Peak Resorts

What Peak Resorts does

The firmographic block labels this entity as Peak Resorts (private, founded 1982, headquartered in Wildwood, Missouri, 1,001–5,000 employees) — a U.S. ski-resort operator acquired by Vail Resorts, Inc. in 2019. However, the substantive source material describes the operations of Vail Resorts, Inc. (NYSE: MTN), the publicly traded parent, and that consolidated entity is described below because it constitutes the source's documentation.

Vail Resorts, Inc. is a publicly traded mountain resort operator that owns and operates 42 ski resorts across North America (U.S. and Canada), Australia, and Europe (Switzerland), connecting them through the Epic Pass subscription network. The portfolio mixes destination resorts (Vail, Whistler Blackcomb, Breckenridge, Park City) with regional and local ski areas. The product architecture follows a platform-plus-modules model: Epic Pass (and Epic Local Pass) is the core subscription product, layered with the My Epic mobile app for trip planning and digital passes, the My Epic Assistant AI-powered knowledge-retrieval feature, the My Epic Pro ski-and-ride-school technology, the My Epic Gear membership program for ski equipment, the Epic Shop e-commerce platform for branded merchandise, and Epic Friend Tickets for pass-holder referrals.

The company serves individual skiers and snowboarders (its primary segment), as well as groups, corporate clients, and youth/underrepresented populations targeted through inclusive-access programs. Revenue is generated from five streams: (1) Epic Pass subscriptions (recurring annual), (2) lift tickets using dynamic day-pricing with $100+ advance-booking discounts, (3) My Epic Gear membership subscriptions, (4) on-mountain services (food and beverage, lodging, ski school) on a transactional basis, and (5) Epic Shop merchandise sales. Distribution is entirely direct-to-consumer through the Epic Pass website, My Epic mobile app, Epic Shop e-commerce, and on-site resort operations across four continents. Go-to-market is product-led: tiered pass products, Gen Z pricing (20% discount for ages 13–30), and friend-ticket referral mechanics all drive pass acquisition and renewal.

Name

Peak Resorts

Legal name

Vail Resorts, Inc.

Website

https://peakresorts.com

Company type

Public

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

The substantive source material describes Vail Resorts, Inc. (NYSE: MTN), a publicly traded mountain resort operator that owns and connects 42 ski resorts across North America, Canada, Australia, and Europe through the Epic Pass subscription network, serving individual skiers, families, and corporate groups.

Ownership category

akta.pro rank

Product category

Ski Resort Operations

NAICS

Skiing Facilities (71392), Recreational Goods Rental (532284), Tour Operators (561520)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYTHAAAJAA

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

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities)

SECONDARYTHAGACAB

Mountain & Ski Luxury Resorts

Travel & Hospitality/Lodging & Accommodation/Luxury Hotels & Resorts

SECONDARYTHAGAAAJ

Ski & Mountain Full-Service Hotels

Travel & Hospitality/Lodging & Accommodation/Hotels (Full-Service)

SECONDARYTHAAAJAI

Mountain Safety & Patrol Services (Avalanche Training, Rescue, Medical)

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities)

SECONDARYTHAMAAAG

Mountain & Ski Homes

Travel & Hospitality/Vacation Rentals & Short-Term Stays/Whole-Home Vacation Rentals

Keywords

• Ski resort operations
• Season pass subscriptions
• Mountain recreation services
• Ski gear rental
• Resort hospitality

Headquarters

HQ city

Wildwood

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Epic Pass Subscriptions: Season pass programs providing unlimited access to 42 mountain resorts worldwide with tiered options including Epic Pass and Epic Local Pass. Pass holders receive additional benefits including Epic Friend Tickets and discounts on dining, lodging, bike rentals and golf.
2. Lift Tickets: Day tickets for single resort access with dynamic pricing - guests can save $100 or more per lift ticket by planning a month ahead.
3. My Epic Gear Membership: Ski and snowboard gear rental membership providing all benefits of ownership with choice, convenience and personalization.
4. On-Mountain Services: Food and beverage, lodging, ski school, and other guest services across resorts.
5. Epic Shop Merchandise: Official branded resort apparel and accessories sold through e-commerce platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Peak Resorts operates 42 mountain ski resorts connected through the Epic Pass network, offering season passes (Epic Pass, Epic Local Pass), daily lift tickets, ski and ride school, lodging, dining, on-mountain activities, and gear rental through the My Epic Gear membership program. The company sells branded merchandise year-round through the Epic Shop e-commerce platform and provides digital guest services through the My Epic mobile app, including AI-powered resort information.

Product overview

Vail Resorts operates a platform-plus-modules architecture centered on the Epic Pass as the core product. The Epic Pass provides multi-resort access across 42 owned and operated mountain resorts globally. Supporting modules include the My Epic App (mobile hub integrating digital passes, AI assistance via My Epic Assistant, and ski school tools via My Epic Pro), the My Epic Gear membership program for equipment rental, Epic Shop for resort merchandise, and Epic Friend Tickets for pass holder referrals. The portfolio is connected through the Epic ecosystem, enabling a unified guest experience across resorts.

Differentiator

Problem solved

Functional benefit

Brands

• Epic Pass: Unlimited ski pass providing access to multiple Vail Resorts properties worldwide
• My Epic Gear
• My Epic Assistant
• My Epic Pro
• My Epic App
• EpicPromise

Products and services

• Epic Pass Flagship multi-resort season pass offering unlimited and discounted access to 42 mountain ski resorts worldwide across the United States, Canada, Australia, and Europe. Available with tiered options including Epic Pass (full access) and Epic Local Pass (regional access), with 20% Gen Z discount for ages 13-30 and inclusion of 10 Epic Friend Tickets for half-off lift tickets.
• My Epic Mobile App Mobile application providing resort information, real-time AI support via My Epic Assistant, ski and ride school booking through My Epic Pro, and pass management across all Epic Pass destinations.
• My Epic Gear Membership First-of-its-kind ski and snowboard gear membership program providing all the benefits of gear ownership with more choice, lower cost, and no hassle. Recognized by Fast Company as a Most Innovative Company 2024.
• My Epic Assistant AI-powered feature within the My Epic app that provides resort information to guests in real-time, powered by advanced AI and resort experts.
• My Epic Pro for Ski and Ride School Technology for ski and ride school that creates a seamless, connected, and next-level experience for guests. Automatically available in the My Epic app at Vail Mountain, Beaver Creek, Breckenridge, and Keystone.
• Epic Shop E-commerce platform offering official branded apparel and accessories from 15 world-class resorts, available year-round across the United States.
• Epic Friend Tickets Discount program allowing Epic Pass Holders to purchase half-off lift tickets for friends, redeemable all season long.

Quantifiable outcome

• $100+ savings per lift ticket for guests who plan a month ahead
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

Five partnerships are on record, tiered core and major.

• Katz Amsterdam FoundationcoreOthers · 1 July 2026Foundation created by Vail Resorts CEO Rob Katz and late wife marking a decade of investments in mountain communities. Expanded Shared Mental Health Data Dashboard as part of more than $22 million donated to mental and behavioral health efforts over past decade.
• Verbier 4 ValléesmajorStrategic or Co-development Partner · 4 March 2025Switzerland's Verbier 4 Vallées now offers expanded access for Epic Pass Holders. Partnership expanded during 2025/26 Epic Pass launch providing additional European ski destination access.
• Town of Vail and East West PartnerscoreStrategic or Co-development Partner · 1 October 2024Partnership to develop the West Lionshead area into a fourth base village at Vail Mountain. Town of Vail, Vail Resorts, and East West Partners announced this major development project for expanded resort infrastructure.
• The Nature ConservancycoreStrategic or Co-development Partner · 1 July 2024Vail Resorts pledged $1 million to The Nature Conservancy (TNC), a global environmental nonprofit working to create a world where people and nature can thrive. Honored Colorado River Day with this significant environmental commitment.
• Crans-Montana Mountain ResortcoreStrategic or Co-development Partner · 2 May 2024Vail Resorts closed on acquisition of Crans-Montana Mountain Resort in Switzerland - the company's second ski resort in Europe. Crans-Montana is a renowned destination ski resort with steep history as outdoor sports haven.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Deer Valley Resort: Luxury ski-only resort in Park City, Utah, historically an independent operator and reported to be subject to acquisition activity. Comparable as a premium U.S. destination ski experience and direct competitor for affluent destination skiers in the Rockies.
• Aspen Snowmass (Aspen Skiing Company): Operates four Colorado mountains (Aspen Mountain, Aspen Highlands, Snowmass, Buttermilk) as a luxury destination ski business. Comparable to Vail Resorts' flagship U.S. destination resorts in target customer (affluent skiers), pricing tier, and on-mountain experience.
• Boyne Resorts: Family-owned operator of ten ski resorts across the U.S. and Canada (e.g., Big Sky, Boyne Mountain, Deer Valley pending acquisition context). Comparable multi-resort operator with destination and regional assets competing for passholders and destination travelers.
• Powdr Corporation: Privately held owner-operator of ski resorts including Killington, Pico, Mt. Bachelor, Copper Mountain, and others. Comparable as a multi-resort ski operator with destination and regional assets, competing for passholders, seasonal labor, and capital reinvestment.
• Alterra Mountain Company: Owner of the Ikon Pass, the largest direct competitor to Epic Pass. Operates a portfolio of destination and regional ski resorts across North America, Japan, and Australia, and competes head-to-head on multi-resort pass value, pricing, and loyalty.
• Telluride Ski Resort: High-end destination ski resort in Colorado, operated under long-term lease. Comparable as a luxury destination ski experience competing for the same affluent traveler segment as Vail, Beaver Creek, and Aspen.
• Jackson Hole Mountain Resort: Premier destination ski resort in Wyoming operated by the Kemmerer family. Comparable as a high-end destination competitor for affluent skiers and Epic Pass Ikon Pass partner/competitor dynamics, and a benchmark for premium U.S. mountain experiences.

Broad incumbents

• Marriott Vacations Worldwide: Public timeshare and vacation ownership company (NYSE: VAC) selling leisure travel products at mountain and beach destinations. Comparable as a publicly traded leisure-vacation platform with subscription-like ownership economics, complementary to Vail Resorts' lodging and Epic Pass revenue mix.
• Hilton Grand Vacations: Public vacation ownership and resort operator (NYSE: HGV) with timeshare properties in mountain and leisure destinations. Comparable as a scaled leisure travel/hospitality company with recurring membership economics overlapping Vail Resorts' pass and lodging businesses.

Others

• REI Co-op: U.S. outdoor retail co-op selling ski, snowboard, and mountain gear plus offering outdoor experiences. Comparable as an ecosystem participant adjacent to My Epic Gear and Epic Shop: competes for ski gear spend and engages the same core outdoor consumer demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/VailResorts
• LinkedInlinkedin.com/company/peak-resorts-limited
• Instagraminstagram.com/epicpass/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 records

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 Peak Resorts