UPDATE: Vail Mountain lift tickets have surged to an eye-popping $356 per day as the resort grapples with limited terrain availability amid warm temperatures. Despite the opening of new chairlifts this week, Vail now offers just over 700 acres of skiable terrain, a fraction of its total 5,317 acres.
Officials confirm that the resort is facing unique challenges this season due to historically warm weather. Lee Nielsen, Senior Manager of Communications, stated, “Our operations teams have been maximizing available daytime and overnight low temperatures.” Enhanced snowmaking capabilities, including the largest snowmaking project in North America completed in 2019, have not been enough to combat the weather.
Vail’s snowmaking system boasts 32.5 miles of pipeline and 14 new valve stations covering 262 acres. This effort is crucial as the resort aims to connect front-side runs and maintain conditions on currently open terrain. “We have been consistently making snow at Chair 11 to build a solid base,” Nielsen emphasized.
In stark contrast to this year’s conditions, ticket prices were a mere $199 on Christmas Eve in 2017. Vail Resorts CEO Rob Katz explained that the high ticket prices are a strategy to manage visitor volume during peak periods. “We had to make lift tickets absolutely expensive because we wanted people to move from lift tickets to the pass,” Katz said.
However, Vail Resorts is experiencing a decline in total pass sales, with 2% fewer pre-purchased passes sold this year compared to last. Katz noted that while season pass revenues have increased, walk-up lift ticket sales have not kept pace. “If you look at our lift ticket visitation over the last couple of years, it has declined,” he stated.
To combat this trend, Vail Resorts has launched the “Epic Friend Tickets” program, allowing Epic Pass holders to share discounted tickets with friends. This initiative aims to increase daily lift ticket sales and encourage more guests to consider season passes for the future.
While guests are encouraged to purchase lift tickets online in advance for savings of up to 30%, Nielsen reported that many do not buy tickets at the window. “Guests can save by purchasing a lift ticket online in advance or with an Epic Friend Ticket which provides 50% off lift ticket prices,” he said.
The new program was introduced on December 9, and while it may not have immediate effects, Katz believes it will improve sales in the long run. “We think we will see better impact as guests really start to get in that habit,” he added.
As Vail Mountain continues to navigate these challenges, the focus remains on maximizing the ski experience for visitors despite the high costs and limited terrain. The situation is developing, and many eyes are on how these strategies will unfold in the coming weeks.
Stay tuned for more updates as this story develops.
