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Vail targets the east with expansion

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Mount Brighton in Michigan is the latest resort to join the Vail family

Vail Resorts is extending its ski resort portfolio across five states, with the purchase of two new resorts in the US Midwest with Afton Alps and Mount Brighton. 

Afton Alps ski area in Minesota and Mount Brighton in Michichan, two small resorts were sccoped up for a total of $20M

The ski areas manage to pack in a lot in their modest verticals however Afton Alps has 21 lifts, most of them chairs, Mount Brighton, 17.

The move is a new one for Vail which has a history of concentrating operations to big mountain resorts in Colorado and California.

”These acquisitions are part of a new strategy for Vail Resorts to drive season pass sales and build broader guest loyalty by looking at premier smaller ski areas located near major urban markets. We plan to bring state-of-the-art racing, terrain parks, coaching and technology to the guest experience,” said Rob Katz, chairman and chief executive officer of Vail Resorts.

Vail now operates ski resorts in five states.  Their move in to the Midwest brings them in to the same territory as Peak Resorts (peakresorts.com), a less well known company internationally which operates around a dozen small to mid-sized ski areas in the Midwest and East Coast USA and one of the other larger  resort operators in the US in terms of the number of ski areas they run.



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