Starting this winter, Vail Resorts will tack a dollar onto sales of season passes, online lift tickets and hotel rooms to fund forest conservation projects, the company said recently.
"It's very consistent with our philosophy, which is we're looking for ways to communicate with our guests about the environment," said Rob Katz, Vail Resorts' chief executive officer.
The partnership between the resort company and the National Forest Foundation seeks to raise $600,000 this winter for projects in the White River National Forest and Lake Tahoe forests.
The announcement comes on the heels of the resort company's recent decision to go 100 percent wind power.
Customers will be able to elect not to add the extra dollar for the program.
"Whether they give the dollar or don't give the dollar, they're going to have to be educated about what it is," Katz said.
Katz said he expects a participation rate of more than 75 percent.