When Vail Resorts launched the Epic Pass in 2008, it owned just five resorts. Over the last 20 years, Vail built one of the most successful marketing strategies in the ski industry around the Epic Pass. The Epic season pass sale strategy transformed the company and eventually the entire ski industry. Instead of convincing skiers to seek out one mountain, Vail promoted an entire network. That strategy drove Epic Pass sales until the 2024-25 season, when pass sales declined for the first time since its inception. That decline continued into the 2025-26 season and as a result, Vail is rethinking its strategy going forward to raise the profile of the individual brands within its portfolio.
As Vail acquired more resorts, critics argued that the mountains were beginning to feel less like individual ski destinations and more like pieces of a larger corporation. The Epic Pass became the focus, and the mountains were just destinations within it. In a new strategic move, Vail is attempting to change that, as many of Vail’s flagship resorts are embarking on their own marketing campaigns aimed at elevating the profile of each individual mountain. Rather than selling skiers access to a collection of resorts, Vail is attempting to highlight the unique experience of each destination.
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Park City Mountain Resort (PCMR) may be the clearest example of this new approach.PCMR recently announced its “Larger Than Life” marketing campaign. In a September press release, Vail Resorts shared background on the branding strategy, which focuses on the mountain’s sheer size: the largest in the nation, at 7,300 skiable acres. Three-time Olympic gold medalist and Snow League founder Shaun White serves as the face and voice of the campaign. The Snow League is a professional competition focused on halfpipe freeskiing and snowboarding. Earlier this year, White announced that PCMR would host the second season of the Snow League during the 2026-27 season.
White also spoke about his connection to Park City and why he was excited to be part of the campaign:
“There’s something special about Park City Mountain,” Shaun White said. “It’s an incredible place to ride, with so much terrain and so many different ways to experience the mountain. I’ve had some memorable times there over the years, and I’m excited to be part of this campaign to help showcase what makes the mountain so great.”
Vail Resorts has poured $144 million into lift infrastructure, snowmaking, and terrain improvements in PCMR. Some of the highlights include the Sunrise Gondola and Canyons Village Skyway, both of which are designed to ease the arrival experience for guests using the Canyons Village. The new branding campaign showcases several different elements, ranging from infrastructure investment and parking improvements to elevated guest experiences through Vail’s Epic Experience initiative. PCMR is planning major upgrades and experiences in the coming years, in an attempt to elevate the individual ski resort.
These new investments come at an important time for PCMR and Vail Resorts. The resort is facing increased attention from billionaire Cloudflare CEO Matthew Prince, who has launched a public bid to acquire the mountain. With Vail investing heavily in PCMR in an attempt to strengthen its individual identity, the resort is entering a pivotal period.
Keystone Resort has started on its “Lifetime of Firsts” campaign. The mountain resort offers over 3,000 skiable acres, including Bergman Bowl, perfect for first-time bowl skiers. The “Lifetime of Firsts” campaign focuses on the resort’s family-friendliness. Keystone said the brand will showcase “how the mountain grows with guests through every stage of their skiing and riding journey.” Honing in on everybody’s “firsts” at Keystone, there is always something someone can do for the “first” time. The brand campaign launched with a video of a family sending kids off to ski school lessons, seeing what they were able to learn at their first lesson. “Lifetime of Firsts” represents another example of Vail Resorts’ broader effort to bring the individual character of its destination resorts to life through marketing. Instead of just being another option on the Epic Pass, Vail is highlighting the experiences that make Keystone unique.
Located in Southern Colorado, Crested Butte is known for its steep terrain and dozens of double black runs, making the “Be Wild” marketing campaign a natural fit. Crested Butte often attracts expert skiers, as it has the most lift-served double black runs on the continent. Included in the campaign is the tagline “The untamed destination at the end of the road.” Over 37% of Crested Butte is double black, which comes out to over 500 acres of terrain. That focus gives Crested Butte its own identity that is different from family-oriented destinations. “Be Wild” showcases what makes Crested Butte special, focusing on its remoteness and challenging terrain.
Vail Mountain has also revived its longstanding tagline, “Vail is like nothing on Earth.” The campaign highlights the characteristics that have made Vail one of the world’s most recognizable ski destinations, including its iconic Seven Back Bowls, vibrant après-ski atmosphere, and European-inspired, multi-village base area.
Vail’s sister resort, Beaver Creek, has brought back its “Not Exactly Roughing It” brand, featuring the resort’s high-end guest service experience. The campaign reinforces Beaver Creek’s identity within the Vail Resorts portfolio, emphasizing luxury and a more refined approach to the mountain experience.
The new marketing strategy illustrates how Vail Resorts is allowing its flagship mountains to market what makes each destination unique, rather than relying on the Epic Pass alone. Over the past two decades, Vail grew from five mountains into a network of 42 resorts, while also driving season-pass growth. As pass sales have recently stalled, Vail is now moving away from the focus on the strength of the Epic Pass, and shifting attention to the individual identities of the mountains that make up its portfolio. This is not a simple task, as the company continues to face activist pressure, lift-related disputes, and legal challenges across its portfolio of mountains. The hope is that the new branding campaign can change the perception of Vail Resorts in the future.
