Alta, UT – Alta Ski Area is offering a new lift pass this winter that will allow skiers to ski the entire mountain from 2:30 to 4:30 p.m. The new pass will cost $30, or $25 if skiers are reloading their reusable, RFID-enabled Alta Card lift ticket.

According to Alta spokesperson Connie Marshall, the new pass was created as a response to Alta’s successful “Ski Free After 3” program, now entering its twelfth season on the ski area’s Sunnyside lift, a mile-long chairlift servicing beginner terrain, along with short intermediate and advanced shots on Vail Ridge.

“Skiers who are either trying to enter the sport, or who have not skied for some time and want to test their rusty skills have made Ski Free After 3 work for them, and that has worked for Alta,” says Marshall, who adds that the National Ski Area Association (NSAA) speaks to a strong retention model to grow the number of skiers in the United States. “Alta has embraced this model relative to Ski Free After 3 to freshen its skier base. Once skiers feel comfortable on the easier runs off Sunnyside lift, which is the lift for Ski Free After 3, they now have an option to move to more challenging terrain and to become real Alta skiers.”