SAM Magazine—Broomfield, Colo., Oct. 1, 2020—Vail Resorts underwent what it called “the final step of a restructuring of our marketing organization.” The move cut existing in-resort marketing teams across the company’s 34 North American resorts, and created new teams and responsibilities structured locally, regionally, and centrally, among other changes. The last day for impacted employees will be Dec. 11.
Overall, the reorganization has a lot of moving parts, with new teams, new roles, and shuffled responsibilities and hierarchy, both regional and central.
In total, there will be roughly 40 fewer marketing positions across the company, according communications from the company—a net of 60 positions were removed from individual resorts, and 22 new roles created at VR headquarters in Broomfield, Colo. In the process, VR is creating more than 40 new in-resort marketing and communications roles—all full-time seasonal or full-time extended seasonal (10 months).
Among those whose jobs were eliminated are vice president of resort marketing Kieran Cain—a 10-year VR veteran. His position is eliminated in favor of a new vice president of brand strategy role. SAM will detail other personnel changes as we learn of them.
“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 company said in a statement.
“As a part of this restructuring, resort brand strategy will be centralized in our corporate offices in Broomfield, Colorado, and our resort marketing activation staff will combine with our resort communications teams based locally,” said EVP and chief marketing officer Kirsten Lynch. A new centralized content platform management team will manage content across all resort websites.
“Any individuals who are impacted as part of this reorganization will have the opportunity to apply for any of these new open roles, or any other roles within Vail Resorts,” Lynch said in an internal email announcing the moves.
“I recognize that change can be challenging and will require new ways of working,” said Lynch in the internal communication. “We are committed to supporting our teams through this transition with change management, clear roles, responsibilities, and processes.”
Since acquiring Peak Resorts and its 17 properties, VR has undergone several restructuring events, resulting in hundreds of job cuts across its portfolio in favor of centralizing departments and consolidating responsibilities.