Vail Resorts entry: game changer for Crans-Montana

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[Translate to en:] 2023 Station Hivar, Anthony Vuignier

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[Translate to en:] Lac Grenon, Martin Gardelliano

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Many in Valais have been eagerly awaiting this "breaking news": Vail Resorts are getting involved in Crans-Montana and relieving the famous Swiss ski resort of its difficult ski resort operator Radovan Vitek. Vail Resorts, based in Colorado/USA, are the largest ski resort operators in the world and competent, financially strong partners. 14 months after the takeover of Andermatt-Sedrun, the American ski giant is thus buying its second ski resort in Switzerland. Vail's entry is a game changer for Crans-Montana. For years, the well-known resort has been at a standstill, but now Crans-Montana can take off and unleash its great potential as a ski destination for connoisseurs.

Radovan Vitek had already promised this new beginning a few years ago. The Czech billionaire bought a majority stake in the ski lift company in Crans-Montana for 65 million euros in 2015. At the time, there was talk of major investments in the outdated lift systems. In the end, however, there was more controversy than anything else. In 2018, Vitek even stopped the lifts without further ado in the middle of the high season in a dispute with the municipality. "A super disaster", as tourism experts confessed to me that summer. The love affair between the publicity-shy real estate mogul Vitek and Crans-Montana had long since died out. However, a buyer had to be found for the ski resort in order to complete the final separation.
The fact that this is now the experienced ski resort professionals from Vail is a stroke of luck for Crans-Montana. After all, being part of the Vail empire will bring many new guests from the USA and other countries. Experience from Andermatt has shown this. The reason for this is the comprehensive season ticket, Epic Pass, which costs just 969 dollars with an early booking discount. The Epic Pass will also be valid in Crans-Montana from the 24/25 season. The Epic Pass is not yet valid in Crans Montana for the upcoming 23/24 season.
The Epic Pass provides access to all of the company's ski resorts in the USA and Canada, including top addresses such as Vail, Beaver Creek, Park City, Heavenly and Whistler Blackcomb. The Epic Pass currently also offers access to Andermatt-Sedrun-Disentis and European partner resorts. It can be used for five days in Verbier4Vallées, seven days in Les 3 Vallées in France, seven days in Skirama Dolomiti in Italy and three days in the Ski Arlberg region in Austria.
Vail Resorts says it is acquiring an 84 percent stake in Remontées Mécaniques Crans Montana Aminona (CMA) SA, which operates all of the ski area's lifts and related operations, including four retail and rental stations. In addition, the Americans are buying an 80 percent stake in SportLife AG, which runs one of the ski schools in the ski area. Vail Resorts is also taking over eleven restaurants in the ski resort and in the village.
Subject to final adjustments, Vail Resorts is valuing the Crans-Montana ski resort at 118.5 million Swiss francs for the deal. Investments of around 30 million Swiss francs are to be made over the next five years. Kirsten Lynch, CEO of Vail Resorts, is convinced that she has made a good deal: "Crans-Montana is an iconic ski destination in the heart of the Swiss Alps, with a unique heritage, incredible terrain, a passionate team and a community dedicated to the success of the region," said Lynch.
Bruno Huggler, CEO of Crans-Montana Tourism, is also relieved. A few months ago, I was still sitting with him and we were talking about the potential of the resort and the problems with the lift operator. Now Huggler is breathing a sigh of relief: "Vail Resorts' commitment to Crans-Montana rewards the Valais destination's dynamism, innovation, positioning and strategy for sustainable tourism," says Huggler. The fact that the Vail deal came about is also thanks to him.