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Ski Utah during 2002
Rather than waiting for what some think is the inevitable—fewer skiers coming to Utah during the Olympics—Ski Utah announced on Wednesday what it called "the biggest tourism promotion ever, dubbed Utah's $20.02 Winter Celebration."
Skiers hit the slopes of Deer Valley.
Ravell Call, Deseret News |
"It will involve both public and private money, all of the ski areas and most of the lodging properties along the Wasatch Front, and it is intended to be a pro-action, as opposed to a reaction, approach to supporting Utah's economy," said Kip Pitou, president of Ski Utah.
Each guest who books accommodations at participating properties in Utah will receive a voucher good for a $20.02 discount off a lift ticket, redeemable at any of the 14 Utah ski areas, for each day they stay.
This will amount to a 50 percent discount on a pass at Alta and a 30 percent discount at Deer Valley.
"So far, with only limited exposure, we're getting good response," added Pitou. "I think what we can expect to see is Americans staying in the states this winter and visiting ski areas in the U.S.
"You know Colorado is going to be going after those skiers with a vengeance. And you know places like Disneyland and Las Vegas are going to be offering some incredible incentives to lure people to those destinations. Now is not the time to sit back and rest on our reputation of holding the 'Greatest Snow on Earth.' "
The minimum number of nights is three and the maximum is 10. Participating lodgings will buy the vouchers for $10. Each resort will then discount the pass $10.
Snowboarding is becoming more popular at Utah's ski resorts.
Ravell Call, Deseret News |
To help promote the voucher program, the Utah Travel Council contributed $500,000. Part of the money will be used in the November issues of SKI and SKIING for a three-page "gate fold" off the cover.
"In the ad we're not promoting the Olympics, but we're going with the theme, 'Utah's biggest event is your visit.' We want people to know that the Olympics is only 17 days," said Pitou.
"History tells us that most people don't realize when the Olympics are. They think of the Olympics as lasting the entire winter."
Only about two percent of Utah's ski slopes will actually be utilized during the February Olympics.
The one blackout period for the vouchers will be from Dec. 26 to Jan. 4.
For more information go to Ski Utah's Web site at www.skiutah.com.
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October 31, 2001
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