Selling ski lift tickets via ATMs has been so successful for Wells Fargo that it is expanding the service to 550 ATMs in Northern California this week. Wells Fargo introduced the ‘Snow Sport Express’ service last year at 50 ATMs. Besides expanding the availability of the program, Wells’ has added a new service: lesson package discounts for Heavenly, Northstar-at-Tahoe, Sugar Bowl and Sierra-at-Tahoe ski resorts. With the ‘Snow Sport Express’ service, consumers simply press the “Buy Tickets” button on the ATM. Discounted vouchers, good through the entire season, are then issued. The discounts for lift ticket vouchers range from $3 to $14, and lesson package discounts range from $5 to $43. There are no transaction fees except for foreign ATM surcharges. Wells currently sells postage stamps via ATMs throughout its ten state market.
As the snow begins to fall, so do the prices of lift tickets and lesson packages, that beginning this week, will be sold through 550 Wells Fargo Express ATMs in Northern California.
Wells Fargo’s Snow Sport Express is making it faster and cheaper for skiers and snowboarders to hit the slopes this season with a greatly expanded ATM service that now allows customers to get discounted lift tickets and take advantage of a new service — lesson package discounts — for Heavenly, Northstar-at-Tahoe, Sugar Bowl and Sierra-at-Tahoe ski resorts.
Expanding the ATM distribution from 50 just a year ago, 550 Wells Fargo Express ATMs throughout Northern California will sell these discounted vouchers until the end of the ski season. Each resort has a combination of four offers to choose from:
— adult-one day vouchers — adult-two day vouchers — young adult-one day vouchers — lesson packages for either child or adult.
Discounts for lift ticket vouchers range from $3 to $14, and lesson package discounts range from $5 to $43.
“Both customers and non-customers overwhelmingly responded to the convenience of this product last year, which is why we’ve expanded our distribution and offer the new lesson package vouchers,” said Marcia Donner, senior vice president of Wells Fargo Bank. “Skiers and snowboarders appreciated saving time and money with this ATM service.”
Customers and non-customers can use their ATM cards at one of the 550 designated ATMs to purchase either lift vouchers or lesson packages. Participating ATMs will be marked with a Snow Sport Express decal. There is no charge for the transaction. Non-customers will only be charged a fee if their bank imposes a fee for completing a point-of-sale transaction.
Brochures at all participating ATMs will include instructions for buying the lift ticket and lesson vouchers. Purchasers simply insert their ATM card and enter their PIN number, select “Buy Tickets” from the main menu, and then select the resort and ticket of their choice.
Once they make their selection, the voucher is printed by the receipt printer. Skiers can exchange the discount voucher for their lift ticket or lesson package at the resort. The vouchers can be used until the end of the 1997-98 ski season.
Snow Sport Express is the latest example of Wells Fargo’s continued innovation of products and services of value to its ATM customers. In 1994, Wells Fargo was the first major bank to dispense U.S. postage stamps through its ATMs in California. Since the acquisition of First Interstate Bank branches, Wells Fargo’s Express ATMs dispense stamps in all 10 states.