Each year we create something that only a small group of people will ever have. It isn’t sold in the shop, it doesn’t show up online, and you can’t pick it up on a casual visit to the mountain. It’s made for one audience only: the people who decide to spend their winter here.

The Jay Peak Season Passholder Appreciation Gift has been part of that tradition since 2017. Every season we design a collection of custom items specifically for passholders who commit early. They’re produced for that year only and never sold afterward.

We spend a surprising amount of time thinking about them. The cost of producing the items is real, but the bigger investment is the time spent discussing the details: fabrics, artwork, packaging, and how the whole thing comes together. More than once we’ve had friends at other ski areas suggest we might be overthinking it. The pass itself, they’ll say, is thanks enough. It's a valid perspective but not one we apply.

When someone purchases a season pass at Jay Peak they’re deciding where winter will happen for them. They’re choosing the mountain they’ll return to again and again, through good storms and difficult weather alike. That kind of commitment means something to us.

From the beginning the idea has been to create something thoughtful and useful. Wearables you’ll actually use. Small pieces that reflect the personality of the mountain and the season you shared here. Many of the items are meant to be shared as well, hats passed to friends or stickers that end up on cars and ski boxes far from Vermont.

In a small way it lets passholders carry the mountain with them, and pass a little of Jay forward.

For us, it’s a tradition that recognizes something simple. When someone chooses to spend their winter here, it deserves a proper thank you.