Taos Ski Valley changes ticket prices


Speaking of doing the right thing, Taos Ski Valley needs to stand by its original advertising.

In mid-March, the resort announced an extended ski season with much fanfare. The season was extended through April 9. In the announcement and on its website, Taos Ski Valley offered $20 lift tickets from Tuesday (April 4) to Sunday (April 9) as a way to “thank our community.” It was a whopping $78 reduction in regular lift ticket prices, a generous deal. Customers were encouraged to also make a “voluntary contribution to the Taos Community Foundation,” according to the email.

But on Monday (April 3), the resort decided customers will still pay the regular $98 lift ticket price for the final weekend of skiing, April 7-9. The weekend lift ticket portion will still be $20, and “the remaining $78 will go to the donation that we are making to a local non-profit,” read the email sent out by TSV officials.

The “voluntary donation” is suddenly a mandatory donation.

“We had made an error in communicating inaccurate information around our plan,” said Ski Taos CEO David Norden in an email. “For that I take full [responsibility] and apologize.”

While we appreciate that everyone makes mistakes, we want to remind TSV that local people who grew up skiing at Taos can no longer afford a lift ticket at $98. Locals are not stereotypical wealthy vacationers. The company should stand by its word and keep the weekend tickets at $20, allowing locals to enjoy the mountain. To do otherwise, is unfair.