What Afton Alps does

Afton Alps is a 300-acre ski resort in the St. Croix River Valley near Hastings, Minnesota, approximately 22 miles east of St. Paul and the largest ski area in the Twin Cities metro. Founded on December 21, 1963, the resort operates 50 trails across beginner (25%), intermediate (50%), and advanced (25%) difficulty; 17 lifts across the Alps, Highlands, Meadows, Landing Zone, and Alpine base areas; three terrain parks; and snow tubing. It generates revenue through a multi-stream model including lift tickets, night skiing ($39+ online), Epic Pass season passes, ski and snowboard school, equipment rentals and tuning services, snow tubing sessions, on-mountain dining across 6+ outlets (e.g., Paul's Pub, Alps Chalet, Highlands Chalet, The Crest), retail at the Afton Alps Ski Shop, and seasonal locker rentals. Pricing is structured around advance online purchase incentives and Epic Mountain Rewards discounts (20% off food, lessons, rentals, waxing) for pass holders.

The resort's technology layer centers on 100% snowmaking coverage, RFID-enabled lift pass scanning, state-of-the-art snowcat grooming, and the parent-operated My Epic mobile application featuring mobile passes, GPS-based mountain stats tracking, interactive trail maps, live webcams, and Find My Friends location sharing. Afton Alps has been owned by Vail Resorts Management Company since the 2010s, during which Vail Resorts invested over $10 million in improvements and integrated the property into its Epic Pass distribution network spanning 80+ resorts. Co-branded marketing partnerships (Helly Hansen, Oakley, Burton, Pepsi, Gatorade, Nature Valley, Giro, Smith) and supplier relationships with Hoigaard's support the on-mountain experience. Customer segments span beginner families, recreational Twin Cities skiers, freestyle/terrain park users, Epic Pass holders from the broader Vail network, tubing/non-skier visitors, and corporate/group events.

Name

Afton Alps

Legal name

Vail Resorts Management Company

Website

https://aftonalps.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

1–10 employees

Short description

Afton Alps is a 300-acre ski resort in Minnesota's St. Croix River Valley, operated by Vail Resorts as the largest ski area in the Twin Cities metro, serving families, recreational skiers, and Epic Pass holders through lift tickets, lessons, rentals, dining, tubing, and terrain parks.

Ownership category

akta.pro rank

Product category

Ski Resort

NAICS

Skiing Facilities (71392)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Integrated Ski & Mountain Resorts (Lift-Served Skiing/Riding) (THAAAJAA)

akta.pro secondary industry

Snow Tubing, Sledding & Winter Fun Parks (THAAAJAG)

Keywords

• Ski resort
• Alpine skiing
• Ski instruction
• Snow tubing
• Terrain parks

Headquarters

HQ city

Hastings

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Lift Tickets and Season Passes: Primary revenue from daily lift tickets, night ski tickets, and season passes including Epic Pass, Epic Local Pass, Epic Day Pass, and Afton Alps-specific passes. Pass holders receive 20% Epic Mountain Rewards discounts on resort services.
2. Food and Beverage: On-mountain dining at 6+ outlets including Paul's Pub, Alps Chalet, Highlands Chalet, Meadows Chalet, The Crest, LZ Snack Bar, and Alpine Snack Bar. Epic Pass holders receive 20% discount up to $150 per day.
3. Retail and Equipment: Afton Alps Ski Shop in Alps Chalet offering helmets, goggles, jackets, snow pants, gloves, apparel, and souvenirs. Equipment services include tuning, waxing, mounting, and repairs. Rental packages for skis, snowboards, boots, and poles.
4. Snow Tubing: bubly Tubing Park operating at Alpine Chalet with timed ticket sessions, offering snow tubing as an alternative winter activity.
5. Ski and Ride School: Professional instruction including group lessons (adults, children), private lessons, 3-week programs, slope days after-school program, and ARC & Racing Programs. 20% discount for Epic Pass holders.
6. Seasonal Locker Rentals and Gift Cards: Season-long locker rentals at Guest Services; gift cards available for purchase (phone or in-person), valid only at Afton Alps.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Afton Alps operates a ski resort offering lift-served alpine skiing and snowboarding across 300 acres of skiable terrain, with 50 trails served by 17 lifts. The resort provides day-to-day winter recreation including lessons, terrain parks, and snow tubing for individual visitors and families in the Twin Cities/Minnesota market.

Product overview

Afton Alps is a ski resort operated by Vail Resorts, offering a unified winter sports destination in the St. Croix River Valley, Minnesota. The core product is the Afton Alps Resort itself with 300 acres, 50 trails, 17 lifts, and 100% snowmaking. The resort's offerings are integrated under the Epic Pass ecosystem (Epic Pass, Epic Local Pass, Epic Day Pass, Afton Alps Pass). Supporting products include Ski & Snowboard School (lessons for all ages and skill levels), Ski & Snowboard Rentals, Equipment Services (The Tune Shop), and Dining (8 venues from grab-and-go to full-service pub). Recreational features include Landing Zone Terrain Parks (East, West, Meadows Beginner), Bubly Tubing Park, and Meadows Beginner Area. Digital services include the My Epic App for mobile passes, trail maps, and stats tracking. The resort is promoted through Epic Mountain Rewards, offering 20% discounts on food, lessons, rentals, and tuning for pass holders.

Differentiator

Problem solved

Functional benefit

Brands

• bubly Tubing Park: Snow tubing park located at the Alpine chalet near the Highlands, featuring one of the biggest tubing hills in Minnesota.
• The Landing Zone

Products and services

• Day Lift Tickets
• Season Passes
• Ski and Snowboard Lessons
• Snow Tubing
• Terrain Parks
• Equipment Rental

Quantifiable outcome

• 100% snowmaking coverage ensures consistent skiing conditions across 300 acres
• +2 more outcomes

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Helly HansenminorGTM or Marketing PartnerGear partner for Winter Gear Guide featured on Afton Alps website. Helly Hansen products promoted including ski jackets, fleeces, base layers, and youth apparel. Co-branded content in seasonal gear guide.
• OakleyminorGTM or Marketing PartnerEyewear partner featured in Winter Gear Guide. Products include Meta Vanguard smart glasses and Flow Scape goggles promoted on Afton Alps website.
• BurtonminorGTM or Marketing PartnerSnowboard brand partner mentioned in Afton Alps Ski Shop merchandise selection.
• PepsiminorGTM or Marketing PartnerOfficial beverage partner with logo displayed in footer of Afton Alps website. Pepsi products served at on-mountain dining venues.
• GatorademinorGTM or Marketing PartnerHydration partner featured in Winter Gear Guide. Gatorade, Gatorade Zero, and Gatorlyte products promoted for mountain hydration needs.
• Nature ValleyminorGTM or Marketing PartnerSnack partner providing complimentary Valley S'mores at Alps fire pit on weekends (1-2 PM). Promoted in dining section and events.
• GirominorGTM or Marketing PartnerHelmet brand partner mentioned in Afton Alps Ski Shop merchandise selection.
• SmithminorGTM or Marketing PartnerEyewear and helmet brand partner mentioned in Afton Alps Ski Shop merchandise selection.
• Hoigaard'sminorGTM or Marketing PartnerLocal partner referenced in Winter Gear Guide as recommended retail location for Helly Hansen products at 5425 Excelsior Blvd, St Louis Park.
• Vail ResortscoreStrategic or Co-development PartnerParent company and parent brand. Afton Alps is owned and operated by Vail Resorts Management Company. Strategic partnership provides access to Epic Pass network, Vail Resorts' technology platform (My Epic app, RFID passes), marketing infrastructure, and $10+ million in capital improvements invested during 2010s.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Wilmot Mountain: Vail Resorts-owned ski area in southeastern Wisconsin, also part of the Midwest Epic Pass portfolio. Directly comparable as a regional day-ski resort with similar terrain scale, snowmaking, and ski school offerings targeting drive-to Chicago/Milwaukee/Madison markets.
• Welch Village: Independent ski area in Welch, Minnesota, approximately 50 miles southeast of Afton Alps. Direct competitor for the Twin Cities day-ski market with comparable terrain mix, snowmaking, and ski school offerings for families and recreational skiers.
• Mt Brighton: Vail Resorts-owned ski area in southeastern Michigan. Directly comparable as a Midwest Epic Pass property with modest vertical drop, day-ski positioning, snowmaking, and ski school program serving the Detroit metro market.
• Lutsen Mountains: Largest ski resort in Minnesota, located on Lake Superior's North Shore. Directly comparable as a destination-grade Minnesota ski resort with on-mountain lodging, though with substantially greater vertical drop and more advanced terrain than Afton Alps.
• Alpine Valley (Ohio): Vail Resorts-owned ski area in northeastern Ohio, part of the Midwest Epic Pass portfolio. Directly comparable as a small-to-mid-scale Midwest Epic Pass day-ski resort with similar terrain profile, snowmaking, and ski school offerings.
• Spirit Mountain: Ski resort in Duluth, Minnesota, municipally operated. Direct competitor for Twin Cities skiers willing to drive, with comparable terrain scale, snowmaking, and night skiing offerings targeting families and beginner-to-intermediate skiers.

Regional players

• Boyne Mountain Resort: Michigan-based destination ski resort with on-site lodging, water park, and 60+ runs. Comparable Midwest resort but with destination positioning, full-service amenities, and Ikon Pass affiliation (not Epic Pass), competing for the same drive-to Midwest family skier segment.
• Granite Peak Ski Area: Largest ski resort in Wisconsin, located in Wausau. Comparable Midwest regional ski resort with significantly larger vertical drop (700+ ft) and longer season, competing for Wisconsin and Twin Cities drive-to skiers seeking a more destination-like experience.
• Cascade Mountain: Wisconsin ski resort near Portage, ~3.5 hours from Twin Cities. Comparable Midwest regional ski area with snowmaking, night skiing, terrain parks, and a family-friendly positioning competing for Wisconsin and Twin Cities day-trip segments.
• Crystal Mountain: Michigan ski resort with on-site lodging, golf, and conference facilities. Comparable Midwest resort offering destination amenities and a longer vertical drop than Afton Alps, competing for Michigan and Chicago drive-to segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/aftonalpsmn
• YouTubeyoutube.com/channel/UCCOqQPps6uU0uF1mmHWJyPQ
• Facebookfacebook.com/aftonalpsmn
• Instagraminstagram.com/aftonalps
• LinkedInlinkedin.com/company/afton-alps-inc.

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Afton Alps