The Indy Pass is a popular multi-resort ski and snowboard pass designed for winter sports enthusiasts seeking affordability and variety. The pass offers access to a diverse range of independent ski resorts across not only North America but Japan and Europe as well. The Indy Pass has gained a loyal following among riders looking to explore lesser-known, locally-owned mountains. With an Indy Pass, skiers and snowboarders can enjoy the charm of smaller resorts while avoiding the crowds and high prices often associated with larger, more famous destinations.

Last season, it was announced that the Indy Pass would be changing hands and that Entabeni Systems, headed by Erik Mogensen, would take over ownership of the Pass product.

Since taking over the helm of the Indy Pass, the new ownership has been making big moves to keep skiing independent, like stepping in to save Black Mountain, NH. They have also not shied away from a direct approach to marketing the Indy Pass.

Over the weekend, The Indy Pass social media channels posted an image of a sizeable lift line at Arapahoe Basin from their opening day (Arapahoe Basin was the only ski resort open this past weekend in Colorado, so large lift lines were to be expected). The post that appeared on the Indy Pass Facebook and Instagram accounts read, “Lift-serviced skiing and riding is underway in Colorado, and Indy Pass would like to take this opportunity to remind everyone that joining our waitlist is the first step to recovering from your mega pass trauma.”

The post caught the ire of some, most notable Mountain Collective CEO Todd Burnette, who responded to the post by commenting, “Mega Lame post guys… A-Basin is the only resort in North America open today. Lots of work to open a ski hill in October. This pic is not really representative of a “mega” pass. Disingenuous representation at best. Indy Pass“.

To which Indy Pass social channel replied, “Todd Burnette Indy Pass is committed to supporting its partners and pass holders, sometimes with playful posts. No one is taking aim at A-Basin or the work it takes to open any kind of ski hill. The line was real, the photo was real, and we are not in the least being “disingenuous” in saying that we offer another option. However, given that you are the CEO of the Mountain Collective Pass, we can appreciate that you have a different opinion and won’t call you “Mega Lame” for sharing it here.”

This very direct approach by the Indy Pass when addressing the wider ski industry, particularly the mega passes and their partnering resorts, is very much a conscience decision by Erik Mogensen, who told us, “The mega passes dominate the narrative and media in the ski industry, and as the new owners of the Indy Pass we will fight to bring attention to the smaller, independently owned ski areas that deserve more of a voice.”

Erik went on to tell us that nearly all the media coverage from the past weekend stated that Arapahoe Basin was the only ski area open in North America. Todd Burnett also stated this belief in his comment left on the Indy Passes’ social post, when in fact, Andes Tower Hills ski area in Minnesota (an Indy Pass partner ski area) was also open for skiing and riding this weekend. Erik pointed to this as an example of the little guy being left out of the conversation.

One thing is clear: The Indy Pass has undergone significant changes under the leadership of Erik Mogensen and Entabeni Systems and is embracing a bold and direct marketing approach. The Indy Pass aims to challenge the dominance of mega passes and bring independently owned-ski resorts back into the spotlight. Their recent social media post underlined their commitment to offering an alternative. This passionate advocacy for smaller ski areas, like Andes Tower Hills, and its direct marketing approach look to bring attention to the independent ski areas, regardless of how some might feel about it.

The Indy Pass has taken a significant leap forward by extending its offerings to include premier ski resorts in Japan. This expansion has added an exciting international dimension to the already popular pass, providing skiers and snowboarders with the opportunity to explore the renowned powder and unique cultural experiences that Japanese ski areas have to offer.

Last season, we were fortunate enough to tag along with a crew of ski industry folks hosted by the Indy Pass and Japan Ski Tours. The ski trip was remarkable! For nearly two weeks we visited the ski areas of Japan that are included on the Indy Pass. This is what we found:

Japan is widely celebrated for its extraordinary snowfall, often referred to as “Japow.” The Japanese resorts featured on the Indy Pass provide access to this legendary powder, allowing passholders to revel in the exhilaration of gliding through deep, light, and abundant snow. The snow quality and quantity in Japan’s ski areas are unmatched, making it a dream destination for winter sports enthusiasts.

Not only do the Japanese ski resorts on the Indy Pass deliver exceptional snow conditions, but they also showcase stunning landscapes and top-notch facilities. From majestic mountain ranges to picturesque villages, the scenery in Japan is truly awe-inspiring. Skiers and snowboarders can immerse themselves in the tranquil beauty of the Japanese Alps or enjoy the charm of traditional hot spring resorts located near the slopes.

Furthermore, Japanese ski areas cater to a wide range of abilities and preferences. Whether you’re a beginner looking for gentle slopes, an intermediate rider seeking groomed trails, or an advanced shredder craving challenging tree runs and off-piste adventures, there is terrain suited for everyone. The resorts provide well-maintained slopes, efficient lift systems, and excellent ski school programs to ensure an enjoyable experience for all levels of expertise.

The cultural aspect of skiing in Japan is an added bonus. Passholders have the opportunity to embrace the rich traditions and warm hospitality that the country is famous for. From sampling authentic Japanese cuisine, such as sushi and ramen, to relaxing in natural hot springs known as onsens, the Japanese ski resort experience extends beyond the slopes and offers a captivating blend of adventure and cultural immersion.

By including Japanese ski resorts in their portfolio, the Indy Pass has demonstrated their commitment to delivering diverse and exceptional skiing opportunities to their passholders. This expansion allows winter sports enthusiasts to embark on an international ski adventure, exploring the magic of Japan’s snow-covered mountains and creating lifelong memories. Whether it’s the world-class powder, breathtaking landscapes, or immersive cultural experiences, the addition of Japanese ski areas to the Indy Pass has elevated its appeal and made it an even more desirable choice for passionate skiers and snowboarders.