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Vail Today
By the People, for the People
Vail Resorts Reports Drops in Skier Visits, Revenue Amid Difficult Weather
CEO sees 'meaningful stability' in pass sales despite 'worst-case weather scenario' in the West
Published on Mar. 10, 2026
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Vail Resorts CEO Robert Katz told investors that skier visits and revenues are down about 12% through February due to 'unprecedented weather challenges in the Rockies.' Katz said the poor conditions, including the warmest winter on record in Colorado, had an 'outsized negative impact' on the company's results. However, he noted that pass holders who purchase lift access ahead of the season now make up about 75% of Vail's annual visitation, providing 'meaningful stability' despite the difficult weather.
Why it matters
Vail Resorts is one of the largest ski resort operators in North America, so the poor weather conditions in the Rockies this season have had a significant impact on the company's financial performance. The reliance on advance pass sales has helped mitigate some of the weather-related losses, but the challenges highlight the industry's vulnerability to climate change and the need for ski resorts to diversify their operations.
The details
Katz said most of Vail's resorts in Colorado and Utah had only 70% to 80% of their typical skiable acres open through February, far less than usual for this time of year. The company also saw the latest openings of Vail Mountain's Back Bowls and Breckenridge Ski Resort's Imperial Express, the highest lift in North America. Despite the poor conditions, Katz said guest satisfaction scores are up, which he attributed to the company's emphasis on its local resort employees in recent years.
- This season saw the latest opening of Vail Mountain's Back Bowls and Breckenridge Ski Resort's Imperial Express.
- Through February, most of Vail's resorts in Colorado and Utah had only 70% to 80% of their typical skiable acres open.
The players
Robert Katz
The Chief Executive Officer of Vail Resorts, who told investors about the company's performance amid the difficult weather conditions in the Rockies this season.
Vail Resorts
One of the largest ski resort operators in North America, owning and operating 37 resorts across the United States and Canada.
What they’re saying
“The Rockies are the largest driver of resort revenue for the company, and as such, the poor weather had an outsized negative impact on our results this year.”
— Robert Katz, CEO (vaildaily.com)
“While these conditions weighed on our results, they also underscore the importance of our advanced commitment strategies.”
— Robert Katz, CEO (vaildaily.com)
What’s next
Vail Resorts has launched Epic Pass sales for the 2026-27 season with a price increase of about 4% compared to years past, and the company is offering a 20% discount off adult Epic Pass prices for those under the age of 30 in an effort to get more young people involved in snowsports.
The takeaway
Vail Resorts' reliance on advance pass sales has provided 'meaningful stability' amid the 'worst-case weather scenario' in the Rockies this season, but the challenges highlight the industry's vulnerability to climate change and the need for ski resorts to diversify their operations and find ways to attract new, younger skiers and snowboarders.
