Up until now, I’ve been able to justify Vail Resort’s partnerships. The many small and largely gathered business acquisitions. They’ve always targeted the big fish like Park City and Whistler. These moves have been strategic. They were intended to add value to the Epic Pass, while simultaneously increasing revenue. After seeing so many people reposting the newest press release with excitement about the company’s growth, I have to ask…

“What will this landscape look like in 10 years? Will you still be celebrating Vail Resort’s global domination when you can no longer afford to ski or ride at your favorite mountain?”

What will this landscape look like in 10 years? Will you still be celebrating Vail Resort’s global domination when you can no longer afford to ski or ride at your favorite mountain? In a society where we hold corporations accountable for their actions, why are so many people overlooking the gentrification of a once iconic and all-inclusive industry? Some might assume all smart business moves are good business moves. On the other side of the coin, not all business is good business no matter the good press that follows.

With the newly added seventeen resorts on the Epic Pass, you can now enjoy more of the East Coast greats, such as Mount Snow and Hunter Mountain. Take the time to think about the smaller, unknown resorts that don’t have potential to draw in pass holders. What’s going to happen to the little East Coast mountain when the “Epic” mountain moves into town? These smaller mountains obviously don’t meet the criteria to be a destination resort. Vail Resorts would need to drastically raise prices to break even. These upgrades under the Vail umbrella do not just come with the corporate logo. In fact, it is the corporate price that follows close behind it.

“These upgrades under the Vail umbrella do not just come with the corporate logo. In fact, it is the corporate price that follows close behind it”

My Dad taught me how to ski at Alpine when I was barely a year old. Skiing was the one pastime I had the opportunity to share with my him. Those memories and lessons were priceless. Ultimately, they shaped who I am today. Without access to Alpine, I wouldn’t have had the chance to fall in love with skiing and snowboarding. I would never have found my passion for boarding and most likely, wouldn’t have moved to Colorado to pursue it. We locals that breathe life into these small hills would have never been driven to keep the passion alive in our adult years, if it hadn’t been for places like Alpine Valley. The majority of the community that works in the ski industry started on grassroot slopes just like Alpine. Every time Vail Resorts acquires a new mountain, there may be a child who won’t get the chance to have the memory of riding their first chair up with their parents, just as their parents once did. These small mountains run rich in generational tradition.

“The next generation may fall short of these experiences due to recent events. They might not be able to afford all it takes to participate in a once nostalgic sport”

If you know me, then you know how I light up with just the mention of winter or snowboarding. I could ramble on for hours about my first job as a snowboard instructor at Alpine, or all the lifelong friends and memories I’ve made through the sport. I’m incredibly grateful for those opportunities and I truly couldn’t imagine my life any other way. The next generation may fall short of these experiences due to recent events. They might not be able to afford all it takes to participate in a once nostalgic sport.

The world’s largest ski resort management company has become so far out of touch with what the snow sport industry originally sought out to be. The culture is now rooted in attending to the needs of high-end guests. They’ve redefined what it means to be able to ski in this country. Gone are the days of holiday ski trips with your family. A lift ticket alone can run upwards of $190 for one day at a Vail Resorts property. Not to mention the cost of renting gear, parking, food and lodging. In a day and age where there is an economical solution for pretty much anything you could dream of, why has the snow sport industry headed in the opposite direction? With much unknown about the future of the 17 newly acquired resorts, we can only hope strategies and ideals shift to preserve what makes those places great. As long as money is the driving force, Vail Resorts will continue to do what’s best for them. Ultimately deciding the fate of the smaller resorts, such as my beloved Alpine Valley. Mothers or fathers might have to tell their child for the first time that they cannot afford to partake in skiing or snowboarding this year.

“As long as money is the driving force, Vail Resorts will continue to do what’s best for them. Ultimately deciding the fate of the smaller resorts, such as my beloved Alpine Valley”

I can only hope this makes you think a bit deeper about what is actually happening outside of your bubble to avid skiers and snowboarders just like yourself. If this in anyway angers you, I urge you to be introspective and ask yourself why that is?

If Vail Resorts truly cares about Epic For Everyone, why don’t they reinvest some of their millions into small resorts, like Alpine Valley, without expecting massive returns? Why wouldn’t you keep the passion alive everywhere? What’s the point of ‘Epic for Everyone’, if everyone doesn’t actually mean everyone?

-Hilary Zalar

Edit: The author has provided a price breakdown of an ‘Epic’ family trip.