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re: Vail resorts CEO turns to Gen Z skiers, offers new activities to fill lifts

Posted on 3/22/26 at 12:21 pm to
Posted by GatorPA84
PNW
Member since Sep 2016
6291 posts
Posted on 3/22/26 at 12:21 pm to
Rich people “sport”
Posted by BaddestAndvari
That Overweight Racist State
Member since Mar 2011
18696 posts
Posted on 3/22/26 at 12:22 pm to
MacKelvie has phenomenal videos, I recommend him to people all the time
Posted by BottomlandBrew
Member since Aug 2010
29916 posts
Posted on 3/22/26 at 12:38 pm to
quote:

MacKelvie has phenomenal videos


They really are well done videos.
Posted by atxfan
Member since Jul 2004
4198 posts
Posted on 3/22/26 at 12:45 pm to
I skied at Keystone last month and it cost $720 for 2 days with lift tickets and rental. I think the lift tickets were $265/day even when purchasing online for a discount. That’s way too much for shite snow conditions.
Posted by HubbaBubba
North of DFW, TX
Member since Oct 2010
51894 posts
Posted on 3/22/26 at 12:55 pm to
quote:

They are starting to price people out of skiing at the mega resorts
Starting? It's gotten out of control, but they want the grilled brussels sprouts covered in feta cheese and basil crowd instead of the crowd who would walk at paying $27 for an appetizer of brussel sprouts.
This post was edited on 3/22/26 at 12:56 pm
Posted by forkedintheroad
Member since Feb 2025
2323 posts
Posted on 3/22/26 at 12:57 pm to
quote:

lift tickets were $265/day


That's fricking insanity.

Have all resorts realized white people will pay through the nose to escape culcha?
Posted by NYNolaguy1
Member since May 2011
21764 posts
Posted on 3/22/26 at 3:41 pm to
The hilarious part of this is there's mom and pop places on the east coast that have oodles of snow even now and are a quarter of the cost of colorado big ski resorts with far better snow conditions. Just an example Catamount (on the NY/Mass state line) has $32 lift tickets for "night" skiing from 3-9 pm. You're going to have a hard time convincing anyone on the east coast to go out west and pay crazy prices for shite ski conditions.

I predict a lot of blood in the Ikon/Vail resorts next year as people refuse to go.
Posted by crazyLSUstudent
391 miles away from Tiger Stadium
Member since Mar 2012
6133 posts
Posted on 3/22/26 at 3:46 pm to
quote:

CEO jacks up rates, sees record low turnout, wonders where folks are, and then jacks up rates again. Bold strategy, cotton.


Also a shite snow season for essentially the entire west. Worst Colorado winter/snow season since they installed the Snotel stations in the mountains back in the early 80s
Posted by RemouladeSawce
Uranus
Member since Sep 2008
17846 posts
Posted on 3/22/26 at 3:56 pm to
quote:

They are starting to price people out of skiing at the mega resorts
But the pass price increase has consistently offset the fall in volume and their revenue hasn’t cratered. It’s been pretty sticky. It’s a hobby that already leans rich. Do not underestimate the number of people with money who will keep absorbing increases to do favored activities

- Posted shirtless from Beaver Creek which is a sad, sad sight

(Both the conditions and me shirtless)
This post was edited on 3/22/26 at 4:03 pm
Posted by Duke
Dillon, CO
Member since Jan 2008
36494 posts
Posted on 3/22/26 at 4:04 pm to
quote:

The hilarious part of this is there's mom and pop places on the east coast that have oodles of snow even now and are a quarter of the cost of colorado big ski resorts with far better snow conditions


Less terrain and this is the worst year since we started keeping records up here. Its a one off.

quote:

You're going to have a hard time convincing anyone on the east coast to go out west and pay crazy prices for shite ski conditions.


But the west beats the east almost every year. Its called the ice coast for a reason. Folks from the east who come out west regularly know the east vs west and aint going to have a fluke year change their patterns.

Plus, the Sun Belt produces a lot of the tourist traffic for the CO/UT mountains. Do you know how many fricking Texas plates ive seen these last two weeks?

quote:

I predict a lot of blood in the Ikon/Vail resorts next year as people refuse to go




pass sales will be down but a decent snow year and there will be plenty of revenue at the big mountains.

This year will be punishing, economically, for the tourist driven areas of CO/UT. Thats assuming most of us dont burn this summer but the doom and gloom for the big ski players is misplaced.
Posted by Dissident Aggressor
Member since Aug 2011
5670 posts
Posted on 3/22/26 at 4:34 pm to
quote:

It’s cheaper to ski in Europe for an American family. That’s including airfare.

has been this way for decades…
This post was edited on 3/22/26 at 4:36 pm
Posted by NYNolaguy1
Member since May 2011
21764 posts
Posted on 3/22/26 at 4:41 pm to
quote:

pass sales will be down but a decent snow year and there will be plenty of revenue at the big mountains.


That's quite a gamble based on this years conditions, and there's still a lack of sensitivity to having egregious lift tickets for terrible conditions. Who wants to pay higher rates when no one is sure if it's worth even going?

I know multiple people that either cancelled their trips out west to Breck, Beaver Creek, etc, because it's simply not worth the cost of flying out west and dropping $15k for terrible conditions versus either going to VT/ME/NH or simply flying to Europe and getting way more for the dollar.

I still think there's going to be a serious reckoning for the CO/UT/WY big ski resorts unless a big change in direction happens at the corporate level.
Posted by The Third Leg
Idiot Out Wandering Around
Member since May 2014
12637 posts
Posted on 3/22/26 at 4:48 pm to
You can fly to France or Switzerland and do 5 days on the slopes in the Alps for the same price as skiing at Vail resorts. America has jumped the shark on these activities. They’re simply inaccessible.
This post was edited on 3/22/26 at 4:49 pm
Posted by Hou_Lawyer
Houston, TX
Member since Jun 2019
2250 posts
Posted on 3/22/26 at 4:59 pm to
Paid $370 for single day lift tickets at Deer Valley earlier this year. Not doing it again. Europe next year.
Posted by beaux duke
Member since Oct 2023
4911 posts
Posted on 3/22/26 at 5:05 pm to
frick epic/ikon passes. greed ruined a great thing
loveland/cooper/monarch where da gold at
i'm almost all backcountry these days anyway
Posted by RemouladeSawce
Uranus
Member since Sep 2008
17846 posts
Posted on 3/22/26 at 5:06 pm to
quote:

simply not worth the cost of flying out west and dropping $15k for terrible conditions versus either going to VT/ME/NH
To assume Western conditions will be this horrible with Eastern conditions this respectable again is a hell of a bet to make. Order will be restored. And the consumer conditioning is realistically too strong for Vail or Alterra to be panicking

The independent East coast resorts will forever be hanging on a thread
This post was edited on 3/22/26 at 5:07 pm
Posted by beaux duke
Member since Oct 2023
4911 posts
Posted on 3/22/26 at 5:06 pm to
quote:

Im taking my family to Japan for a ski trip in a couple of winters. It will be half the price and there's access to onsens and other attractions. Most of the guides speak English too since Aussies go there so much.

^^^
this guy knows what's up
Posted by Louie T
Member since Dec 2006
36728 posts
Posted on 3/22/26 at 5:12 pm to
quote:

To assume Western conditions will be this horrible with Eastern conditions this respectable again is a hell of a bet to make. Order will be restored. And the consumer conditioning is realistically too strong for Vail or Alterra to be panicking

yeah - my 3 to 6 day epic pass runs $100-120/day and covers enough resorts to find good snow
Posted by Duke
Dillon, CO
Member since Jan 2008
36494 posts
Posted on 3/22/26 at 5:19 pm to
quote:

That's quite a gamble based on this years conditions, and there's still a lack of sensitivity to having egregious lift tickets for terrible condition


Lift tickets are a headwind and a corporate problem, I dont disagree but the conditions this year are very much a fluke and anyone who skis regularly knows that.

Pass prices in general are pricing folks out but one bad year in our region isnt going to change the dynamics. Get good snow next year, and all those folks using their IKONs at Killington will come out for some Aspen/Steamboat et. all bc the snow and terrain are better where when its good.

Also note that Alterra and Vail have holdings all over the country and some internationally. One region having a bad year gets balanced out.

quote:

either going to VT/ME/NH or simply flying to Europe and getting way more for the dollar.


VT/ME/NH are rarely better bets than CO/UT/CA.

Europe has been true for a while and yet it isnt taking a huge chunk of the US ski business (yet). Pow hounds have Japan, which hold the same pricing benefits plus better food and drink options.

quote:

I still think there's going to be a serious reckoning for the CO/UT/WY big ski resorts unless a big change in direction happens at the corporate level


Its started. The Park City debacle two Christmases ago cost the CEO of Vail their position. Brought back an old CEO this year. The economics in these ski towns are rough to maintain a near min wage staff in top 20 cost of living counties, all while charging these outrageous prices for lift tickets and food/drink.

I just dont think a bad snow year out here is changing the calculus much. The issues have been at play for a good decade niw.
Posted by Defenseiskey
Houston, TX
Member since Nov 2010
2165 posts
Posted on 3/22/26 at 6:06 pm to
I've been doing the research, lol. It's 40% cheaper than Steamboat or pretty much every other CO resort and that includes plane tickets for 3 to Tokyo from DFW, a Shinkansen ride, food, and trips to the onsen. I've been looking Hakuba and Niseko.
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