1803 ET [Dow Jones]--Vail Resorts is focusing its marketing on social media and influencers in an effort to reach younger skiers, and to promote its new discounted season passes for Gen Z, CEO Rob Katz says during a call with analysts. The approach has been working, satisfying an appetite for content from a variety of voices beyond just the company's own content, he says. "Some of our kind of social-first content, influencer content has been some of the best performing content we've had throughout the year," he says, adding that's "not about Vail Resorts, but the broader marketplace where people are looking for more authentic, more real-time content." (kelly.cloonan@wsj.com)

(END) Dow Jones Newswires

March 09, 2026 18:09 ET (22:09 GMT)

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