Intro:
Do you remember the first time you went skiing or snowboarding? Unless you had a friend or family member with an extra pair of skis lying around, you probably had to pick up some rentals before heading to the slopes. Liftopia encourages resort partners to offer products that include both a lift ticket and a rental not only for customer convenience but also as a significant driver of e-commerce revenue. But just how valuable are lift + rental bundles to an individual resort?

Methodology:
The data in this study was collected by comparing sales from Liftopia partners who offered date-specific lift tickets and lift ticket + rental bundles over the last two seasons. For each resort partner, revenue from lift ticket + rental bundles were broken out from standalone lift tickets to determine the total increase in revenue from the rental bundles. The results were grouped by resort size (determined by annual skier visits) and region.

Results by Size (Annual Skier Visits):
The data shows that rental bundles produce more revenue for partners with fewer skier visits than larger resorts. This is likely attributed to smaller resorts attracting budget-conscious or beginning skiers who often don’t own their equipment. Conversely, larger resorts tend to attract experienced skiers who own their own gear and are looking for a more complete skiing experience.

Average Increase in Revenue by Size.png

Results by Region:
Rental bundles performed best in regions that don’t typically stand out as being ski destinations. For example, resorts in the Midwest and Southeast attract fewer destination skiers on average than the Mountain West and Northeast. Regions like the Mountain West (Utah, Colorado, Wyoming, Idaho, Montana), and Northwest (Oregon, Washington, and Western Canada) tend to attract a more seasoned skier who may already own ski gear. A resort in a non-destination region is more likely to attract a local customer who may be a casual or first-time skier in need of equipment rentals.

Average Increase in Revenue by Region.png

Case Studies:
To further exemplify the value of offering lift and rental bundles, two case studies have been provided below. The following examples were controlled for by size and have similar pricing strategies.

Incremental Revenue from Adding Lift + Rental Bundles
During the 2015-2016 season, a small ski resort in the Northeast offered lift tickets at limited discounts and earned $0.19 per skier visit. The next year they applied a similar pricing strategy for lift tickets but added rental bundles to their product mix. They earned the same revenue per skier visit of $0.19, but they also collected an additional $0.24 per skier visit from lift and rental packages. They more than doubled their revenue by adding rentals.

Incremental Revenue.png

Benefit of Offering Rental Bundles in the Northeast Region
This example looks at two comparable ski resorts in the Northeast that are within a 90-minute drive from one another. Each receives between 40,000 and 60,000 skier visits annually, and both had a similar lift ticket pricing strategy during the 2016-2017 season. Resort A only offered lift tickets, while Resort B offered both lift tickets and rentals. Resort A collected $2.85 for each skier visit that season. Resort B earned $2.33 per skier visit from lift ticket sales and an additional $1.41 per skier visit from lift and rental bundles, increasing their total revenue by 60%.

Resort A Revenue.png

Resort B Revenue.png

Conclusion:
In order to ski, one needs equipment, and not every potential customer owns their own. There are many places to rent skis and boards – in the cities where your customers live or even the ski shop down the street from your resort. Liftopia would argue that by offering bundled lift and rental products for advance purchase online, you have the opportunity to capture that spend and provide your customers with the best possible experience when they arrive at your resort.

Back to the original question: How valuable are lift and rental bundles to an individual resort? Over the last two seasons, Liftopia’s partners who offered bundles increased their revenue by an average of 43%. At the top end, some resorts boosted their revenue by over 200%! The data shows that rental bundles offer a unique revenue opportunity that can vary depending on a number of distinguishing characteristics, the most important being resort size and location. No matter how you slice it, it makes good sense to offer rental bundles when selling online.

Post Author: dannygoldliftopia

2 Replies to “Case Study: The Value of Offering Rentals”

  1. On it’s face the practice of allowing rentals on line looks good. How ever it does pose some problems. Depending on the number of equipment you have it could be a disaster. Even if you were to limit the number of rentals on line a problem still exists. What happens to the guests who got closed out for online rentals? It right off puts them in a bad mood which will be carried to the mountain. Second problem I see, the accuracy of the info supplied. There is age and weight people are reluctant to supply even in person at the mountain. Also type of skier he check type three is the number of times he skied or the level of skier? It’s the same for each “Type Skier”. The biggest problem encountered is do I put the equipment aside for the guest? If I do that’s one less rental verity for walk in’s and there is still no guarantee the equipment will fit we put away from on line presales. In my shop we have Ambassadors who greet the guest at the door. He helps the fill out paperwork and directs them either to ; the cashiers; the concierges. or the lessons staging area. The concierges job is to be sure the rental agreement is filled out with the information and signature we need. He /She will then assign the guest to a “boot fitter”. Our fitters will measure each foot with a Brannock mondo foot measure, we pull a boot based on the largest foot and go from there. We actually put and fit the boot on their foot while explaining what we are doing at each step. Once a boot fit is found the boot tech will measure the guest for a ski based on their skier type. The rental agreement is sent to the ski techs to do their magic.
    Sounds like a long and involved process, it’s not 99% of the time we get a perfect fit with the first boot tried on. Each section of the process is timed and recorded. YTD this season we put out 88% of our rentals under 30 min’ or less, 80% of our rentals under 25 min’ or less, 69% of our rentals under 20 min’s or less and 25% under 10 min’s or less.. We believe in the personal touch/service and it works for us.

    1. Thanks for your input Ej. You make valid points. It sounds like you all at Cranmore does a super job of meeting the needs of its customers. But, like ski and snowboarding equipment, one size does not fit all and we think the Case Study put together by Danny is surely worth considering.

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