SAM Magazine—Broomfield, Colo., Nov. 17, 2025—Vail Resorts has partnered with Uber on a new “Uber Ski” service that bundles ride-hail bookings with the ability to purchase Epic Pass products or single-day lift tickets directly in the Uber app. The companies say the tie-in is meant to streamline trip planning and reduce friction for guests getting to the mountain.

The partnership comes as Rob Katz, who returned to the CEO role earlier this year, has signaled that Vail Resorts must do more to combat declining Epic Pass sales and reach day-ticket buyers. In a fourth quarter earnings call, Katz noted that, when it comes to engaging guests, the company “has not kept pace with shifting consumer behaviors.”

The Uber integration appears to check a few boxes on that front: it offers a modern, app-based entry point and could give guests an alternative to the paid-parking systems Vail Resorts has rolled out at many properties in recent years.

The impact may depend on geography. Ride-hail coverage may be relatively strong in places like Eagle County, Colo., and the Twin Cities but far less reliable in rural ski towns like Dover, Vt., and Carbon County, Pa.