Crested Butte may be the gem in Vail Resorts’ portfolio, but its lifts must be fixed before it can shine
Figuring out where Crested Butte fits into Vail’s quiver of resorts is as challenging as the skiing. “It stands out. And that’s a very good thing.”
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This article by Jason Blevin’s highlights the high level strategy by Vail – analyze what they have, fix the infrastructure and then market Crested Butte…
We have seen very few changes this year – but also very little marketing by Vail. Certainly the snow pack has improved from last year… but it may be a year or so before we see the influx of new EPIC Pass skiers outside the Front-Range area (and increase in Crested Butte Real Estate Buyers).
Chris Kopf.
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MOUNT CRESTED BUTTE — The wind is blowing snow across the mountaintop. Temps are well below zero. Visibility is bad.
“This is an adventure,” said Chris Jarnot, sidestepping in his K2 skis up a narrow ridge, heading toward Crested Butte Mountain Resort’s precipitous, powdery Teocalli Bowl.
The executive vice president of Vail Resorts’ mountain division is adventuring hard at the end-of-the-road ski town, exploring not just Crested Butte’s legendary steeps, but how the cultural cradle of American steep-skiing fits into his company’s ever-expanding network of prominent resorts.
Both are daunting tasks.
Every owner of Crested Butte Mountain Resort has struggled to sustain what many consider the American birthplace of extreme skiing. Vail Resorts, which took over the Gunnison County ski area last fall, is hoping it can burnish Crested Butte. But first, the corporate behemoth that transformed the resort industry needs to find where the expert-skiing gem fits in its Epic Pass strategy. And fix some aging chairlifts.
“We spent some serious time and money on this one,” said Jarnot, riding the critical Paradise chair and talking about the need to invest in the resort’s fatigued infrastructure before considering expansion or even market strategies. “We are trying to learn how things work here. Crested Butte doesn’t fit in with our other resorts. It stands out. And that’s a very good thing, and we want to keep it that way.”
Read full article Here
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Coldwell Banker Mountain Properties
Chris.Kopf@CBMP.com
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