Aspen / Snowmass Blog

"The big message I tried to stress is that if you want low fares, you’ve got to change your behavior," Hodas said, adding that often times people will book with a new airline at first but eventually divert back to their old airline either because of familiarity or frequent flier miles. "I'm saying to people here, 'fly us.' We'll give you great service."

Hodas acknowledged that launching service during off-season is not only awkward but challenging. But the slow start will give the airline plenty of time to be prepared for the busy summer season.

"We can get the bugs out before the summer and get the loyalty of the local market," he said, adding the recently introduced commuter pass should be a shot in the arm for business in the short term.

The airline is offering a commuter pass of six or 10 one-way tickets that will allow customers to fly between Denver or Colorado Springs and Aspen at significantly reduced prices.

Travelers can purchase six one-way passes for $99 per ticket or 10 one-way passes for $89 per ticket. All travel must be completed by June 30.

Hodas said Frontier isn't ruling out going to seasonal operations to offset the costs of flying during offseason but airline executives have a wait-and-see attitude.

Frontier Airlines announced in February that it will offer five daily flights from Aspen to Denver, ending a decade-long run of virtually no competition for United Airlines in the local market.

The airline's expanded service also includes Colorado Springs, Durango and Grand Junction, along with Fargo, N.D., Jackson, Wyo., and Missoula and Bozeman in Montana.

Hodas said he will visit Durango and Jackson in coming weeks. Other company executives are traveling to the other destinations before Frontier launches in those markets.

Frontier is doing most of its marketing online and partnering with local organizations like Stay Aspen Snowmass, the resort's central reservations system. The airline also will work with the Aspen Skiing Co., the Colorado Tourism Office and Colorado Ski Country USA.

"The price point message is important here," Hodas said, adding the Aspen market was the company's highest priority for the Rocky Mountain region. "Aspen was one we always were going for. It's the crown jewel.

"It's part of a bigger plan to be the airline for Colorado," he added. "Aspen is a big identifier for that."

Hodas said Frontier will announce other Colorado destinations later this year, which may include Eagle/Vail and Steamboat Springs.

Frontier had hoped to have service started on its low-cost subsidiary, Lynx Aviation Inc., in December. The announcement has been expected for months and has been referred to by industry observers as the worst-kept secret in aviation history.

Anticipating that Aspen would be included in Frontier's expanded service plans, the airline was waiting for operating authority from the Federal Aviation Administration, which it received on Dec. 6. Frontier couldn't market its new service or sell tickets until those approvals were granted.

Lynx Aviation will operate the Bombardier Q400 into Aspen, a regional aircraft labeled as the "Green Machine," for its fuel efficiency, resiliency and speed.

"It's 35 percent more fuel efficient and has a smaller carbon footprint," Hodas said, adding fuel costs are a challenge so the Q400 gives the airline an advantage.

The aircraft has no weight restrictions in the summer and is more resilient to tailwinds than other models.

"It's a high and hot aircraft," Hodas said.