Hidden Valley Ski Tube Ride

What Hidden Valley Ski Tube Ride does

Hidden Valley is a regional ski and snowboard resort located in Wildwood, Missouri, approximately 30 minutes west of downtown St. Louis. Founded in 1982 on a converted Wildwood Golf Course, it operates as Missouri's largest ski resort at 65 acres across two peaks with 13 trails (31% beginner, 46% intermediate, 23% advanced), 10 lifts, and 100% snowmaking coverage via 110 SMI fan guns. The resort also operates the Polar Plunge Tubing Park — Missouri's largest snow tubing facility with 16 lanes exceeding 1,000 feet — plus two terrain parks (Badlands beginner and Outlaw advanced), night skiing under the Dew After Dark / Midnight Madness program, and on-mountain dining and retail.

Hidden Valley has been owned and operated by Vail Resorts Management Company since the 2019 acquisition of Peak Resorts. As part of Vail Resorts' portfolio of 40+ properties, the resort is fully integrated into the Epic Pass distribution platform, the My Epic mobile application, RFID ticketing infrastructure, and the Epic Mountain Rewards loyalty program (offering pass holders 20% off food, lessons, and rentals). The resort operates on seasonal revenue streams including lift tickets, multi-tier season passes, equipment rentals, ski and snowboard lessons (group, private, adaptive, Slope Days after-school program), tubing tickets, group sales, dining, retail, and gift cards.

The customer base is primarily consumer/B2C, segmented into families and beginner skiers (primary), college and young adult students (College Nights at $29), local St. Louis adults (Local Nights), intermediate-to-advanced riders, and organized groups (schools, youth groups, corporate outings with a 20-participant minimum). Distribution is direct-to-consumer through hiddenvalleyski.com, the My Epic app, on-site ticket windows, and a dedicated email-based group sales team. Eight partner hotels across the St. Louis metro and surrounding suburbs provide lodging referral. The resort is privately held as part of Vail Resorts Inc. (NYSE: MTN); revenue is not separately disclosed.

Name

Hidden Valley Ski Tube Ride

Legal name

Vail Resorts Management Company

Website

https://hiddenvalleyski.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

251–500 employees

Short description

Hidden Valley is Missouri's largest ski resort, operating 65 acres of skiable terrain, a 16-lane tubing park, and night skiing 30 minutes from St. Louis under Vail Resorts' Epic Pass platform, serving families, beginners, college students, and groups.

Ownership category

akta.pro rank

Product category

Ski Resort & Winter Recreation

NAICS

Skiing Facilities (713920)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industry

Snow Tubing, Sledding & Winter Fun Parks (THAAAJAG)

Keywords

• Ski resort operations
• Snow tubing park
• Winter recreation services
• Ski school lessons
• Season pass resort

Headquarters

HQ city

St Louis

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, Technology or R&D, Supply Chain

Revenue model

1. Lift Tickets: Day tickets for ski and snowboard access, including discounted night skiing tickets, afternoon-only tickets, and beginner-specific tickets. Best rates are available when purchased online in advance.
2. Season Passes: Season pass products including Epic Pass, Epic Local Pass, Epic Day Pass, Epic Military Pass, and the Hidden Valley Pass. Pass holders receive 20% off food, lessons, rentals, and more through Epic Mountain Rewards.
3. Equipment Rentals: Ski and snowboard equipment rental packages including boots, skis/poles or snowboard, with online pre-booking offering a $11 savings. Rentals are available for daily and multi-day use.
4. Ski & Snowboard Lessons: Group lessons for adults and children, private lessons, and seasonal programs (Slope Days after-school program). Lessons may be bundled with equipment rental and lift tickets as a package.
5. Food & Beverage: On-mountain dining through the Hidden Valley Cafe (cafeteria with multiple stations including Black Diamond Burger, The Coop, Brats & Brews, The Kettle, and Upper Crust Pizza) and the Hidden Valley Bar. Pass holders receive 20% off food up to $150 per day.
6. Retail: On-site retail shop selling helmets, hats, goggles, gloves, socks, and clothing from premium brands (Giro, Salomon, Helly Hansen, Oakley, Carhartt, 686) as well as Hidden Valley branded merchandise. Technical services are referred to Alpine Shop.
7. Tubing Park Tickets: Two-hour tubing sessions at the Polar Plunge Tubing Park, sold online in advance or at the tubing ticket window. A Tube-to-Ski promotion offers 20% off single-day group lessons for tubing ticket holders.
8. Group Sales: Organized group bookings for ski/snowboard outings and tubing groups with special group rates. Group reservations require at least 5 days advance notice and a minimum of 20 paid participants for group rate eligibility.
9. Gift Cards: On-site gift cards valid at ticket office, guest services, cafeteria, bar, retail, ski school, and tubing office. Gift cards are valid for five years from purchase and cannot be used for online purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Hidden Valley operates a 65-acre ski resort in Wildwood, Missouri (30 minutes west of St. Louis) offering lift-served skiing and snowboarding across 13 trails on 2 peaks, Missouri's largest snow tubing park (Polar Plunge with 16 lanes over 1,000 feet), night skiing, ski and snowboard lessons, equipment rentals, on-mountain dining, retail, and participation in the Epic Pass and Epic Mountain Rewards programs. The resort is owned and operated by Vail Resorts Management Company and is integrated with the wider Epic Pass ecosystem spanning 90+ Vail Resorts properties.

Product overview

Hidden Valley is a ski resort and winter activity destination offering ski and snowboard access across 13 trails on 65 acres with 10 lifts, complemented by the Polar Plunge Tubing Park (Missouri's largest with 16 lanes over 1,000 feet). The resort provides ski and snowboard lessons (adult, child, private, adaptive), equipment rentals, two terrain parks (Badlands for beginners, Outlaw for advanced), and night skiing operations. Dining includes the Hidden Valley Cafe cafeteria and Hidden Valley Bar. The resort sells Epic Pass season passes and participates in the Epic Mountain Rewards loyalty program offering 20% discounts on food, lessons, and rentals. Additional offerings include retail shopping, gift cards, group sales services, and special event programs including College Nights, Local Nights, and Midnight Madness.

Differentiator

Problem solved

Functional benefit

Brands

• Polar Plunge Tubing Park: Missouri's largest snow tubing park featuring 16 lanes over 1,000 feet long.
• Badlands Park
• Outlaw Terrain Park
• Dew After Dark

Products and services

• Ski and Snowboard Lift Access Daily and night lift-served access to 13 trails on 65 acres of skiable terrain across 2 peaks with 10 lifts, including beginner, intermediate, and advanced terrain. Day tickets, afternoon-only tickets, discounted night tickets, and beginner-specific tickets are available, with best rates when purchased online in advance.
• Polar Plunge Tubing Park Snow tubing sessions sold in 2-hour time blocks across 16 lanes over 1,000 feet long, Missouri's largest tube park. Includes two walk-on conveyor lifts transporting tubers back to the top and SMI fan guns for lane maintenance. Tickets sold online in advance or at the tubing ticket window; minimum height requirement 42 inches; refunds available if requested at least 24 hours before the ticket date.
• Night Skiing and Riding (Dew After Dark) Night skiing and riding operations under the lights, available on weekends, holidays, and select weeknights via dedicated night tickets. Includes College Nights on Wednesdays and Local Nights on Tuesdays in January and February, plus the Midnight Madness (Dew After Dark) extended-hour program.
• Ski and Snowboard Lessons Professional ski and snowboard instruction including adult group lessons, child group lessons, private lessons, adaptive programs, the Hidden Valley Ski Team, and the Slope Days after-school ski school program. Lessons may be bundled with rental equipment and lift tickets as a package.
• Ski and Snowboard Rentals Equipment rental service providing ski boots, skis, ski poles, snowboard boots, snowboards, and helmets for daily and multi-day use. Online pre-booking offers a $11 savings, with equipment available on a walk-up basis subject to availability.
• Badlands Terrain Park Beginner-friendly terrain park located on the main mountain offering a variety of features for learning and practicing park skills, included with lift access.
• Outlaw Terrain Park Signature terrain park located on West Mountain featuring rails, jumps, and jibs ranging from medium to large sizes for intermediate and advanced freestyle skiers and riders, typically opening by early January and included with lift access.
• Epic Pass and Hidden Valley Season Passes Subscription-based season pass products that grant lift access to Hidden Valley and the broader Vail Resorts network. Epic Pass provides unlimited access to all Vail Resorts-owned properties; Epic Local Pass provides access to select resorts with holiday restrictions; Epic Day Pass provides a flexible prepaid day package; Epic Military Pass provides discounted access to active military and veterans; and the Hidden Valley Pass provides local access. Pass holders receive Epic Mountain Rewards discounts and additional benefits across the network.
• Epic Mountain Rewards Loyalty Program Free loyalty program for Epic Pass holders providing automatic 20% discounts on food (up to $150/day, excluding alcohol), group ski/snowboard lessons, and equipment rentals at Hidden Valley and other Vail Resorts destinations, with discounts applied at point of sale on pass presentation.
• Hidden Valley Cafe (On-Mountain Dining) Cafeteria-style on-mountain dining offering lunch, dinner, and to-go items through multiple food stations (Black Diamond Burger, The Coop, Brats & Brews, The Kettle, Upper Crust Pizza), with Epic Mountain Rewards providing 20% off food up to $150 per day for pass holders.
• Hidden Valley Bar On-mountain bar offering local and national beers, craft cocktails, and a full wine selection, available to guests during and after ski operations.
• Hidden Valley Retail Shop On-site retail shop selling ski and snowboard hardgoods (helmets, goggles), accessories (hats, gloves, socks), apparel, and Hidden Valley branded merchandise, stocking premium brands including Giro, Salomon, Helly Hansen, Oakley, Carhartt, and 686. Technical equipment services are referred to the Alpine Shop partner.
• Gift Cards On-site gift cards valid for five years from purchase, redeemable for purchases at the ticket office, guest services, cafeteria, bar, retail, ski school, and tubing office for products including helmets, T-shirts, souvenirs, food and beverage, and retail items. Cannot be used for online purchases.
• Group Sales and Outings Group booking service for school groups, youth groups, corporate outings, and social organizations, including ski/snowboard group rates, tubing groups, group lessons, and the multi-week Slope Days after-school ski school program. Group rates require at least 5 days advance notice and a minimum of 20 paid participants.

Quantifiable outcome

• 65 acres of skiable terrain — largest ski resort in Missouri
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Helly HansencoreStrategic or Co-development PartnerHelly Hansen is the featured gear partner for Hidden Valley's winter gear guide, providing curated product recommendations for jackets, base layers, fleeces, and apparel. The partnership features Helly Hansen products prominently on the resort's gear guide page and provides a 10% discount on select items.
• PepsiminorGTM or Marketing PartnerPepsi is a strategic alliance partner and sponsor of Hidden Valley, with its logo displayed on the website footer and the Dew After Dark night skiing program featuring Pepsi's Mountain Dew brand.
• Nature ValleyminorGTM or Marketing PartnerNature Valley provides snacks for the resort, specifically sponsoring the Sunday S'mores event where free s'mores are provided to guests every Sunday in January and February starting at 3 PM.
• OakleyminorStrategic or Co-development PartnerOakley is featured in the resort's Helly Hansen Gear Guide, showcasing Meta Vanguard smart glasses and Flow Scape goggles with links to Oakley's e-commerce store.
• GatorademinorGTM or Marketing PartnerGatorade is featured in the resort's gear guide as a hydration partner, promoting its electrolyte-infused products including Gatorade Water, Gatorade Zero, and Gatorlyte Zero for mountain sports performance.
• Alpine Shop (Kirkwood, MO)minorChannel Partner/ Reseller/ DistributorAlpine Shop is the recommended service provider for guest equipment technical services. Hidden Valley's retail shop does not offer technical services, so guests needing equipment tuning or repairs are referred to Alpine Shop in Kirkwood, MO.
• Holiday Inn St. LouisminorChannel Partner/ Reseller/ DistributorPartner hotel listed on Hidden Valley's lodging page at 811 N 9th St, St. Louis, MO 63101. Contact: (800) 972-3145. Recommended for guests seeking accommodation near Hidden Valley.
• Residence Inn & Courtyard by Marriott (St. Louis West County)minorChannel Partner/ Reseller/ DistributorPartner hotel at 12815 Daylight Drive, St. Louis, MO 63131. Contact: (314) 339-7510. Listed as a recommended lodging option for Hidden Valley guests on the resort's lodging page.
• Le Méridien St. Louis ClaytonminorChannel Partner/ Reseller/ DistributorPartner hotel at 7730 Bonhomme Ave, St. Louis, MO 63105. A 268-room hotel featuring an outdoor pool, fitness center, 17,000 sq ft of event space, and on-site restaurant. Listed as a lodging partner on Hidden Valley's website.
• The Wildwood HotelminorChannel Partner/ Reseller/ DistributorPartner hotel at 2801 Fountain Place, Wildwood, MO 63040. Contact: (636) 733-9100. Listed as a nearby lodging option closest to Hidden Valley resort.
• Holiday Inn Six Flags (Eureka, MO)minorChannel Partner/ Reseller/ DistributorPartner hotel at 4901 Six Flags Road, Eureka, MO 63025 near Six Flags St. Louis amusement park. Contact: (800) 465-4329. Recommended lodging for Hidden Valley guests.
• Comfort Inn & Suites ChesterfieldminorChannel Partner/ Reseller/ DistributorPartner hotel at 18375 Chesterfield Airport Rd, Chesterfield, MO 63005. Contact: (636) 530-1200. Listed as Chesterfield-area lodging recommendation for Hidden Valley guests.
• Sonesta Es Suites (Chesterfield, MO)minorChannel Partner/ Reseller/ DistributorPartner extended-stay hotel at 15431 Conway Road, Chesterfield, MO 63017. Contact: (636) 537-1444. Recommended as a lodging option for Hidden Valley guests.
• St. Louis Lambert International AirportminorOthersPrimary airport serving Hidden Valley's drive market, located 40 minutes northeast of the resort. The airport's website recommends Hidden Valley as a nearby activity. Travelers use rental cars or ride-share services to reach the resort.
• Vail ResortscoreStrategic or Co-development PartnerHidden Valley is owned and operated by Vail Resorts Management Company (© 2026 Vail Resorts Management Company). The resort is part of Vail Resorts' Midwest region portfolio and leverages the Epic Pass distribution platform, Epic Mountain Rewards loyalty program, My Epic app technology, corporate marketing, and operational infrastructure.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Granite Peak Ski Area: An independent (non-Vail) Midwest ski area in Wisconsin with larger vertical (700+ ft) and similar drive-market positioning; comparable as a competing Midwest destination but not Epic Pass-integrated.
• Boyne Mountain Resort: A larger Michigan ski resort under Boyne Resorts; comparable as a Midwest regional ski destination with on-site lodging, multiple seasons, and broader resort amenities — a broader incumbent competing for the same regional drive market.

Direct peers

• Mt Brighton: A Vail Resorts-owned ski area in Michigan — comparable Midwest regional ski area with Epic Pass access, modest terrain, and beginner/family positioning similar to Hidden Valley.
• Wilmot Mountain: A Vail Resorts-owned Midwest ski area in Wisconsin with similar small-scale Midwest positioning, Epic Pass distribution, and family/beginner-oriented terrain mix — directly comparable operationally.
• Mad River Mountain: A Vail Resorts-owned Ohio ski area with similar modest Midwest positioning, Epic Pass distribution, and beginner/family-friendly operations.
• Afton Alps: A Vail Resorts-owned ski area in Minnesota with comparable Midwest drive-market model, modest vertical, full snowmaking reliance, and Epic Pass integration.
• Alpine Valley (Ohio): A Vail Resorts-owned Ohio ski area directly comparable as a Midwest Epic Pass property with similar scale, snowmaking reliance, and drive-market consumer base.
• Paoli Peaks: A Vail Resorts-owned ski area in Indiana with comparable Midwest scale, Epic Pass access, and weather-dependent snowmaking-based operations.
• Boston Mills / Brandywine: Twin Vail Resorts-owned Ohio ski areas operated as a combined destination; comparable Midwest positioning, Epic Pass integration, and modest vertical scale.
• Snow Creek Ski Area: A Vail Resorts-owned Midwest ski area in Missouri, directly comparable in geography, ownership structure, Epic Pass integration, drive-market positioning, and reliance on snowmaking at modest vertical scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/hiddenvalleystl
• Facebookfacebook.com/hidden-valley-ski-resort-109123823353
• Instagraminstagram.com/hiddenvalleystl
• LinkedInlinkedin.com/company/peak-resorts

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 Hidden Valley Ski Tube Ride