I recently bought stock in Vail Resorts.
Here’s a fact I bet most ski bums don’t know: Vail Resorts is a publicly traded company. It is traded on the New York Stock Exchange under the ticker MTN. You can buy and sell shares in the company using any online stock-trading tool.
Another fact many skiiers may not know: Vail Resorts owns not just Vail Mountain and Beaver Creek in Colorado, but also Breckenridge and Keystone. The company also owns Heavenly, Northstar, and Kirkwood in California, and plans to combine Park City and Canyons in Utah to reclaim the crown of the largest ski resort in the U.S. next year (the record is currently held by Big Sky Resort in Montana).
Vail Resorts also owns much of the real estate and many of the businesses in the town of Vail. I suspect it is a similar situation near their other resorts.
To put those facts in context: Vail Resorts is a large corporation with well-diversified assets. They are positioned as an industry leader in a luxury market.
All while the Vail Resorts empire is built on the backs of employees who are treated like shit.
But the brand standard persists for one simple reason: