""We've had some challenges, some of which were on us, some of which were not. In coming back as CEO, the most important thing was realizing that the industry is different now, the consumer is different, the company is different.""
""Vail's business model is predicated on people buying passes that cost around $1,000 upfront, on sale for a limited time months before the start of the season that give them access to dozens of resorts in the U.S., Canada, Switzerland and Australia.""
The ski season of 2025-2026 has been difficult for Vail Resorts, with snowfall 60% below normal in Colorado and low in Utah. This has led to decreased skier attendance. The previous winter also posed challenges, including a ski-patrol strike at Park City, resulting in customer dissatisfaction and the departure of former CEO Kirsten Lynch. Despite a 4.7% revenue decline, Vail's business model relies on upfront pass sales. Former CEO Rob Katz has returned to address industry changes and competition, focusing on adapting the company's strategies for the future.
Read at Fortune
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