Prominent ski resort operator Vail Resorts has brought back its previous CEO to helm the company after a shaky ski season.
On Tuesday, Broomfield, Colorado-based Vail Resorts announced that Rob Katz will return as CEO, succeeding Kirsten Lynch. Lynch stepped down as CEO and director of the board following the 2024-2025 ski season, which brought disappointing visitation numbers for the company.
Katz previously served as Vail Resorts CEO for 16 years, starting in February 2006. In 2009, he was appointed chairperson of the board of directors and served in both roles until November 2021, when Lynch took over. At that point, Katz was named executive chairperson of the company’s board.
Katz has been involved with Vail Resorts in some capacity since the early 1990s and held the role of lead director before first being appointed CEO.
Lynch, meanwhile, has worked at the company since 2011 and previously held the position of chief marketing officer. She will remain in an advisory role at Vail Resorts for an interim period to facilitate a smooth transition, according to the company.
Lynch’s departure comes after Vail Resorts reported in April that skier visits across its North America resorts declined 3.1% year over year during the 2024-2025 ski season.
Visitation from lift ticket guests was below expectations, Lynch shared in an April financial statement, adding that, as a result of the decline, Vail Resorts now expects its resort reported EBITDA for 2025 to be in the lower half of the guidance range.
Vail Resorts was also challenged this past ski season by a 12-day ski patrol worker strike at Park City, Utah, which halted operations at the company’s largest U.S. resort, The Wall Street Journal reported. Workers at the resort ratified a new union contract with Vail Resorts in January.
In a January letter to Vail Resorts, shareholder Late Apex Partners called on the departure of Lynch, as well as Vail Resorts CFO Angela Korch. The firm claimed the pair were “responsible for recent value destruction,” noting Vail Resorts had lowered EBITDA guidance three times since Lynch assumed the CEO role. The letter also called for Katz’s resignation from the board.
“The Board believes now is the right time for this leadership transition,” Bruce Sewell, lead independent director of the Vail Resorts board, said in a Tuesday statement. He noted that Katz’s 16 years as CEO included “reinvigorating the company during times of industry stagnation and challenging macro environments.”
Industrywide, domestic hotel and resort operators are facing worsening tourism fundamentals amid economic uncertainty.
Sewell also acknowledged Lynch’s contributions, including “driving transformational growth of the Epic Pass, stewarding the business through unprecedented challenges, and driving meaningful investments in innovation to position Vail Resorts for future success.”
Vail Resorts could not be reached for a Hotel Dive request for comment.
