With less than two months to opening day at Park City Mountain Resort, Vail Resorts, the parent company of the local resort announced this week what it says is the final step of a restructuring of its marketing reorganization.
The move has cut resort marketing teams across the company’s 34 North American resorts. Five roles at Park City Mountain were impacted, but for privacy reasons, the resort would not share specifics on individual employees. Resort spokeswoman Jessica Miller gave KPCW this statement from the corporate office:
“As an integrated network of resorts, with a centralized corporate team, our company is able to pivot and innovate, even in the most dynamic situations. As we look toward this season and beyond, it is critical that we continue to transform and optimize how we work in order to best position our company for the future.
The changes announced today are the final step of a restructuring of our resort marketing organization. Resort brand strategy will be centralized in our corporate offices in Broomfield, Colorado, to create closer alignment to our data and insights and to grow our world-class brands. Our resort marketing activation staff will combine with our resort communications teams based locally to bring to life each unique brand. This will result in around 60 fewer marketing roles in resort across our 34 North American locations and the creation of 22 new roles centrally in Broomfield. Our resort leadership teams will continue to be very engaged in owning, promoting and protecting the brand identity for each resort, and will remain fully connected with our local communities to maintain the strong partnerships that will continue to help drive our collective success.
Between the 22 new, centrally-based brand marketing roles and marketing and communications roles based in our resorts, there are currently 65 open positions, for which any impacted employees are eligible to apply. We fully recognize that change can be challenging for those involved, and we are committed to supporting our employees through this transition.”
According to the company’s statement, in total, there will be about 40 fewer marketing positions across the company. A net of 60 positions were removed from individual resorts, and 22 new roles created at Vail Resort headquarters in Broomfield, Colorado.
In a statement, the company said, quote, “As we look toward this season and beyond, it is critical that we continue to transform and optimize how we work in order to best position our company for the future.”
Individuals who are impacted as part of this reorganization will have the opportunity to apply for any of the new open roles, or any other roles within Vail Resorts.
Since acquiring Peak Resorts and its 17 properties, Vail Resorts has undergone several restructuring events, resulting in hundreds of job cuts across its portfolio to centralize departments and consolidate responsibilities.
The last day on the job for impacted employees will be December 11th.
