Vail hasn’t had the staff to support the huge crowds they brought in, he said. “I think it might have exceeded their expectations.”Ī Breckenridge, Colorado-based ski instructor who asked not to be named had a less generous assessment. “Vail Resorts took really aggressive pricing action this year on the Epic Pass, and that was undoubtedly going to trigger high sales,” said Tom Foley, a ski-industry analyst and director of business intelligence at the travel research company Inntopia. As a result, earnings jumped 30 percent from fiscal year 2020 to fiscal year 2021. Thanks to the price cut, and to an impressive portfolio of 40 resorts worldwide, Vail sold 2.1 million pre-purchased tickets and season passes for 2021–22, a 76 percent jump over 2019–20 figures. “We are excited to make it easier for everyone to move into a pass,” Vail’s then CEO Rob Katz said in a press release, “and we remain fully committed to ensuring continuous improvements in the guest experience.” Its Epic Local Pass, which grants access to fewer resorts, would also see a price cut, from $729 to $583. In March 2021, Vail Resorts gave the snow-sports world a shock: prices for its multi-resort season pass, called the Epic Pass, would be slashed by 20 percent, from $979 to $783.
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