Broomfield, Colorado — Vail Resorts is putting an enhanced focus on experience, as shown by its actions this summer. Last month, Vail announced improved customer experience strategies. Reaction to this was mixed, but Vail is continuing to push forward with their new strategy, as demonstrated by a new hire on the Board of Directors.
Yesterday, Vail Resorts announced that Bill Hornbuckle has been added to the Board of Directors. Some of the tasks done by the Board of Directors include setting the corporation’s long-term goals and making decisions regarding the CEO.
“Bill is an accomplished hospitality leader with deep experience operating world-class resorts, building guest loyalty and elevating service,” said Rob Katz, Chief Executive Officer of Vail Resorts. “As we launch Epic Experience—our multi-year roadmap to make every part of the mountain journey more seamless, personalized and memorable—we are thrilled to welcome Bill to our board and know he will immediately make a substantial contribution to our efforts.”
Bill has extensive experience in hospitality management and at entertainment venues. He has spent over 35 years in resort management, gradually working his way up through MGM Resorts. He’s been the CEO of the hospitality brand since March 2020, which probably wasn’t the best time to start a role like that. He is also the President of the T-Mobile Arena (which is home to the NHL’s Golden Knights), the Chair of the U.S. Travel Association, and was involved with the Clark County Stadium Authority Board, in which he helped bring the Raiders to Vegas.
“I am excited to join the Vail Resorts Board of Directors,” said Hornbuckle. “Having spent my entire career in hospitality and as someone with a personal connection to the mountains, I have long admired the iconic destinations and exceptional experiences that define Vail Resorts. Throughout my career, I’ve been passionate about leveraging technology and digital innovation to elevate the guest experience while keeping guests at the center of every decision. I look forward to working alongside my fellow directors and the leadership team to help the company continue creating exceptional experiences and delivering long-term value for shareholders.”
The other board members include Rob Katz (also CEO of Vail Resorts), Reggie Chambers, Sue Decker, Iris Knobloch, Nadia Rawlinson, Hilary Schneider, Peter Vaughn, Michele Romanow and Bruce Sewell.
How This Factors Into Prince’s Pursuit of Park City
Adding a like-minded individual to the Board is important, especially when there’s outside noise regarding an activist takeover. That’s been speculated about Vail Resorts, partially due to billionaire Matthew Prince’s pursuit of Park City Mountain Resort. Despite continued requests by Prince, Vail Resorts has refused to sell the country’s largest ski resort. Adding Hornbuckle gives Vail a knowledgeable individual who understands the industries that Vail is in. This could matter if there were a hostile takeover bid, as the board directs strategy and messaging in these tense moments.
Here’s a key part of the press release, which details how living in Park City makes him familiar with Vail:
“With a longstanding home in Park City, Hornbuckle brings a sincere appreciation for the mountains, strong familiarity with Vail Resorts’ guests and a true passion for the broader outdoor and experiential leisure sector.”
In case you didn’t know, Prince’s home is also in Park City, Utah.
How did Prince react to this? He clearly is a fan of the pick.
That’s not a nice way to treat a neighbor! It’s not the first time that Prince has butted heads with a neighbor, though.
We’ll have to wait and see if Vail Resorts can change people’s perspectives on them with their new Epic Experience initiative, or if activist investors try to make the Board’s experience in the future miserable.
Image Credits: Manav Parekh, Vail Resorts
