The 2025/2026 winter brought Aspen Snowmass less than half of its average snowfall. On a recent episode of the VRMA Arrival podcast, Frias Properties of Aspen Snowmass General Manager Ben Wolff shared how the team navigated the season and still outperformed the broader market.
The short version
- Get ahead early. Frias entered the winter pacing ahead and stayed ahead into January, built on bookings from repeat guests, groups, and international travelers who plan well in advance.
- Protect rate. Instead of broadly cutting prices, the team used targeted promotions and daily pricing adjustments through its revenue management platform.
- Invest in loyalty. Returning guests book early, refer friends, and form the foundation of every season, especially a hard one.
- Stay level. Watch pacing months out, make decisions early, and stay "cautiously optimistic in the good times and never too pessimistic in the bad."
Ben's takeaways apply to any destination facing conditions outside its control, from weather to shifts in the economy.
Hear the full conversation
In 28 minutes, Ben covers what the season looked like week by week, how Frias kept homeowners informed, and what the team is watching heading into this winter.
Listen on Spotify | Listen on Apple Podcasts
