Heavenly-Northstar skier visits drop 24.2%; revenue holds steady
By Jason Blevins, Denver Post
If the 2011-12 ski season was a test, Vail Resorts passed with top marks.
The largest resort operator in North America on Tuesday illustrated the power of its season pass program by reporting 2011-12 ski season lift ticket revenue that barely moved from last year despite the worst snowfall in 30-plus years. In a season that saw a 50 percent annual decline in snowfall and a 12.6 percent decline in visits, the now seven-resort ski industry leader reported a mere 0.3 percent decline in lift ticket revenue.
Lack of real snow kept skiers away from Heavenly this season. Photo/LTN
The Broomfield-based company’s Colorado resorts – Vail, Beaver Creek, Breckenridge and Keystone – saw an 8.9 percent decline in visitation. Vail’s California resorts – Heavenly and Northstar saw a whopping 24.2 percent decline. (Vail’s most recent acquisition, California’s Kirkwood ski area, was not included in the latest round of ski metrics.)
Although the metrics sound like Vail is gouging the public for lift ticket prices. The increase in expense for making snow must have been significant.
well what it certainly indicates is that what may be okay for Vail is certainly not okay for the rest of town – not many businesses here can charge their customers even if they cant provide what the custmer is buying!