WHY JOHN KIRCHER DECIDED TO SELL CRYSTAL MOUNTAIN
So what changed? Why a year later did Kircher suddenly decide to sell and become part of that trend? One major thing happened: In June, Vail Resorts bought Stevens Pass, Washington, a direct competitor to Crystal Mountain, making Stevens Pass part of Vail’s collective Epic Pass. “My plan was to own this mountain long-term, to the end of my career and keep it as a family business,” he said this week. “But that changed with Vail getting involved in Stevens Pass. The Epic and Ikon passes have become much more of a factor in the business than I ever imagined. The companies that offer these multi-resort offerings are at a major advantage.”
Kircher said when he imagined Seattle-area locals or destination travelers choosing between Crystal and Stevens, Crystal now wouldn’t be able to compete, since it wasn’t on a collective pass. Whereas, Stevens now shares access with all 14 Vail-owned resorts. “If you own a large-to-midsize ski area that’s not on a collective pass, that’s a problem,” he said.
Mmmmmm.....