Vail Resorts already offers holders of its season Epic Pass access to all 10 resorts it operates primarily in Colorado, Utah and the Lake Tahoe region. Next year the pass will include ski days in a more distant locale: Japan.
The 2014/2015 Epic Pass, which goes on sale Monday for $729, will include five consecutive days at Niseko United, a ski area 60 miles south of Sapporo on the northern island of Hokkaido.
Skiing in Japan is certainly more complicated to get to than Colorado for most Americans, but partnering with the Asian destination was intended in part to appeal to Epic Pass holders in the Asia Pacific region, specifically Australia, one of the top foreign markets for visits to its resorts, said Kirsten Lynch, executive vice president and chief marketing officer of Vail Resorts.
According to the company, pass holders represent 50 states and 80 countries, and almost half of all season pass holders reside outside Colorado, where the company operates Vail, Beaver Creek, Breckenridge and Keystone.
To test the willingness of holders to travel on its pass, Vail Resorts held a race this year to reward the first 10 skiers or snowboarders to ski at all of the mountains on the pass – which was 24 in 2013-14 – with a season pass for life.
"Internally, we thought 30 to 70 would sign up for it," Ms. Lynch. said. "But 340 signed up for it. At least 150 have finished it, and the season isn't over yet."
Bragging rights apparently are an equally motivating prize.
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