Vail Resorts has entered into a long-term alliance with Telluride Ski Resort in Colorado, adding the resort to the Epic Pass starting in 2018-19. The Epic Pass now offers access and benefits to a total of 46 mountain resorts worldwide.
Vail Resorts announcement is another tactic in marketing strategy and alliances to compete with the new Ikon Pass that was announced last week by the recenty formed Alterra Mountain Company, a joint venture of affiliates of KSL Capital Partners and Henry Crown and Company that curated 12 mountain resorts across North America.
The Epic Pass will include seven free days of direct-to-lift access at Telluride with no blackout dates, and passholders will get 50 percent off lift tickets once the seven days have been redeemed.
On the other side of the coin, Telluride season passholders and Telluride Ski and Golf Club members with full winter benefits will receive 50 percent off lift tickets at all Vail Resorts-owned mountain resorts.
“This new season pass alliance is more comprehensive and longer term than prior pass alliances and will provide an incredible benefit for both Telluride guests and our resort community,” said Bill Jensen, CEO of Telluride. “Epic Pass skiers and snowboarders thrive on new, unique one-of-a-kind adventures. We offer an extraordinary big mountain experience, signature hospitality and guest service, and an authentic, welcoming mountain town surrounded by stunning scenery.”
“We’re thrilled to welcome Telluride Ski Resort on the Epic Pass for the 2018-19 winter season. Telluride is on the bucket list of skiers and snowboarders around the world and we’re delighted to offer this iconic mountain resort as part of the Epic Pass experience,” said Kirsten Lynch, chief marketing officer of Vail Resorts.
It will be interesting to see how these two competitors continue to curate and cultivate the mountain experience.