The High Price of First Tracks
February 2nd, 2009Posted in Skiing in Luxo-land
Here’s a trend I don’t like. Once resorts discover a new way to cater to the wealthy that increases their profit margin, the cost of skiing for the rest of us goes up too. The wealthy want “better” food choices; soon everyone has to pay $9 for a burger. The wealthy only do private lessons; ski schools make everyone pay a few hundred for a private instructor for a day. The wealthy expect brass fixtures in the restrooms and stone fireplaces as big as garages in the public lodges; lift ticket prices go up for everyone. The wealthy don’t want to stand in line and compete for first tracks with the rest of us…
Now you’re talking about what really bothers me; resorts offering up early lift boarding to those to whom thousands of dollars isn’t a very consequential amount. We have all given our share of dirty looks to the folks following an instructor onto a waiting tram at Jackson, a tram leaving the dock before the resort’s scheduled opening time. It’s a powder morning and we got up early to get in line early, and we wait and wait for opening time, and there they go right on by us, fresh from the warm cafe, following their instructor and guaranteed to have first tracks. A lot of them are the same ones, powder morning after powder morning. We know they already know how to ski the pow, they’re just buying their way to the front of the line by hiring an instructor.
OK, that’s a pretty old way to work the system. It is great for the person who can afford it, and great for the ski school(and the resort’s bottom line). Lousy for us cheapskates.
I don’t know when the real elitist variation on this started (probably long ago in Europe, I’d guess), but I first learned of the trend toward resorts offering early lift boarding privileges to members of private clubs in a New York Times article a few years ago. For a hefty membership fee (in some cases, really hefty, like the Aspen Mountain Club’s $125,000*) plus annual dues, members of these clubs are assured of plenty of opportunities for first tracks because they can get on the lifts before regular operating hours. They get all kinds of other benefits too, but this spreading idea of resorts selling early access to the powder really irks me. So far, I understand, most of these clubs limit membership, but in tough economic times for resorts, will they keep limiting this rich revenue source? If they don’t, will there eventually be no powder for the rest of us?
Here’s this year’s deal at Vail’s Game Creek Club:
Total membership: 395 (Non-member guests are allowed four visits annually) There is currently a wailing list for membership.
Membership “Contribution”: $50,000.00
Annual Dues: $2000.00
Every other week early lift boarding privileges followed by breakfast.
Exclusive, private daytime use of the on-mountain Game Creek Club facilities.
“Extraordinary” lunch cuisine.
Reciprocity with the Aspen Mountain Club, Beaver Creek Club and Bachelor Gulch Club, Club St. Sophia in Telluride, Eagle Club in Gstaad.
Complimentary skiing at Aspen, Snowmass, Buttermilk and Aspen Highlands.
Discounts on dinners and lodging at the Game Creek Restaurant and Chalet.
“Detailed” concierge services and assistance- whatever detailed means in this context.
Why am I bitching about this today? Perusing Grand Targhee’s website today I discovered that it offers early lift boarding now- to private lesson clients. When I left the ski school there a couple of years ago, I don’t remember this as an option, so I don’t know when it first started. I do know that when Grand Targhee added Grand Targhee Realty to its business and started to develope its Redtail subdivision, it also came up with its new Targhee Club as an amenity for Redtail lot purchasers. It markets the Targhee Club thusly-“Imagine starting your day on the slopes with a visit to the exclusive Members Lounge at the Targhee Club. Members will enjoy comfortable seating, televisions and on-site staff to serve you a complimentary morning cup of coffee or a relaxing afternoon drink. A private locker makes carrying your ski equipment back and forth a thing of the past.“ Can early lift boarding privileges be far behind fro Targhee Club members? Admittedly, it is a far cry from the Aspen Mountain Club or the Game Creek Club, but it’s a start in that damnable direction.
I understand there are about a dozen of these private clubs at resorts across the country. That’s about 12 too many when it comes to getting on the lifts early. If someone wants to pay for a luxurious club house and concierge attention out the wazoo, fine, but let’s try to keep the actual sport of skiing on a level playing field. Everybody willing to get up early on a cold and snowy day should have equal rights to accessing what Mother Nature put down on the public land most resorts use.
*rate for 2005
powderjunky commented:
It definitely takes the fun out of waking up at the crack of dawn, waiting in the cold ass lift line, and sit another 10-20 minutes for avalanche control, only to find out that a couple hundred people with bigger salaries have already skied the fresh untracked snow you were suffering all morning long for. Unfortunately it is an all to realistic reflection on society outside of the ski industry.
Mark Hanson, Ski & Snowboard School Director Grand Targhee Resort commented:
Our Early Tracks program is new this season and for the record ,is a 2 hour group lesson program that costs the same as our regular group lessons: $69. We have also offered the program at a “2 for one” rate numerous days throughout this season with more specials planned.
While I would agree that the industry definately offers special products to the wealthy( what industry doesn’t?), many resorts, including Targhee, offer a variety of opportunities for folks to participate cheaply. I don’t see you writing about our public school programs: $13/day for lift/lesson package???
Don’t forget for a moment that these value-added products and wealthier customers in general, susbsidize the local’s ski/ride experience to a large degree. Or further, that innovative business efforts have given skiers safer bindings, shaped skis and high speed chairs to name a few…
snowman commented:
Hey Mark,
I’ll be more than glad to write about your great deal for the local kids. Send me some numbers- number of kids, where they’re from this year, costs, number of lessons, etc.
Vail Mountain Club | PowderBlog commented:
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