Visits are down at Vail Resorts. The new CEO explains what's gone wrong and his plan to get the ski giant back on track.

Core Insights - Vail Resorts, the largest ski company globally, is undergoing a necessary turnaround as indicated by its new CEO, Rob Katz, following disappointing Q4 and fiscal year 2025 results [1][3] Group 1: Financial Performance - Total skier visits decreased by 3% year-over-year [1] - Season pass sales for the upcoming 2025-2026 season also fell by 3% in terms of quantity, although sales revenue increased by 1% due to a 7% price increase [2] - Shares of Vail Resorts have dropped 60% from their peak in 2021, reflecting investor concerns [13] Group 2: Strategic Changes - The CEO acknowledged that the company has not fully capitalized on its growth potential and needs to adapt to changing consumer behaviors [3][4] - Vail Resorts plans to modernize its marketing strategy, shifting focus from traditional email marketing to digital and social platforms, including potential partnerships with influencers [5][6] - The company aims to enhance emotional connections with guests rather than relying solely on transactional messaging [6] Group 3: Customer Engagement Initiatives - Katz highlighted the need to improve lift ticket offerings, including a program that allows pass holders to purchase discounted day passes for guests [11][12] - A dynamic pricing strategy will be implemented to optimize lift ticket prices based on resort and timing [12] - The company is confident that these long-term strategies will lead to higher growth by the fiscal year 2027 and beyond [13]