Press Release: Snowmass Village Resort Association
September 5, 2001
SNOWMASS VILLAGE, CO -- The Snowmass Village Resort Association (SVRA) voted last Thursday to merge its center
reservations operation with Aspen Central Reservations (ACRT).
Snowmass Village Resort Association's Board of Governors approved the merger by a 9-5 vote, and Aspen's lodging
members unanimously approved the merger the following day. These votes clear the way for a single reservations
entity that would serve visitors seeking to book a vacation to Aspen and Snowmass.
Currently the Aspen Skiing Company owns 51 percent of ACRT and the Aspen lodging properties own 49 percent. Under
the merged company, Aspen Skiing Company, the Aspen lodges and Snowmass Village lodges would each own one-third
share of the new entity. There will be a nine-member board of directors with each entity having three seats.
``Skico is willing to give up control of Aspen Central Reservations and take a minority share because the success
of the Aspen-Snowmass resort is more important,'' said John Norton, Chief Operating Officer of Aspen Skiing Company.
Snowmass lodges currently pay a 5 to 7 percent commission on rooms booked by SVRA. Under the merger, the commission
will rise to 20 percent, which is what Aspen lodges currently pay. It is anticipated that the new organization
will generate at least $600,000 in additional profits that will be used for a joint marketing campaign. Positioning
Aspen and Snowmass Village as one resort is viewed as a big plus by many of the SVRA governors.
Snowmass Village is located just four hours west of Denver (205 miles), south of I-70, off Colorado Hwy 82, and
just ten miles from Aspen. Air service is available into Aspen Airport, just five miles from Snowmass Village.
Most hotels and condominium complexes offer complimentary transportation to and from the Aspen Airport. Additionally,
Eagle Airport services Snowmass Village, just 90 minutes drive away.
Visit our web site at www.snowmassvillage.com
SOURCE: Snowmass Village Resort Association