Park City, Utah — Vail Resorts is trying to switch things up following another disappointing ski season.
The announcement of the Epic Experience initiative last week aimed to show guests and shareholders that they intend to improve the guest experience. This includes enhancing the ingredients for food items, introducing more high-end private lessons, continued upgrades to My Epic Gear, and improving customer service practices.
A possible factor behind the move is the reports that activist investors are looking to shake up the leadership at Vail Resorts. This would allow Matthew Prince, Utah’s richest man, to be able to purchase and invest in Park City Mountain Resort. Prince has been outspoken over the past year on his criticism of the experience at Park City Mountain Resort.
Prince gave some more thoughts behind the changes next week. Citing a Wall Street Journal article in which Katz said the move drew inspiration from higher-end airline products, Prince used it to highlight a common criticism of this practice: nickel-and-diming customers.
Prince also criticized Rob Katz for not engaging with the owner of the Park Record, a newspaper situated in Park City, Utah. The owner of the Park Record? Matthew Prince, a local resident of Park City.
The continued comments show that Prince remains committed to his public criticism of Vail Resorts. Whether that criticism would lead to a proxy battle is not yet clear.
Image Credits: Jeffrey Eisen, Park City Mountain Resort
