Big White Modernizes their Mountain with Aspenware Commerce
Mar 4th, 2021

“Off the heels of our busiest season in history, the introduction of a world-wide pandemic, pivoting to local sales only, and trying to do everything online, Aspenware has been the heroes of the 2020/2021 season. As British Columbia’s second-most popular resort, we have over 8 entrance points and collection boxes for a touchless ticketing system. We managed to negotiate, plan, execute and launch a new Aspenware software ticket system in under 70 days. They put the ‘t’ in team, and we appreciate everyone on their team that has helped us get to where we are today. It simply works. Now, we get to find out how to play with it and make it drive revenue.” – Michael J. Ballingall, Senior Vice President at Big White Ski Resort Ltd.

Rewind to Fall 2020. Resorts all over the world are preparing for a season like no other and realize that closing the ticket windows, limiting the number of skiers a day, and selling all lift tickets online was going to be essential.

Big White Ski Resort in British Columbia, Canada was no exception. Like many resorts, their ticket windows were closed, lift tickets were launched online, and they installed kiosks so that guests could easily pick up their lift tickets.

It did not take long for the team at Big White to realize that driving all their guest to purchase tickets on their existing online store was not the ideal experience for their guests or their staff. The volume of phone calls to their call centers from guests that could not successfully navigate the online purchasing process was unmanageable.

So, Big White contacted Aspenware. By the middle of January 2021, the amazing team at Big White and Aspenware’s implementation team had a brand-new online store up and running. The new ecommerce experience is designed for a simple, streamlined purchase experience for skiers and riders.

Dynamic Pricing at Big White


Big White is taking advantage of Aspenware’s dynamic pricing calendar that allows resorts to adjust pricing based on dates, demand, and inventory. Guests can easily see what tickets are available and at what price.

The number of available tickets for each day is integrated with Big White’s point of sale so that online and in resort sales are all pulling from the same inventory.

Guests can choose to add a new RFID card to their account and collect this from the Pickup Box in resort or reload an existing card if they have one.

Reload your ticket with Aspenware Commerce at Big White


Required Release of liability waivers can be completed online as part of the transaction so there is no need for a skier to stop in at the ticket window to sign anything.

ROL can be signed online


“Since implementing Aspenware Commerce, calls to the Big White Tickets Call Center related to purchasing a ticket have decreased by 60%, call times have decreased from 30 mins to 10 mins and the time it takes to purchase a ticket has decreased by 5-10 minutes. The guest experience both online and when guests arrive in the resort is significantly improved.”  Says Steele Carr, Ticket Sales Manager at Big White Ski Resort Ltd.

Since launching in mid-January the Big White online store has seen a Google Analytics Conversion Rate of a whopping 28.72%. According to Invesp the average conversion rate of e-commerce websites is 2.86%. According to Growcode, Big White’s conversion rate is 1867.12% higher than the average in the sport and recreation industry.

Conversion rates 1867.12% above average


Guests can easily purchase and reload their Big White Ski Tickets and head straight to the lift.

“Working with the team at Big White on this quick implementation has been fantastic”, says Jenni Buonanni, Aspenware’s VP of Service. “Big White knew exactly what needed to happen to improve the experience for their guest which in turn improved the experience for the resort staff.  We are thrilled to have such a talented group of resort operators join our Aspenware Family.”

Contact us today to learn how Aspenware Commerce can improve your guest experience and online conversion rates.



Located in the picturesque Okanagan Valley and a short 55-minute drive from Kelowna International Airport, the award-winning Big White Ski Resort is British Columbia’s second most popular ski resort and boasts the largest ski-in, ski-out resort village in western Canada. Blessed with sunny weather, dry powder and a mild average temperature, Big White is best known as Canada’s Favourite Family Resort where kids and adults alike can all have fun. For more information, visit or call 1-800-663-2772.



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