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Epic Experience focuses on higher guest spend, loyalty, and visitation; near-term capex may pressure margins, but successful execution could lift guest lifetime value and average daily spend, similar to prior resort experience upgrades boosting occupancy and revenue per guest.
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Vail Resorts announced Epic Experience, a multi-year program to transform the end-to-end ski guest journey, starting with next-season investments in food, private lessons, gear, and digital engagement. Key elements include Epic Ascent private lessons, My Epic Gear enhancements, and app-driven services; management targets higher loyalty and visitation, with longer-term upside but near-term capex pressure.
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