![]() ![]() Lynch dismissed the drop as “expected,” and pointed to the increased strength of the Epic Day Pass, a product that has surged under Vail’s new three-tier price model. The number seemed to surprise analysts on the call, who pressed for more details. “We are very pleased with the results for our season pass sales to date, which demonstrate the strength of the guest experience, our network of mountains resorts, and commitment to continually investing in the guest experience.”īut on the earnings call an hour later, Lynch revealed another, potentially alarming number: sales of the Epic and Epic Local passes had declined 10 percent in units over the previous year. ![]() 28 fiscal year-end and fourth-quarter earnings release. “Advance commitment continues to be the foundation of our strategy, shifting guests from short-term refundable lift ticket purchases to nonrefundable pass commitment before the season starts, in exchange for value,” Vail Resorts CEO Kirsten Lynch said in the Sept. We don’t yet have final numbers for 2022-23 Epic Passes, but the sales streak continues: unit sales were up six percent and sales dollars increased seven percent year-over-year through Sept. For the 2021-22 ski season, Vail Resorts sold approximately 2.1 million Epic Passes.īlue Sky Basin at Vail Mountain. Inspired by this discount-driven momentum, the company cut prices 20 percent in spring 2021, and sales erupted. The next year, in the hangover of March 2020 Covid shutdowns, Vail sold 1.4 million Epic Passes on the strength of generous pass credits. And they’ve sold more every year since: sales hit half a million in 2014 and crossed the 1 million mark in 2019. That first year, Vail Resorts sold more than 59,000 Epic Passes. And the Epic Pass was no one-off gimmick. There was no catch, no coupon, no fine print. In essence, we're taking the thought out and putting more fun into a ski vacation.” ![]() They can ski all day or just for an hour. They can visit for a week-long vacation during the holidays and then decide later in the season to return for an extended weekend getaway or even to book a last- minute trip after hearing about one of Colorado's or Tahoe's epic snowfalls. The Epic Pass was designed “to reward our most loyal guests,” then-CEO Rob Katz said at the time, so they can “ski or ride when they want, how they want. Oh, and pack the Lunchables – kids Epic Passes debuted at just $279. Five of North America’s best ski areas assembled in a discount package like a powdery Lunchable. And by the way act now and we’ll throw in Beaver Creek, Breck, Keystone, and Heavenly. Like big-mountain lift tickets were a crate of about-to-expire cottage cheese. Then on a March day in 2008 Vail cut the price by 70 percent. In 2007 a season pass to the Eagle County endless was $1,849. ![]()
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