Close this search box.
Close this search box.

Building Customer Loyalty, 85-pixels at a time

How Vail Resorts keeps them coming back for a little digital love

Vail Resorts CEO Robert Katz was looking for an idea which would transform what it meant to be a ski pass holder. He found it in EpicMix.

Launched in the fall of 2010, EpicMix provides a personal scorecard of each customer’s accomplishments on the mountain that can be viewed on the Web or via a smartphone app. The idea is similar to the location-based social network Foursquare, but with one big difference: You don’t have to drag out your phone to check in, or even to sign up. The data’s all there, ready for viewing, when and if you want it.

This elegant solution was accomplished by imbedding 800,000 RFID chips in Vail passes and lift tickets. These passes are scanned automatically at the bottom of each lift, so Vail has a great deal of information about each guest, information which can be used to fuel a social experience.

Skiers access their information through a personal dashboard. The most competitive skiers are now galvanized to get to the top of the EpicMix leaderboard by skiing the most vertical feet. Less ambitious participants can also earn digital points – inspired by colorful metal pins that have been part of the ski culture for decades. In addition, Vail has posted professional photographers on their mountains. These photographers take candid photos of skiers. A quick scan of their pass and those photos are waiting for them when they get home. Most are quickly posted to Facebook and other social networks.

The result is far-reaching promotion for Vail Resorts that hits some very desirable targets: the like-minded friends of current customers. The math is compelling. More than 50,000 Vail guests activated their EpicMix profiles during the first five weeks of the program’s trial season, posting an average of four updates on Facebook. Participation has tripled since the launch, and so far this year, Vail has seen over 1.8-million social posts from EpicMix members.

While one of the ultimate aims of EpicMix is to spur this kind of unbiased promotion, Vail Resorts doesn’t look at the program strictly as a marketing expense. Katz explains that EpicMix is designed to enhance the quality and fun of a visit to the resorts, so Vail looked at the investment in EpicMix in the same way they look at adding lifts, snowmaking equipment, or a new restaurants. In short, EpicMix has become an essential part of the total product experience.

It’s no wonder Katz is continuing to support EpicMix as a core differentiating strategy. Despite continued softness in the economy, Vail Resorts managed to increase revenue 31% between 2010 and 2011.


  • Get the CEO Briefing

    Sign up today to get weekly access to the latest issues affecting CEOs in every industry
  • upcoming events


    Strategic Planning Workshop

    1:00 - 5:00 pm

    Over 70% of Executives Surveyed Agree: Many Strategic Planning Efforts Lack Systematic Approach Tips for Enhancing Your Strategic Planning Process

    Executives expressed frustration with their current strategic planning process. Issues include:

    1. Lack of systematic approach (70%)
    2. Laundry lists without prioritization (68%)
    3. Decisions based on personalities rather than facts and information (65%)


    Steve Rutan and Denise Harrison have put together an afternoon workshop that will provide the tools you need to address these concerns.  They have worked with hundreds of executives to develop a systematic approach that will enable your team to make better decisions during strategic planning.  Steve and Denise will walk you through exercises for prioritizing your lists and steps that will reset and reinvigorate your process.  This will be a hands-on workshop that will enable you to think about your business as you use the tools that are being presented.  If you are ready for a Strategic Planning tune-up, select this workshop in your registration form.  The additional fee of $695 will be added to your total.

    To sign up, select this option in your registration form. Additional fee of $695 will be added to your total.

    New York, NY: ​​​Chief Executive's Corporate Citizenship Awards 2017

    Women in Leadership Seminar and Peer Discussion

    2:00 - 5:00 pm

    Female leaders face the same issues all leaders do, but they often face additional challenges too. In this peer session, we will facilitate a discussion of best practices and how to overcome common barriers to help women leaders be more effective within and outside their organizations. 

    Limited space available.

    To sign up, select this option in your registration form. Additional fee of $495 will be added to your total.

    Golf Outing

    10:30 - 5:00 pm
    General’s Retreat at Hermitage Golf Course
    Sponsored by UBS

    General’s Retreat, built in 1986 with architect Gary Roger Baird, has been voted the “Best Golf Course in Nashville” and is a “must play” when visiting the Nashville, Tennessee area. With the beautiful setting along the Cumberland River, golfers of all capabilities will thoroughly enjoy the golf, scenery and hospitality.

    The golf outing fee includes transportation to and from the hotel, greens/cart fees, use of practice facilities, and boxed lunch. The bus will leave the hotel at 10:30 am for a noon shotgun start and return to the hotel after the cocktail reception following the completion of the round.

    To sign up, select this option in your registration form. Additional fee of $295 will be added to your total.