November 23, 2005

Ticket prices are just fine at Mt. A

On first glance, a recent story in the Tidings (Nov. 19) about ticket prices at Mt. Ashland Ski and Snowboard Resort is discouraging. The ski area’s single-day prices are among the highest in the region, despite offering far fewer acres for winter sports enthusiasts to enjoy. Also troubling is that a non-profit ski area should, one would think, be much more economical and inclusive in its price structure, so as to best serve the community.

But as the story reports, the whole of Mt. Ashland’s price structure is very competitive, especially season passes that start at $199. For active skiers and snowboarders, (say someone who averages four visits a month), the price per visit is about the price of two tickets to the movies.

Additionally, the resort offers lesson packages that allow beginners the opportunity to learn the sport at highly affordable rates. “Tightwad Tuesdays” and an inexpensive price for the beginner lift offer more options for lower cost skiing and snowboarding.

Because of Mt. Ashland’s role in our community and local economy, it is important to report how it runs its business. That ticket prices have risen by $10 in five years is noteworthy. But it is not nefarious. In fact, it is an example of Mt. Ashland’s commitment to conduct itself with business integrity and remain fiscally sound. At a time where the resort faces extreme critics of its planned expansion, operators and board members clearly understand the need to avoid debt or economic downturn.

Unfortunately, expansion remains the elephant in the room. Any critique of the resort is often taken as undermining expansion. Likewise, praising the resort is seen as shameless politicking. Both are disingenuous and extreme. We believe a vast majority fall in between, pleased that we have a resort to enjoy and also pleased with its many positive impacts on the local community. Many of these support expansion. Others, do not.

With expansion coming in the near future, opponents will seek any way to discredit the organization and undermine its plans. But critics of Mt. Ashland will find a slippery slope should they try to attack the board for not serving the community. The non-profit organization has an outstanding record of inclusion, particularly in introducing many local area children to the wonderful, white, world of winter sports.

Mt. Ashland’s ticket prices are a different issue from expansion. But at the beginning of this winter season, it is appropriate to caution MAA about rising ticket prices. We also want to reaffirm our enthusiastic support of its mission — which we believe relies on its expansion to ensure the resort will be able to grow and attract new visitors each year. Mt. Ashland is a little jewel of our region, one we wish to keep far into the future.

The Mt. Ashland Association has been a solid steward of this gem. MAA has made a strong case for expansion and has earned the approval of the U.S. Forest Service. But, it is a fair critique that the board has become too reactionary of its expansion opponents, often taking a far too defensive approach to community involvement. We would encourage them to fight back with even greater openness in the future.

The resort leadership has proven to be conscientious stewards. While General Manager Jeff Hanson and his crew are committed to a much-needed expansion, they are also local people who understand the need to expand with as much environmental care as possible.

We look forward to its ultimate resolution, hopefully with a carefully completed, responsible expansion. In the meantime, we look forward to a highly successful, and snowy, winter season.

As Mt. Ashland Ski and Snowboard Area staff prepare for a new season, we wish them much success.