On Tuesday morning, athletes from the U.S. Ski and Snowboard Association made an appearance at Tiffany & Co.'s flagship store on Fifth Avenue in New York City to unveil a newly designed Gold Pass, which supports the training of American Olympic-bound skiers and snowboarders.
Athletes Jen Hudak, Lindsey Jacobellis, Andrew Weibrecht and Donna Weinbrecht were on hand for the presentation, as well as Thomas O'Rourke, vice president of business and sales at Tiffany & Co., and Andrew Judelson, chief revenue and marketing officer of USSA.
Since 1972, USSA has teamed up with the National Ski Areas Association to produce the Gold Pass, which allows unlimited access to 250 ski resorts across the United States. The 2011-12 pass will be sold for $10,000 and 400 of the minted passes will be produced this year. For the first time, this year's pass will be sold in association with Tiffany and Co. and distributed in the company's signature blue box.
USSA's Judelson helped secure the new multi-year deal with Tiffany & Co. "We thought, how do you add value to this card? You think about who is the demographic that we attract for the Gold Pass, and it's high net worth customers. So we had a top tier brand like Tiffany mint it exclusively. There's a cache that comes with that," Judelson told ESPN.
Money raised by the sale of the Gold Pass will go to support ski and snowboard athletes' training, coaching, travel costs, and more. "The $10,000 donation goes directly to athletic funding," Judelson said. Since the International Olympic Committee approved ski halfpipe and ski and snowboard slopestyle for the 2014 Winter Olympics, the money will go to support those action sports athletes as well.