2016 Winner Profile

Vail Resorts

Project Description:
The EpicDay Express Lift Ticket program solved two problems at Vail Resorts: A poor user experience for customers who did not purchase tickets in advance, and competition with third-party discount lift ticket vendors. The EpicDay Express Lift Ticket program introduced a new mobile and desktop experience that facilitated online ticket purchases, a multi-tiered pricing service layer between the e-commerce platform and its point-of-sale to compete with discount ticket vendors, and a new Express fulfillment solution to reduce ticket window wait times. The result: a 112 percent increase in Web and mobile ticket purchases; a 100 percent customer data capture rate; and 350,000 new guests added to its customer database.
Business Functions:
Marketing, Order Processing or Fulfillment, Sales
Business Goal:
Competitive Advantage, Customer Experience, Strategic Impact
Robert Urwiler, EVP and CIO
Rob Katz, Chairman and CEO
Broomfield, Colo.
Hospitality, Travel & Leisure
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