The U.S. Ski and Snowboard Association has made a pleasant discovery: A market exists in the U.S. for paid, reserved and VIP tickets to alpine skiing events.
The group had never attempted to sell access to domestic alpine events, but organizers of a World Cup women’s slalom/super slalom event Nov. 26-27 at Killington resort in Vermont sold out 5,000 seats in a week. Tickets to a similar event in March at Squaw Valley, Calif., are 70 percent sold.
“It’s a small piece of evidence, from outside, that there is interest and demand, that people are passionate about alpine ski racing and are willing to pull out their pocketbook to experience it in a premium way,” said Calum Clark, USSA vice president of events and operations.
In all cases, it’s still free to stand alongside the course and watch, Clark emphasized. Killington sold VIP ticket packages for $350, a smaller “superfan” package for $75 and grandstand seats for $20.
In Europe, paid seating for skiing is commonplace. But American organizers have never tried because of technical challenges in building grandstands, a perceived lack of interest and a sense that fans are already spending enough to travel to often-remote ski resorts.
The development won’t materially alter USSA budgets, Clark said. In fact, most of the sales in Killington go to the resort, owned by Powdr Corp., with USSA primarily monetizing sponsorship and media rights. Also, they’re not sure the success in Killington and Squaw Valley will translate to resorts farther from major cities.
“What it does is bolster our position in moving alpine ski racing closer and closer to the mainstream,” Clark said. “This shows we’re moving beyond being a novelty item, that we’re a sport that’s pursued and people will pay to experience.”
