Snowfall at one operator’s ski resorts has been approximately half the 30-year historical average and has led to declining sales.
What’s happening?
As SnowBrains reported, as of mid-January, Vail Resorts’ skier visits are down by 20% due to a lack of snowfall. The company, which owns and operates many mountain resorts, released early-season metrics with data through the start of 2026.
The assessment revealed significant declines in skier visits, total lift revenue, ski school signups, dining revenue, and retail sales. The company attributed these declines to limited snow coverage that has restricted usable terrain.
