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.