip!!

Sent from my Galaxy Nexus using Tapatalk 2

Simple. You make it a three-day thing. One at Cannon, one at Burke, one at Jay.