In September 1998, selected ski resorts in Colorado initiated a deeply discounted season pass program, offering a 75% discount from the previous year’s prices to Front-Range skiers (Colorado residents). The purpose of this study was to assess the effects of this discount program on skier behavior. Specifically, the influence of the discount programs on skier behavior, cross-product elasticity, and market alienation was assessed, comparing the 1997-1998 and 1998-1999 seasons. While the results are somewhat confounded by the poor snow conditions of the 1998-1999 season, the discount programs appear to have significantly influenced skier loyalty to the respective resorts. Finally, while declines in destination skier satisfaction with the levels of lift line and slope crowding were also identified, the discounted pass programs do not appear to have directly influenced the destination skiers’ overall satisfaction.
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