ASPEN — Both the Aspen Skiing Co. and Vail Resorts are expanding use of ski passes this season, although in radically different directions.
Vail Resorts is using radio frequency (RF) technology to allow pass-holders and some lift-ticket buyers to track the vertical feet they rack up on each outing and how many days they ski during the season.
Aspen, meanwhile, is touting its cash-free, hassle-free service that allows season-pass holders to attach a credit card to their passes, which they can use to buy food and drink at on-mountain restaurants.
The ski-pass-cum-credit-card is intended to make skiing more convenient for pass holders by allowing them to leave cash or credit cards at home, said spokesman Jeff Hanle.
Aspen’s passes can’t track the vertical feet skied, Hanle said. Even if they did, the resort probably wouldn’t offer the service.
“We don’t have any plans for that,” Hanle said. “We don’t think that’s what our guests want.”
Rich Burkley, Aspen vice president of operations, said programs such as Vail’s will probably appeal to some resort customers and turn off others.
“It’s certainly mixed,” he said. “Some people think it’s a very cool thing, and some people don’t want Big Brother to track where they’re going on the mountain.”
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