Vail Resorts may have built their empire on selling Epic Passes and aquiring resorts but the company is set to focus on a new direction – improving the guest experience to future proof growth.
If skiers and snowboarders are having a better time on the mountain then the theory is they will return. Epic Passes remain a prime goal, of course, but the elevated experience is what the company hopes will drive both skier loyalty and pass sales.
CEO Rob Katz welcomed the new era of “differentiated guest experience” designed to drive both loyalty and visitation when announcing the five pillar Epic Experience vision and multi-year roadmap.
Expect improved ski rentals, elevated ski lessons with new concierge services, upgraded app technology, improved food offerings and investment in the right staff.
“For years, Vail Resorts focused on building the Epic Pass model and expanding its resort network,” said Katz in the company press release.
“That strategy helped establish the company’s position today, but the Pass and acquisitions were not the end goal. The next chapter of growth for Vail Resorts is about delivering a guest experience that undeniably leads the ski industry and is best in class in the travel sector.
The multi-resort company is now all about “removing friction, elevating the experience and creating more moments that inspire guests to return.”
The company press release says Vail Resorts will maintain its investments in lift infrastructure to help guests get up and around the mountain faster, and will take an aggressive approach to snowmaking strategy and technology to create the best possible early-season and in-season conditions for guests.
Beyond the snow experience, Vail Resorts will focus on the five experience pillars.
Reimagining rentals with My Epic Gear
Guests who book high-performance Demo rentals at the company’s rental outlets across 12 participating resorts will receive the curated My Epic Gear experience without the membership fee. That includes the ability to select their preferred ski or snowboard model, and BOA® ski boots or Step On® bindings, online, ahead of their arrival.
Ahead of the 2027/28 winter season, Vail Resorts’ rental outlets will offer expanded and upgraded gear and service options, which will include the ability for anyone to choose a specific gear model – online or in app. Returning guests will have the ability to get their skis or snowboards fully teched, tuned and ready for pickup or delivery, without going through an in-store fitting process. Other future offerings include slopeside valet and digital enhancements for easier browsing and booking.
Elevating lessons into Personalised Mountain Experiences
This winter at Vail Mountain and Beaver Creek, the company will upgrade all private lessons to Epic Ascent, an elevated private lesson experience offering concierge services, white-glove gear rental and enhanced customer support.
Private-lesson guests will get high-touch customer support and a dedicated concierge to coordinate every detail of their overall trip, like dining reservations, transportation coordination and white-glove gear rental. Epic Ascent will expand across more Vail Resorts mountain destinations in the 2027/28 season.
In parallel, Vail Resorts is further simplifying the pathway to progression with connected ski and ride school in the My Epic app by expanding from four to 14 resorts. A first-of-its-kind digitized offering, ski and ride school in the My Epic app offers guests in group lessons a seamless arrival with direct-to-lesson digital check-in. It helps parents stay connected with real-time updates and photos during child lessons, and monitor progression with skills tracking that includes badges for milestones achieved.
Setting a higher standard for guest engagement
The company’s ambition is to make every interaction and communication feel easier, more personal and more supportive – so guests feel confident, cared for and inspired to return.
Starting this fall, guests will be able to purchase Passes and lift tickets, as well as share Epic Friend Tickets with friends and family, directly in the My Epic app. Guests can also expect the introduction of Apple Pay and Google Pay, while continuing to enjoy favorite features like Mobile Pass, lift line wait times, Find My Friends and personalized stats.
Ahead of the 2027/28 season, guests will be able to purchase lessons and rentals directly in the My Epic app. Future app enhancements will leverage modern AI to support intuitive trip planning and surface intelligent personalised recommendations and itineraries – from parking and lessons to lunch, après and more.
Raising the Bar on Mountain Food
The company is making its most popular menu items better across 15 destination resorts. Ski-day classics like chili, burgers, pizza, fries, hot dogs, chicken fingers, and mac and cheese, which make up the majority of resort food sales, are all getting elevated with a significant investment in higher-quality ingredients and refined presentation.
Guests across 15 destination resorts can enjoy a butcher’s blend burger with melted New School American Cheese and pecan-smoked bacon on a griddled brioche bun, served with crispy waffle fries and a signature comeback sauce.
Resorts like Vail Mountain, Beaver Creek, Breckenridge and Whistler Blackcomb will continue to focus on the development of unique signature dishes that reflect the energy, culture and character of each resort.
The food improvements next season will not come with higher prices, beyond normal inflation. In addition to elevated food, the company will be looking to add new technology and processes to reduce wait times and increase seating capacity.
Investing in Top Talent to Drive Excellent Guest Service
Following a $175 million investment in wages and benefits, the company is building a dedicated frontline team through a disciplined, technology-enabled approach to recruiting, staffing and scheduling. These investments have helped the company remain fully staffed each season, become more selective in hiring for guest-service orientation, increase seasonal employee return rates and give employees more hours while reducing overall hiring and housing pressure.
