Ready to renew my ski-pass?

Early March, both Vail Resorts and Alterra began marketing their 2020-2021 season ski passes.

At that point, no one could predict that 10 days later, on March 15, most American ski areas would be closed to the public because of the spread of Coronavirus, and there wasn’t anything unusual about that early selling effort.

Yesterday, though, I receive a mailer from one of these two large ski resort conglomerates, urging me to take advantage of its renewal offer by April 22.

Saying that the timing of this mailer was poor and inappropriate is absolutely justified.

Sure, the mailing was probably underway before the Governor of Colorado triggered the widespread ski resorts closure, but there is no denying that there was an abysmal gap between mailing piece and a thank-you email, that both companies should have sent to each one of their pass-holders apologizing for truncating the usage of their ski pass by one month, and for wishing them to stay safe until the next winter season.

That didn’t happened and clearly showed that latching onto future profits was much more important to them than thanking skiers for their patronage.

Want to guess which one will get my business next year?