Decrease in Skier Visits Results in Increase in Ticket Revenue in Vail Earnings Report
Vail Resorts experienced a decline in skier visits over the winter season when compared to the same period the year before. However, the lift ticket revenue showed an increase, according to a recent news release from the company dated March 10, 2025. The data provided in the release indicated that skier visits were 2.5% lower than the previous winter season, but there was a 4.1% increase in lift ticket revenue, including proceeds from season pass sales.
In response to these results, Vail Resorts’ CEO, Kirsten Lynch, remarked that the strong local visitation was driven by favorable early season conditions. On the other hand, destination visitation was affected by the normalization of industry demand and a projected shift in destination guest visitation to the spring. The stability of Vail Resorts’ season pass program, the Epic Pass, which grants access to multiple ski resorts across North America, was also highlighted by Lynch as a significant contributing factor.
Vail Resorts considers “advance commitment” of selling season passes in advance of the upcoming winter as a core strategy. This approach, outlined in a 2023 investor presentation, is designed to account for unpredictable weather conditions and changes in macroeconomic factors. The company has continued to implement this strategy with the sale of the Epic Pass for the 2025/2026 season.
The recent news release from Vail Resorts follows a challenging period for the company, particularly marked by a ski patrol strike at Park City Mountain in Utah that garnered national attention. During the strike, guests reported dissatisfaction with their on-mountain experience, citing long lift lines and restricted access to terrain. As a result, Late Apex Partners, an investment firm with significant shares in Vail Resorts, advocated for substantial changes within the company, including the dismissal of Lynch.
In the aftermath of the strike, Lynch assured investors that Vail Resorts is focused on regaining the trust and loyalty of its customers. She emphasized the commitment to pass holders and acknowledged the negative experience during the strike. Despite efforts to address the fallout from the strike, Lynch indicated that it is too early to determine the impact on Epic Pass sales.
Vail Resorts has taken steps to offer credits to guests who had skied or snowboarded at Park City Mountain with a pass or lift ticket between December 27, 2024, and January 8, 2025, the duration of the ski patrol strike. These initiatives are part of the company’s ongoing efforts to ensure customer satisfaction and rebuild trust following the challenges faced during the past winter season.
