BROOMFIELD, Colo. – October 30, 2026 -- Vail Resorts' board is urging shareholders to back all nine of its director nominees and reject four candidates put forward by Oasis Management, arguing the activist slate would put a 17-month turnaround at risk ahead of the Dec. 14, 2026 Annual Meeting of Stockholders.
The NYSE-listed operator (MTN) has filed its definitive proxy statement with the U.S. Securities and Exchange Commission. Holders of record as of Oct. 19, 2026 are entitled to vote. The board is asking for votes on the WHITE proxy card.
Board links Oasis nominees to Matthew Prince's Park City ambitions
Oasis is working with Matthew Prince, and two of its four nominees were introduced to Oasis by Prince about one week before their nominations, according to the board. It says Prince has advocated dismantling Vail Resorts' integrated network of 42 owned and operated resorts. It adds that he has publicly said he wants an activist to take over the board and sell Park City Mountain to him.
Self-nominated shareholder Gregory Syvert Meyer brings the total number of dissident nominees to five. The board says the group collectively lacks relevant experience.
Baron Capital's Ron Baron commits his vote to company nominees
Ron Baron, described as the company's largest shareholder and a 30-year holder, said Baron Capital will vote for Vail Resorts' nominees. He cited concerns over Oasis' coordination with Prince and named Bob Chapek, an Oasis recommendation, as tainted by that link. Baron said Vail's opportunity lies in using its resort network, with revenue upside in rental equipment and ski school.
Katz's return as CEO in May 2025 anchors the turnaround case
The board brought Executive Chair Rob Katz back as CEO in May 2025. During his 2006-2021 tenure, it says, Vail Resorts delivered roughly 12x total shareholder return versus about 4x for the S&P 500.
Management has since introduced Epic Friend Tickets and Super Advanced Lift Tickets, individualized lift-ticket pricing by resort, and Young Adult and Teen pass pricing. In November 2025 it hired Celeste Burgoyne as Executive Vice President and Chief Revenue Officer, a newly created role.
Company reports record guest satisfaction despite weak western winter
Vail Resorts says it achieved record guest satisfaction and outperformed the industry in lift-ticket visitation in Fiscal 2026, after one of the most challenging winters on record across the western U.S. It credits increased paid media investment, a broader social-media presence and resort-focused storytelling. Third-party data indicates it is also outperforming the industry in pass sales for the coming season, particularly on comparable unlimited products.
Epic Experience strategy, announced in July 2026, targets loyalty and guest lifetime value
The My Epic app now includes native in-app commerce and lets guests use a phone as a lift ticket or pass, which the company calls a first for the ski industry. My Epic Gear adds Pick Your Own demo gear and an updated web platform this season, with broader personalization, fulfillment and app integration planned for Fiscal 2028.
In ski school, the company is digitizing arrival and guest communications and expanding private lessons through Epic Ascent, with concierge support, gear lounges and personalized trip planning. It is also investing in dining quality and frontline employee training. The board says frontline seasonal hiring has moved from a pain point to a strength in four years.