Not $40!!!

We happened upon this Associated Press story from April 1988:
VAIL - Ski industry analyst Charles R. Goeldner, who says ski areas have been underpriced for years, predicts that eventually Colorado skiers will accept $40 lift tickets. But that $40 ticket is still at least five years away, Goeldner told the 13th annual Ski Travel Symposium on Thursday. If customers feel they are receiving a good value, they will not rebel against that $40 daily lift ticket price, said Goeldner, associate dean of the College of Business and Administration at the University of Colorado at Boulder. Because of the price war of deep discounting, the eventual $40 ticket actually will sell for about $32 to skiers savvy enough to know where to find bargains, he said.