DENVER -- Through a partnership with a ski resort company and a sporting goods retail chain, Hertz's location at Denver International Airport is now offering customers ski equipment rental and lift tickets.

Hertz's partners in the venture are Denver's Specialty Sports Ventures and Vail Resorts. At the Hertz on-airport location, customers can pick up their rental car as well as skis, boots, snowboards and discounted lift tickets to such ski resorts as Vail, Keystone, Breckenridge and Beaver Creek. No pre-arranged reservations for equipment or tickets are necessary.

"One of our main goals is to eliminate the hassle factor so that more and more vacationers can take advantage of Colorado's incredible mountain resorts," said Ken Gart, president of Specialty Sports Ventures.