Vail Resorts in Crans-Montana

It was early summer 2024, when American ski giant Vail Resorts planted its poles firmly in Valais by becoming owner of the Crans-Montana ski area. Two years later, we join the Director of European Operations, Nadia Guerriero, for an initial review.

There are some buyouts that make people tremble. This one, by contrast, sent a wave of relief across the High Plateau. In May 2024, Vail Resorts, the world’s leading (American) operator of winter sports resorts, finalised the acquisition of Crans-Montana Mountain Resort — then owned by a Czech group. The deal made the company the owner of its second ski area in Switzerland (after Andermatt-Sedrun) and gave Crans-Montana an opportunity to emerge from several years of underinvestment and regain the momentum it deserves.

The acquisition — estimated at 118.5 million francs — included 84% of the shares of CMA SA (operator of all the lifts), a ski school, and included the management of eleven restaurants across the ski area and in the resort. For skiers, the revolution was immediate: starting winter 2024—2025, Crans-Montana joined the Epic Pass, the group’s multi-resort access pass that grants unrestricted access to a global constellation of more than 90 destinations (all either partner resorts or owned outright). The pass is an excellent way for enthusiasts to always find the best skiing conditions!

Nadia Guerriero, Vail Resorts has operated Crans-Montana for two winters. In hindsight, were there any surprises? Any unforeseen issues? Over the past two years, we have really focused on prioritising listening and learning, while working to forge close ties with the local community, our employees and our partners. The passion of the local population and its deep commitment to Alpine sports have been extremely positive, and we have genuinely felt warmly welcomed. We were even a bit surprised by the eagerness of our partners and staff to get to know us better.

At the time of the purchase announcement, Vail Resorts committed to investing 30 million francs over five years. Where does that investment stand today? We have already undertaken significant investments in Crans-Montana, in line with our promised commitments. This season alone we have installed 22 new high-performance snow cannons, and a further 43 cannons are planned as part of a five-year investment programme. We have also continued improving pistes across the entirety of the ski area and have focused on enhancing mountain dining options, notably by reopening restaurant Signal 2.0 and the Plaine Morte restaurant.

In your opinion, what have been the main impacts of Vail Resorts taking over Crans-Montana? Our priority, which is aligned with our overall approach, has been to ensure the strength and stability of the ski domain through an economic model that allows continuous reinvestment and predictability. When we acquire a resort, we always choose to focus on the long-term perspective. In Crans-Montana, this has translated into rapid investments in artificial snow production, improving piste quality and expanding mountain dining. Our priority is to improve the overall experience instead of focusing on any single aspect.

Has the integration of Crans-Montana into the Epic Pass changed the ski resort’s typical visitor profile? The Epic Pass is designed to encourage advance bookings and provide a degree of stability, rather than simply generating greater visitor volume. Nevertheless, we have also observed an increase in North American clientele in Crans-Montana through the Epic Pass. Our local partners have also noticed and appreciated this evolution.

Like most mountain resorts, Crans-Montana is traditionally busier in winter. How can greater interest be generated for the summer months? We understand the importance of year-round activity in Switzerland. While winter remains central, we are beginning to develop summer offerings and experiences — for example through our new high-mountain MTB trail, which has been well received.

The current global context is challenging… Do you foresee any impact on Crans-Montana? Does the ski resort still fit within Vail Resorts’ long-term strategy? Switzerland remains a top priority market for Vail Resorts due to its heritage, exceptional snow conditions and strong international appeal. Our economic model is designed to ensure strength, stability and resilience. Crans-Montana fits perfectly within our long-term European strategy.