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Vail Resorts Buys Afton Alps, Plans to Connect River Valley Skiers With Mountain West

Vail Resorts, Inc. will purchase 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.

It you have a season pass to Afton Alps, this post may just make your day—and I’m not writing about the snowy forecast.

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.

yomammy December 07, 2012 at 12:33 PM
Wonder if they will pass along the Vail pricing....
Brenda Bredahl December 07, 2012 at 06:21 PM
You can't go wrong with that land as an investment next to MSP ... some change in pricing obviously will be necessary with the enhancements like entertainment and all the others in vail's will-do list.
yomammy December 08, 2012 at 05:40 PM
oh goodie....the 100+ bucks to get my family on the slopes for a day wasnt quite enough...
Kaycee March 12, 2013 at 08:58 PM
Well, you might as well kiss your family's future skiing memories goodbye here at Afton Alps. The Vail Resort corporate greed structure will be pricing most families out of the market. When we started our VR season pass in Colo. about 10 yrs. ago, we considered it a great deal for our family of 4. How does over $2000.00 for season passes sound to your family? Questionable snow conditions, crowds, long lift lines...who needs it? Oh, and they want a down payment by April 14th for the 2013/2014 season. This way the bean counters can calculate how many millions will be available in September when they decide which other small, independent ski hills they can gobble up. Walk up prices at Breck today have reached $105/day. Vail Resorts instituted exorbitant season pass increases over the past 2/3 seasons after a very lengthy online survey tested the waters on what pricepoint skiers would/would not accept.
Randy Marsh March 12, 2013 at 09:41 PM
Boo, frickin' hoo, Kaycee. How about your do us all a favor and donate a few minutes of your winter that would normally be spent in Aspen to a food shelf or soup kitchen. I'm sure you'll find a way to drive your Range Rover for 4 years instead of trading it in after 3 or perhaps stocking the wine cellar with more economical vintages. Buck up camper, I'm sure you'll survive this travesty.

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