Question · Q1 2026
Shaun Kelley asked about quantifying the impact of the new advanced discount offering and Epic Friends Tickets, specifically how these initiatives are expected to balance price and volume, and the metrics used to measure their trade-off.
Answer
Rob Katz, CEO of Vail Resorts, explained that the new advanced discount offering aims to capture customers not ready for a pass by the December deadline, create time-sensitive purchasing incentives, and secure early advance commitments. He stated that the trade-off was considered worthwhile for driving vacation decisions and incremental skiing days. Regarding guidance, Mr. Katz noted that pass over-delivery was likely muted by challenging early season weather, but expressed satisfaction with the post-Labor Day revenue turnaround. Guidance assumes a normal Christmas experience, with early season sluggishness already factored in.
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