Ski resort sets season pass sales record, again

Whitefish Mountain Resort set a new record for season pass sales for the upcoming ski season.

It’s the sixth year in a row the resort has set a new high mark, according to Nick Polumbus, director of sales and marketing at the ski area.

Early season pass sales concluded at the end of September, and Polumbus said the resort has already exceeded last season’s total by 13.5%. Last year, season pass sales eclipsed 12,500 for the first time.

An adult pass was priced at $689 for the upcoming winter, a $14 increase over the last two seasons.

Polumbus attributed the rising sales of season passes to an increase in the local population as a whole.

“We’re getting our share of the population growth,” Polumbus said. “It’s reflective of the growth of the whole valley.”

As evidence of that trend, Polumbus said this year’s season passes seem to be evenly distributed across all age groups. There hasn’t been a marked increase in any one category of skier from last year, he said.

“It’s very consistent,” he added. “We’re seeing growth across the board.”

Polumbus didn’t expect the number of season passes to continue growing substantially in October and November. He said Whitefish Mountain Resort typically sees season pass sales drop off after the price increases on Sept. 30.

Pass sales have increased despite changes due to the Covid-19 pandemic over the last two seasons.

The lifts shut down three weeks ahead of schedule in March 2019 as the pandemic got underway.

The following season, the resort eliminated the singles lift line and required masks while waiting in line. Guests were not required to pair up with individuals or other groups outside of their party.

More changes are coming to the resort in the future with the announcement of CEO Dan Graves’ retirement at the end of the season. Graves has served as CEO of Whitefish Mountain Resort since 2007.

Polumbus will assume the CEO position after Graves’ retirement, the resort announced Wednesday.