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MTNBullishCorporate Developmentsnews

High materiality9/10

Vail Resorts expands Epic Ascent and My Epic app ahead of 2026/27 season

Sep 29, 2026, 11:35 AM EDT1 sourcesAI-analyzed

Why it may matterVerify against the original reporting

Near-term uplift from higher ARPU per booking through Epic Ascent and extended Ski & Ride integration; pass pricing dynamics could shift demand timing.

AI summary

What happened, with direct paths to the underlying reporting

Vail Resorts unveiled Epic Ascent, upgrading private lessons at Vail Mountain and Beaver Creek with concierge planning, white-glove gear, and skip-the-line access for up to six guests. It is expanding Ski & Ride School in the My Epic app from four to 14 resorts, boosting cross-sell and guest progression; Epic Pass prices rise after October 7, potentially lifting near-term revenue.

Epic Ascent private lessons expand to Vail Mountain and Beaver Creek.
Up to six guests, concierge, gear and skip-the-line access included.
Ski & Ride School expands to 14 resorts via My Epic app.
Epic Pass prices rise after October 7; 20% off for 13-30-year-olds.

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