DENVER A disappointing snow year in much of Colorado ski country last season has the states resorts and hotels hoping snowboarders and skiers will burn off some pent-up demand for deep snow this winter.
Skiers and riders, it isnt just something they do. Its who they are, said David Perry, senior vice president of the mountain division of Aspen Skiing Co., which benefited from more snow than some other Colorado resorts last year. They will come back if the weather is halfway normal.
Hotels and resorts are offering discounts and value-oriented deals for those willing to commit early to a Colorado ski trip.
The Westin Riverfront Resort & Spa at Beaver Creek Mountain is allowing people to cancel reservations for stays before mid-December without penalty if Beaver Creek reports a base of less than 19 inches on the day before arrival.
The Gant hotel in Aspen reports a 17 percent increase from last year in revenue from its Countdown to Winter promotion, which offers the biggest discounts to those who book lodging early.
We were initially concerned because weve had strong international business in Aspen, particularly from Australia because the exchange rate was favorable last year. The exchange rate is flat right now, said Donnie Lee, the hotels general manager. But our group bookings and domestic bookings are strong.
Among values at resorts, Arapahoe Basin is offering a season pass thats good for two seasons instead of one. And Aspen/Snowmass is teaming with Alta in Utah, Jackson Hole in Wyoming and Squaw Valley/Alpine Meadows in California to offer a $349 pass that includes two free days at each of the four destinations, plus steep discounts for lodging and additional lift tickets. By contrast, a single-day ticket at the Aspen ticket window reached $108 during the busiest times last season.
Passes that offer access to more than one resort are becoming more commonplace. The number of resorts where Monarch Mountains season pass holders can ride free or for a discounted rate is up to 31 this season, and a few international destinations are included. This winter, Vail Resorts Inc.s top-of-the-line Epic Pass offers three free days at Verbier and the other resorts that make up Les 4 Vallees in Switzerland.
Skier Rich Maloy of Boulder didnt buy a season pass after moving to Colorado from New York last year, partly because of poor snow. But this year, he bought an Epic Local pass from Vail Resorts for access, with some restrictions, to the companys seven resorts plus Arapahoe Basin, along with a four-pack, good for four days at Loveland.
Its based on the irrational hope that last year was the anomalous bad season, and this year will be amazing, said Maloy, 37. Im taking a gamble this year. If it pays off, thats even more irrational incentive to buy one next year.
Vail Resorts, whose Colorado resorts include Beaver Creek, Breckenridge, Keystone and Vail, reported strong spring sales of its season passes. An update is expected later this month when it reports quarterly revenue.
There were an estimated 11 million skier visits to Colorado resorts last year, down almost 10 percent from the previous season, according to Vail Resorts and the trade group Colorado Ski Country USA. Industry officials blamed one of the driest winters on record.
Arapahoe Basin, Winter Park, Steamboat and Telluride are among resorts that have added new snowmaking and snow-grooming equipment to help keep trails in satisfactory condition when theres not enough natural snow. Vail is adding a gondola with heated cabins and Wi-Fi for moving visitors uphill in comfort.
Resorts also are adding attractions that dont need snow. Copper Mountain, for one, added a zip line above its ice rink.
Vail, Eldora and Steamboat are celebrating their 50th anniversaries this season with on- and off-mountain activities. The Vail Snow Daze festival, sponsored by Vail and others, amped up the star power for the occasion by scheduling The Shins to play Dec. 13, Michael Franti & Spearhead on Dec. 14 and Wilco on Dec. 15. Concertgoers will have to buy tickets.
Beyond weak snow, Colorados ski industry dealt with tragedy last winter, with avalanches killing skiers at Winter Park Resort and Vail Mountain. The victims families have filed lawsuits against the resorts operators.
Avalanche deaths are rare within resort boundaries. And beyond avalanches, there generally are some skier and snowboarder deaths every season.
The National Ski Areas Association estimates two-thirds of skiers and snowboarders now wear helmets at U.S. ski areas. Several Colorado ski areas require children in ski school to wear them. Aspen Skiing Co. and Vail Resorts Inc. require on-duty employees to wear helmets while riding.