Season Passes
In March 1998, Bogus' general manager Mike Shirley reduced the cost of an adult season pass from $500 to $199, lowering the break-even point to just seven visits (and kids' season passes fell to just $29). Bogus Basin sold nearly nine times as many passes for the 1998-99 season versus the previous year, halting the pass sales at 25,000 (2,854 for the 1997-98 season).
The new pricing strategy generated almost four times as much revenue (nearly $3.6 million) from season pass sales, all before June, six months before the season would begin. Total skier visits went from under 192,000 to over 303,000 (up 58%). Although the sales of day tickets ($31 each) expectedly fell (almost 50%), Bogus' total revenue increased by $2.6 million (up 55%) to $7.3 million for the 1998-99 ski season.
Shirley's deep-discount strategy was effective: resorts from coast to coast lowered their prices for multi-day, multi-area, and season passes. Locally, ski equipment sales increased significantly as skiers upgraded their gear.
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