A new ski pass which debuted this year, giving access to
Wanaka's four ski areas plus another four further north, has
performed well in its first season, skifield operators say.
OnePassNZ was announced in February and a marketing campaign
launched in Australia.
The interchangeable pass uses snow dollars for a range of on-
or off-mountain activities and provides access to Cardrona
Alpine Resort, Treble Cone, Snow Park and Snow Farm, in
Wanaka, Ohau, Mt Dobson, Round Hill in the Mackenzie region
and Porters ski area in Canterbury.
While declining to release figures on OnePass sales, citing
commercial sensitivity, Cardrona sales and marketing manager
Nadia Ellis said the flexible nature of OnePass had proven
"Treble Cone and Cardrona have seen an increase in Australian
visitor numbers. And the feedback we've had from guests has
been very very positive," she said.
While the increase could be attributed to a "combination of
factors", including good weather and some of the country's
best snow conditions in the latter part of the season, the
OnePass had certainly contributed.
It had also provided a good opportunity to market the
Mackenzie region to Australians and to push the "road trip
idea", where people could fly into Christchurch and visit the
skifields on the way south to Wanaka.
Ohau Snow Fields owner Mike Neilson said it had been a
"season of two halves".
While July had brought the skifield's usual Australian
holiday guests, there were few OnePass users. However, August
saw a marked increase in visitors using the pass.
"It's a different type of Australian tourist that we get in
August ... what I call the skiing safari Australian skier or
They don't have a definite destination when they leave, they
go where the snow is," he said.
"I suspect that OnePass is not as well-suited to the holiday
market as it is suited to the travelling Australian."
The product had "significantly greater" uptake than any other
previous vouchered lift pass deals, and Ohau would "certainly
be doing it again next year, maybe with some new thoughts on
how it's packaged", Mr Neilson said.
"There is a saving to the purchaser for the cost of the
OnePass, but there was a cost to us.
"We have to be mindful of yields and degradation of the
Treble Cone sales and marketing manager Nick Noble said the
number of Australian visitors was up slightly this year
compared with 2011, but he was unable to provide specific