Skiing Is Obscenely Expensive. The Resort That Makes a $329 Lift Ticket Feel Worth It

On Experience

Colin Nagy is a marketing strategist and writes on customer-centric experiences and innovation across the luxury sector, hotels, aviation, and beyond. You can read all of his writing here.

For the past several seasons, I've flown out to Park City, Utah, to ski at Deer Valley with a mixture of anticipation and, yes, a slight wince at the price tag. But something remarkable happens each time I visit: That sticker shock fades away. Instead, I focus on the meticulously crafted experience.

What strikes me isn't just the groomed corduroy runs or the relative lack of lift lines – it's the narrative consistency that extends from their upstream marketing promises to the smallest service interactions. 

It's the thoughtfulness evident when a server ensures the hot chocolate isn't too hot for my nephew in ski school (I actually witnessed an ice cube being placed in the children’s cocoa while they were on a break), or when a lift operator notices a first-timer's uncertainty and offers reassurance. 

Everything communicates luxury, detail, and warmth, and the brand is delivering this consistently. 

Deer Valley was founded by Edgar Stern, a hotelier with an obsession for elevated hospitality and was a big disruptor at that time. Europe had its resorts for the well heeled like Saint Moritz but this was a new concept stateside back in 1981. 

Back to the present day, skiing in the States has become an obscenely expensive proposition. With day passes at major U.S. resorts routinely crossing $200, the industry faces an awkward reckoning about accessibility. 

While Vail Resorts awkwardly navigates PR backlash and Alterra Mountain Company's other properties struggle to explain their pricing structures, Deer Valley has charted a different course as it nears its 45th anniversary of operations. 

The resort isn’t apologizing for its $329 lift tickets – instead, it's doubling down on luxury with its smart "Deer Skiers" ad campaign while delivering an experience that makes even this cynical hospitality observer feel the splurge is justified. 

Knowing What Your Customer Wants

Industry insiders note the resort’s unique approach to capacity management – while most resorts talk about limiting tickets, Deer Valley actually does it, capping daily skiers at a level that ensures uncrowded slopes and minimal lift lines. This commitment costs them millions in potential revenue during peak periods but preserves the premium experience that justifies their pricing.

Amanda Gordon recently did a detailed analysis of the brand strategy at play here, saying, "The Deer Skiers Campaign feels true to the resort: perfectly groomed corduroy, world-class service, and an easy, uncrowded experience. Also, 'a mountain made of silver with a heart of gold' is proof that hiring great writers pays off."

What I've witnessed at Deer Valley is nothing short of a master class in owning your price point – not through apologies, but by ensuring guests thoroughly understand why it's worth paying. And this strategy offers critical lessons for the broader hospitality industry as inflation and climate adaptation costs push prices upward across travel segments.

Landing the Creative Execution

It’s one thing to have a sharp strategy. Many fail on sticking the creative landing. And, for this reason, the "Deer Skiers" campaign deserves study from travel marketers. Launched in the 2024 season and expanded for 2025, it plays on the double meaning of "dear" and the resort's name while subtly communicating "this is for people like you" to its target demographic.

Campaign visuals feature groomed slopes juxtaposed with elegant après-ski settings. One standout execution shows a skier in perfect form next to the tagline "Deer Skiers know good form extends beyond the mountain," reinforcing the resort's luxury positioning across the entire guest journey: an important distinction.

Sweating the End-to-End Experience

Deer Valley invests in digital experiences that remove friction rather than create it. The app doesn't function as a digital extension of their famed service culture. What's also telling is their digital restraint. Unlike competitors  implementing every new technology regardless of utility, Deer Valley's digital ecosystem appears built around a simple question: "Does this enhance or detract from our guest experience?" 

This selective approach acknowledges what luxury hospitality players have long known: technology should reduce friction, not human connection.

High-Touch Elements: Humans in the Loop

Deer Valley is also intentional about having humans in the loop, especially in key touchpoints where there can be outsized utility or emotional impact. 

I notice staff with longtime tenure, and the smart use of retirees, many of them octogenarians, who bring warmth and expertise to the entire offering. 

One example is unlike the impersonal equipment check found elsewhere, Deer Valley features staff who recognize returning guests, remember equipment preferences, and proactively prepare skis based on daily conditions.  The resort also lets returning skiers check their skis for free if they are coming the next day, eliminating the need to schlep gear or pay for a locker.

A Coherent Expansion Narrative

As Deer Valley executes its largest terrain expansion in decades, the "Deer Skiers" campaign has  thoughtfully integrated growth messaging without compromising exclusivity. 

Campaign extensions like "Deer Skiers know the best adventures await beyond boundaries" and "Deer Skiers appreciate room to roam" connect the expansion directly to guest benefits rather than corporate ambition. 

As I trudged in ski boots up to the Snow Park Lifts, I saw a great ad line about the mountain’s expanding acreage while also limiting capacity. 

All messaging maintains focus on the experiential improvements (and emotional payoff) rather than technical specifications, reinforcing that growth serves the guest experience, not just the bottom line. 

Takeaways for Luxury Hospitality

The core insight here isn't simply about luxury positioning – it's about alignment between price, experience, and communication. Deer Valley doesn't merely charge premium rates; it delivers experiences that make those rates feel justified and communicates this value proposition with confidence and clarity.

The travel world, even at a high price point, is still full of “hate selling” and incremental price gouging. So, there's something to learn from a brand that doesn't apologize for its pricing but instead focuses relentlessly on making sure customers feel they're getting what they pay for.