Evan Reece: It's Rare to Find a Place That Isn't Worth Going to at Least Once

Nov 12, 2019

Evan Reece, co-founder of Liftopia and former HotWire employee, dives into the revolution of ski ticket sales. He explains how Liftopia transformed the industry by introducing online sales when resorts were hesitant. Discover why loyal customers can often be the least loyal, the impact of multi-resort passes, and how consumers' desires for unique skiing experiences are shaping the market. Evan also discusses the rise of Epic and Icon passes and how skiers are adapting to their choices based on travel styles.

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INSIGHT

Ski Ticket Sales Were Inefficient

Before Liftopia, ski resorts sold lift tickets inefficiently, much like airlines selling tickets only at airports.
Online lift ticket sales were rare because resorts underestimated customer demand for advance purchase.

INSIGHT

Why Ski Ticket Online Sales Lagged

Resorts thought customers wouldn't buy tickets online because they never did before and ski areas rarely sold out.
The lack of scarcity removed urgency, so pricing incentives were crucial to change buying habits.

ADVICE

Buy Early for Best Deals

Buy lift tickets for less popular days and purchase early to maximize savings.
Ski resorts reward early commitment and good planning with lower prices and reduced operational risk.

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On today’s episode, we have Evan Reece. Evan co-founded Liftopia, a consumer platform and back-of-house revenue management system for resorts.

Today, the company works with more than 250 resorts worldwide and is the largest ticket sales operation in North America.

Tune in to hear us discuss how Liftopia came about, how it works, and why loyal customers are some of the most resort-disloyal people.

Topics:

[02:44] Before starting Liftopia, Evan had been working for HotWire.

[03:25] Before Liftopia, people hadn’t been buying lift tickets online.

[04:40] People hadn’t been offering this service, because ski resorts didn’t think their customers bought tickets this way.

[05:20] Resorts believed their customers wouldn’t buy tickets this way, because they had never done so before.

[07:32] Evan wanted to create a way to reduce risk for the resorts and increase profitability.

[08:42] Competitors’ models are similar.

[11:30] Multi-resort passes are for adventurers, but they are also the least loyal customers.

[13:20] In the end, everyone just wants to ski more.

[15:08] Icon and Epic passes are reshaping the industry.

[16:02] In terms of passes, Evan doesn’t like to pick sides.

[16:40] People often switch season passes from year to year.

[17:20] The pass you choose depends on if you drive, fly, or are a destination traveler.

[19:33] The most surprising thing found in Liftopia’s consumer survey, is that a lot of season pass holders are using their consumer brand.

[21:12] Skiers love to find new experiences and explore new terrain.

[21:33] Overall, people are seeking value.

[25:50] When regional mountains try to match the prices of larger mountains, they cut out a large community of skiers.

[28:04] Skiers love the passes, because they spend the same amount they used to spend on one mountain for multiple mountains.

[29:14] Evan has skied less since having a family.

[31:30] The industry wants you to buy in advance, as it’s better for everyone involved.

[33:39] Skiing isn’t just about carving down the hill, it’s about the overall experience.

[34:11] If Evan lived on the East Coast, he’d be spending more time in Europe, as the cost of skiing is lower and it provides a great cultural experience.

[35:40] The growth rate has to slow down at some point, because the only way to draw in new skiers is to make the season pass cost less than a day pass.

[36:58] The new Epic Day Pass is a great option that can bring the cost down significantly.

[39:24] Core skiers used to mean something different than it does today.

[41:50] Commit early and be adventurous!