SALT LAKE CITY, UT April 22, 2004 - Sales of the Ski Salt Lake Super Pass jumped 54 percent during the 2003/04 ski season, leaving Salt Lake boosters looking for new ways to capitalize on the program's growing popularity. During the 2003/04 season, Super Passes accounted for nearly $2 million of lift ticket sales in Big and Little Cottonwood Canyons.
The discount Super Pass is available exclusively to destination skiers through local hotels and travel agent packages. It can be exchanged for lift tickets at Snowbird Ski & Summer Resort, Alta Ski Area, Solitude Mountain Resort, and Brighton Resort. The wholesale passes were sold for as low as $40 to out-of-state skiers and snowboarders during the 2003/04 season.
"The Super Pass makes a lot of sense for destination skiers," said Eric Thompson, director of winter sports tourism for the Salt Lake Convention & Visitors Bureau. "The Super Pass offers value and convenience, with easy access to all four resorts, but still lets destination skiers choose a lodging package that will work for their individual needs. No matter where they stay, they can ski a different resort every day, all for the same low price."
Because of the popularity of the Super Pass program, Salt Lake Tourism Officials plan to expand the program for the 2004/05 season.