Today is the deadline for Peak Pass orders. 2019 passes went on sale back in early March, and prices go up May 1st! Tiered pricing tied to dates is a great way to incentivize consumers, but time limits alone will not seal the deal. Consumers need a repeat approach, even when the offering is a zero-hour affair, available for a limited time only.
Purchases made in the $300+ range are weighed far more heavily, and in a crowded marketplace like the ski industry, multiple impressions are a must to stay ahead of decision making.
It’s like the MLB pitch clock.
A [consumer] pitcher knows they have a cutoff, and decisions need to be made. The [Peak Pass] catcher shows them their best option, but the pitcher shakes off the call, looking for other options. Split fingered-Icon? Epic slider? Mountain Collective curve? The [Peak Pass] catcher calls for their pitch again, even a third time, letting the [consumer] pitcher know exactly what to expect, what’s available. That steady stream of information: consistent, confident, competitive—combined with the shortened time-frame for availability keeps the pressure on a buyer.
