What Vail Resorts does

Vail Resorts, Inc. is a publicly traded (NYSE: MTN) premier mountain resort and destination travel company founded in 1962 and headquartered in Broomfield, Colorado. It owns and operates 42 mountain resorts across North America, Australia, and Europe, connected through the Epic Pass subscription platform that provides multi-resort access to destination properties (Vail, Beaver Creek, Breckenridge, Whistler Blackcomb, Park City, Andermatt-Sedrun, Crans-Montana), regional ski areas, and Australian resorts (Perisher, Hotham, Falls Creek). The company serves individual destination guests, season pass holders (representing approximately three-quarters of skier visits), youth and adaptive access programs (12,500 youth annually), military families, and group travel partners.

The business operates on a subscription-forward revenue model in which advance-commitment Epic Pass pricing (full adult pass at $1,089 for 2026/27, $869 for ages 13-30) generates cash months before the winter season, supplemented by lift tickets, ski and ride school instruction, retail and rental across 250+ owned locations, RockResorts luxury lodging, Epic Mountain Express airport transfers, 300+ food and beverage outlets, and the Grand Teton Lodge Company concessions contract. The technology stack centers on the My Epic app providing hands-free Mobile Pass and Mobile Lift Ticket, My Epic Assistant AI-powered resort information, My Epic Gear membership for ski equipment, and EpicMix RF-chip-based experience tracking.

The company recognizes approximately 55,000 team members across its resort network and runs an integrated platform combining physical mountain assets with proprietary digital infrastructure, sustaining a portfolio of brands including Epic Pass, My Epic Gear, My Epic App, RockResorts, EpicPromise (corporate social responsibility), and Epic Wellness. Recent operating performance has been pressured by historically adverse snowfall in the western U.S., with skier visits down 14.9% through April 2026, Q3 FY2026 revenue down 7% to $1.21 billion, and Resort Reported EBITDA down 9.5% to $586.4 million, prompting management to pivot from an acquisition-heavy growth model toward a multi-year organic framework targeting 5-7% EBITDA growth for FY2028-FY2030 alongside $100 million in cost efficiencies.

Name

Vail Resorts

Legal name

Vail Resorts Management Company

Website

https://vailresorts.com

Company type

Public

Founded year

1962

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Vail Resorts (NYSE: MTN) is a publicly traded mountain resort operator that owns and operates 42 ski resorts across North America, Australia, and Europe, unified by its subscription-based Epic Pass platform serving destination travelers, season pass holders, youth, and military guests.

Ownership category

akta.pro rank

Product category

Mountain Resort Operations

NAICS

Skiing Facilities (71392), Recreational Goods Rental (532284), RV (Recreational Vehicle) Parks and Recreational Camps (72121)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities) (THAAAAAK)

akta.pro secondary industries

Mountain & Ski Luxury Resorts (THAGACAB), Ski & Mountain Full-Service Hotels (THAGAAAJ)

Keywords

• Mountain resort operations
• Ski season passes
• Mountain hospitality services
• Ski equipment rentals
• Luxury resort lodging

Headquarters

HQ city

Broomfield

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Lift Tickets and Season Passes: Primary revenue driver through Epic Pass season passes and single-day lift tickets. Epic Pass provides advance-commitment revenue while single-day tickets capture walk-up demand. Pass sales represent approximately three-quarters of visits and lock in revenue months ahead of the season.
2. Retail and Rental Operations: Over 250 owned and operated retail locations selling branded merchandise (Burton, Columbia, Patagonia), specialty rental shops, and online ski rentals with direct-to-lodging delivery. My Epic Gear membership provides an alternative to traditional equipment ownership.
3. Ski and Ride School: World-class ski and snowboard schools with thousands of professional instructors offering lessons, adaptive programs, and terrain park education.
4. Hospitality and Lodging: RockResorts brand luxury hotels and managed condominiums in mountain resort communities, including properties in Grand Teton National Park (Jackson Lake Lodge, Jenny Lake Lodge, Colter Bay Village). Also includes Epic Mountain Express airport transfers.
5. Food and Beverage: Over 300 food and beverage outlets including coffee shops, grab-and-go, quick service, full-service and fine dining restaurants across resort base areas, mid-mountain, and high-alpine lodges.
6. Grand Teton Lodge Company Concessions: 15-year concessions contract worth over $1 billion in projected gross revenue from the National Park Service, effective January 1, 2027, managing Jackson Lake Lodge, Jenny Lake Lodge, campgrounds at Colter Bay Village, and Brinkerhoff Lodge.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Vail Resorts owns and operates 42 mountain resorts across North America, Australia, and Europe, connected through the Epic Pass network. The company sells multi-resort season passes, day lift tickets, ski school lessons, equipment rentals, retail merchandise, lodging, food and beverage, and transportation services. Revenue is anchored by the Epic Pass subscription-like advance-commitment model, which provides unlimited or restricted access to its global resort portfolio.

Product overview

Vail Resorts operates a platform-based business model centered on the Epic Pass ecosystem, which connects 42 mountain resorts across North America, Australia, and Europe through a unified pass network. The core product is the Epic Pass family (Epic Pass, Epic Local Pass, Epic Day Pass), which provides access to the company's resort portfolio. This pass ecosystem is supported by digital platform products including the My Epic App (mobile ticketing and resort access), My Epic Assistant (AI-powered concierge), My Epic Gear (gear membership program), and EpicMix (ski stats tracking). The company also operates ancillary service businesses including RockResorts luxury lodging, Retail & Rental (250+ locations), Ski & Ride School instruction, Epic Mountain Express transportation, and the Epic Shop e-commerce platform. The EpicPromise corporate responsibility program and Epic Wellness employee program support the company's sustainability and community engagement commitments.

Differentiator

Problem solved

Functional benefit

Brands

• Epic Pass: Industry-leading multi-resort season pass providing access to 42 mountain resorts across North America, Australia, and Europe
• My Epic Gear
• My Epic App
• RockResorts
• Epic Mountain Express
• EpicPromise
• Epic Wellness

Products and services

• Epic Pass Flagship multi-resort season pass providing unlimited access to all Vail Resorts mountain properties across North America, Australia, and Europe, along with discounted lift tickets and special offers. 2026/27 adult Epic Pass priced at $1,089.
• Epic Local Pass A more affordable season pass option providing access to a select subset of Vail Resorts properties with some holiday restrictions. Priced at $649 for ages 13-30 for 2026/27.
• Epic Day Pass A flexible day-ticket product bringing the value and convenience of advance-commitment pricing to guests who want to ski one day or multiple days without committing to a full season pass. Tiered pricing for 1-7 days.
• Epic Military Pass Discounted season pass for active duty military, veterans, and their families honoring the 10th Mountain Division heritage. Priced at $215 for service members and their families.
• My Epic Gear Membership Subscription-based gear membership providing access to the latest skis, snowboards, and boots with personalized insoles, delivered to guests or ready slopeside. Offers benefits of gear ownership with more choice, lower cost, and no hassle.
• RockResorts Lodging Luxury hotel brand under Vail Resorts that owns and operates hotels and manages condominiums in mountain resort communities, including properties at Vail, Beaver Creek, and Grand Teton National Park.
• Epic Mountain Express Airport transfer service providing transportation from Denver International Airport to Colorado mountain resort areas including Vail, Breckenridge, Keystone, and surrounding destinations.
• Grand Teton Lodge Company Wholly-owned subsidiary operating hotels, dining, campgrounds and activities within Grand Teton National Park under a National Park Service concessions agreement, including Jackson Lake Lodge, Jenny Lake Lodge, and Colter Bay Village.
• Ski and Ride School Professional ski and snowboard instruction offered at all mountain resorts, with thousands of instructors providing lessons including adaptive programs and terrain park education for guests of all skill levels.
• Retail and Rental Operations Outdoor specialty retail operation with over 250 owned and operated locations across the U.S. and Canada, including branded stores (Burton, Columbia, Patagonia), specialty rental shops, luxury retail, and online gear rental services.
• Epic Shop E-commerce platform offering official branded merchandise and accessories from 15 Vail Resorts properties, available year-round for delivery across the United States.

Quantifiable outcome

• Skier visits declined 14.9% through April 2026 due to record-low snowfall in western US
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship, minor and core.

• National Park ServiceflagshipStrategic or Co-development Partner · 14 June 2026Grand Teton Lodge Company, a Vail Resorts subsidiary, awarded 15-year concessions contract worth over $1 billion in projected gross revenue. Effective January 1, 2027, the company will manage Jackson Lake Lodge (385 rooms), Jenny Lake Lodge (37 cabins), Colter Bay Village, and assume management of Brinkerhoff Lodge. Requires $36 million initial investment fee and completion of $1.4 million deferred maintenance within two years.
• Outer Range Brewing Co.minorGTM or Marketing Partner · 18 March 2026Craft beer partnership with Outer Range Brewing Co. making beers available at Vail, Beaver Creek, Keystone, Breckenridge, and Crested Butte. Partnership includes charitable component tied to Epic Military Pass product.
• Australian Olympic CommitteeminorGTM or Marketing Partner · 3 February 2026AOC partnership naming Perisher, Mt Hotham, and Falls Creek as Official Ski Resort Suppliers for the Australian Olympic Team ahead of 2026 Milano Cortina Winter Olympics. Includes lift pass giveaways and fan engagement activities.
• Outer Range Brewing Co.minorGTM or Marketing Partner · 1 January 2026Outer Range Brewing named Official Beer Partner and Official Après Beer of the Mountains for Vail Resorts. Rally Point Pale Ale launched with $2 per pint donated to Vail Veterans Program (up to $50,000) with proceeds supporting veteran community.
• CPI Property GroupcoreStrategic or Co-development Partner · 2 May 2024Vail Resorts completed acquisition of Crans-Montana Mountain Resort from CPI Property Group, acquiring 84% stake in CMA SA and full ownership of 11 restaurants. Total resort operations valuation of CHF 118.5 million with planned CHF 30 million investments over five years.
• Epic Pass PartnerscoreStrategic or Co-development Partner · 2 May 2024Epic Pass provides access to partner resorts including Whistler Blackcomb (Canada), Perisher/Falls Creek/Hotham (Australia), Andermatt-Sedrun and Crans-Montana (Switzerland), and 38 North American resorts. Integration onto Epic Pass platform for 2024-25 season.
• Andermatt-Sedrun Sport AGcoreStrategic or Co-development Partner · 3 August 2022Vail Resorts acquired 55% stake in Andermatt-Sedrun Sport AG for CHF 110 million. Total planned investment of CHF 499 million to develop Andermatt into 'The Prime Alpine Destination' with infrastructure and hospitality enhancements.

Scale indicators17 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Alterra Mountain Company: Operates the Ikon Pass, the closest direct competitor to Vail Resorts' Epic Pass, providing multi-resort access across 15+ North American and international ski destinations. Named as co-defendant in the March 2026 federal antitrust class action against Vail Resorts, confirming direct competitive overlap in destination skiing.
• Aspen One (Aspen Snowmass): Operates four Colorado ski mountains (Aspen Mountain, Aspen Highlands, Buttermilk, Snowmass) plus luxury hospitality (The Little Nell, Limelight Hotels) under the KSL Capital Partners umbrella. Competes directly with Vail's destination-resort strategy and premium guest experience positioning.
• Boyne Resorts: Family-owned operator of 11 ski resorts across the US and Canada (including Big Sky in Montana and Boyne Mountain in Michigan) plus golf, lodging, and retail. Directly comparable as a multi-resort operator offering Epic Pass inclusion through partner relationships.
• POWDR Corporation: Privately held operator of 10 ski resorts (including Copper Mountain, Killington, Mt. Bachelor, Park City-adjacent properties), plus adventure parks and lodging. Comparable as a regional and destination ski operator with multi-resort scale and Epic Pass partner participation.
• Ski.com: Largest North American ski travel agency arranging custom ski vacations, including lift tickets and lodging at Vail Resorts and competitors. Competes indirectly for the destination-ski traveler wallet but overlaps with Vail's travel-industry partner channel and lodging business.

Broad incumbents

• Six Flags Entertainment Corporation: Operates a portfolio of regional and destination amusement parks and water parks across North America. Comparable as a multi-property destination leisure operator with seasonal demand patterns, advance-ticket subscription models, and similar capex-driven competitive moats.
• Cedar Fair Entertainment Company: Operates 13 amusement parks, water parks, and resort properties across North America (combined with Six Flags post-merger). Comparable as a destination-based leisure operator with season-pass subscription pricing, regional concentration, and large infrastructure capex requirements.

Others

• Marriott Vacations Worldwide: Operates timeshare, vacation ownership, and exchange networks (including Vail Resorts competitor properties). Comparable to Vail's RockResorts and Grand Teton Lodge Company lodging operations and the broader vacation-ownership model for premium destination travelers.
• Hilton Grand Vacations: Operates timeshare resorts and vacation club memberships in destination leisure markets (ski, beach, urban). Comparable to Vail's hospitality business model around member-based access to high-end destination accommodations.
• Travel + Leisure Co. Operates vacation ownership, exchange networks, and travel memberships serving destination leisure customers. Comparable to Vail's lodging/pass membership structure and adjacent to its travel-industry partner distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/vailresorts
• LinkedInlinkedin.com/company/vail-resorts
• Instagraminstagram.com/epicpass/?hl=en
• Facebookfacebook.com/VailResorts

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries6 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A20 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vail Resorts