{"id":442,"date":"2026-06-05T10:33:59","date_gmt":"2026-06-05T10:33:59","guid":{"rendered":"https:\/\/coloradorelocationreport.com\/?p=442"},"modified":"2026-06-05T10:33:59","modified_gmt":"2026-06-05T10:33:59","slug":"utahs-richest-man-wants-vail-resorts-to-sell-him-the-nations-largest-ski-area","status":"publish","type":"post","link":"https:\/\/coloradorelocationreport.com\/?p=442","title":{"rendered":"Utah\u2019s richest man wants Vail Resorts to sell him the nation\u2019s largest ski area"},"content":{"rendered":"
\n

Vail Resorts has never sold a ski area.\u00a0<\/p>\n

Matthew Prince, the 50-year-old billionaire behind the tech company Cloudflare, wants to change that. He lifts up his phone on a Zoom call with The Colorado Sun and shows a graphic of Vail Resorts\u2019 struggling stock price, which is nearly identical today to what it was in 2016.\u00a0\u00a0<\/p>\n

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\u201cThe current management team does not sell properties,\u201d says Prince, who is haranguing the Vail Resorts to sell him Park City Mountain Resort, where he grew up and worked as a ski instructor in the mid-1990s. Now he\u2019s the wealthiest person in Utah. \u201cDo you think the current management team is going to be around for long? Something is gonna break.\u201d\u00a0<\/p>\n

Prince says shareholders will soon recognize that Vail Resorts, with 42 ski areas in the U.S., Canada, Austria and Australia, is \u201ca bad capital allocator.\u201d\u00a0<\/p>\n

The big problem, Prince says, is the stable of resorts are worth way more than $5 billion and Vail Resorts\u2019 market capitalization \u2014 the company\u2019s current share price (around $137, down more than 60% from its 2021 peak) times the number of outstanding shares (around 35.6 million) on the market \u2014 that is less than the combined value of all those ski hills.<\/p>\n

\u201cAt some point shareholders are going to say you know what, you don\u2019t get to be a capital allocator anymore,\u201d Prince says. \u201cI was hopeful they would come to that conclusion themselves.\u201d<\/p>\n

So Prince wants to buy his home hill, Park City Mountain Resort, a Vail Resorts flagship and the largest ski area in the U.S. Selling Park City Mountain Resort \u201cis the right thing to do,\u201d he says.\u00a0<\/p>\n

His idea is that Vail Resorts should shift to an \u201casset-light\u201d franchise model, where it partners with resorts that want to be included on its Epic Pass. That way the company would not have to own 42 ski areas on three continents.\u00a0<\/p>\n

\u201cYou don\u2019t need to own the resorts in order to have the resorts take your pass,\u201d he says. \u201cThe right answer here is to sell off the underlying resorts and then negotiate a franchise model. You can\u2019t have stock that is limping along for 10 years and not have a change.\u201d<\/p>\n

That change is coming, Prince says.<\/p>\n

\u201cCurrent management has not ever gotten rid of a resort but I\u2019m not sure that the current management is long for this world,\u201d he says of the leadership team that includes CEO Rob Katz.\u00a0<\/p>\n

Activist investors, the types with big pockets who look for undervalued companies they can buy with debt and dismantle for their parts in hostile takeover of the company \u2014 a la Michael Douglas\u2019 Gordon Gecko in the movie \u201cWall Street\u201d \u2014 are calling him.\u00a0<\/p>\n

Prince says he\u2019s not interested in taking over Vail Resorts. He does not want to buy the company, only one of its hills. But the hostile takeover barbarians are gathering at the gate, he says. They could seize the company and pay off the purchase by selling a few trophies, like Whistler-Blackcomb, which Vail Resorts bought a decade ago for more than $1 billion, Breckenridge, Vail-Beaver Creek and Park City Mountain Resort.\u00a0<\/p>\n

\u201cThat is a serious problem,\u201d Prince says. \u201cI don\u2019t think that people appreciate how big a hole they are in and how deep it can potentially go.\u201d<\/p>\n

Prince first started urging Vail Resorts \u2014 via short social media bursts \u2014 to sell him Park City Mountain Resort in March. He thought he would get the ski area in five years and \u201cit was inevitable that I would get it in the next 25 years.\u201d<\/p>\n

\u201cI am now increasingly convinced it\u2019s going to happen a lot faster than that, because they\u2019re in real trouble,\u201d he says.<\/p>\n

Prince has a plan for operating the ski hill. It would not be anything like the members-only Wasatch Peaks Ranch ski resort to the north. Nor would it mirror fellow billionaire Reed Hastings\u2019 plan to blend public and private skiing at his Powder Mountain ski area, also to the north of Park City.\u00a0<\/p>\n

\u201cThe last thing that I want to do in the world is hang out with more rich people,\u201d he says. \u201cPark City should be a world-class resort, open to locals and visitors alike.\u201d<\/p>\n

But he does not like the idea of unlimited skiing on one of the mega-passes. He sees limited access, like neighboring ski area Deer Valley, which is owned by Alterra Mountain Co. Prince says he is ready to invest $500 million in the Park City ski area, with a focus on snowmaking, lift upgrades and sharing profits with employees.<\/p>\n

He sees too many old lifts at Park City. He\u2019s still irked \u2014 as many locals are \u2014 about the 2025 holiday ski patroller strike that the company has admitted it did not handle well. Vail Resorts continues to rile some Park City locals as it proposes lift upgrades that could increase capacity at the ski area without addressing parking challenges.\u00a0<\/p>\n

\u201cFundamentally, the problem here is that the town doesn\u2019t trust them anymore so everything is going to be a fight,\u201d Prince says.<\/p>\n

His answer for getting local buy-in: \u201cThe town should own part of the resort.\u201d<\/p>\n

The goal of owning Park City Mountain Resort is not to make a profit, he says. Last year he paid an undisclosed sum for the Park City Town Lift plaza at the base of the ski area, which includes the land beneath the resort\u2019s Town Lift that climbs from the town\u2019s historic Main Street.<\/p>\n

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\u201cI could give a shit about about making any more money,\u201d he says. \u201cI want to take the community that\u2019s been incredibly supportive to me from the moment I was born, and give back to it.\u201d<\/p>\n

That\u2019s why he and wife Tatiana bought the 143-year-old Park Record newspaper in 2023, from Ogden Newspapers, he says. The group was reluctant to sell but after talking with Prince, \u201cthey told me \u2026 we believe you are the only person who can be a better owner than we are because you have the resources to make it better,\u201d he says.\u00a0<\/p>\n

Prince is no stranger to scrapping with Park City leaders though. He spent the last few years in litigation with the town and neighbors over his plans for a palatial home overlooking town. The town recently settled the land use dispute, clearing the way for his palace.<\/p>\n

A gondola connecting six resorts\u00a0<\/h2>\n

If he ever does buy Park City Mountain Resort, he envisions an agreement with Deer Valley next door, with skiers able to ski both resorts on the same ticket. That kind of deal would never happen between Alterra Mountain Co. and Vail Resorts. He also sees a gondola stretching across the Wasatch Mountains, connecting Park City and Deer Valley with Brighton and Solitude ski areas in Big Cottonwood and Alta and Snowbird in Little Cottonwood. (That plan \u2013 first proposed \u2013 would span nine miles and cover some 20,000 acres of potential ski terrain.)<\/p>\n

\u201cWith someone other than Vail as an owner \u2026 you can connect all six resorts and create the largest skiable acreage anywhere in the world,\u201d he says. \u201cI want this place to live up to its opportunity and potential. That\u2019s impossible with Vail Resorts as an owner.\u201d<\/p>\n

Prince says he would funnel all his profits back into the ski area, promising he will not pocket a dollar as owner. That\u2019s a simple operational model, he says, but one that doesn\u2019t work for a publicly-traded company.\u00a0<\/p>\n

Prince says the Vail Resorts model \u201cis like McDonald\u2019s.\u201d<\/p>\n

\u201cThere\u2019s no personality,\u201d he says. \u201cVail just commodifies and dumbs down everything.\u201d\u00a0<\/p>\n

Imagine a different model where Vail doesn\u2019t own anything and is focused on selling Epic passes and convincing resorts they should take Epic Pass skiers, Prince says. Then resort operators and mountain communities could work together to boost their own appeal, which in turns amplifies their bargaining power with pass-selling companies like Vail Resorts and Alterra Mountain Co.\u00a0<\/p>\n

\u201cNow you\u2019ve got a virtuous circle where both sides are actually trying to figure out how they best fulfill customers and create real value and joy for the people who are coming,\u201d Prince says. \u201cIt would be so amazing if we could create a model where we were all competing on how we were giving the best experience and we still have these master passes that sit on top.\u201d<\/p>\n

The current model does not incentivize resorts to create something unique, Prince says. And it\u2019s removed communities from the process of luring visitors.\u00a0<\/p>\n

\u201cEveryone needs a strong community and then one crazy local billionaire,\u201d Prince says.\u00a0<\/p>\n

(Don\u2019t tell that to Telluride, where their local billionaire seems bent on chaos. \u201cThat guy is not fully capable,\u201d Prince says.)<\/p>\n

For now, he\u2019s still knocking on Vail Resorts\u2019 door. He says no company executive has returned his calls. A sale, he says, \u201cwill require management change because the current management is just so pigheaded, which does not make any sense. Selling Park City would be great for selling Epic Passes, it would be great for Vail Resorts and it would be great for the town of Park City.\u201d<\/p>\n

Rob Katz, the CEO of Vail Resorts, has repeatedly told investors the company would not sell Park City Mountain Resort.<\/p>\n

\u201cI love Matthew. He\u2019s super passionate and I appreciate the feedback and enthusiasm from him, but no,\u201d Katz says, responding to a question from The Sun. \u201cI don\u2019t think it makes sense.\u201d<\/p>\n

As the resort industry continues to grapple with climate change and weather patterns that bury one side of the country in snow and leave the other side gasping with record-low accumulation, Katz says the efficiency of a countrywide operation with resorts in all snowy corners delivers more economic stability.<\/p>\n

\u201cI don\u2019t think resorts individually going it alone is the best approach,\u201d Katz says.<\/p>\n

The franchise model, Katz says, \u201csounds kind of like McDonald\u2019s,\u201d expressing a counter interpretation of Prince\u2019s fast-food view of Vail Resorts, \u201cwhich isn\u2019t really our M.O.\u201d<\/p>\n

Improving the ski experience is best done at scale, Katz says.\u00a0<\/p>\n

\u201cI think there are lots of mountains out there that Matthew could buy if he wants to. I think there\u2019s room for everyone, but that\u2019s not where we are focused,\u201d Katz says. \u201cIn our minds we have to be the best company that we can be and set a standard for the industry and that\u2019s not by selling off resorts.\u201d<\/p>\n

Read more Less than a year ago, Manny Rutinel staked out different positions on healthcare, student debt and fracking<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Matthew Prince says he will invest $500 million in Park City Mountain Resort if Vail Resorts sells him ts flagship Utah ski area<\/p>\n","protected":false},"author":1,"featured_media":441,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"class_list":["post-442","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-outdoors"],"yoast_head":"\nUtah\u2019s richest man wants Vail Resorts to sell him the nation\u2019s largest ski area - Colorado Relocation Report<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/coloradorelocationreport.com\/?p=442\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Utah\u2019s richest man wants Vail Resorts to sell him the nation\u2019s largest ski area - 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