Summer lift passes last straw

Whitefish Mountain Resort stubbed its toes on locals once again. I would like to commend (not!) the Big Mountain management gurus for their well thought out (again, not!) new summer lift policies.

As you may or may not know, your winter ski pass is no longer valid for riding the chairlift in the summer. All of a sudden, the much appreciated lift ride down for those who regularly hike the mountain is so "unique" that they will now charge you a minimum of $6 per ride one-way.

Let's nickel and dime the locals once again. But you can buy a summer season pass for $99 before June 30 for unlimited lift privileges (or $149 after June 30).

How did this ride down all of a sudden become so "unique" that we must charge for it? I certainly appreciate the new services that they are developing (Frisbee golf course, more mountain-biking trails), but I do not understand the reasoning behind this new lift fee for something that has always been free and/or part of your season pass.

Also, in all their infinite wisdom, the mountain management has decided that the best use of the lifts for locals and tourists alike is only from 10 a.m. to 5 p.m. Last time I checked, the sun doesn't go down until well after 9 p.m. during most of the summer.

I would certainly think that an after-work dinner or sunset hike would be preferred for locals and tourists alike (also in the cooler part of the day).

I'm thinking that once again, the marketing and operational geniuses up on the mountain thought this one out about as well as not running Chairs 4 and 5 several times during the height of the Christmas rush this past season. Remember that brilliant public relations move?

Well, I guess the mountain knows best how to treat the locals and attract the tourists. Hmm, all of a sudden I've got a very sour taste in my mouth. I wonder where that came from?

Alan Gregory

Whitefish