"I think it's a fair point. This was an industry-wide, ultimately global transformation that happened that our company absolutely led. And part of that was making the season pass the absolute best opportunity that you could have, and then making a lift ticket more expensive. If you're going to walk up to a ski resort and buy a lift ticket, you're not giving the ski resort any advanced commitment."
Rob Katz, who returned as Vail Resorts CEO in May 2025, explained the company's strategy of raising day ticket prices while promoting the Epic Pass. Katz launched the Epic Pass in 2008, fundamentally transforming the ski industry by shifting revenue from daily lift tickets to season passes. This strategy provided revenue stability independent of weather conditions, enabling Vail Resorts to acquire dozens of ski resorts and invest hundreds of millions in lift upgrades. Day ticket prices doubled at some Vail resorts between 2010 and 2019, deliberately designed to incentivize Epic Pass purchases. After over a decade of growth, Epic Pass sales have declined for two consecutive years, prompting a strategic refocus.
Read at SnowBrains
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