Small and mid sized resorts are continuing to sign up to the 'Indy Pass', offering 2 days skiing or riding at a number of western ski areas.
The Indy Pass was founded by Fish Marketing, a leading snow sports marketing agency based in Portland, Oregon. The agency has many years of experience marketing season passes, daily tickets, lodging and other services for small-to-mid-sized resorts.
The Indy Pass is administered entirely in the Cloud. Consumers will present a photo ID at the ticket window. Ticket agents will confirm consumer’s identity and register their redemption on the Indy Pass website. The consumer is then issued a “no charge” day ticket coded to Indy Pass in the resort’s system. Once the consumer has redeemed two tickets at the resort, they may purchase one additional ticket for a discount off rack rate. Kids’ ticket may also be purchased with each redemption for a discount off the rack rate. Discounts may vary by resort.
Indy Pass founder Doug Fish said “We believe there is a gap in the market that the industry is overlooking,“Daily lift tickets are very expensive and casual skiers (less than 6x/season) are often left out as resorts increasingly cater to pass holders and those who can afford an average U.S. lift ticket price of over $120. There are hundreds of small-to-mid sized resorts with exceptional snow, terrain and amenities that offer a truly authentic alpine experience. We intend to support these ‘hidden-gems’ and neglected consumers with the Indy Pass.”
At $199 for two-day the pass gives access to 50+ resorts in US and Canada with discounted kids’ tickets rentals and lessons
Resorts pay a $1000 to $3000 fee to participate each year. Consumers buy passes on Indy Pass website with 85% of pass revenue returned to participating resorts based on redemptions.
To promoste the pass 9% of revenue is utilized for marketing and 6% covers admin, credit card fees and software licensing.
The estimated yield is $44 per ticket redeemed with payouts to resorts monthly beginning in January.
So far the following areas have signed up to the pass:
- Brundage Mountain
- Silver Mountain
- White Pass
- Mission Ridge
- 49 Degrees North
- Mt. Ashland
- Mt. Shasta
- Red Lodge Mountain
- Apex Mountain Resort