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Alta, three other Western resorts offering joint pass
Skiing • Jackson Hole, Aspen and Squaw Valley team up with "The Mountain Collective."

By Mike Gorrell The Salt Lake Tribune

Published August 14, 2012 1:48 pm
This is an archived article that was published on sltrib.com in 2012, and information in the article may be outdated. It is provided only for personal research purposes and may not be reprinted.
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Alta skiers now will have a chance to carve turns at discounted prices at three other Western resorts with iconic names — Jackson Hole, Aspen/Snowmass and Squaw Valley/Alpine Meadows.

And skiers from those independently owned resorts can do the same at Alta, a welcome marketing boost for the Little Cottonwood Canyon resort.

"Everyone has a bucket list, and that's what the four destinations talked to each other about" in creating the "Mountain Collective" pass, Alta spokeswoman Connie Marshall said Tuesday, when the pass was unveiled.

"These mountains are all aspirational mountains, along the same brand as Alta," Marshall added, noting the pass provides an incentive for her to fulfill an as yet unrealized desire to ski at Jackson Hole. "Everyone wants to try something different."

For $349, an adult passholder receives two free days at each of the four resorts plus 50 percent discounts on daily lift passes thereafter. Lodging discounts also are available. The pass is $229 for children 12 and under.

Marshall said the idea surfaced at a spring meeting of resort general managers, including Alta's Onno Wieringa.

"Aspen really got the ball rolling. Onno was asked if he wanted to participate and he did, these all being really challenging big-powder mountains," she said. "We've been working with the powers that be for three months on the collaboration."

In a news release, Aspen Skiing Co. Vice President of Marketing Christian Knapp said, "There's been an incredible spirit of collaboration among the partners to bring this historic alliance and innovative new product to life. … This is a completely new concept for a ski pass and gives winter enthusiasts the freedom to access some of the best skiing and snowboarding in the world."

Alta does not allow snowboarding; the other three areas in the collective do allow snowboarding.

But Marshall said Alta could benefit greatly if skilled skiers at these other Western resorts get a first-hand feel for powder runs off the High Traverse or in Devil's Castle.

"It's good for word of mouth," she said.

The unveiling generated immediate chatter on social media sites.

"Impressive new lift pass deal between top resorts of the US West," tweeted Joseph DeSetto, who describes himself as an entrepreneur in Orlando, Fla.

"Wow. Big stuff," added fellow tweeter Dave Belin, a director of consulting services at RRC Associates in Denver.

Alta announced its participation while unveiling season pass offerings Tuesday. An adult pass purchased before Sept. 26 will cost $999 ($1,199 afterward).

Marshall said passes include free ridership on Utah Transit Authority ski buses and TRAX lines, options to buy daily passes at Snowbird Ski & Summer Resort and discounts on day passes at Monarch Mountain in Colorado and Wachusett Mountain Ski Area in Massachusetts.

mikeg@sltrib.com

Twitter: @sltribmikeg More online

Additional information about Alta's season passes is available at http://www.alta.com. Mountain Collective passes are available at the current prices through Nov. 19 at http://www.TheMountainCollective.com.



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