Skier visits and Epic pass sales decline at Vail Resorts following tumultuous season at Park City Mountain

Park City Mountain Ski Patrol on strike outside Canyons Village in Park City Photo: TownLift // Laura Modena

PARK CITY, Utah — Vail Resorts (NYSE: MTN) reported declines in both skier visits and Epic Pass sales in its latest earnings report, marking a challenging follow-up to a turbulent 2024/25 season at Park City Mountain that included a ski patrol strike, negative press, and a change in company leadership.

Vail Resorts did not directly attribute the downturn to the events at Park City. According to the earnings report, North American skier visits fell 3% year over year, and Epic Pass sales through mid-September were down 3% in units, despite a 7% increase in Epic Pass price.

Vail attributed the weaker Epic pass performance to a drop in first-year renewals and fewer new buyers, while noting stronger retention among long-term passholders. The company cited changing consumer behavior, over-reliance on email marketing, and a lack of investment in lift ticket promotion as core issues.

“We are not yet delivering on the full growth potential of this business,” said CEO Rob Katz during the earnings call, emphasizing that Vail is shifting strategy to regain momentum.

Park City Strike

The reported declines come after a highly visible ski patrol strike at Park City Mountain during the 2024/25 holiday period. Members of the Park City Professional Ski Patrol Association walked off the job amid stalled contract negotiations, resulting in limited terrain openings, long lift lines, and what many guests described as a chaotic and disappointing on-mountain experience.

Vail Resorts issued a public apology in January 2025 and offered partial compensation to some guests, stating, “while Park City Mountain was open during the patrol strike, it was not the experience we wanted to provide.”

The incident received widespread coverage and fueled growing criticism of the company’s management. In May 2025, CEO Kirsten Lynch resigned, and former CEO Rob Katz returned to lead the company.

Looking Ahead

Despite the declines, Vail expects modest EBITDA growth in fiscal 2026, driven by cost efficiencies and pricing. The company is implementing several changes to address recent performance, including:

• New Epic Friend Tickets to boost lift ticket sales
• Enhanced digital marketing and guest engagement
• Continued investment in the My Epic app and resort infrastructure ( Vail Resorts revives plan to upgrade three lifts at Park City Mountain )

Katz acknowledged the company is focused on rebuilding trust and re-engaging guests, noting a multi-year plan to stabilize growth.