Vail Resorts

Vail Resorts, Inc. is a public American mountain resort company headquartered in Broomfield, Colorado, founded in 1997. The company operates three main divisions: the mountain segment, which includes 42 resorts across the United States, Canada, Australia, and Switzerland; Vail Resorts Hospitality, which manages hotels, lodgings, condominiums, and golf courses; and Vail Resorts Development Company, which handles real estate development. 

The company’s well-known resorts include Vail, Beaver Creek, Breckenridge, and Keystone in Colorado, along with Whistler Blackcomb in Canada, the largest ski resort in North America. Vail Resorts also introduced the Epic Pass program, which provides multi-resort season passes and includes partnerships allowing access to international resorts.

Vail Resorts expanded its portfolio with luxury hotel chain RockResorts and became a major real estate player, owning over 50% of Slifer Smith and Frampton. Its wholly-owned development company, VRDC, created upscale properties like Bachelor’s Gulch. Vail Resorts also runs several clubs, including the Beaver Creek Club and Red Sky Ranch. The company has various subsidiaries, such as Vail Resorts Retail, encompassing numerous ski and sports stores.

Vail Resorts was originally established as Vail Associates Ltd. in the early 1960s by Pete Seibert, a former World War II 10th Mountain Division ski trooper, and Earl Eaton, a local of Colorado. In March 1957, Eaton showed Seibert the area around Vail, which they identified as a potential site for a large ski resort. With Seibert’s effort in securing funding and Eaton’s skills in lift engineering, they opened the Vail ski resort in 1962. The area quickly gained popularity due to its expansive terrain and favourable location.

In 1985, George N. Gillett Jr. purchased Vail Associates, marking the first major ownership change. By 1997, Gillett’s company, Gillett Holdings, filed for bankruptcy, and Apollo Management, led by Leon Black, took control of Vail Associates, renaming it Vail Resorts. 

Later that year, Vail Resorts went public on the New York Stock Exchange under the ticker symbol MTN. Apollo Management retained control of the company until 2003 when it divested its stake. During Apollo’s ownership, the Beaver Creek skating rink was named the Black Family Skating Rink in honour of Leon Black.

In the early 2000s, Vail Resorts began expanding into other segments, including luxury hotels, through the acquisition of the RockResorts chain, originally founded by the Rockefeller family. The acquisition boosted Vail’s hospitality presence and added properties like The Lodge at Vail and The Pines Lodge.

Rob Katz, a former Apollo executive, became Vail Resorts’ CEO and led the company’s expansion through strategic acquisitions. Vail purchased several ski resorts, including Breckenridge, Keystone, and Whistler Blackcomb in Canada, which became one of the largest ski resorts in North America. Under Katz, Vail launched the Epic Pass, a multi-resort season pass programme, providing customers with access to multiple Vail-owned resorts at a fixed price. This pass programme attracted a broad customer base and became a core part of the company’s strategy.

In 2021, Katz stepped down as CEO and moved into an executive chair role, appointing Kirsten Lynch as his successor. In recent years, Vail Resorts faced financial challenges, reporting decreased revenues in 2024 due to a warmer-than-expected winter, which reduced snowfall by 28% across western North American resorts. Despite these challenges, the Epic Pass programme provided some financial stability by securing upfront revenue. 

As of 2024, Vail Resorts continues to operate and expand its ski, lodging, and real estate businesses across North America and internationally, positioning itself as a prominent player in the mountain resort industry.

The mission of Vail Resorts is to create exceptional experiences for guests by offering high-quality services across its mountain, hospitality, and real estate divisions. It aims to provide memorable ski and resort experiences that combine outdoor recreation, top-tier facilities, and consistent customer service. Through its Epic Pass programme, Vail Resorts seeks to offer value and accessibility to a wide range of visitors, supporting year-round tourism and economic stability for the communities it operates in. The company also focuses on responsible environmental practices, integrating sustainability efforts to protect the natural landscapes where its resorts are located.

The vision of Vail Resorts is to be the global leader in mountain resort experiences. The company strives to set a standard for excellence in all aspects of mountain recreation, hospitality, and property development. It seeks to foster long-term growth by innovating its services and expanding its reach to more locations worldwide. Vail Resorts envisions creating a connected network of premier destinations through programmes like the Epic Pass, promoting inclusivity and ease of access. Its commitment to environmental sustainability is integral, ensuring that natural environments are preserved for future generations while maintaining a thriving business.

In 2024, the company won five National Ski Areas Association (NSAA) awards, including the Mountains are for Everyone Award for its Gondola Gallery by Epic series, and the Best Social Media Campaign Award for Keystone Resort's "Bergman Unlocked" series. Additionally, Vail Resorts was named one of Newsweek's Most Trustworthy Companies in America for the second consecutive year in 2024, reflecting strong customer, investor, and employee trust

Vail Resorts offers a diverse range of products and services across its three main divisions: mountain operations, hospitality, and real estate development. Each division is designed to provide a complete and integrated experience for visitors, from skiing and snowboarding to lodging and event hosting. This approach ensures that guests have seamless access to various activities, amenities, and services, all under the Vail Resorts umbrella.

Vail Resorts mountain operations

Vail Resorts’ primary product is its network of ski and mountain resorts, which includes 42 locations across the United States, Canada, Australia, and Switzerland. Key resorts in its portfolio include Vail, Beaver Creek, and Breckenridge in Colorado, Park City in Utah, and Whistler Blackcomb in British Columbia. These resorts offer a range of mountain activities throughout the year. During the winter season, visitors can enjoy skiing, snowboarding, and various snow-based activities, supported by extensive snow-making technology to ensure reliable snow conditions even in warmer climates. In summer, many of these resorts offer hiking, mountain biking, and scenic chairlift rides, extending the resorts’ appeal year-round.

The Epic Pass is one of Vail Resorts' most significant offerings. Launched in 2008, the Epic Pass provides season-long access to multiple Vail-owned resorts and partner resorts across North America, Japan, Europe, and Australia. This pass allows skiers and snowboarders to visit numerous resorts with a single purchase, making it a cost-effective option for frequent travellers and adventure seekers. The Epic Pass has become popular for its convenience and value, drawing both domestic and international customers to Vail's network of resorts.

Vail Resorts hospitality services 

Vail Resorts operates a range of hotels, lodges, and other lodging options under its hospitality division, providing accommodation for visitors. Properties include RockResorts, a luxury hotel chain acquired by Vail in 2001. Notable properties under this brand include The Lodge at Vail, The Arrabelle at Vail Square, and The Osprey at Beaver Creek. These hotels offer premium rooms, spa facilities, dining, and event spaces, catering to guests seeking an upscale experience. The hospitality division also manages condominiums and golf courses, providing an extended selection of accommodation and recreation options for guests.

For guests looking for a complete experience, Vail Resorts offers a selection of restaurants, retail outlets, and ski schools at each of its mountain locations. The ski schools provide lessons for all ages and skill levels, making the resorts accessible to beginners as well as seasoned skiers. The retail operations, managed by Vail Resorts Retail (VRR), include a wide range of ski and outdoor gear shops under brands like Colorado Ski & Golf and Boulder Ski Deals. VRR also manages Bicycle Village, which serves cycling enthusiasts in the Denver area.

Vail Resorts real estate and development

The Vail Resorts Development Company (VRDC) handles the company’s real estate projects, focusing on developing resort-related properties. VRDC has developed high-end residential communities such as Bachelor’s Gulch, which features slopeside mansions and a Ritz-Carlton hotel, and Red Sky Ranch, a golfing community. These developments allow Vail Resorts to offer premium housing and vacation properties within its resort areas. Additionally, VRDC oversees clubs like the Beaver Creek Club and Red Sky Golf Club, providing exclusive benefits and facilities for members, such as private dining, clubhouses, and access to exclusive sections of the resorts.