Nearly 100,000 Vail Resorts Guests Activated EpicMix Accounts This Season, Generating Over 35 Million Social Impressions and Racking up over 55 Billion Vertical Feet of Skiing and Snowboarding at Vail, Beaver Creek, Breckenridge and Keystone in Colorado and Heavenly in California/Nevada
Broomfield, CO. – Today, Vail Resorts, Inc. (NYSE: MTN) announced results and usage statistics forEpicMix™ Nearly 100,000 Vail Resorts guests activated EpicMix accounts this season, generating over 35 million social impressions and racking up over 55 billion vertical feet of skiing and snowboarding at Vail, Beaver Creek, Breckenridge, Keystone and Heavenly, in California/Nevada. EpicMix is a first-of-its-kind online and mobile application launchedfor the 2010-2011 ski and snowboard season which allows Vail Resorts guests, at five of its world-class mountain resorts, Vail, Beaver Creek, Breckenridge, Keystone and Heavenly, to effortlessly utilize technology to digitally capture their ski and ride experience and share it with friends and family.
Nearly 100,000 Vail Resorts guests activated EpicMix accounts this season which roughly accounts for an almost 15-percent adoption rate by eligible guests. Also, almost 40,000 guests downloaded the EpicMix application to their mobile phone.
Additionally 45 percent of EpicMix accounts are “public”; meaning that guests opted to share their ski day statistics with friends and family on social media sites like Twitter and Facebook. EpicMix also generated 275,000 social posts on Facebook and Twitter and over 35 million social impressions (based on Facebook’s estimate of 130 friends per user). Also, EpicMix drove1.7 million web and mobile visits this ski and snowboard season.
“We are absolutely thrilled with the success and positive feedback of EpicMix from our guests. The 15 percent adoption rate of EpicMix compares very favorably with the typical first-year experience for new mobile applications,” said Rob Katz, chairman and chief executive officer of Vail Resorts.“The concept of EpicMix naturally fits into the experience at our resorts. Skiing and riding have always been about sharing and re-living your epic ski day with friends and family. With Epic Mix guests can now share their accomplishments on the mountain online with their social networks on Facebook and Twitter. We are hard at work on EpicMix 2.0 for the 2011-2012 ski and snowboard season that will offer some new groundbreaking functionality and user engagement, and will be fully operational at Northstar-at-Tahoe Resort.”
“Skiing and snowboarding are inherently social activities that are better with friends,” said Katie Mitic, director of platform marketing at Facebook. “Epic Mix brings the fun of the mountain to life online by giving people a way to share their runs and accomplishments with their friends in real time.”