According to a report published by SnowBrains on April 24, 2026, Vail Resorts has confirmed that the 2025-26 ski season was a period of significant difficulty for the company, particularly within its Rocky Mountain portfolio. CEO Rob Katz described the winter as one of the most challenging in history for the western United States, citing record-low snowfall and historically high temperatures.
Data released by the company indicates a stark decline in engagement. Skier visits across the company’s North American resorts fell by 14.9% compared to the previous year. The impact was even more pronounced in the Rockies—which includes major destinations such as Vail Mountain, Breckenridge, Park City, Keystone, Beaver Creek, and Crested Butte—where visitation plummeted by 25%.
The financial fallout was broad. Beyond the drop in skier visits, the company reported a 12% decline in ski school revenue and an 11.7% slide in dining revenue. However, total lift revenue, which benefits from the pre-paid nature of the Epic Pass, decreased by only 5.6%. This discrepancy highlights the role of the Epic Pass as a strategic buffer that protects the conglomerate from the full brunt of weather-related volatility.
The poor conditions in March, typically a high-traffic month, forced many resorts to close earlier than scheduled, further impacting late-season revenue. Looking ahead, the company is monitoring early-cycle sales for the 2026-27 season, which have shown a moderate decline in units. As climate variability continues to influence mountain operations, the industry faces the challenge of maintaining consumer commitment when weather conditions become unreliable.
