Vail Aims to Boost Profits

Posted By: The Ski Channel on September 3, 2009 11:42 am

Vail Resorts CEO Rob Katz recently unveiled plans to encourage skiers and boarders to pry open their wallets for non-snow related items and ancillary activities. After reporting a fifteen percent dip in mountain food and beverage purchases across the five Vail ski resorts during the 2008-09 season, executives noted the importance of making sack lunches less appealing.

The company is current developing a juicy hamburger that will go for the same price as the current apparently not as tasty burgers. Another addition includes a $9.99 lunch deal complete with entree, drink, and side. Now maybe I won’t have to pull a smushed PB&J sandwich and clif bar out of my pants for lunch.

Katz added the new changes focused on giving visitors an affordable way to enjoy all the Vail resorts have to offer. Affordable adult ski school for experienced riders looking to build their mogul ripping or powder shredding ability will round out the revenue boosting plan.