BROOMFIELD, Colorado — Vail Resorts unveiled a broad package of guest-focused amenities for the 2026-27 ski season, saying the changes mark the start of a multi-year effort to improve the end-to-end resort experience as the company seeks to strengthen customer loyalty following a challenging winter.
The resort operator announced its "Epic Experience" initiative on Tuesday, introducing upgrades that include enhanced private ski lessons with concierge services, higher-quality on-mountain dining, expanded digital services and improvements to ski rental operations. The company said the investments will be rolled out across its network of mountain resorts over multiple seasons.
Chief Executive Officer Rob Katz said the company's next phase of growth would focus on improving the guest experience rather than expanding its resort portfolio or relying primarily on season-pass sales.
"For years, Vail Resorts focused on building the Epic Pass model and expanding its resort network," Katz said in a company announcement. "The next chapter of growth for Vail Resorts is about delivering a guest experience that undeniably leads the ski industry."
Among the most prominent additions is Epic Ascent, a premium private lesson program launching initially at Vail Mountain and Beaver Creek. The offering includes dedicated concierge support, white-glove equipment rentals and assistance with trip planning, including transportation and dining arrangements. The company said it expects to expand the program to additional destinations during the following winter season.
Vail Resorts also said it will invest in upgrading popular food items served at 15 destination resorts, using higher-quality ingredients while maintaining that pricing increases beyond normal inflation are not planned for the coming season. The company added that it is pursuing operational changes intended to shorten food-service wait times and increase seating capacity.
Digital enhancements will include expanded capabilities within the My Epic mobile application, allowing guests to purchase passes and lift tickets, share eligible benefits with friends and family, and use additional digital payment options. Future updates are expected to add lesson and rental bookings and incorporate artificial intelligence to help guests plan visits and receive personalized recommendations.
The announcement follows a difficult 2025-26 winter marked by below-average snowfall across much of the western United States, which affected ski industry operations and prompted Vail Resorts to revise financial expectations earlier in the year. Company executives have said improving the guest experience is central to restoring growth as pass sales have slowed.
Vail Resorts said additional details on several initiatives, including expanded food offerings and broader deployment of new guest services, will be announced before the start of the 2026-27 ski season.
