Vail Resorts announced nearly 100,000 Vail Resorts guests activated EpicMix accounts this season, generating over 35 million social impressions and racking up over 55 billion vertical feet of skiing and snowboarding at Vail, Beaver Creek, Breckenridge, Keystone and Heavenly, in California/Nevada.
EpicMix is a digital application that Vail Resorts guests can access online, at their computer, or via a free mobile application that can be downloaded to iPhone and Android devices or accessed via other smart phones. EpicMix captures the activity of guests throughout each of its resorts, by leveraging Vail Resorts’ state-of-the-art radio frequency (RF) scanners that are installed at each of its 89 lifts across all five mountain resorts. An RF-enabled chip embedded in Vail Resorts’ season passes and PEAKS lift tickets automatically track guests’ lift rides, calculating vertical feet skied and days on the mountain and recognizes special achievements and accomplishments by granting guests commemorative, collectible digital pins.
Nearly 100,000 Vail Resorts guests activated EpicMix accounts this season which roughly accounts for an almost 15-percent adoption rate by eligible guests. Also, almost 40,000 guests downloaded the EpicMix application to their mobile phone.
Additionally 45 percent of EpicMix accounts are "public"; meaning that guests opted to share their ski day statistics with friends and family on social media sites like Twitter and Facebook. EpicMix also generated 275,000 social posts on Facebook and Twitter and over 35 million social impressions (based on Facebook’s estimate of 130 friends per user). Also, EpicMix drove1.7 million web and mobile visits this ski and snowboard season.
"We are absolutely thrilled with the success and positive feedback of EpicMix from our guests. The 15 percent adoption rate of EpicMix compares very favorably with the typical first-year experience for new mobile applications", said Rob Katz, chairman and chief executive officer of Vail Resorts. "The concept of EpicMix naturally fits into the experience at our resorts. Skiing and riding have always been about sharing and re-living your epic ski day with friends and family. With Epic Mix guests can now share their accomplishments on the mountain online with their social networks on Facebook and Twitter. We are hard at work on EpicMix 2.0 for the 2011-2012 ski and snowboard season that will offer some new groundbreaking functionality and user engagement, and will be fully operational at Northstar-at-Tahoe Resort".
"Skiing and snowboarding are inherently social activities that are better with friends", said Katie Mitic, director of platform marketing at Facebook. "Epic Mix brings the fun of the mountain to life online by giving people a way to share their runs and accomplishments with their friends in real time".