Evan Reece: It's Rare to Find a Place That Isn't Worth Going to at Least Once
On today\u2019s 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\u2019t been buying lift tickets online.
[04:40] People hadn\u2019t been offering this service, because ski resorts didn\u2019t think their customers bought tickets this way.
[05:20] Resorts believed their customers wouldn\u2019t 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\u2019 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\u2019t 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\u2019s 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\u2019s better for everyone involved.
[33:39] Skiing isn\u2019t just about carving down the hill, it\u2019s about the overall experience.
[34:11] If Evan lived on the East Coast, he\u2019d 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!