My team and I explored how people perceive Vail Resorts today, and as a Colorado native, I agree that many lifelong skiers now see Vail as more of a greedy real estate monopoly than the family-focused resorts they once loved. I identified that efforts should focus on returning to family values and protecting the environment so future generations can enjoy the same experiences we did.

Our proposed brand extension—a dual-season Epic Pass supporting year-round activities and environmental initiatives, paired with the tagline “A Legacy Of Love For Our Environment”—aims to shift perceptions while broadening revenue opportunities. This project was our Brand Building final and was voted as the best brand extension by our classmates.