Transforming the skiing Experience with Innovative Technology

In some cases, skiing or snowboarding is as thrilling as it is challenging. It owns and operates 42 ski resorts across four countries, including Vail, Breckenridge, Park City Mountain, Whistler Blackcomb, and Stowe.

In order to satisfy their guests and provide a better skiing experience, Vail Resorts is using technology. In 2024, Fast Company named it one of the most innovative companies.

Kirsten Lynch discusses Vail Resorts’ commitment to innovation to build a sustainable future for the company and its guests.

Focusing on the guest experience fuels innovation – specifically, ways to improve the mountain experience for our guests. Mobile Passes and Mobile Lift Tickets are available in the My Epic app as a result of this focus.

New industry-leading technology lets guests download our app, scan their Bluetooth-connected phone into their ski jacket, and buy their passes online. There’s no need to take your phone out of your pocket either, as it operates completely hands-free.

As well as eliminating lift ticket lines and reducing waste from the use of fewer plastic passes and cards.

Data is also used to improve skiing operations and guest experiences, such as reducing line wait time frustration. As a result, our app shows real-time and predictive lift-line wait times, and we use data to optimize lift lines and lift loading processes to reduce bottlenecks.

At our mountain resorts, we are continuously improving the guest experience by analyzing data from all different aspects of our ski operations.

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In this season, we will be launching My Epic Gear, a new approach to providing skis and snowboards to our guests.

There is no doubt that everyone needs gear to enjoy the slopes, however traditional options — renting or owning — are flawed and have not been reimagined for decades. If you rent, you will have to stand in line at a rental shop and choose from a limited number of gear options.

There are several benefits to owning, but there are also significant costs, maintenance, and the hassle of traveling with all your equipment. Moreover, if you have children who are growing rapidly, you may find that their gear is outgrowing faster than you are able to replace it.

In our new business innovation, we offer ski and snowboard equipment memberships. We believe that renting is less convenient than owning and that renting is better than renting.

In our app, guests have the ability to manage their entire gear experience from reservation to gear selection to delivery location using our app. As a result, our guests do not have to spend time waiting in lines: The gear they require is provided as soon as they request it. 

In the coming season, My Epic Gear will be available at 12 of our North American resorts. A membership provides the opportunity to choose a preferred ski or snowboard model for the day, the season, or a combination of both.

In other words, if you’re a skier and snowboarder from New York City visiting Stowe for a weekend getaway and then visiting Park City Mountain for your spring break, you can be assured of having new top-of-the-line gear waiting for you slopeside at both resorts. You certainly do not need to worry about traveling with all your equipment.

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Climate change is one of the ski industry’s biggest challenges, so sustainability is at the core of our strategy. Our decisions are always made with the environment in mind, making sure we protect the environment in which we operate.

Our North American resorts operate with 100% renewable electricity and are striving to reduce their carbon footprint to zero by 2030.

Moreover, Vail Resorts was able to find a way to create stability for the industry so that it could continually improve the guest experience at our resorts.

As part of this endeavor, we introduced the Epic Pass, which gives skiers and riders unlimited access to multiple resorts for a fraction of the cost of a lift ticket.

In the ski industry, traditionally if it didn’t snow, people didn’t purchase lift tickets, impacting our industry’s ability to invest in infrastructure and innovation, and affecting employees.

We have a high level of stability regardless of weather variability thanks to the preseason revenue from Epic Pass.

In the last decade, new technologies have transformed skiing in incredible ways, improving performance, safety, and overall satisfaction. Skiers of all skill levels can look forward to more exciting possibilities with future innovations.

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