Vail Resorts’ CEO says it’s time to think beyond the $1,000 ski pass that helped build the empire

The ski season of 2025-2026 is winding down—and it was a tough one for Vail Resorts, the world’s largest operator of ski hills. With snowfall 60% below normal for the season through February in its home state of Colorado and low in neighboring Utah, Vail has seen skiers and snowboarders stay away in droves.

Adding to the pressure on Vail, it has been the second difficult winter in a row. Last year, in addition to insufficient snow in many locales, the company saw a 12-day ski-patrol...