American City Business Journals
Vail Resorts (NYSE: MTN), which has refocused its business over the past 10 years around boosting sales of season and multiday lift passes, will limit ticket sales to non-pass holders during three of its most popular periods in late 2021 and early 2022 to minimize on-slope crowds. The plans are the first major changes unveiled by new CEO Kirsten Lynch since she took over operation of the 37-resort operator on Nov. 1, succeeding longtime CEO Rob Katz following his 15-year tenure. Lynch, who had been chief marketing officer since 2011, led the company’s efforts to increase pass-holders by offering new, lower-commitment products and by adding customer-facing features to its EpicMix app.