Vail Resorts, Inc. has purchased Afton Alps—and season pass holders will immediately receive a 25-percent discount off of lift tickets at Vail, Beaver Creek, Breckenridge, Keystone, Heavenly, Northstar and Kirkwood this season.
Vail Resorts purchased Afton Alps and Mount Brighton in Michigan for $20 million. The two ski areas give Vail Resorts access to more than 468,000 active skiers and snowboarders in the Twin Cities and Detroit metropolitan areas.
Vail Resorts plans to:
- Improve snowmaking, parking and access to provide a more consistent experience throughout the ski season;
- Look into opportunities to add new summer activities;
- Redesign and updated terrain parks;
- Offer coaching and instruction for skiers of all levels;
- Have dedicated racing programs;
- Expanded dining and entertainment options at the base area,
- Create opportunities to connect guests from each of these ski areas to its seven world-class resorts in Colorado and Lake Tahoe through season pass and other lift ticket products.
“These acquisitions are part of a new strategy for Vail Resorts to drive season pass sales and build broader guest loyalty by looking at premier smaller ski areas located near major urban markets,” Rob Katz, chairman and CEO of Vail Resorts said in a news release.
Afton Alps is the largest ski area near a major city in the Midwest with 48 trails on nearly 300 acres, 18 lifts, four base areas, night skiing and riding, tubing and an 18-hole golf course.
Vail Resorts is planning season pass products for Afton Alps in time for the 2013-2014 season pass sales period, beginning in March 2013.