What Wilmot Mountain does

Wilmot Mountain is a 120-acre ski, snowboard, and snow tubing resort located on the Illinois-Wisconsin state line in Wilmot, Wisconsin, approximately one hour north of the Chicago metropolitan area and 45 minutes south of Milwaukee. Founded in 1938 by Walter Stopa and operated today as a subsidiary of Vail Resorts (NYSE: MTN) through the legal entity VRWM Holdings LLC, the resort features 25 trails across beginner (36%), intermediate (32%), and advanced (32%) difficulty bands, 10 lifts, four terrain parks (The Gully, The Pasture, The Rope, and Progression Park), a 22-lane bubly Tubing Park spanning over 1,000 feet with two surface conveyor lifts, and 100% snowmaking coverage that has supplemented natural snowfall since 1952. The resort operates night skiing and a full slate of themed events including College Nights, Community Nights, Dew After Dark, and Kringle Time to drive mid-week and evening visitation.

The core technology stack includes RFID-enabled lift ticket/pass cards, the My Epic mobile application for mobile lift access, trail maps, mountain cameras, and real-time stats, and integration with the Epic Pass ecosystem for digital pass distribution and Epic Mountain Rewards loyalty (20% off food, lessons, rentals, and tuning). The resort's go-to-market is primarily direct-to-consumer through wilmotmountain.com and the My Epic app, supplemented by a dedicated group sales team (minimum 20 participants for ski groups, 40 for tubing) and a network of 10+ area lodging referral partners in Antioch, Kenosha, and Lake Geneva.

Wilmot generates revenue across eight distinct streams: lift tickets and season passes (Epic Pass, Epic Local Pass, Wilmot Pass, Epic Day Pass), equipment rentals, ski and ride school lessons (group, private, multi-week, and racing programs), snow tubing, food and beverage (Ski Hill Grill, Walt's Tavern, Lodge Bar/Second Wind, Tubing Concessions), retail and merchandise, equipment services/repair shop, and affiliate lodging referrals. Pricing is hybrid — annual subscription for season passes and transactional pay-as-you-go for daily access, with group, student, and community-night discounts supporting off-peak yield management. The customer base is a distributed mass-market audience of Chicago and Milwaukee metro day-trippers, school and youth groups, beginner skiers/snowboarders, and college students, with no single customer concentration risk.

Name

Wilmot Mountain

Legal name

VRWM Holdings LLC

Website

https://wilmotmountain.com

Company type

Private

Founded year

1938

Operating status

Operating

Short description

Wilmot Mountain is a 120-acre ski, snowboard, and tubing resort in southern Wisconsin, one hour from Chicago, owned by Vail Resorts. It sells lift tickets, season passes, lessons, rentals, dining, and retail directly to Chicago/Milwaukee metro day-trippers, school groups, and beginner visitors through the Epic Pass ecosystem.

Ownership category

akta.pro rank

Product category

Ski Resort and Winter Recreation Services

NAICS

Skiing Facilities (713920), Recreational Goods Rental (532284)

akta.pro primary industry

Ski Areas & Lift Operations (Independent Mountains) (THAAAJAB)

akta.pro secondary industry

Snow Tubing, Sledding & Winter Fun Parks (THAAAJAG)

Keywords

• Ski resort operations
• Winter recreation services
• Ski and snowboard instruction
• Equipment rental and repair
• Snow tubing park

Headquarters

HQ city

Wilmot

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lift Tickets & Season Passes: Primary revenue driver. Daily lift tickets sold online (discounted) or at window. Season passes (Epic Pass, Epic Local, Wilmot Pass, Epic Day Pass) sold annually in advance through Epic Pass platform. College Night and Community Night discounted night lift tickets at $39 online. Group lift tickets priced at $42/person (Mon–Thu) and $79/person (Fri/Peak).
2. Equipment Rentals: Ski and snowboard equipment rentals including helmets. Offered as single-day rental or season lease. Rental packages from $44 per person (group rate). Online rental saves $11 vs. window. Season Lease available for frequent visitors.
3. Ski & Ride School Lessons: Group lessons (adult and child), private lessons, and multi-week seasonal programs (3-Week Programs, Racing Programs, Slope Days after-school program). Group lessons at $23/person (Mon–Thu) and $25/person (Fri/Peak) for group bookings of 20+. Tube-to-Ski promotion offers 20% off lessons with tubing purchase.
4. Snow Tubing: bubly Tubing Park with 22 lanes over 1,000+ feet. Friday night online promotion at $39/ticket (44% off window). Group tubing for minimum 40 participants. Tubing concessions food & beverage sold on-site. Minimum height requirement: 42 inches.
5. Food & Beverage: On-mountain dining at Ski Hill Grill (cafeteria), Walt's Tavern (weekend brunch), Lodge Bar/Second Wind (grab & go), and Tubing Concessions. No cash accepted; major cards and Apple Pay only. Pass holders receive 20% off up to $150/day.
6. Retail & Merchandise: Retail shop in Main Lodge and Tubing Lodge selling winter gear (helmets, goggles, jackets, pants), ski/snowboard equipment (adult and youth bindings, Burton snowboards), Wilmot Mountain branded souvenirs (t-shirts, hoodies, beanies).
7. Equipment Services (Repair Shop): Full tune ($84), performance tune ($63), quick tune ($52), quick wax ($32), performance wax ($42), edge sharpening ($32), snowboard mount ($21) and remount ($32), ski binding mount ($84) and adjustment ($32), base repair ($20+). Pass holders save 20% via Epic Mountain Rewards.
8. Area Lodging Partnerships: Referral partnerships with nearby hotels (Antioch Hotel & Suites, Hampton Inn Kenosha, Country Inn & Suites, Stella Hotel & Ballroom with 20% Wilmot discount, etc.) in Antioch, Kenosha, and Lake Geneva areas.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Wilmot Mountain operates a 120-acre ski resort providing downhill skiing, snowboarding, and snow tubing access through daily lift tickets, season passes, and night skiing. The resort offers complementary ski and snowboard instruction, equipment rentals and repair, on-mountain dining, and a retail shop. The property spans 25 trails across beginner, intermediate, and advanced difficulty levels, four terrain parks, and a 22-lane bubly Tubing Park with 100% snowmaking coverage.

Product overview

Wilmot Mountain is a ski resort operated by Vail Resorts, offering a unified portfolio of winter recreation products centered around ski/snowboard access (lift tickets and season passes), professional instruction (Ski & Ride School lessons), equipment rentals, and the bubly Tubing Park. The resort's operations are supported by ancillary services including dining venues, retail shopping, equipment repair, guest services, and group booking programs. Season pass holders access additional benefits through the Epic Mountain Rewards loyalty program, which is integrated across Vail Resorts' portfolio of 40+ North American ski properties. The resort features 25 trails across 120 acres with 100% snowmaking coverage, night skiing operations, four terrain parks, and snow tubing facilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Daily Lift Tickets Daily lift tickets providing access to ski and snowboard terrain, available for purchase online in advance (at a discount) or at the window with group rates available for 20+ participants.
• Season Passes Annual season passes (Epic Pass, Epic Local Pass, Wilmot Pass, Epic Day Pass) offering unlimited or multi-day access to Vail Resorts properties including Wilmot Mountain, with Epic Mountain Rewards benefits and Epic Friend Tickets.
• Ski and Ride School Lessons Professional ski and snowboard instruction including adult group lessons, child lessons, private lessons, 3-Week Programs, Racing Programs, and Slope Days after-school programs.
• Ski and Snowboard Equipment Rentals Equipment rental service offering skis, snowboards, and helmets available as single-day rentals or season leases, with online booking discounts.
• bubly Tubing Park Snow tubing attraction featuring 22 lanes over 1,000+ feet long with surface conveyor lifts, requiring a 42-inch minimum height for riders.
• Night Skiing and Riding Evening skiing operations with night lift tickets available from 3pm, including College Nights and Community Nights promotional events at $39 per ticket.
• Terrain Parks Four terrain parks including The Gully, The Pasture, The Rope, and Progression Park, offering features for all skill levels from beginner to advanced.
• On-Mountain Dining Food and beverage venues including Ski Hill Grill (cafeteria), Walt's Tavern (weekend brunch), Lodge Bar/Second Wind (grab and go), and Tubing Concessions.
• Retail Shop Retail store offering winter gear, helmets, goggles, apparel, ski and snowboard equipment, and Wilmot Mountain branded merchandise, located in Main Lodge and Tubing Lodge.
• Equipment Services and Repair Shop Equipment maintenance and repair services including sharpening, mounting, hot wax, tuning, and binding adjustments, with 20% discount for pass holders.
• Group Bookings Group ski and tubing programs for organizations of 20+ participants (skiing) or 40+ participants (tubing) with discounted rates on lift tickets, rentals, lessons, and Slope Days school programs.

Quantifiable outcome

• 22 tubing lanes of over 1,000 feet each, served by 2 surface conveyor lifts
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Helly HansencoreStrategic or Co-development PartnerHelly Hansen (Norwegian brand, founded 1877) is the primary gear partner for Vail Resorts Mid-Atlantic, Midwest, and Northeast properties including Wilmot Mountain. The partnership features curated winter gear guides on resort websites showcasing Helly Hansen jackets, base layers, and accessories. Wilmot's gear guide prominently features Helly Hansen products including the Alpha 4.0 ski jacket, Versalite fleece, and LIFA Merino midweight layers.
• ToyotaminorStrategic or Co-development PartnerToyota is listed as a strategic alliance partner across Vail Resorts properties including Wilmot Mountain. Partnership details not fully disclosed on the Wilmot website beyond a logo placement in the footer.
• PepsiminorStrategic or Co-development PartnerPepsiCo is a strategic beverage partner across Vail Resorts properties. Pepsi products are served at on-mountain dining locations. Pepsi also sponsors the Dew After Dark night skiing event series at Wilmot Mountain, with the Mountain Dew After Dark brand integrated into the night skiing promotion.
• GatorademinorStrategic or Co-development PartnerGatorade (PepsiCo) is a strategic partner providing sports hydration products across Vail Resorts properties including Wilmot Mountain. Featured in the winter gear guide as a hydration partner for mountain athletes. Products include Gatorade Water, Gatorade Zero, and Gatorlyte Zero.
• Vail ResortscoreStrategic or Co-development PartnerWilmot Mountain is owned and operated by Vail Resorts Management Company. The resort operates within the Vail Resorts portfolio of 40+ ski destinations globally. Distribution is enabled through the Epic Pass platform (Epic Pass, Epic Local Pass, Epic Day Pass, Military Pass). Marketing, technology (My Epic app), and loyalty (Epic Mountain Rewards) are all powered by the Vail Resorts corporate ecosystem.
• Area Hotels & Lodging PropertiesminorChannel Partner/ Reseller/ DistributorPartnership with nearby hotels in Antioch, Kenosha, and Lake Geneva areas. Partner properties offer Wilmot ski discounts (15–20%) to guests. Properties include: Antioch Hotel & Suites, Dragonfly Bed & Breakfast (Antioch), Candlewood Suites Kenosha, Hampton Inn & Suites Kenosha, The Stella Hotel & Ballroom (20% Wilmot discount), Country Inn & Suites, The Cove of Lake Geneva, Lake Geneva Comfort Suites, The Cottages & Suites at Geneva National, The Ridge Hotel, and The Abbey Resort.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Afton Alps: Vail Resorts-owned ski area in Hastings, Minnesota. Operates as a Midwest regional day-use ski hill serving Minneapolis–St. Paul, sharing the same Epic Pass, My Epic app, snowmaking, and terrain-park playbook as Wilmot.
• Granite Peak Ski Area: Largest independently operated ski area in Wisconsin (Wausau). Closest in-state size and lift-count competitor, competing for Wisconsin resident skiers and serving a similar regional day-use model to Wilmot.
• Snow Creek: Vail Resorts-owned ski area in Weston, Missouri. Smallest Midwest Epic Pass property, serving Kansas City day-trippers; the most direct like-for-like operational and demographic comparator to Wilmot in the Vail Midwest portfolio.
• Mt. Brighton: Vail Resorts-owned ski area in Brighton, Michigan. Comparable in scale, terrain mix, and beginner-friendly positioning for the Detroit metro market, and operated within the same Midwest Epic Pass distribution framework as Wilmot.
• Cascade Mountain: Family-owned ski area in Portage, Wisconsin. Comparable Wisconsin regional day-use resort with a similar mix of beginner/intermediate terrain, night skiing, snow tubing, and group/youth programming targeting the same general Midwest day-tripper.
• Alpine Valley (Ohio): Vail Resorts-owned ski area in Chesterland, Ohio. Direct operational peer — similar size, similar day-trip catchment around Cleveland, and same Midwest Epic Pass, snowmaking, and group-sales infrastructure as Wilmot.
• Hidden Valley (Missouri): Vail Resorts-owned ski area in Wildwood, Missouri. Midwestern regional day-use ski hill serving the St. Louis metro, operating under the same Epic Pass and My Epic infrastructure as Wilmot with comparable scale and offering.
• Chestnut Mountain Resort: Independently operated ski resort in Galena, Illinois, overlooking the Mississippi. Closest direct geographic competitor for the Chicago day-trip market and a directly comparable Midwest day-use ski hill in scale and pricing.
• Alpine Valley (Wisconsin): Independent ski area in East Troy, Wisconsin, located under 30 miles from Wilmot. Direct hyper-local competitor for southeast Wisconsin and northern Illinois skiers, with similar size, vertical, and pricing positioning.

Broad incumbents

• Boyne Mountain Resort: Major Boyne Resorts property in Boyne Falls, Michigan — significantly larger Midwest ski resort with full-service lodging, waterpark, and golf, and a founding member of the Ikon Pass. Sets the upper-bound Midwest benchmark for pricing, lodging yield, and resort amenities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wilmotmtn
• YouTubeyoutube.com/channel/UCglwtHrzoxjaLLU-gnPdOpQ
• Facebookfacebook.com/wilmotmtn
• LinkedInlinkedin.com/company/wilmot-mountain
• Instagraminstagram.com/wilmotmtn

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 Wilmot Mountain