I’m spending the week with friends in Beaver Creek, Colorado. Hertz rented me a brand-new Kia Optima mid-size sedan, which would retail for about $21,000, for $40/day including all of the Denver airport fees.
How much does it cost to rent a set of ski gear? Boots, skis, poles, and a helmet from the resort will cost $85/day. From one of the many independent shops clustered in the nearby towns? Between $40 and $55/day. My friends tell me that the stuff being rented retails for about $1,600 total and that it is typically sold at the end of the season for about $800. If the wholesale price was $1200, this means the actual cost of the gear is recovered after 5-10 days of renting.
How to explain the much higher ratio of rental compared to purchase price in ski gear versus cars? I don’t think that it can be damage to the gear because customers are charged for that separately (and offered a damage waiver at an additional cost to the above prices). Perhaps it is more labor-intensive to rent out ski gear? But Hertz has plenty of employees, massive computer systems (if they paid healthcare.gov prices to program and run their servers, it would wipe out 100 years of profits!), shuttle buses, etc. Hertz also has huge admin costs, presumably, to clean up after minor accidents (figuring out which insurance company is responsible, getting the car fixed, hunting down the various parties for reimbursement, etc.); a cracked ski, on the other hand, can be dealt with on the spot.
Readers: Who can explain this “skinomics” question?
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