Vail Resorts CEO Outlines Plan to Boost Growth Amidst Sluggish Sales

Rob Katz, who returned as CEO in May, outlined what is wrong at Vail Resorts, which owns and operates 42 mountain resorts, and what the company will do to fix the issues.
Published: September 29, 2025

Vail Resorts Inc. CEO Rob Katz announced a multi-year strategy to address lagging performance and stimulate growth, stating that recent results have fallen “below expectations.” The plan focuses on rebuilding lift ticket sales, modernizing guest engagement, and refining its signature Epic Pass program.

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Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series