Breaking Down Our Season Pass Pricing

Every year, when April comes, Mt. Ashland launches its season pass sale for the next season. It’s an important piece of the mountain’s operations each year, as the proceeds from the early sale fund the fixed expenses of the ski area through the summer and fall. The spring sale comes with steep discounts on season pass prices, for those loyal guests who support the mountain many months before the snow returns. This year, our pricing for several passes was increased more than we’ve typically seen, and I wanted to take a minute to discuss the changes.

One thing that is very important to consider is the ownership structure of Mt. Ashland. Something that makes us very unique is that we’re operated by a nonprofit. There are several different nonprofit ski area models out there. Some mountains are co-ops, where pass holders are owners of the mountain and have a voting stake. Other mountains are membership associations or clubs where pass holders “join” their local mountain. Mt. Ashland is a nonprofit corporation, which, interestingly, the mountain owns itself for the purpose of being something the community can enjoy and improve the quality of life in southern Oregon. The critical point here is that most mountains have a drive to make a profit because most ski areas have a requirement to pay dividends to shareholders or produce a paycheck for the ownership. But, at Mt. Ashland that is not something that exists- it’s not in our DNA. We don’t have a drive to make a substantial profit because our purpose is to be here in perpetuity, to serve our guests, and to ensure sustainability. Our Board of Directors are all volunteers and receive no compensation–decisions are made based on sustainability and never on increasing profit. And, when there is a surplus from operations at the end of a season, those funds are reinvested back into the ski area.

When we make price increases, it is solely based on sustainability and rooted in the expenses of the ski area. We operate very leanly, ensuring that we can best steward our resources. In the past 10 years, we’ve seen that our expenses have been rising at a rate that is far faster than the rate at which we’ve increased prices. Those expenses include paying our staff a fair and competitive wage, exponential increases in insurance costs, fuel, and most of the supplies that we require to operate. Inflation certainly plays a role on top of the increases we see. This year it has been evident that this growing disparity is not sustainable and that we needed to be more focused on this part of our business. It is unfortunate and not something that we do lightly, but it is necessary to ensure the financial sustainability of the ski area.

This year we did increase the prices on the adult season pass and child season pass. We did not make any changes to the young child, senior, or teen passes–we did notice that the price of the teen pass has previously been getting raised at a rate faster than our other passes so we kept it the same. Our Twilight Passes will also remain the same price for next season, and anticipate that if we offer an uphill pass it will not see any increase.

I want to express that I understand the concern and feedback we’ve received about the pass price increases. Please know that when we do make these kinds of changes it is solely for the health and livelihood of Mt. Ashland, and to ensure that we succeed far into the future.

Please read carefully! This is a release of liability and a waiver of certain legal rights.
The purchaser, holder and/or user of this pass or any person named on this pass application (“participant”) understands that skiing, snowboarding and other winter activities (“skiing”) can be hazardous and that injuries are common when participating in such activities. Participant accepts and assumes the risks associated with skiing, including, but not limited to, changing weather conditions, variations or steepness in terrain, terrain features and parks, snow or ice conditions, surface or subsurface conditions, bare spots, creeks and gullies, forest growth, rocks, stumps, the use of lifts, collisions with natural or manmade objects or other persons, avalanches, snow immersion, equipment failure, no or delayed first aid rescue, grooming and snowmobile equipment, lift towers and other structures and their components, falling, loss of control, and exceeding one’s ability. Participant hereby freely and expressly assumes any and all risk of property damage, injury and death associated with skiing.
In consideration for lift access and the use of any other area facilities and premises, participant hereby agrees to release, hold harmless, and indemnify Mt. Ashland association, dba Mt. Ashland and its owners, partners, members, employees, directors, officers, agents, affiliates, and related entities (“Mt. Ashland”) from any and all claims by or on behalf of participant against Mt. Ashland arising directly or indirectly out of participant’s use of this pass and/or the area facilities and premises. This release includes claims and liabilities arising from negligence on the part of Mt. Ashland, but does not include claims based upon gross negligence or intentional misconduct. Participant also agrees to indemnify (including costs and attorney fees) Mt. Ashland for any claim brought on behalf of any minor named on this season pass application.
Participant understands that, instead of entering into this agreement, participant may purchase a day ticket. Participant is free to participate in skiing at Mt. Ashland without using any ski area lifts or uphill conveyances, subject to any applicable rules of use.
1. A Season Pass is a weather-dependent product and is non-refundable, non-transferable and may not be rolled over from one season to the next. Use by any other person will result in forfeiture of the Season Pass. However we understand that unexpected circumstances can occur and exceptions will be made under limited circumstances. Pro-rated Season Pass refunds are given for: 1.) documented relocation out of the area or 2.) documented illness, injury, or pregnancy. All refund requests must be received by February 15th of the year the season pass in question is valid. All refunds are at the discretion of Mt. Ashland. A $50 processing fee will be charged for all refund requests.
2. The undersigned agree(s) to abide by all federal, state, and ski area statutes, rules, regulations and closures including, but not limited to ORS 30.970 - 30.990 and “Your Responsibility Code”
3. There is a $25.00 charge for the replacement of any lost Season Pass. The undersigned agree(s) to notify the ski area immediately if a Season Pass is lost. The ski area will issue one complimentary lift ticket, per season, per pass holder, if a Season Pass is forgotten. After that, a lift ticket must be purchased.
4. The Season Pass must be displayed in a manner that allows for easy checking or scanning by ski area employees.
5. Eligibility for an Adaptive Season Pass is within the sole discretion of the ski area and medical proof may be required.
6. Violation of any of these terms and conditions may result in suspension and/or revocation of a Season Pass. A Season Pass may be revoked without refund at any time for misconduct or nuisance caused by the Participant.

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