Vail Resorts Purchases Two Midwest Ski Areas

To reach the large Midwestern market of skiers and snowboarders, Vail Resorts announced Thursday the addition of two Midwest ski areas: Afton Alps and Mount Brighton. What’s more, Summit locals with the Epic Pass, Epic Local, Summit Value and Epic-7-day have instant access at the newest ski areas.  As part of the acquisition, Vail Resorts plans to enhance both the on-mountain and base area experience at each ski area. “We plan to bring state-of-the-art racing, terrain parks, coaching and technology to the guest experience. We also will connect these urban ski areas to our world-class resorts in Colorado, California and Nevada with new season pass offerings, providing the chance to experience the best skiing and riding locally and in the West,” said Rob Katz, chairman and chief executive officer of Vail Resorts.
Vail Resorts has entered into agreements to purchase the two ski areas for $20 million, said Kelly Ladyga, spokeswoman for VR.  Both Afton and Brighton serve major snowsports markets in the Midwest with more than 468,000 active skiers and snowboarders in the nearby Minneapolis, St. Paul and Detroit metropolitan areas, according to a press release.  “We are thrilled to welcome Afton Alps and Mount Brighton to the Vail Resorts family,” Katz said. “These acquisitions are part of a new strategy for Vail Resorts to drive season pass sales and build broader guest loyalty by looking at premier smaller ski areas located near major urban markets.”