Top Swiss Resorts Divide Up Between US Super Passes

Leading Swiss ski areas are aligning themselves with either Vail Resorts’ Epic Pass or the Alterra Mountain Group’s Ikon pass as the country appears to be becoming a leading battle ground between the two giant US groups.  One Swiss resort has confirmed it scores more than 50,000 skier days per season from participation in the pass.

Alterra announced they’d secured St Moritz’s participation in the Ikon Pass from next winter, joining Zermatt, which was the first European resort it added five years ago.

“Zermatt Bergbahnen’s collaboration with the Ikon Pass offered by the US-based Alterra Mountain Company has allowed Zermatt to welcome many American visitors to the destination at the foot of the Matterhorn, generating over 50,000 Ikon-related skiing days per season. This partnership is now to be extended, ahead of schedule and for the long term, setting down an important marker for the future,” notes a media release this week from Zermatt’s lift company.

Meanwhile Vail Resorts have opted to buy Swiss resorts and partner with others for their Epic Pass, closing on the purchase of its second Swiss resort, Crans Montana, this week, joining Andermatt, their first  European purchase.

The company has secured an 84-percent ownership stake in Remontées Mécaniques Crans Montana Aminona (CMA) SA, which controls and operates all the resort's lifts and supporting mountain operations, including four retail and rental locations. They have also got the SportLife AG, ski school and 11 restaurants at a cost of 118.5 million Swiss francs ($135m US).

"We are thrilled to add Crans-Montana Mountain Resort as our second owned and operated ski area in Switzerland," said Kirsten Lynch, chief executive officer of Vail Resorts. "Crans-Montana is a breathtaking Alpine destination, renowned for its stunning panoramic views, pristine slopes, and vibrant community. We are committed to investing in the resort to support its growth and the vitality of the region. We are also looking forward to including Crans-Montana Mountain Resort on the Epic Pass and welcome skiers and snowboarders from around the globe."

Access to Switzerland’s largest ski area, the 4 Vallées around Verbier, which Vail Resorts have partnered with rather than purchased, is also included in the Epic Pass.

The Zermatt media release explained the appeal of having the top resorts on one of the passes, stating,

“American visitors usually stay in Europe for two to three weeks, revelling in the perfect lift and piste infrastructure in Zermatt, the culinary offerings of the mountain restaurants and the excellent accommodation. They provide much added value to the area as a result. They also benefit from the pricing policy for day passes for which Europe is renowned: in America, the cost of a day’s skiing can easily top 250 dollars.”

Markus Hasler, CEO of Zermatt Bergbahnen, explained the importance of being on one of the passes to Swiss resorts: “For an American visitor, the two Swiss Ikon partner destinations are perfectly suited to a two- or three-week skiing holiday in the Swiss Alps. The destinations have good rail links from the airport and are also connected to each other via the Glacier Express. At Zermatt Bergbahnen we are certain that the early and long-term extension of the contract with Ikon is an important marker for the futures of the destination of Zermatt-Matterhorn and Ikon alike.”

Several of the leading ski areas in Austria, France and Italy are also divided up between the two passes.