When Whistler Blackcomb announced last month it will do away with physical passes and gates beginning next season, people had some questions.
Like isn't this a step backward? What about those guests who don't have a phone? And what about all my personal information?
Pique put some of your burning queries to Whistler Blackcomb ahead of the big switch.
Here's what they had to say:
Why is Whistler Blackcomb/Vail Resorts making this change?
"As an industry leader, all of us here at Whistler Blackcomb and across Vail Resorts are committed to continued innovation in service to constant improvement of the guest experience. With the introduction of Mobile Pass and Mobile Lift Tickets technology at Whistler Blackcomb, the My Epic app will now fully serve as a ‘one-stop app,’ offering lift access, real-time resort updates, personalized stats, account information, and more for guests of all our resorts across North America."
"This technology unlocks a new option to access the mountains hands-free with your phone—skip the ticket window and buy your Pass (or lift ticket) online, then activate and store it in the My Epic app. It also supports Whistler Blackcomb’s Commitment to Zero sustainability actions over time, reducing the waste created by plastic cards with RFID chips."
What is the response to people claiming it’s simply a “data play."
"We do not glean any additional data when comparing a Mobile Pass scan versus a physical pass scan. Both collect information that helps us provide a better guest experience. For example, this data helps inform what lifts to invest in (skier patterns) and how to best load lifts to reduce lift lines."
"And remember—Mobile Pass and Mobile lift tickets are options for guests. Any guest who cannot or does not want to go digital can continue using a physical card."
How will the guest experience change at the start of 2024-25 at Whistler Blackcomb?
"Guests will be able to skip the ticket window and buy their Mobile Pass and Mobile Lift online, then activate and store it in the My Epic app. Upon arrival, they can head directly to the lift line to get scanned, hands-free, straight from their pocket using Bluetooth technology designed for low energy use."
"Moving to hand scanning will remove any issues with passes not being properly placed to open the gates, or any other issues that would stall the gates or keep them from opening properly. We also will be able to organize and manage our maze lines more efficiently. Importantly, this change reintroduces a more personal experience with our amazing team—let’s face it, the gates are impersonal, and our team members are pretty incredible (and can answer questions, provide directions, or recommend a great place to grab food on the mountains, too!)."
What if I don’t have a phone?
"Physical passes still work at our resorts. You may still get a physical Pass either when you purchase for next season upon checkout/completing your purchase, or in-resort at any of our guest service/ticket office locations."
Will physical passes one day go away forever?
"Physical cards will continue to be available to any guests who cannot, or do not want to use their phone."
The removal of gates and return of hand-scanning seems counterintuitive to some—can you explain how this will impact lift lines and wait times?
"While the gates were a compelling technology when introduced many years ago, technology in our industry has changed dramatically since then, and we believe it’s important to continue innovating and evolving to provide the best possible experience for our guests. Hands-free scanning does just that by removing any issues with your Pass or ticket not being properly placed to open the gates, or any other issues that would stall the gates or keep them from opening properly. It allows us to be more efficient and agile in moving guests through scan points and in loading lifts. We also will be able to organize and manage our maze lines more efficiently."
"We believe the most meaningful technological innovation as we look to the future is Mobile Pass and Mobile Lift Tickets, which eliminate the need to stand in line at ticket windows and provide a much more environmentally friendly experience for guests and the resort."
How many of Vail Resorts’ properties are already using this tech? How is it working there? Any challenges or complaints from guests?
"Mobile Pass/Mobile Lift Ticket technology and the new My Epic app rolled out across our U.S. resorts in winter 2023-24, with successful adoption and continued improvements, so we are looking forward to the introduction here at Whistler Blackcomb for the winter 2024-25 season."
