Winter Park To Reward Passionate Early-Season Skiers With Line-Cutting Privileges
A new wave of premium ski clubs with line-cutting privileges, exclusive lodges, and fancy perks is taking the American ski industry by storm. Pay a few thousand dollars extra, and the big box resort starts to feel like your own private hill, the idea goes.
Winter Park Resort, on the other hand, is taking a vastly different approach. Instead of rewarding the highest-paying guests with perks, the resort has launched The Rope Drop Club to reward early-season, passionate skiers and snowboarders.
“Rope Drop Club is returning for the upcoming 26/27 winter season!” writes Winter Park Resort. “Ski or ride two days in November to unlock exclusive perks throughout the season, including: direct texts from Ski Patrol on rope drops and terrain openings, a members-only day at Mary Jane before it opens to the public, and access to NEW Rope Drop Lanes.”
The new Rope Drop Lanes are separate, dedicated lift access lanes for Rope Drop Club members only. “Located at Super Gauge and the Gondola, members can access the lanes on eligible days using their season pass loaded with earned Rope Drop Club Lane access days,” says Winter Park. “Unlock additional Rope Drop Lane days when you ski twice between December 1-15.”
Here’s how the perks shake out: ski twice before November 30, and get two days of Rope Drop Lane Access, valid from March 1 through the end of the season. Ski twice between December 1st and 15th and get two days of Rope Drop Lane access valid January 1 through the end of the season.
Rope Drop Lane days will be automatically granted to qualifying passholders who ski two days in November and during the December 1-15 window. The following passes are eligible for the Rope Drop Club: Winter Park Season Pass, Winter Park Midweek Pass, Ikon Pass, and Ikon Base Pass.
Photo: Art Wager/Getty Images
So, what’s the catch? There’s no way that a mega resort could offer dedicated lift lines to skiers who ski frequently during the early season, right? Wrong. That’s exactly what Winter Park is doing, and there’s a reason behind it.
Last season started slowly and never really picked up. Snow was down, temperatures were up, and many skiers had given up on the season by mid-February.
Winter Park has one of the longest seasons in North America, and by encouraging skiers to visit the resort in November and December with the promise of line-skipping and other perks, it’s attempting to mitigate the risk of another bad season.
Think about it—most skiers don’t just drive to the hill, ski, and go home. Some book hotels, the majority purchase food, and even more purchase a beer or eight before the day is over.
More skiers on the mountain in November means more revenue for food, accommodations, alcoholic beverages, and other goods. And by offering line-skipping perks later in the season, Winter Park is practically guaranteeing return customers.
Winter Park Resort
It’s quite refreshing to see a major resort like Winter Park offer perks to skiers who show up rather than those who show out with their wallets.
Here’s hoping more resorts follow suit!
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