Very well said. We couldn't agree more.
But, along with changing the way the world views Aspen and the Aspen Skico comes what lies at the core of the real problem.
The Crown Family has made Aspen into a mirror of themselves and their choices in life. We're privately owned and they do what they wish.
When the Aspen Ski Corp. finally cuts the umbilical cord and becomes a real grown-up corporation that is a business in the service oriented industries, then and only then will there be a complete turn for the better. As it stands now, the company is performing well to exactly what it is currently set up to be.
The Power of One.
’Tis the season, so let’s raise a glass to the many good things the Aspen Skiing Co. has accomplished under Jim Crown’s stewardship. Serious steady investment, great people, no layoffs in tough times, and shared values including a love of Aspen, an abiding respect for the environment and delight in sharing it with others.
Yet no matter how well intentioned, it feels like SkiCo is waxing the wrong skis.
Greg Stump captured the Aspen experience brilliantly in the Power of Four.
Unfortunately, the business execution for a number of years now more resembles the power of one — Aspen affluent — in four different locations.....
......Instead of service that supports an experience aimed at each mountain’s natural audience with their own distinct wants and needs, service has been averaged to be more or less the same at all mountains. It’s as if we are pretending to be one huge mountain — like Vail — and in the process missing an equally huge opportunity.
How about showcasing Aspen Mountain with service that creates an experience beyond anything seen in the industry or the other three mountains in the valley? To do that, Aspen must beat Deer Valley, which is unfettered by the level of service offered at neighboring Park City. Bottom line, an Aspen Mountain ski ticket should be the most expensive in America and worth every penny — complete with Ritz levels of style and service, perfectly in keeping with the Aspen name.
The season pass should remain a four-mountain pass. Different daily prices for different mountains can be charged against a prepaid amount on a visitor’s electronic pass.
The Power of Four is the power to mesmerize four distinct audiences while your competitors work at being all things to all people, and important to none.
The mountains are waiting, the people are ready — what’s needed now is a bit of audacity."
Charlie Hughes was the founding CEO of Land Rover in the U.S., supported the 24 Hours of Aspen for years, and co-authored a book on branding titled “Branding Iron.” Charlie and his family first skied on Snowmass in 1989 and have owned a place there since 1993.
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