The Crested Butte News Serving the Gunnison Valley since 1999
A new strategy in face of current realities
Crested Butte Mountain Resort (CBMR) has added a new, limited-time-only pass to its lineup: the Colorado Up 4 More Pass. The four-day pass, one of a few promotions aimed at boosting visits to the resort, signals a shift in marketing to include regional markets.
“The challenges we’re having with the air program are [making] us look at how we can better reach residents of Colorado and locals alike,” said Scott Clarkson, CBMR’s vice president of marketing and sales.
Public relations and communications manager Erica Reiter echoed that sentiment, saying that CBMR hopes to entice regional skiers to spend a few days in Crested Butte if they haven’t done so already.
“For the next month the airline schedule is challenging, with one flight a day from Denver, no Tuesday American service, and only weekly Houston/Continental service, and airline prices increasing,” Reiter said. “We are doing our best to continue to sell seats and get competitive pricing through the RTA [Gunnison Valley Rural Transportation Authority] with United and American, but the schedule realities still exist.”
The four-day pass will be available for sale until January 22, but can be used anytime during this year’s ski season with the exception of blackout dates between March 11 and March 15. At $219 for adults (including tax), CBMR hopes the 42.5 percent discount—a daily lift ticket runs $92—will attract the drive market.
“In a good snow year, this would have been priced higher, but it is designed to some extent to generate demand and let people see that conditions are good,” Clarkson said.
While Crested Buttians are pining for powder, Clarkson and Reiter both said that visitors have been reacting well to the coverage at CBMR. They say skiers have been surprised by how much better the coverage is compared to other resorts, and families in particular have been pleased with the warm weather.
One Facebook post said, “I can tell you that the crew at CB has done a magnificent job of grooming the runs. Even with a lack of snow, the runs are all in great shape. My family had a great time there last week!”
Clarkson credits the resort’s eastern roots with its snowmaking and grooming success.
“Without question, part of the eastern pedigree comes with the DNA of knowing how to make snow and groom snow well,” Clarkson said. So while Western Slope resorts are not accustomed to relying on snowmaking so heavily, it has given CBMR an edge during such a sunny, dry winter.
Clarkson said it’s important to spread the word that conditions are good and make the four-day pass appealing to families. Pricing for the four-day pass includes options for children ($110), young adults ($199) and seniors ($165). X-card holders can take advantage of low pricing by recharging their card with an additional three days for $165.
CBMR is also offering deals to pass holders at other resorts in the state and across the country: skiers can bring in a season pass from any other ski resort and ski free when they stay at the Elevation Hotel & Spa or the Grand Lodge. And out-of-town skiers who book by January 31 can fly into Gunnison, ski three days on the slopes and stay four nights at the Grand Lodge with packages that start at $599. The deal is good for the rest of the ski season, with some blackout dates.
Since the offer is good only until Sunday, January 22, there is a sense of urgency to participate in the new four-day pass.
“I imagine that a snowstorm would drive sales, but even if it doesn’t snow between now and January 22 I’m interested to see how this performs,” Clarkson said.
