Dear Vail Resorts,I am writing to vent my frustration with your organization. For over 15 years, I have been a loyal pass holder. Our family of four are Epic pass holders, and we have also spent a silly amount of money at your restaurants/bars, on ski schools, and rock resorts. We have invited many guests to your resorts, using your buddy pass. And we were probably one of the few loyal (stupid) customers still defending your brand from the media onslaught. That was until we realized just how greedy your organization has become.My 78-year-old father, who until recently was a military pass holder, came to visit us, so we encouraged him to join us in Breckinridge to us our buddy passes. But apparently the slimy investment bankers that run your firm, somehow changed the rules so we no longer get buddy passes. We have been repeat buyers of your passes for over 10 years, and you somehow removed our buddy passes with some BS small print. So he ended up paying $550 for two days of skiing, which for someone his age was less than 5 runs a day. While I get what you did wasn't technical stealing, but it felt like you stole from me and him. Your short-term greed ruined what should have been two days of skiing with my father, who has been skiing for six decades. I know that Vail Resorts likes to run heavy data analytics. Your data might show by pulling this greedy move you made more money, but what it isn't going to show you is all the money you will lose, when I go out of my way to no longer spend at Vail Resort. No longer invite my friends to join us at your resorts. And no longer defend your now worthless brand, when everyone (I mean everyone) trashes you. We will join in the chorus of people that now hate Vail. I will not likely switch to IKON or the Indie pass in the short, but I will do my best to make that change. But you will definitely see less money from my family and friends. And regarding customer loyalty, in the 15 years I have spent lavishly at your firm. Have you done one signal thing to make me feel like an appreciated customer? No. Nothing. Maybe spend less money on data analytics to prop up short-term profits (which isn't working, nice stock chart), and start rebuilding the trust with loyal customers. I realize that Vail will not change its ways, but writing makes me feel better and reminds me that I should spend a lot less with your organization and speak out about your behavior.You ex-loyal customer
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