ADIOS TICKET WICKETS: Alta makes technological upgrade

“Before it was as if our passholders were dating the lift attendants,” says Marshall jokingly. “We just wanted to get away from being an imposition on the skier. Now you never have to unzip your coat if you don’t want to.”

While much will be gained in the way of comforts and convenience, with the phasing out of the conventional passes, Altaholics will unfortunately have to say goodbye to one of the mountain’s richer traditions: the personalized messages printed below that classic Alta-red banner on the tickets, denoting various “special days” celebrated at Alta.

“We’re going to feel a sense of loss and change, not only those within the company, but our guests, too,” Marshall says. “A vestige of personalization at Alta, people would even call ahead to request this service.”

If you’ve ever been to Alta, surely you’re familiar with these brief little communiqués, the ones celebrating a birthday or an anniversary, for instance. Sometimes it’s 15 years of marriage—other times a far more important anniversary, like 30 years of Alta powder skiing.