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July 25, 2013

Mt. Brighton Begins Construction on $10 Million of Resort Improvements for the 2013-2014 Winter Season

  • Entire Guest Experience “Re-Imagined” with New Base Area Facilities, Increased Snowmaking, Lifts and Expanded Terrain Park
  • Epic Pass Provides Unmatched Value and Access to Mt. Brighton and  Vail Resorts’ Western Ski Destinations
  • Entire Guest Experience “Re-Imagined” with New Base Area Facilities, Increased Snowmaking, Lifts and Expanded Terrain Park
  • Epic Pass Provides Unmatched Value and Access to Mt. Brighton and  Vail Resorts’ Western Ski Destinations
Mt. Brighton, Mich.July 25, 2013To a “heavy metal” soundtrack of backhoes, cranes and bulldozers, Mt. Brighton Ski Resort recently broke ground on massive resort improvement projects designed to re-imagine the entire guest experience for the 2013-2014 ski and snowboard season. The $10-million investment committed by new owner Vail Resorts represents the most significant one-time influx of capital improvements in Mt. Brighton’s history, and clearly sets it apart amongst its competitors in Michigan’s local ski area landscape.    

“The construction projects we’re implementing this summer are designed to re-imagine every aspect of the guest experience at Mt. Brighton,” said Taylor Ogilvie, general manager at Mt. Brighton. “We think our guests will be delighted with the big improvements like the new lift and a complete restaurant remodel. But it’s the improvements like significantly increased snowmaking, enhanced beginners’ terrain and a new children’s ski and ride school center that will really define the new standard of Midwest skiing and riding.”

Mt. Brighton’s improvements include:

  • Significantly Expanded Snowmaking Capabilities: A complete overhaul and expansion of snowmaking at Mt. Brighton with nearly triple the capacity, the new system will allow the ski area to open sooner with a greater base, higher quality snow surface and the ability to recover more quickly from a weather event. The ski area will get 43 new, energy-efficient snowmaking guns; 17,000 feet of higher capacity snowmaking pipe; 92 new snowmaking hydrants; and a new automated pump house that will nearly triple the capacity of water pumped per minute through the snow guns.
  • New Chairlifts: Replacement of the Blue and Green lifts with a new quad chairlift to alleviate lift lines and give skiers and snowboarders more time on the slopes as well as the Yellow lift with a new quad chairlift and a new orientation of the Silver lift to improve the skiing and riding experience on the back side of the hill. All other lifts will see improvements to their functionality as well.
  • Slope Re-Grading and New Surface Lift for Beginner Area: In order to help improve the beginner ski and snowboard experience, Mt. Brighton is replacing its rope tows with a surface lift (or modern conveyor, similar to a “people mover” at the airport) and re-grading the beginner trails to help improve the learning experience.
  • New Terrain Park by Snow Park Technologies: Snow Park Technologies, builder and designer of Winter X Games courses and features, will work with the Mt. Brighton terrain park crew to create Michigan’s most innovative terrain park.
  • New Racing Hill Expansion: The race arena at Mt. Brighton will feature improved terrain, state-of-the-art racing equipment, planned USSA certification and a new finish arena. 
  • New Children’s Ski & Ride School Center: The new children’s ski and ride center has been designed specifically for them with pint-sized dining and play areas and will offer innovative skiing and riding programs unmatched in the Midwest.
  • New Base Area Facilities: The entire base area operations at Mt. Brighton will be transformed in a modern urban architectural design with significant improvements to all of the existing facilities, including a complete remodel of the restaurant, the addition of a new quick-service restaurant and a new Children’s Ski & Ride School Center. 
  • Vail Resorts EpicMix Technology Installation: Mt. Brighton will also be installing Vail Resorts EpicMix RFID technology which will allow skiers and snowboarders to install an app on their mobile phones and track their ski days online.They also can selectively share stats and information about their day on the slopes via Twitter and Facebook without requiring skiers or snowboarders to do anything different other than enjoy their skiing and snowboarding experience.
  • EpicMix Racing will also be launched at Mt. Brighton this winter which will allow racers and participants of all levels to automatically have their race times compared to ski racing great, Lindsey Vonn, with gold, silver and bronze medals awarded based on achievement. Race times, digital medals, overall leaderboards and leaderboards with just family and friends are all be available on both the EpicMix website and mobile application.

“These across-the-board improvements, coupled with the unmatched value and access our guests will receive from the Epic Local Pass, will make it clear why we’re saying that Mt. Brighton is ‘Where Epic Begins’,” said Ogilvie.

The value proposition for Mt. Brighton’s guests is unmatched. In addition to the on-mountain improvements and a whole new philosophy around guest service, Mt. Brighton’s passholders have the opportunity to purchase Vail Resorts season passes that allow them to ski as much as they want in their own backyard and at eight world-class resorts out West (Vail, Beaver Creek, Breckenridge and Keystone in Colorado, Canyons Resort in Utah, and Heavenly, Northstar California and Kirkwood at Lake Tahoe). Vail Resorts’ season passes offer guests the flexibility to choose which pass is right for them based on how much and where they plan to ski and ride.

Season Pass Prices Guaranteed Through Labor Day Weekend
Vail Resorts is offering its popular season pass products, the Epic Pass and Epic Local Pass, to Michigan skiers and riders and offering access to Mt. Brighton as well as nine iconic resorts in the West--Vail, Beaver Creek, Breckenridge, Keystone and Arapahoe Basin in Colorado; the Canyons in Utah; and Heavenly, Northstar and Kirkwood in Lake Tahoe. Even better, kids can ski and ride Mt. Brighton and these nine western resorts at just $269. Adults can ski or ride all nine resorts at $529, just $130 more than a current Mt. Brighton Pass.

Ski or Ride Locally and Out West:
The Epic Local Pass™:Perfect for snow sports enthusiasts who want to take their annual ski vacation out West and ski unrestricted in their backyard all season long. The Epic Local Pass at $529 offers unlimited and unrestricted skiing at Mt. Brighton, as well as at Breckenridge, Keystone and Arapahoe Basin with some limited restrictions at Heavenly, Northstar and Kirkwood. The pass also includes a total of 10 days at Vail and Beaver Creek with holiday restrictions. At the spring rate, the Epic Local Pass pays for itself in just over four days when skiing at the western resorts and is only $130 more than a Mt. Brighton Pass. A discounted rate is also offered for college students at $479 (proof of 12 credit hours in the 2013-2014 school y ear is required).

The Epic Local Child Pass: Children ski and ride on the Epic Local Pass all next season at Mt. Brighton for $130 less than the adult Mt. Brighton Pass.New this year, at $269, all children age 12 and under can receive unlimited access with no restrictions at Mt. Brighton, as well as unlimited access to resorts out West, including Breckenridge, Keystone and Arapahoe Basin with limited restrictions at Heavenly, Northstar and Kirkwood. The pass also includes a total of 10 days at Vail and Beaver Creek with holiday restrictions.

The Epic Pass™: Ski as much as you want, whenever you want for $689.  Unlimited skiing or riding at Mt. Brighton, as well as at Vail, Beaver Creek, Breckenridge, Keystone, Arapahoe Basin and Eldora in Colorado, the Canyons in Utah, and Heavenly, Northstar and Kirkwood in Lake Tahoe at $689 for adults and $359 for children (ages 5-12). No restrictions. At this spring rate, the Epic Pass pays for itself in just over five days when skiing at the western resorts.

Ski or Ride Mt. Brighton Only:
Mt. Brighton Adult Pass: Perfect for people who only plan to ski or ride at Mt. Brighton. At $399, pass holders receive unlimited access to Mt. Brighton with no restrictions.A discounted rate is also offered for seniors at $329 and college students for $269 (proof of 12 credit hours is required). Discounts are available for families.


Contact(s):
Kelly Ladyga
phone: (303) 404-1862

About Vail Resorts, Inc. (NYSE: MTN)
Vail Resorts, Inc., through its subsidiaries, is the leading mountain resort operator in the United States. The Company's subsidiaries operate the mountain resorts of Vail, Beaver Creek, Breckenridge and Keystone in Colorado; Heavenly, Northstar and Kirkwood in the Lake Tahoe area of California and Nevada; Canyons in Park City, Utah; Afton Alps in Minnesota and Mt. Brighton in Michigan; and the Grand Teton Lodge Company in Jackson Hole, Wyoming. The Company's subsidiary, RockResorts, a luxury resort hotel company, manages casually elegant properties. Vail Resorts Development Company is the real estate planning, development and construction subsidiary of Vail Resorts, Inc. Vail Resorts is a publicly held company traded on the New York Stock Exchange (NYSE: MTN). The Vail Resorts company website is www.vailresorts.com and consumer website is www.snow.com.
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