Visits are down at Vail Resorts. The new CEO explains what's gone wrong and his plan to get the ski giant back on track.

"The results from this past season were below expectations, and our season-to-date pass sales growth has been limited,"

"We recognize that we are not yet delivering on the full growth potential that we expect from this business."

"Our approach to engaging with guests has not kept pace with shifting consumer behaviors, and as a result, we have not been able to fully capitalize on our competitive advantages or adapted our execution appropriately to respond to shifting dynamics,"

Vail Resorts reported total skier visits down 3% year-over-year for fiscal 2025 and season pass units down 3% as of September 19, while pass revenue rose 1% due to a 7% price increase. The company operates more than 40 ski resorts and priced the Epic Pass starting at $1,051 for the coming season. Rob Katz identified an outdated marketing approach and shifting consumer behaviors as contributors to underperformance and limited pass sales growth. Katz plans to modernize marketing with a greater focus on digital and social platforms and improve media strategy and execution to drive growth.

Read at Business Insider