Wilmot Mountain is getting a $13 million facelift

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March 10, 2016
By Alby Gallun - chicago business



Vail Resorts said it plans to spend $13 million to fix up Wilmot Mountain, the ski hill in southern Wisconsin that the company bought in January.

The Broomfield, Colo.-based company said it will replace Wilmot's chairlifts, renovate its base lodge, build a new ski and snowboard school, and expand its terrain park and snowmaking capacity.

By investing in Wilmot, Vail sees a chance to boost the hill's profitability and attract skiers who may also vacation at the company's many other ski resorts in the West, including Vail, Park City and Heavenly Valley.

“The acquisition and our planned capital investment creates an opportunity to meaningfully enhance the guest experience at Wilmot, offering an incredible introduction to the sport for kids and adults and building a stronger connection to our western resorts for skiers and riders in the Chicago area,” Vail Chairman and CEO Robert Katz said in a conference call with analysts, according to a transcript.

Vail said it paid $20 million for Wilmot, which is about 65 miles north of Chicago. The hill, with a vertical drop that various websites put at 230 feet, will contribute at least $4 million in incremental earnings before interest, taxes, depreciation and amortization in Vail's fiscal year ending July 31, 2017, according to the company.

Vail aims to attract skiers to Wilmot with its Epic pass, which allows holders to ski at Wilmot and other Vail resorts for an entire season for a flat fee. Vail offers a variety of Epic passes, with the most expensive costing $809 for unlimited access to the company's western resorts.

The strategy: If Wilmot skiers buy a season pass, they will be more inclined to ski and spend money at other Vail resorts during their next ski vacation out West.

“Due to Chicago's location and direct flights to Denver, Eagle, Salt Lake City and Reno, destination skiers from the area can easily travel to our resorts in Colorado, Utah and Tahoe, making Chicago one of the most important geographies for destination skiers anywhere in the world,” Katz said.

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Wilmot Mountain to get $13 million facelift
Vail Resorts plans massive upgrades to Kenosha County ski resort
by Corrinne Hess March 10, 2016, 12:20 PM - biztimes

Vail Resorts plans to invest $13 million to upgrade Wilmot Mountain ski hill, the Broomfield, Colo.-based company announced Thursday.

The money will be spent to “completely transform the guest experience,” with three new lifts, improved snow making and a fully-renovated base lodge and new parents lodge.

A new kids ski and snowboard school facility and upgraded terrain park is also planned.

Vail Resorts purchased the Kenosha County ski hill in January for an undisclosed amount.

The company will offer a new ski pass for $609 that will give guests access to Wilmot and nine other ski hills in Colorado, Utah and Lake Tahoe.

“We think our guests from Chicago and Milwaukee will be thrilled with the investments we are making at Wilmot for the 2016- 17 ski season, which represents one of the biggest transformations ever undertaken for a Midwestern ski area,” said Rob Katz, chairman and chief executive officer of Vail Resorts.

Vail Resorts owns eight mountain resorts in Colorado, Utah and Lake Tahoe. Wilmot Mountain is the third in Vail Resort’s portfolio of ski resorts to serve urban areas. The company also has resorts near Minneapolis and Detroit.

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SAM Magazine—Broomfield, Colo., March 10, 2016—After more than 75 years in operation, Wilmot Mountain, Wis., is about to get a $13 million overhaul courtesy of new owner Vail Resorts. The plan covers upgrades to on-mountain infrastructure, base area facilities, and a learning terrain expansion.



“We think our guests from Chicago and Milwaukee will be thrilled with the investments we are making at Wilmot for the 2016-17 ski season, which represents one of the biggest transformations ever undertaken for a Midwestern ski area,” said Rob Katz, chairman and CEO of Vail Resorts.

On hill, three new four-passenger chairlifts will replace existing lifts, a new rope tow will be installed in the terrain park, and the beginner area will have two new conveyor lifts. The new lifts will increase uphill capacity by up to 45 percent.

Snowmaking system upgrades include the addition of new energy-efficient snow guns and pumps to increase capacity. Improvements to both the race arena and timing systems will be made to better support the local ski clubs and racing programs, and attract bigger races in the region.

Vail Resorts will upgrade the terrain park, too, adding “unique and innovative features” created by the staffs at its Western resorts, according to the company.

A new state-of-the-art children’s ski and snowboard center will feature an open space for kids to play, along with their own lunch and break room. The center will be located adjacent to the learning terrain, which is to be re-graded, making it more suitable for teaching beginners.

The base lodge will see the addition of 400 seats, and the food and beverage offering will be upgraded. The facility will be modernized to offer seating for families, groups, and adults, including a new bar and Wi-Fi throughout. The Iron Kettle restaurant will be completely redesigned to include a new lounge and bar for parents.

Wilmot Mountain will also be added to Vail Resort’s Epic Pass family of products ($609, 10-area restricted, and $809, unrestricted), as well as have an unlimited Wilmot-only pass ($379, $809 for a family).