Vail Resorts, Inc., through its subsidiaries, operates mountain resorts and urban ski areas in the United States. It operates through three segments: Mountain, Lodging, and Real Estate. The Mountain segment operates 37 destination mountain resorts and regional ski areas. This segment is also involved in the ancillary activities, including ski school, dining, and retail/rental operations, as well as real estate brokerage activities. The Lodging segment owns and/or manages various luxury hotels and condominiums, and other lodging properties under the RockResorts brand; various condominiums located in proximity to the company's mountain resorts; destination resorts; and golf courses, as well as offers resort ground transportation services. This segment operates owned and managed hotel and condominium units. The Real Estate segment owns, develops, and sells real estate properties. The company was incorporated in 1997 and is based in Broomfield, Colorado.
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Here are 1-3 brief analogies for Vail Resorts:
Vail Resorts is like:
- Marriott for ski resorts, owning and operating a portfolio of premium mountain destinations.
- Disney for mountain experiences, offering a comprehensive, high-quality recreational destination and entertainment experience.
- Netflix for ski access, primarily through its Epic Pass, which provides subscription-based access to multiple resorts.
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- Mountain Access (Lift Tickets & Passes): Provides access to ski slopes, chairlifts, and gondolas at their various resorts.
- Lodging: Offers hotel rooms, condominiums, and other accommodations within or near their resort properties.
- Ski & Snowboard Schools: Provides instruction and lessons for skiing and snowboarding enthusiasts of all skill levels.
- Retail & Rental: Sells ski and snowboard equipment, apparel, and accessories, alongside offering equipment rental services.
- Dining: Operates a variety of restaurants, cafes, and food service outlets across its resort properties.
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Vail Resorts (symbol: MTN) primarily sells directly to individuals rather than other companies. Its business model focuses on providing mountain resort experiences, including skiing, snowboarding, lodging, and related amenities, directly to end-users.
The company serves the following three major categories of individual customers:
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Season Pass Holders: This category encompasses individuals who purchase multi-day or season passes, most notably the Epic Pass. These customers are typically frequent skiers and snowboarders who commit to visiting Vail Resorts' properties (and partner resorts) multiple times throughout a season. They represent a loyal customer base seeking value and extensive access.
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Destination Visitors/Vacationers: This segment includes individuals and families who travel to Vail Resorts' destinations for multi-day vacations. These customers often seek a comprehensive resort experience, utilizing services such as lodging (in Vail-owned or managed properties), lift access, ski/snowboard lessons, equipment rentals, and dining at the resorts. They are looking for a complete holiday experience.
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Day Visitors/Local Recreationalists: This category comprises individuals or groups who visit a resort for a single day of skiing, snowboarding, or other recreational activities. They often reside within a reasonable driving distance of a resort and typically purchase single-day lift tickets or utilize specialized local access products. This group is focused on convenient, short-duration recreational outings.
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Rob Katz, Chairman & Chief Executive Officer
Rob Katz was appointed Chief Executive Officer of Vail Resorts in May 2025, a role he previously held from February 2006 until November 2021. He served as Executive Chairperson of the Board from November 2021 to May 2025. Mr. Katz has been involved with Vail Resorts since 1991 and has served on its Board of Directors since 1996. Prior to his tenure as CEO of Vail Resorts, he was associated with Apollo Management L.P., a private equity investment firm, since its founding in 1990.
Angela Korch, Executive Vice President & Chief Financial Officer
Angela Korch was appointed Executive Vice President and Chief Financial Officer in December 2022. She rejoined Vail Resorts from CorePower Yoga, where she served as Chief Financial Officer since May 2020. Ms. Korch previously spent over a decade in various leadership roles within Vail Resorts' finance organization, including Vice President of Corporate & Mountain Finance. In this role, she led financial and capital allocation strategies and played a significant role in integrating more than 30 mountain resorts. Before her initial time at Vail Resorts, she was an Assistant Portfolio Manager at Muzinich & Company. At CorePower Yoga, she was instrumental in helping the company navigate COVID-19 challenges, raise capital, and expand its studio portfolio.
Bill Rock, President of the Mountain Division
Bill Rock serves as the President of the Mountain Division at Vail Resorts. He began his career at Vail Resorts in 2010.
Courtney Goldstein, Executive Vice President & Chief Marketing Officer
Courtney Goldstein was appointed Executive Vice President and Chief Marketing Officer in April 2024. Prior to joining Vail Resorts, she served as Senior Vice President of Consumer Marketing, Growth, and Engagement at Comcast, and also held positions with American Express.
Lynanne J. Kunkel, Executive Vice President & Chief Human Resources Officer
Lynanne J. Kunkel serves as the Executive Vice President and Chief Human Resources Officer for Vail Resorts, a position she has held since 2017.
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Clear Emerging Threats to Vail Resorts (MTN)
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The increasing popularity and accessibility of backcountry and uphill skiing and snowboarding represent an emerging threat. This trend allows participants to access mountain terrain and experience the sport without purchasing expensive lift tickets, thereby bypassing Vail Resorts' primary revenue model. As gear becomes more specialized, safety education more widespread, and interest in self-powered outdoor recreation grows, a segment of potential or existing resort guests may opt for these alternative forms of mountain access, potentially diverting revenue and altering long-term demand for traditional lift-serviced skiing and snowboarding.
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Vail Resorts (symbol: MTN) operates primarily in two main addressable markets: Mountain Operations and Lodging. The company's business model also includes real estate development and sales, though a specific addressable market size for this niche is not readily available.
Mountain Operations
Vail Resorts' Mountain segment generates revenue through lift ticket sales (including season passes like the Epic Pass), ski and snowboard lessons, equipment rentals, retail merchandise sales, dining, and other winter and summer recreational activities.
* U.S. Mountain and Ski Resort Market: The U.S. mountain and ski resort industry is estimated at USD 3.4 billion in 2024. It is projected to increase to USD 3.6 billion in 2025 and is expected to reach USD 8.1 billion by 2035, growing at a Compound Annual Growth Rate (CAGR) of 8.4% over the forecast period. Another report estimates the market size for Ski & Snowboard Resorts in the U.S. at USD 4.2 billion in 2025. The U.S. skiing and snowboarding market size was estimated at USD 5.78 billion in 2024.
* North America Mountain and Ski Resort Market: The USA market contributes 55% of North America's total mountain and ski resort market. Based on the U.S. market value of USD 3.4 billion in 2024, the North American mountain and ski resort market would be approximately USD 6.18 billion in 2024 (USD 3.4 billion / 0.55). North America held the largest share in the global mountain and ski resort market in 2024.
* Global Mountain and Ski Resort Market: The global mountain and ski resort market was valued at USD 9.53 billion in 2024 and is projected to reach USD 14.4 billion by 2035, exhibiting a CAGR of 3.85% from 2025 to 2035. Another source states the market size as USD 14.74 billion in 2024, growing to USD 16.35 billion in 2025.
Lodging
Vail Resorts owns and operates a number of hotels, lodges, and condominiums at its various resort locations, catering to visitors.
* North America Hotel Market: The North America hotel market was valued at USD 120 billion according to recent reports based on a five-year historical analysis.
* North America Luxury Hotel Market: Given Vail Resorts' focus on premium experiences, the luxury hotel segment is particularly relevant. This market reached USD 30.48 billion in 2024. Other estimates for the North America luxury hotel market include USD 37.86 billion in 2024 and USD 41.23 billion in 2025. The resorts sub-category within the North America luxury hotel market is projected to have the fastest growth, with a 7.6% CAGR through 2030.
* North American Hotels Market (United States, Canada, and Mexico): This market is estimated at USD 40.16 billion in 2025.
Real Estate
Vail Resorts engages in real estate development, selling residential properties and commercial spaces in and around its resorts.
* No specific addressable market size for "resort real estate development and sales" was found in the provided search results.
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Vail Resorts (MTN) is expected to drive future revenue growth over the next 2-3 years through several key strategies:
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Epic Pass Price Increases: Vail Resorts has consistently increased prices for its various Epic Pass products, including the Epic Pass, Epic Local Pass, and Epic Day Pass, for the upcoming 2025-26 ski season. For example, the top-tier Epic Pass saw a 7% increase, while some Epic Day Pass products experienced steeper hikes of 25-30% for the 2025-26 season. These annual price adjustments directly contribute to higher revenue per pass holder.
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Strategic Capital Investments and Enhanced Guest Experience: The company has announced a significant capital investment plan of approximately $249 million to $254 million for calendar year 2025. These investments aim to improve the guest experience through infrastructure upgrades, such as a new 10-person gondola at Park City Mountain and new six-person chairlifts at Andermatt-Sedrun-Disentis. Additionally, plans include developing a fourth base village at Vail Mountain's West Lionshead, featuring new lodging, dining, and retail spaces. These enhancements are designed to attract more guests and encourage increased visitation and ancillary spending.
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Global Expansion and Increased Access: Vail Resorts is continuing its global expansion, particularly in Europe, to enhance the value and reach of its Epic Pass. For the 2025-26 season, the Epic Pass network will significantly increase access to Verbier 4 Vallées in Switzerland and will include six new Austrian ski resorts: Saalbach Hinterglemm Leogang Fieberbrunn, Zell am See-Kaprun, Mayrhofen, Hintertux Glacier, Silvretta Montafon, and Sölden. This expansion aims to attract a broader international customer base and boost pass sales.
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Growth in Ancillary Spending and Targeted Lift Ticket Strategies: The company anticipates increased revenue from ancillary services such as ski school and dining. Furthermore, Vail Resorts is implementing new strategies to improve guest visitation, including new "Epic Friend Tickets" that offer discounted lift access for friends of pass holders, and more targeted pricing strategies for daily lift tickets. The company is also increasing its media investment to enhance brand awareness and drive overall visitation to its resorts.
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Resource Efficiency Transformation Plan: While primarily focused on cost savings, the company's two-year "Resource Efficiency Transformation Plan" is projected to achieve $100 million in annualized cost efficiencies by the end of its fiscal year 2026. These efficiencies are expected to improve operating leverage and profitability, thereby contributing to overall financial growth and freeing up resources for further investments that can indirectly support revenue generation.
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Capital Allocation Decisions of Vail Resorts (MTN) over the Last 3-5 Years
Share Repurchases
- Vail Resorts repurchased approximately 1.29 million shares for a total of $200 million during the quarter ending July 31, 2025.
- As of March 10, 2025, the company had 1.5 million shares remaining under its authorization for future share repurchases.
- Annual share buybacks amounted to $200 million in fiscal year 2025, $150 million in fiscal year 2024, and $500 million in fiscal year 2023.
Outbound Investments
- In March 2022, Vail Resorts acquired a 55% stake in Andermatt+Sedrun+Disentis, a Swiss resort operator, for $160 million, marking its first expansion into Europe.
- The company acquired Seven Springs Mountain Resort, Hidden Valley Resort, and Laurel Mountain Ski Area in Pennsylvania in December 2021.
- In fiscal year 2024, Vail Resorts closed on the acquisition of Crans-Montana Mountain Resort in Switzerland, securing an 84% ownership stake in its lift operations for an enterprise value of CHF 118.5 million (approximately $128 million).
Capital Expenditures
- Vail Resorts expects its calendar year 2025 capital plan to be approximately $198 million to $203 million in core capital, plus an additional $46 million for growth capital investments at its European resorts (Andermatt-Sedrun and Crans-Montana), and $5 million for real estate related projects.
- Total planned capital investments for calendar year 2025 are estimated to be between $249 million and $254 million.
- Key capital investments for 2025 and 2026 focus on multi-year transformational plans at Park City Mountain and Vail Mountain, including lift and snowmaking upgrades, new gondolas, and technology enhancements for the My Epic App.