SAM Magazine-Broomfield, Colo., Apr. 22, 2010-Thanks to a late-season surge of destination visits, Vail Resorts (VR) saw business increase over the season's final weeks. Through Apr. 18, total skier visits at Vail, Keystone, Breckenridge, Beaver Creek, and Heavenly were up about 2.3 percent compared to the previous year. In Idaho, Sun Valley saw visits rise by 20 percent, to 400,000, despite the lingering effects of the economy and lighter-than-average snowfall.

VR's ski school and retail/rental operations, which saw revenue declines of 20 percent a year ago, rebounded by about 8 percent this season. Lift ticket revenue was up nearly 5 percent, and dining about 2.5 percent.

The increases are translating into higher pay. Last year, the company reduced pay and cut its 401(k) match. But this year's results mean the company will increase pay for year-round workers by 2 percent and restore some of its 401(k) match. Seasonal employees will get pay increases for 2010-11 ski season.

Sun Valley recorded an increase of 68,784 visitors, making this the third season of the past five, and sixth of the past 10, to exceed 400,000 visits. The resort is now planning for its 75th anniversary season in 2010-11.

In Colorado, several smaller, locals-oriented areas reported visit increases, too. Monarch Mountain expects to top its previous best of 176,000 visits in 2007-08 by 4 percent, with about 183,000 visits. Visits were up 10 percent from last year at Sunlight and Powderhorn, and Ski Cooper reported a 6 percent rise.

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