CANADIANS & JAY PEAK

JAY PEAK HAS BUILT SIGNIFICANT BRAND LOYALTY WITH CANADIAN GUESTS FOR OFFERING LIFT TICKETS AND OTHER SERVICES AT PAR FOR MORE THAN 20 YEARS

As the Canadian dollar continues to gain its American counterpart, the strong Canadian currency will no doubt affect where skiers and riders chose to visit this winter.  Jay Peak will be an obvious choice not only because of its proximity to the Quebec border, its great terrain and abudant snowfall but also because of the brand loyalty the resort has built by offering lift tickets and other service at par for more than 20 years.

“We have always offered an incredible value to our friends across the border when it comes to skiing and riding,” said Steve Wright, vice president of sales and marketing. “Not only are Canadian skiers and riders important to our growth here at Jay Peak, they are a part of our history and make-up, as our parent company is based in Canada. We have always offered skiing and riding at par, even when it wasn’t to our advantage to do so.”

With economists like Bank of Montreal’s Sal Guatieri agreeing that the Canadian dollar could surpass the U.S. dollar in coming years, more and more Canadians will travel south for shopping, entertainment and to ski and ride.

“We don’t anticipate a huge growth in our Canadian market segment simply because those who have valued Jay’s dedication to offering skiing and riding at Par will continue to support their home mountain in the States,” said Wright. “We may see a little increase, but most Canadian skiers and riders know we have always been committed to offering lift tickets and lodging at Par.”

In recent months, there also have been discussions about creating easier border crossings for Canadians, without compromising security. Jay Peak officials have been involved in local discussions regarding new driver’s licenses with identity microchips, passports and other options to ease traffic and speed crossings.

Other suggestions are to avoid peak times like late afternoons and evenings on Fridays and Sundays. Travelers should make sure they have the proper identification. While passports aren’t expected to be required until January 2008, officials suggest that if you have a passport; take it, as it will smooth the way.

“We’re looking for ways locally to help with the increased traffic and to offer alternate routes and solutions for easy crossings,” said Wright. “For those who have been coming to Jay for years for the Canadian dollar value, not much will really change.”

To learn more about lift tickets and packages at Par, or to find out where to cross the border, visit jaypeakresort.com.