In an effort to honor the loyalty of its pass holders – and perhaps stave off a class action lawsuit filed against them, Vail Resorts announced a comprehensive plan Monday morning to address pass holders’ concerns about last season’s early closures.
In a press release, Vail Resorts announced it will provide last seasons’ pass holders credits of at least 20% and up to 80%, if they weren’t able to use their pass at all. The credit that will be applied to the purchase of an Epic pass for next season. Additionally, the company will extend the time passholders can purchase next year’s pass at the best price.
Vail Resorts Chief Marketing Officer Kirsten Lynch said they hope the plan demonstrates their commitment to passholders to honor their loyalty.
In a prepared statement, Lynch wrote, quote “Our pass holders are our most loyal guests and we have spent weeks reading their emails and comments on social media to fully understand their concerns so we could respond thoughtfully and carefully.”
What became clear, she said is that to address last season, a one-sized-fits-all approach wouldn’t work.
Based on the resort’s closures in mid-March, which impacted about 20% of the core season, higher credits will be offered to pass holders who used their pass less than five days. A maximum credit of 80% will be offered if last year’s pass wasn’t used at all.
For those who have remaining days on their Epic Day Pass for last season, the company will provide a credit for each unused day – up to 80% of the price paid - that will apply toward a pass of equal or greater value for the upcoming season.
Lynch says pass holders will be emailed be individually in the coming weeks with their specific credit information and a promotion code which they can use online starting May 13th.
The credit is valid through Labor Day – September 7th.
Additionally, the company is offering free ‘Epic Coverage’ for the upcoming season which will provide cash refunds to pass holders for certain resort closures, including for events like COVID-19, as well as refunds for job loss, illness and other eligible personal events.
Further, all spring deadlines have been extended until Labor Day, giving people more time to decide if purchasing a pass for next season makes sense for them.
While Vail is confident they will have a great upcoming ski and ride season, Lynch said they understand some people may be nervous about committing to a pass now in this current uncertainty.
The announcement comes just weeks after Vail Resorts was served with a federal class action lawsuit, filed by Brian Hunt from California. In his compliant, Hunt alleges that Vail Resorts retained millions of customers passholder fees while closing 100% of its mountain resorts. The compliant claims that Vail Resorts has enriched itself while denying passholders all access to their resorts. It cites 10 counts, including fraud, unjust enrichment, and negligent misrepresentation.
