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As a Copycat Competitor Emerges, Can Vail Resorts Still Catch Big Air?
By Jeremy Bowman – Oct 20, 2018
Vail has long been king of the mountain, but a new challenger poses a threat like never before.
Vail Resorts (MTN -1.04%) has been a hidden winner on the market in recent years. Shares of the ski-resort operator have more than tripled over the last five years, and jumped nearly 800% over the last decade.
Skiing and snowboarding haven't suddenly come into vogue, however. Instead, those gains can be attributed to two key pillars of Vail's strategy: First, the company has aggressively pursued acquisitions, including its $1 billion takeover of Whistler/Blackcomb in 2016, the most visited ski resort in North America. The second key to Vail's success has been its Epic Pass. Introduced in 2008, the all-encompassing pass gives skiers and riders access to all of the company's resorts for an entire season for one reasonable base rate.
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