Initial uptake of the new OnePassNZ ski pass - which gives access to eight South Island skifields including four in Wanaka - has "exceeded expectations" since its February launch, Treble Cone marketing manager Nigel Kerr says.
The interchangeable pass can be used at Cardrona Alpine Resort, Treble Cone, Snow Park and Snow Farm in Wanaka, Ohau, Mt Dobson, Round Hill in South Canterbury and Porters ski area in Canterbury, and can be loaded with "snow dollars" to buy snow products or off-mountain activities.
Mr Kerr, who had pushed for the OnePass concept for years, said he was "rapt" with feedback received so far on the scheme, particularly from Australian travel agents.
"I think they've really appreciated having for the first time in quite a while some real options for Australians coming to the South Island and also probably a little bit more information on the wider ski options, particularly McKenzie [region], which seems to have been very much ignored in Australia to date and I think the OnePass is certainly going to improve the knowledge and perception of that area as a ski destination."
Sales of the product were difficult to quantify as the online booking system for agents had only become operative in the last few days and was still a work in progress, so there was a "backlog of sales" which were only being entered now.
However, its success was being gauged primarily on the "penetration of the Australian market".
OnePassNZ partners had set a goal of gaining 15% of all Australian ski sales for the first season, "and it looks like we're going to exceed that goal significantly", Mr Kerr said.
"I think we've certainly exceeded our expectations although ...
it's still early days. It's been a completely new product taking a completely new place in the market. Really, this year's going to set the benchmark and then we'll go from there.
"It's created some competition that hasn't really existed before."
Meanwhile, competitor NZSki yesterday announced improvements to its product - the Mypass card, which already records and stores an individual's information including their lift pass purchases, lessons, and rental history, and can now also be used as an on-mountain debit card.
The card can be pre-loaded with cash, or "Mypass money", for spending on any transaction at Coronet Peak and The Remarkables in Queenstown, and at Canterbury's Mt Hutt.
"For families it's perfect because it means parents can load money on their kids' mypass cards so they can buy drinks, snacks or lunch without having to bother Mum or Dad throughout the day," NZSki chief executive James Coddington said.
"At ... the end of your holiday, you don't lose your money because it can be credited back to you."
Mr Coddington said "monetisation" of the Mypass card was being continually developed to make the on-mountain guest experience an easy and efficient one.
