SAM Magazine-Denver, Colo. - Sept. 4, 2009-Vail CEO Rob Katz introduced a variety of value-oriented moves to be unveiled at the company's five areas this winter. Katz appeared at headquarters of Specialty Sports Ventures (SSV) for the kick-off media event for the annual blockbuster Labor Day retail sales events, held by SSV, co-owned by Vail, and rival Sports Authority over the next several weeks.

In F & B, Katz described how VR is renovating the two top-selling lunch items-hamburgers and cheeseburgers-as part of VR's effort to provide better nutrition and encourage customers to buy it, rather than subsist on Snickers and a cookie for their mid-day meal. In place of the usual plain meat patty on an industry-standard bun, all five Vail areas will be offering a fully loaded burger that includes lettuce, tomato, onion, and pickle on a locally-baked bun. All this comes at the same price as last year's plain-Jane burger.

Rob Katz Interview from SAM Magazine on Vimeo.

In addition, Vail areas will offer a daily $9.95 Lunch for Less option. This includes a main entrée, side dish, and beverage. Examples: a wrap and soup, or a pasta dish with a salad. The selection will change daily, and each resort will develop its own LfL menus.

More value comes in a pre-paid Mountain Meal Card, which can be used at any on-mountain or Vail-owned restaurant, and provides a 20 percent discount-so long as it's purchased online prior to arrival. For example, advance customers will pay $100 for a $120 meal card. Once at the resort, cards will sell at face value.

Two seasons ago, Vail Resorts' Appetite for Life program ushered in all-natural food to the lunch scene. New signature items include an organic yogurt parfait served with granola and fruit, and a grab-and-go lunch made of natural and organic products. Also new for the 2009-2010 winter season: gluten-free items, designated with a special "GF" designation in addition to the AFL sticker logo. In short, VR aims to provide food options to meet most dietary needs.

VR snowsports schools are introducing a new "anti-lesson," a guided tour of the best snow and terrain on the mountain. These insider's tours are aimed at intermediates and experts, who increasingly shun school. And should skiers and riders find they need a few tips once they hit the slopes of their dreams, well, that's why the guides are also instructors. Semi-private group sizes will run one to five; cost will be similar to a regular 9-to-3 group lesson (about $125).

The individual areas are offering their own school programs as well. For example, Keystone has developed a season's snowsport school pass for Front Range guests; $225 buys unlimited lessons, Sundays through Wednesdays, peak holiday weeks excepted. A Family Freedom Pack (also $225) includes four lessons for either kids or adults, as well as parking in the close-in pay parking lot at Keystone, to reduce the schlep from car to lodge.

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