« Previous Story | The Industry Report Home Page | Next Story »

Who Ya Gonna Comp? Not A Lawmaker These Days

By Craig Altschul
August 21, 2006

There's been a debate for years in the mountain resort industry about the awarding of complimentary season passes or even single day lift tickets to those in positions to influence policy or public opinion. It seems like the debate is flaring up again.

The Philadelphia Inquirer lit the match when staff writer Mario Cattabiani wrote a piece headlined "Office Has Its Perks," describing the kinds of freebies available to Pennsylvania legislators - including ski passes - all courtesy of, writes Cattabiani, "grateful lobbyists." The Inquirer reported that "75 House and Senate members collected 280 season passes for themselves, their families or staff, courtesy of the Pennsylvania Ski Areas Association" last season.

But, my, the times have changed as NSAA President Michael Berry reminded me, recalling when I worked in Vail Marketing in the eighties and, as he so delicately put it, "you carpet bombed the media and politicians with comp season passes."

Media "comping" is a subject for another day. But, providing comp passes for legislators may not compromise us in the industry (after all, we own our seats going up our hills), but the perception of impropriety today is a major concern for most politicians.

"Conventional wisdom would tell you that close attention needs to be paid to who is on the complimentary pass list, particularly when it is in the political or governmental arena," Berry told The Industry Report. "A complete understanding of the laws and policies that may apply must be understood before sending a pass. The best intentions can create unintended complications to both parties."

There are differing responses to the lawmaker freebie issue across the country. One well-placed long-time industry publicist and consultant who asked us not to identify him because of current client relations told us that "we operate in a bureaucracy where it is in the best interest of everyone to avoid the appearance of a quid pro quo. It's just not smart and should not be considered a perk of office."

That same publicist did raise the question of the possibility of state-run ski areas offering legislative passes. "After all, they are the ''owners' and, perhaps, the stigma isn't so bad in that case."

That led us to Sandy Caligiori, the highly regarded publicist for the Olympic Region Development Authority (ORDA) in Lake Placid (state-owned Whiteface and Gore Mt. are under his wing). He calls the pass giving "risky business."

"It's risky business, given the ethical climate and the scrutiny that all public officials are under at this time," he said. "As a result, we do not go there with those kinds of freebies. It's not only unethical, but it's not worth the aggravation once it's uncovered. And in the world we live in today, it will be uncovered."

Mountain High Marketing Director John McColly in So. California has a different outlook, but the resort has no specific policy.

"We extend lift tickets, or passes if necessary, to any policy makers that may want them, not as a bribe, but as a means to understanding our particular industry and needs," he said.

"There is no better way to impart areas of need of improvement than to put your target in line with your guests and see firsthand what they go through. Do many, or any, public officials take advantage of this? No. Which is why really we don't have a policy in place."

McColly believes that public officials should accept offers like this in some situations. "There are many instances in which it would be appropriate, but I would be leery before accepting anything because people are quick to criticize situations they don't fully understand."

Ski New Mexico has provided state legislators with a pass good for two tickets at each of the state's participating areas, said Executive Director Steve Lewis. "While only a few of them ever took us up on the offer, it was our way of keeping the ski industry in front of our lawmakers and reminding them of the critical role tourism plays in New Mexico, especially in the winter when visitation typically wanes." He said that plans for this winter are unclear.

Pa. State Representative David Levdansky insisted to the Inquirer that he would never treat lobbyists differently because they came bearing gifts. "I owe them five or 10 minutes and a cup of coffee," he said, after using season passes for himself and his three sons.

It seems as if a season pass and that cup of coffee are a combination that won't play very well in the voting booth these days.

« Previous Story | The Industry Report Home Page | Next Story »

Email To A Friend

Comments

	Very interesting Craig. I'd be curious to see what the industry has to say about comp media tickets.
	Posted by: Andrea Smith | August 21, 2006 06:19 PM