Vail Resorts Introduces New Discounts to Attract Young Skiers
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Mar 03 2026
0mins
Source: PRnewswire
- Pricing Strategy: Vail Resorts has introduced the Epic Pass and Epic Local Pass for young skiers aged 13 to 30 at prices of $869 and $649, respectively, offering a 20% discount that allows savings of up to $220, significantly enhancing participation among younger demographics.
- Social Engagement Initiative: The return of Epic Friend Tickets allows 2026/27 Epic Pass holders to receive 10 tickets at 50% off, encouraging pass holders to share their skiing passion with friends and family, thereby fostering community and enhancing customer loyalty.
- Additional Savings Offer: Skiers who visited any of Vail Resorts' 37 North American resorts during the 2025/26 season can save up to $175 on Epic Pass products, making the price for young travelers as low as $694, which further reduces the financial barrier to skiing.
- Enhanced Experience Offerings: Vail Resorts is not only providing ski passes but also introducing new dining experiences across its resorts, with Epic Pass holders receiving a 20% discount on on-mountain dining, aimed at enriching the overall skiing experience and attracting more young visitors.
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Analyst Views on MTN
Wall Street analysts forecast MTN stock price to rise
9 Analyst Rating
3 Buy
5 Hold
1 Sell
Hold
Current: 142.390
Low
145.00
Averages
169.54
High
234.00
Current: 142.390
Low
145.00
Averages
169.54
High
234.00
About MTN
Vail Resorts, Inc. is a network of destination and close-to-home ski resorts in the world including Vail Mountain, Breckenridge, Park City Mountain, Whistler Blackcomb, Stowe, and 32 additional resorts across North America; Andermatt-Sedrun and Crans-Montana Mountain Resort in Switzerland; and Perisher, Hotham, and Falls Creek in Australia. The Company operates through three segments, which include Mountain, Lodging and Real Estate. The Mountain segment includes the operations of the Company's mountain resorts/ski areas and related ancillary activities. The Lodging segment includes the operations of the Company's owned hotels, RockResorts, national park service (NPS) concessioner properties, condominium management, Colorado resort ground transportation operations and mountain resort golf operations. The Real Estate segment owns, develops and sells real estate in and around the Company's resort communities.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Oasis Capital Builds Stake in Vail Resorts, Considers Proxy Fight
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- Acquisition Intentions: Cloudflare CEO Matthew Prince is willing to spend $500 million to acquire Park City Mountain Resort, demonstrating his strong discontent with Vail's management and positioning himself as a likely buyer for Vail's mountain properties.
- Management Pushback: Vail CEO Rob Katz has pushed back against external pressures, framing Prince's criticisms as mere community enthusiasm and emphasizing that the company will not alter its strategic direction based on individual opinions, showcasing the management's firm stance.
- Market Sentiment Analysis: Despite MTN stock gaining 3.1% year-to-date, retail sentiment on Stocktwits appears bearish, with message volumes increasing by 17%, reflecting investor uncertainty regarding the company's future.
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- Activist Investor Pressure: Billionaire Matthew Prince has been pushing Vail to sell him Park City Mountain Resort since last spring, highlighting external pressures that could influence the company's strategic decisions and operational focus.
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- Increased Shareholder Pressure: Oasis Capital Management has built a significant stake in Vail Resorts (MTN) and is considering a proxy fight to overhaul the board, indicating dissatisfaction with the company's leadership and potential management changes.
- Acquisition Intentions: Cloudflare CEO Matthew Prince is willing to spend $500 million to acquire Park City Mountain Resort, demonstrating his strong discontent with Vail's management and positioning himself as a likely buyer for Vail's mountain properties.
- Management Pushback: Vail CEO Rob Katz has pushed back against external pressures, framing Prince's criticisms as mere community enthusiasm and emphasizing that the company will not alter its strategic direction based on individual opinions, showcasing the management's firm stance.
- Market Sentiment Analysis: Despite MTN stock gaining 3.1% year-to-date, retail sentiment on Stocktwits appears bearish, with message volumes increasing by 17%, reflecting investor uncertainty regarding the company's future.
See More
Vail Resorts Hires Bankers for Takeover Defense Amid Activist Pressure
- Stock Price Surge: Vail Resorts (MTN) shares rose 9% following the hiring of bankers for takeover defense, indicating increased market confidence in the company's ability to address potential acquisition threats, despite no current signs of activist investor interest.
- Activist Investor Pressure: Billionaire Matthew Prince has been pushing Vail to sell him Park City Mountain Resort since last spring, highlighting external pressures that could influence the company's strategic decisions and operational focus.
- Financial Outlook: Vail projects fiscal 2026 resort EBITDA between $735 million and $755 million, even as spring pass sales decline by 10%, reflecting a need for more evidence of demand recovery, which could impact future profitability.
- Market Reaction: Although Vail did not respond to media inquiries, the positive market reaction to its hiring of bankers suggests heightened investor interest in corporate governance and future strategic direction.
See More
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- ETF Decline: The iShares Semiconductor ETF fell approximately 4% during Tuesday afternoon trading, indicating market concerns about the semiconductor sector, which could negatively impact investor confidence and lead to capital outflows.
- Intel's Weak Performance: Intel's shares dropped about 7.1%, reflecting the company's pressure in market competition, which may affect its future investment and R&D capabilities.
- Rambus Stock Drop: Rambus shares declined by approximately 6.4%, further exacerbating the ETF's poor performance, indicating challenges faced by the company and a weakening market demand.
- Market Sentiment Impact: The overall negative sentiment towards the semiconductor industry may prompt investors to reassess their portfolios, potentially affecting the stock prices and financing capabilities of related companies.
See More
Investment Analysis: Vail Resorts vs. Viking Holdings
- Vail Resorts Financial Performance: In FY 2025, Vail Resorts reported nearly $3 billion in revenue, a 2.7% increase year-over-year, with a net income of $280 million and a net margin of 9.4%, indicating stability and customer loyalty in the travel sector.
- Viking Growth Momentum: Viking achieved $6.5 billion in revenue for FY 2025, marking a 21.9% year-over-year growth, with a net income of $1.1 billion and a net margin of 17.7%, reflecting strong recovery and repeat bookings in the luxury cruise market.
- Risks and Challenges: Vail Resorts faces risks from unpredictable weather, as seen in the 2023/2024 ski season, along with a high fixed-cost structure and $3.2 billion in debt limiting operational flexibility; Viking must navigate a competitive landscape and geopolitical instability.
- Valuation Comparison: Vail Resorts has a forward P/E of 19.8x, lower than Viking's 26.7x, indicating a relatively lower market valuation, although its sales outlook for FY 2026 is impacted by climate change concerns.
See More
Investment Choices in Ski and Cruise Markets
- Vail Resorts' Market Position: Vail Resorts operates 42 ski resorts across North America, Europe, and Australia, with FY 2025 revenue nearing $3 billion, reflecting a 2.7% year-over-year growth, showcasing its stable performance in the high-end leisure travel market despite risks from climate change.
- Viking's Strong Growth: Viking achieved $6.5 billion in revenue for FY 2025, marking a 21.9% increase year-over-year, with a net income of $1.1 billion and a net margin of 17.7%, indicating robust recovery and expansion in the luxury cruise market.
- Financial Health Comparison: Vail Resorts has a debt-to-equity ratio of 8.1x and a current ratio of 0.6, highlighting financial pressure under a high fixed-cost structure; in contrast, Viking's debt-to-equity ratio is 5.1x with a current ratio of 0.8, suggesting better liquidity management.
- Future Outlook and Investment Advice: While Vail Resorts offers a high dividend yield of 6.8%, appealing to income-focused investors, its sales outlook for FY 2026 appears grim, whereas Viking's business continues to thrive, prompting investors to weigh the risks and rewards of each option.
See More
US Stocks Close: Nasdaq Hits 5-Week Low Amid Market Rotations
- Market Volatility: The S&P 500 index fell by 0.26% and the Nasdaq 100 dropped by 1.12% on Tuesday, indicating a shift to a downward trend after an early advance, reflecting investor concerns over tech stocks.
- Energy Price Impact: WTI crude oil prices plunged by 3% to a seven-week low, leading to widespread declines in energy producers' stocks, which exacerbated the overall market weakness and highlighted the direct impact of oil price fluctuations on related sectors.
- Real Estate Market Recovery: US existing home sales rose to 4.17 million in April, a five-month high, boosting the stocks of builders and suppliers, indicating that a recovery in the real estate market could provide positive signals for the economy.
- International Trade Data Improvement: China's May exports increased by 19.4% year-on-year, surpassing expectations, showcasing potential for global economic growth, which may positively influence the US market, despite ongoing uncertainties.
See More
