Vail Resorts, Inc. is expanding in the Midwest, entering into agreements to purchase two ski areas: Afton Alps in Minnesota and Mount Brighton in Michigan.
The ski areas serve the Minneapolis-St. Paul and Detroit metropolitan areas, with a combined total of more than 468,000 active skiers and snowboarders. The company plans to upgrade and enhance each resort and create opportunities to connect guests with its seven other resorts in Colorado and Lake Tahoe through season pass and other lift ticket products.
“We are thrilled to welcome Afton Alps and Mount Brighton to the Vail Resorts family. 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,” said Rob Katz, chairman and chief executive officer of Vail Resorts. “Afton Alps’ great terrain and strong heritage built by the Augustine family make it an ideal ski area for our entry into the Minneapolis-St. Paul market. Similarly, Mount Brighton is a great area for beginners and advanced skiers alike in the Detroit, Lansing and Ann Arbor markets with a strong snow sports tradition built over decades by the Tippett and Bruhn families.”
Visit www.aftonalpsisepic.com and www.mtbrightonisepic.com