Question · Q1 2026
Molly Baum inquired about the impetus for the larger initiative to enhance dining offerings, whether it was driven by guest feedback, the value proposition, and its expected impact on ancillary business, and asked if the improvement in pass sales trends post-September was an intentional byproduct of marketing changes, and expectations for future mix improvement or unit acceleration.
Answer
Rob Katz, CEO of Vail Resorts, explained that the dining initiative was prompted by a slow recovery post-COVID, recognizing the need for new strategies beyond pre-COVID approaches. The initiative involves improving physical dining structures, optimizing seating arrangements, and investing in food quality, seen as a multi-year effort to differentiate the food business. Mr. Katz confirmed that marketing was intentionally weighted more heavily towards unlimited products this year, citing Epic Friends tickets and upper-funnel brand building, with an intent to continue focusing on unlimited products to re-engage those pass holders.
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