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.