Vail Resorts is doing just fine on paper, but that is not good enough for returning CEO Rob Katz.
Vail made $280 million this fiscal year, up nearly 21% from the previous year, when former CEO Kirsten Lynch was ousted for poor performance. Lift ticket revenue was up by $60.4 million, about 4%, and even the typically weak summer season got a boost from strong southern hemisphere skiing in Australia.
But Katz and his team are most concerned about projections for this coming fiscal year. The company could lose as much as $79 million.
“We recognize that we are not yet delivering on the full growth potential that we expect from this business, in particular on revenue growth, in both this past season and in our projected guidance for fiscal year 2026,” Katz said. “However, we are confident that we are well positioned to return to higher growth in fiscal year 2027 and beyond.”
Katz has a few ideas on how to make this happen, from new pricing to new faces.
“We are strategically enhancing lift ticket offerings, pricing strategies and our marketing approach aimed at bringing in new guests to our resorts in ways that complement our pass program,” Katz said, referring to the new half-off Epic Friend Tickets, which replace the old variable-priced buddy passes. “We plan to increase our exposure within digital and social platforms and expand our influencer partnerships. This shift will allow us to reach guests where they are, and to fully utilize our guest data to create content that resonates and drives action.”
Vail survived this fiscal year by raising prices on lift tickets, ski school and dining. Equipment rentals suffered from fewer visitors, and the company was shelling out an extra $69.1 million for operations worldwide, including its newest acquisition, Crans-Montana in Europe.
But what about the canary on the ski slope – early Epic Pass sales? They’re down 3% compared to this time last year.
Katz isn’t worried, forecasting pass sales this year will be 50% higher than five years ago.
“This growth in our pass program has significantly strengthened our financial resilience and stability,” Katz said.