Jay, VT – Despite a $30 million investment in improvements this summer, including two new lifts, Vermont’s Jay Peak Resort on Tuesday announced lift ticket prices for the 2012-13 ski season that reflect a 15 percent drop in the price of an all-day adult ticket.

Adult day tickets will drop in price this winter from $75 to $64 this winter at Jay. Skiers and riders will see price drops in all ticket categories, from single to multi-day, when they reload their tickets online. Some ticket prices will be lowered by as much as $50.

Since 2008, the resort has invested over a quarter of a billion dollars in new lodging properties, snowmaking, chairlifts, base lodges, and a conference center. Just last season Jay Peak opened the Pump House, a 60,000 square-foot indoor water park. Visitors this winter will be greeted by an additional $30 million in improvements including a new Mountain Learning Center, a restaurant at the summit of its tram and a new quad chair, to name a few.

“Having new profit centers succeeding at the pace they are gives us the freedom to apply pricing flexibility to areas like lift tickets,” said resort vice president Steve Wright. “Skiing and riding is why we’re here and it’s our responsibility to make what we believe is the best mountain in the East, an option for everyone.”

Multi-day tickets, which are already discounted, will see steeper cuts. Ten dollars will be taken off each additional day purchased, so that a five-day ticket will be further discounted by $50.

Key to Jay Peak’s new pricing scheme is the resort’s Radio Frequency Identification (RFID) system. After skiers and riders have initially purchased an RFID ticket, they will be able to reload that ticket online at the special rate as many times as they’d like.

“Jay Peak’s foundation is built on snow and great mountain experiences,” continued Wright. “At the core of our redevelopment initiative is the belief that more people should have access to that, and we’ve backed that up by lowering the cost of entry here at Jay Peak.”

The popular Vermonter tickets and tickets for those with season passes from other resorts will remain unchanged at $55 when purchased at a resort ticket window, but will be reloadable online for $50.