Vail Resorts CEO Rob Katz is steering the company towards a new growth strategy, moving beyond its traditional reliance on Epic Pass sales. For years, Vail expanded by acquiring resorts and offering discounted season passes, but this model has stalled, with North American next-season pass sales down 10% through May compared to last year. Katz, who returned as CEO in 2025, is now prioritizing an enhanced on-mountain guest experience to drive revenue.

Vail's new "guest-experience" focus includes upgraded amenities and services. Private ski lessons will now come with a concierge to manage dining reservations and gear rental. The company is also improving the quality of cafeteria food and plans to offer convenient ski and snowboard tuning and delivery services, bypassing the need for in-store fittings for returning visitors.