Nzski.com aims for the mass market

Friday 2nd March 2001

AGGRESSIVE MOVE: Season passes for a third last year's price

By Chris Hutching

South Island skifield operator nzski.com is getting in early with an aggressive new marketing campaign to get the crowds back up the slopes this winter by offering season passes for a third the normal price, general manager Duncan Smith said yesterday.

The company operates Mt Hutt near Methven, The Remarkables and Coronet Peak at Queenstown and the latest ploy is aimed at the mass market.

Mr Smith declined to reveal annual turnover figures but nzski.com is the dominant operator in the South Island against the rival Whakapapa and Turoa fields in the North Island.

Along with several other smaller club fields, mainly in the south, they gleaned total turnover for the ski industry last year of $45.9 million.

For nzski.com the 2000 season at Queenstown was a record thanks to improved marketing and direct flights from Australia. At Mt Hutt the attendances were patchier because of unsettled weather.

Mr Smith said the company was embarking on the new scheme to encourage large numbers of New Zealand families and occasional skiers back up the fields, with the cheap triple pass costing adults $299 and children $199 compared with the $999 adult charge last year.

In the past, season tickets were aimed at enthusiasts but the new pass would encourage people who might have doubts about the reliability of the weather or the cost of day trips, he said.

"It just adds a lot of flexibility for people who might only want half a day. They can get straight on the lifts without waiting and it just lowers the barrier generally for people who might have second thoughts about the cost."

The company has a maximum number of triple passes that it will make available but it's not saying how many. It is also offering schools in its area special deals. The triple pass offer lasts until April 22.

"We want to foster long-term participation in snow sports and we've been building on that in recent seasons with programmes to help local schools and families."

The triple mountain season pass also gives holders special accommodation and heliskiing discounts, discounts at the Ohau and Treble Cone ski areas and free skiing at Vail Resorts in the US.

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