Vail Resorts Attempts Its Largest Rebrand Yet

What’s Vail Resorts’ biggest goal going forward? Selling more Epic Passes? Not quite. Instead, according to a recent announcement, the company plans to focus on the “guest experience,” improving amenities like on-mountain food and ski lessons, apparently banking on future growth tied to visitors having a better time at Vail Resorts’ ski areas than at other mountains.“For years, Vail Resorts focused on building the Epic Pass model and expanding its resort