MAGIC MTN Rejects Raising Lift Ticket Prices (Again)
Geoff Hatheway, firstname.lastname@example.org
No increase since ’09 for the family-affordable Vermont ski area alternative
August 30, 2012, Londonderry, VT—Today Magic Mountain Ski Area announced that lift ticket pricing for the 2012-13 season will again remain at just $59 for adults on all weekends and holidays and $39 for weekdays non-holiday. Teen and junior lift ticket pricing also stays at $51 and $39 respectively on weekends, with weekdays $35 and $25. Children under 7 are free. This is the third straight year that Magic has refused to raise prices even as the ski industry grapples with increased energy, snowmaking and personnel costs.
With many resorts chasing the highest income skiers by adding attractive amenities, entertainment and creature comforts which then command $80-$100+ ticket prices, Magic says it is still important for the industry to have an affordable alternative which delivers a rewarding ski experience at a reasonable price recognizing the needs of young adults, families and even those top earners who appreciate a good value.
“Magic prides itself on keeping it simple,” say Jim Sullivan, President of Magic Mountain. “We are focused on delivering an exciting ski and ride challenge on the region’s best natural terrain, augmented by an expanded snowmaking system covering up to 75% of the area, and a warm, friendly central base lodge. Our goal is for parents with kids in tow and 20-something new workers to have an affordable winter home to grow with, and be challenged by, for the rest of their lives.”
Magic season pass pricing is also more than 50% below its resort neighbors, with all unrestricted season passes less than $500. Magic even has an all-holiday “White Out” pass for only $249 which covers all 19 holidays, making it just $13 per day. And, for college students, Magic’s unrestricted pass averages about half the cost of other major areas at $149.
“Our amenities are the fun 1960s style trails, classic Magic powder days, double and triple chair lift system that keep the slopes un-crowded, and, most of all, the people who ski and ride here who make you feel welcome”, says Geoff Hatheway, Magic’s VP Marketing. “It’s a different emphasis, but, it is one that helps keep the sport affordable and the vibe enjoyable here.”
For more information Magic ticket and season pass pricing, please visit http://www.magicmtn.com
About Magic Mountain Ski Area
Magic is southern Vermont’s only independently owned and operated mountain. Different than the corporate resorts, Magic has stayed true to the original Vermont ski culture. Magic skiers enjoy a mountain emphasizing natural, diverse ski terrain in an atmosphere of shared camaraderie for the sport both on the slopes and in the lodge after a long, rewarding day. Magic has an authentic vibe because, in reality, it still remains first and foremost a ski area, not a “resort”—and a distinctly Vermont one at that. It’s a community spirit that keeps Magic thriving for those committed ski and riding enthusiasts who want to “carve their own trail” and experience real snow and obstacles that mother-nature puts on the hill. And, it’s why Magic skiers love the mountain so much that they personally invested in the ski area via The Magic Partnership in order to enhance and preserve it for future generations to enjoy.
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