Word: lift
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Dates: during 1980-1989
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...price of a one-day lift ticket at an Eastern resort like Sugarbush, in Warren, Vt., is now $25 (slightly less in Western areas). Take your wife and two teen-agers along and that's $100, Daddy, not counting lunch. An overnight, with dinner and breakfast, costs an extra $200. Figure $500 or more for each adult-size person for skis, poles, boots and bindings, and an additional $300 to $500 for bib pants, ski jacket, long Johns, socks and gloves...
...snow in the East, or has the skiing population reached a plateau? No one is really sure, but the best of the resort managers are choosing the same cures. The come-on is "Kids Ski Free!" At Waterville Valley, New Hampshire's largest area, there are free lift tickets on most weekdays for children under 13, if at least one parent buys a ticket...
...fashioned packaging is getting sharper; Jerry Jones, operations vice president at Keystone, west of Denver, offers discount lift tickets in supermarkets, trolls for new skiers with promotions aimed at Hispanics, and provides low air-fare deals with airlines ($49 for a one-way Minneapolis-to-Denver ticket) by absorbing the discounts at other concessions. Keystone - lifts, lodges and all - is owned and operated by one company (Ralston Purina, oddly enough, best known for animal feed). Thus Jones is in a much better position to optimize profits than Aspen Skiing Co., which owns lifts but not hotels and restaurants at nearby...
...deals are impressive: TWA has a Kids Fly Free program on its New York-to-Denver run, and it throws in a free rental car to Steamboat Springs when parents pay the $652 fare for two roundtrip, midweek tickets. Steamboat gives children under twelve free lodging, rental equipment and lift tickets. Still, the cost for two parents and two children spending seven nights at Steamboat comes to the kind of money most families go to the bank for: $2,144, not including meals or drinks, or the pur chase of any equipment. What no one in the ski biz knows...
...handle on all this? Leery as one may be of events that claim to be the hundred greatest somethings, they have their uses as introductions. One should start at the top and work down. The valleys of American painting are so marshy that it is better to lift one's eyes to the peaks. Last fall an exhibition that does just this opened at the Museum of Fine Arts in Boston, where it was besieged by Tut-size crowds; it can now be seen at the Corcoran Gallery in Washington, and will go to Paris in March...