FILE PHOTO
Image Credit: SUBMITTED/Big White Ski Resort
October 14, 2023 - 6:00 AM
Alongside the rising price of groceries, rent and daily living, many area residents are learning that the price of skiing is also reaching an all-time high.
Seven years ago, if you were to cash in on an early bird offer, you could be skiing all season on the Okanagan’s prime mountain for just $629. Now, snagging that same offer in 2023 will set you back $949, up more than $300. Three years ago, an adult pass with early bird pricing was $759. In just 3 years, that price has increased by $200.
Michael Ballingall, Senior Vice President of Big White Ski Resort told iNFOnews.ca that skiers would be hard pressed to find better value.
“The price of skiing is becoming unaffordable at some resorts,” Ballingall said. “When you look at the cost of a season's pass with average person skiing just over 21 days, it is a very affordable ticket. And this has been the family's emphasis since the day they bought Big White. We make family entertainment affordable.”
However, with products such as a $29 beginner pass and $30 night skiing, as well as a 15% discount for day passes purchased online, Ballingall said Big White is still an accessible and affordable mountain.
It’s a strong proposition.
Purchasing a pass now at Apex Resort in Penticton is only slightly less at $935. However, after Oct. 15 that price will jump to $1,470. SilverStar’s final reductions end Oct. 31 and buying a ticket now will set you back $1,229.
Sun Peaks near Kamloops comes in at $1,349 with the pre-season offer which ends Oct. 31.The best deal comes from Baldy Mountain Resort near Oliver which in now only offering a regular season price of $799.
If you miss the pre-season passes at Big White, you’re facing a $1,899 price tag, over $700 more than in 2020. But Ballingall says no one needs to pay full price.
“When you look at the ticket price at peak holiday period, if you walked up to the ticket window, that's an expensive ticket. There’s no doubt about it. It's the busiest time of the year… but we still give a 15% discount if you buy online. And it has always been our philosophy that if you want to slide on snow, there is a very inexpensive way to do that.”
The rising cost of passes over the years reflects the growing cost of running and expanding the business, Ballingall said, especially since many of Big White’s staff travel from across the world to work for the season.
“The price of an airline ticket has gone up substantially. The price for food and beverage has gone up substantially. So, when you look at the cost factors of running the business, labour has gone up substantially,” he said.
“We've spent over $24 million so far in the last two years, building new accommodation for staff. When you factor all this in, the tourism industry has been turned upside down because of labour, because of supply costs and because of the cost to travel. At the same time the price to rent a room or a ski lift ticket or rental equipment or a ski instruction have all gone up proportionately to the cost of living.”
Despite this, it appears ticket sales have still been a success this season for Big White.
“We're in the sort of the last pushes of our season's pass sales and the sale is going well. And it just bodes to people telling us that for the cost to go to the mountain on average, 20 times a year, it's not only affordable, but it's very good value for money,” he said.
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