Denver PR Blog


Vail Mountain Responds to Viral Ski Lift Line Images
February 12, 2020, 3:59 pm
Filed under: Public Relations, Vail Resorts

Credit to Vail Mountain COO Beth Howard, who apologized today to skiers caught in the enormously long lift lines that were featured in viral photos and videos earlier this week.

Howard also explained the conditions that led to those lengthy lift lines, saying that 38 inches of snow in a 48-hour period created operational challenges that slowed Vail’s ability to carry skiers and dramatically increased the number of skiers looking to take advantage of the powder.

“I know we could have done a much better job anticipating these situations and communicating with our guests,” Howard wrote (in a statement). “I am well aware that a picture is worth a thousand words, but I truly hope my words here help provide context for what happened.

Give Howard (and her PR staff) credit for actually using the phrase, “I apologize” in her statement, and for clearly explaining what went wrong. While it might have been a couple of days late, it was a human response to a situation that is understandable.


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