Vail Resorts to Bring My Epic Gear Experience to All Rentals
Rhea-AI Summary
Vail Resorts (NYSE:MTN) will expand My Epic Gear features into traditional Demo rentals across 12 resorts starting winter 2026/27, removing the $50 seasonal membership fee while keeping Demo pricing broadly consistent.
Next season guests can pick specific models online from >60 ski and snowboard models, get BOA and Step On technologies, and use enhanced digital booking, delivery and pickup options. Epic Pass holders save 20% on rentals with Epic Mountain Rewards.
Positive
- None.
Negative
- None.
News Market Reaction – MTN
In the Mar 16 session, MTN gained 0.53%, reflecting a mild positive market reaction. Argus tracked a peak move of +4.7% during that session. Our momentum scanner triggered 65 alerts that day, indicating high trading interest and price volatility.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Mar 09 | Q2 results & guidance cut | Negative | +0.9% | Weaker Q2 results and lowered fiscal 2026 guidance amid weather headwinds. |
| Mar 03 | Epic Pass price changes | Positive | +2.3% | Discounted Epic Pass pricing for Gen Z to broaden access and appeal. |
| Feb 13 | Earnings date announcement | Neutral | +2.5% | Scheduling and call details for upcoming fiscal Q2 2026 earnings release. |
| Jan 15 | Season metrics update | Negative | -2.4% | Season-to-date skier visits and revenues down on unusually low snowfall. |
| Dec 18 | Dining enhancements | Positive | -1.4% | New Colorado mountain dining concepts and partnerships for 2025/26 season. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent news often shows modest price reactions, with operational or pricing updates sometimes aligning with moves, while fundamental downgrades have occasionally seen counterintuitive strength.
Over the past few months, Vail Resorts has reported weather-driven softness, with season-to-date skier visits down and revenues pressured, leading to reduced fiscal 2026 guidance and softer Q2 results on March 9, 2026. At the same time, the company has pushed strategic initiatives like lower-priced Epic Pass options for Gen Z and upgraded on-mountain dining concepts. Earlier operational updates on ski metrics in January 2026 coincided with a negative reaction, while pricing and product enhancements, such as the Gen Z Epic Pass move, saw positive responses. Today’s rental-experience announcement fits into this broader strategy of enhancing guest value despite recent weather and earnings headwinds.
AI-generated analysis. How Rhea-AI works. Not financial advice.
- Company unveils plans to transform the rental experience for every skier and rider; multi-year roadmap to bring more choice, convenience and personalization to all gear rentals
- Next season, anyone renting Demo skis or snowboards can pick their model from the best gear selection online across 12 resorts, and get premium gear technologies like BOA® ski boots; these features will roll out to all rentals for 2027/28 season
- Company to drop My Epic Gear membership fee and maintain gear rental pricing
Over the coming years, Vail Resorts' rental outlets across its portfolio of mountain destinations and ski hills will offer expanded and upgraded gear and service options designed to improve performance, comfort and convenience for all guests. This will include the ability for anyone to choose a specific gear model (across Sport, Performance and Demo gear) online or in app. With the inclusion of premium rental technologies like BOA® ski boots and Step On® snowboard boots and bindings, guests will have confidence in the fit and performance of all aspects of their rental gear.
Other future offerings include an enhanced pick-up experience. When renting gear, skiers and riders will be able to select their delivery, in-store fulfillment or slopeside valet. After the first rental, and on any subsequent trips, the guest's preferred gear can be delivered or picked up, without the need for further in-store fittings or adjustments, dramatically reducing any lines and wait times. Enhancements to the digital experience will make it easier for guests to browse, book and manage rentals through one connected platform. Personalized profiles will archive past rentals and favorite gear, and use this information to provide gear recommendations. Vail Resorts will offer both daily and season-long rental opportunities as part of the program.
Specifically for next season, as an initial step in this multi-year roadmap, guests who book high-performance Demo rentals at the company's rental outlets across 12 participating resorts will receive the curated My Epic Gear experience without the membership fee. That includes the ability to select their preferred ski or snowboard model online, ahead of their arrival, from a large selection of the latest gear from top brands including Salomon, Stockli, Burton, and Rossignol. They will also have access to premium technologies like BOA® ski boots and Step On® bindings.
"We learned a great deal from My Epic Gear members over the past two seasons, uniquely positioning us to innovate the gear category and redefine the industry-standard for performance, comfort, convenience and consistency," said Rob Katz, CEO of Vail Resorts. "Skiers and riders who use My Epic Gear appreciate choosing exactly what they want – from the most popular and latest high-performance gear. We're excited to expand that experience to all Demo rentals as a first step to enhancing the overall rental experience for everyone. While initially focused on guests who rent their gear, we believe these innovations will also be appealing to those who currently own their gear, especially if they are more infrequent skiers or riders."
Originally unveiled ahead of the 2024/25 season, My Epic Gear was a first-of-its-kind ski and snowboard gear membership program offered as an alternative to traditional rentals for guests visiting Vail Mountain, Whistler Blackcomb, Park City Mountain,
Starting winter 2026/27, Vail Resorts-owned rental operations across those same 12 resorts will be re-branded My Epic Gear, bringing elements of the curated experience – like the ability to choose a specific model from a selection of premium gear – directly into the Demo rental experience without the
At participating resorts next season, skiers and riders (ages 13+) booking Demo rentals will be able to:
- Choose from current and recent-season top gear across 13 leading brands with access to more than 60 specific ski or snowboard models for a variety of conditions
- Get complimentary access to premium technologies like BOA® ski boots and Step On® bindings
- Book the entire gear experience in advance through a new, simplified digital booking platform at myepicgear.com
- Select in-resort delivery or in-store pickup
IMAGES are available for media use here.
About Vail Resorts, Inc. (NYSE: MTN)
Vail Resorts is a network of the best destination and close-to-home ski resorts in the world including Vail Mountain,
View original content to download multimedia:https://www.prnewswire.com/news-releases/vail-resorts-to-bring-my-epic-gear-experience-to-all-rentals-302714707.html
SOURCE Vail Resorts