Vail Releases Some Season-to-Date Numbers

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SAM Magazine--April 22, 2013--Vail Resorts, Inc., reported certain ski season metrics for the comparative periods from the beginning of the ski season through April 14, 2013 and for the prior year period through April 15, 2012. The reported numbers are adjusted as if Kirkwood, Calif., was owned in both periods, but exclude the newly-acquired Afton Alps and Mt. Brighton areas. Season-to-date total lift ticket revenue was up 10.2% and dining revenue and ski school revenue rose 13.1% and 11.6% respectively. Retail and rental revenue increased 8.9% over the same period last year. These increases outpaced the total skier visit increase of 5.5% across the seven resorts.


Increased revenue

While skier visits increased a healthy 5.5% over the prior season, lift ticket, food & beverage, and ski school revenue rose significantly. What portion of that increase was simply a price increase rather than a rise in consumption?