Mission

EXPERIENCE OF A LIFETIME

Our mission is to create the Experience of a Lifetime for our employees, so they, in turn, can create the Experience of a Lifetime for our guests.​


VALUES

Serve Others

Lead with service to create Experiences of a Lifetime for one another and our guests. 

Do Good

Preserve our natural environments and contribute to the success of our local communities. 

Have Fun

Fun is our product—create fun, enjoy your work and share the contagious spirit.​​

Be Safe

Be committed to the safety and wellness of our employees and guests. 

Do Right

Act with integrity—always do the right thing, knowing it leads to the right outcome.​

Be Inclusive

Welcome everyone to our company, resorts and communities—include all races, gender identities, sexual orientations, abilities, and the many qualities that make us each unique. 

Drive Value

Fuel business growth and guest loyalty through guest experience and continued innovation.

 

Ski instructor leads group of adults down a groomed ski hill in Stevens Pass

Our Stakeholders

At Vail Resorts our mission, our core values, and everything we do aligns with the needs and expectations of our five stakeholders:

  • Our Guests
  • Our Team
  • Our Community
  • Our Environment
  • Our Shareholders

We strive to create value with, and for, each of our stakeholders.


THE FUTURE OF THE SPORT IS INCLUSION.
AND IT BEGINS WITH US.​ 

A group of ski patrol employees smiling at Spring Fest

Culture

We are passionate about creating a culture that is committed to developing leaders at every level. By fulling embedding our Be Inclusive core value into our leadership, we are building an equitable, accessible and inclusive culture, and an environment for all talent to be able to thrive.​

Ski school instructor posing with kids with their arms up in excitement

Talent

We consistently invest in high-performing, high-potential talent in service to our objectives. We have a multi-year, integrated talent and diversity, equity, and inclusion strategy. Our goal is to attract, retain, develop, engage, and grow diverse talent. We are equipping our leaders to lead with equity to make sure that the Experience of a Lifetime is true for every employee and guest.​

Young girl snowboarding in front on instructor

The Next Generation

The majority of skiers and riders join our sport as kids. We are committed to inspiring and welcoming the next generation of skiers and riders by investing in resorts, programs, and products, and by creating environments where everyone can feel welcome and supported. ​

Our DEI Journey

1962

Historic black and white photo of 10th mountain division members

Vail Mountain Founded

Vail Mountain is founded by WWII Veterans, Pete Seibert of the 10th Mountain Division and Army Engineer, Earl Eaton. Vail Mountain opens for skiing with two chairlifts and one gondola.

1997

Scenic winter image of vail on sunny day

Vail Resorts goes public

Vail Resorts stock opens on the New York Stock Exchange at $23.50. Resorts include Vail, Beaver Creek, Breckenridge and Keystone.

2006

Headshot image of Rob Katz with Breckenridge in the background

ROB KATZ BECOMES CEO

A member of the Board of Directors for Vail Associates since 1996, Rob becomes the company’s CEO, serving until 2021. Rob is currently the Executive Chairman of the Board.

2008

Image of Epic Pass media card

EPIC PASS LAUNCHES

Vail Resorts launches industry-leading Epic Pass, giving guests access to multiple resorts at a previously unheard-of price.

2010

Image of Epic Mix App showing stats and lift wait times

DIGITAL PIONEERS: EPICMIX APP LAUNCHES

Vail Resorts is the first to utilize an RF-enabled chip embedded in its season passes and captures guests’ ski and ride experience on a first-of-its-kind mobile app.

2012

Image of a building with Mt. Brighton lit up in Purple

INVESTING WHERE EPIC BEGINS

Local ski areas Afton Alps, outside of Minneapolis/St. Paul, and Mt. Brighton, outside Detroit, join Vail Resorts.

2014

Image of 3 ski patrol employees with dogs in front of them on a sunny winter day

INVESTING IN OUR EMPLOYEES WELLNESS

Vail Resorts launches Epic Wellness, the largest mental, physical and
financial wellness program available in the industry for team members, their dependents and household members

2014

Summer image of Crested Butte Mountain with wildflowers in the foreground

MAKING AN EPICPROMISE

EpicPromise is announced, Vail Resorts’ social responsibility program that supports communities, employees, guests and the environment.

2015

Winter image of the 9990 area of Park City mountain

PARK CITY AND CANYONS COMBINE

Park City Mountain in Utah, purchased in 2014, and neighboring Canyons Resort, acquired in 2013, combine to become the largest ski area in the U.S.

2015

Image of skier in Green jacket going down a run in Perisher on a sunny day

VAIL RESORTS GOES GLOBAL

In the acquisition of Perisher, the largest mountain resort in Australia, the Epic Pass (and the company) are now international.

2016

Scenic winter image of Whistler with the black tusk in the background

WHISTLER BLACKCOMB JOINS VAIL RESORTS

Whistler Blackcomb, the largest ski resort in North America, becomes part of the Vail Resorts family, expanding the company’s footprint to British Columbia, Canada.

2017

Scenic winter image with Epic Promise - Commitment to zero written over the top

COMMITMENT TO ZERO

Vail Resorts announces Commitment to Zero – a pledge to achieve a zero net operating footprint across its operations by 2030.

2019

Action shot of skier at the top of a snowy mountain. Large vertical epic logo. Text says "from one day to every day". Introducing epic day pass.

EPIC DAY PASS

In a historic move, the company launches the Epic Day Pass, bringing the same value and flexibility of a season pass to everyone, whether they want to ski and ride one day or every day.

2021

Headshot of Kirsten Lynch with breckenridge mountain in the background

KIRSTEN LYNCH NAMED CEO

After transforming the company’s data and analytics capabilities and leading Epic Pass growth in her 10-year tenure as CMO, Kirsten becomes CEO.

2022

Image of two front line employees smiling while working in a kitchen

A NEW DIRECTION

A $175 million investment into the employee experience raises the minimum wage by an average of 30% to $20/$21 per hour, plus expands mental and reproductive health care, and adds frontline leadership development.

2022

Picture of a windfarm with wind turbines at dusk

RENEWABLE ELECTRICITY GOAL MET

Vail Resorts reaches 100% renewable electricity across its North American mountain resorts, and 96% worldwide.

2022

Image of snow guns blowing snow at nighttime

$3.6M ENERGY EFFICIENCY INVESTMENT

Vail Resorts makes its largest single-year investment ever in energy
efficiency, directing $3.6 million in energy-saving projects to the company’s buildings, lifts, and snowmaking.

2022

Beautiful winter image of Andermatt Ski resort in switzerland showing expansive mountain views

VAIL RESORTS GOES TO SWITZERLAND

Andermatt-Sedrun, the largest ski area in the heart of Switzerland, becomes Vail Resorts’ first strategic investment in a ski resort in Europe.

2023

Image of skier holding phone while looking at my epic app and loading their mobile pass

TECHNOLOGY INNOVATION

Vail Resorts invests in hands-free Mobile Pass & Mobile Lift Ticket technology in the new My Epic app which will let guests skip the ticket window altogether.

2023

My Epic Gear Pilot Announced

Vail Resorts reimagines the gear business with My Epic Gear, a new membership program will provide the best benefits of gear ownership but with more choice, lower cost and no hassle.