No Snow, No Crowds: Popularity of U.S. "Elite Sport" Skiing Plummets

Vail Resorts, the Largest Ski Resort Operator in the U.S.

Revenue Plummets Amid Decreased Snowfall

New Customer Growth Slow Despite Lower Season Pass Prices

Vail Resorts, the largest ski resort operator in the United States, has seen its earnings sharply decline due to reduced snowfall and difficulties in attracting new customers.

According to the Wall Street Journal (WSJ) on September 28 (local time), the number of North American ski season passes sold by Vail Resorts as of September 18 dropped by 12% compared to the same period last year. On the same day, Vail Resorts also announced that its revenue for the previous fiscal year decreased by $131.9 million, or 4.5% year on year (approximately KRW 180 billion).

The main reason for the sharp drop in revenue is attributed to a lack of snowfall caused by climate change. With insufficient snow accumulation making it difficult to enjoy skiing, guests are believed to have sought out alternative leisure activities.

The photo is unrelated to specific expressions in the article. Pixabay

Earlier, Vail Resorts lowered season pass prices by 20% for skiers and snowboarders aged 13 to 30 in an effort to attract a younger clientele. However, WSJ pointed out that customers who have relatively low loyalty to winter sports are still postponing their purchases of season passes.

In the United States, skiing is increasingly being perceived as a “high-cost elite sport.” Consequently, there are growing challenges in attracting new entrants from the younger generation or middle class with limited economic means compared to the past.

Vail Resorts' stock price closed up 1.5% at $138.09 in regular trading on the New York Stock Exchange on this day, but fell by about 2% in after-hours trading after the earnings results were released. Rob Katz, CEO of Vail Resorts, told the WSJ that the company aims to improve its performance through enhancements in food and beverage services at the top of the mountain and on the slopes, equipment rentals, and private lessons.

Meanwhile, the impact of climate change is also evident in Europe. The Alps, known as the “Roof of Europe,” are experiencing “rapid warming acceleration” with temperatures rising twice as fast as in other parts of the world, causing glaciers at high altitudes to retreat rapidly. Since the beginning of this century, 40% of the glaciers in the Alps have already disappeared, and there is growing concern over structural instability, including glacier collapses and falling rocks.

This content was produced with the assistance of AI translation services.