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November 21, 2013
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Not about diversity

Vail Resorts is planning to build an alpine slide, ropes course and zipline that they are touting as an amenity to attract a diverse group of families and children to Beaver Creek. That is a great PR line, but hardly one that is attainable given they charge $127 per day for a lift ticket.

For their new adventure park attraction at Lionshead, each person has to pay $27 to ride the gondola to just get to the rides. Then they pay more to ride them. I hardly see how this is going to attract a socioeconomic diverse crowd to a resort that requires you to stop at a security gate to enter. I envision a carload of diverse children pulling up to the gate, only to be drilled by the security guard about where they are going.

Vail Resorts is putting in this attraction to leverage their earnings for shareholders. Plain and simple. Using the diversity card as the selling point is really disingenuous and rather insulting.

Suzette Smith


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The VailDaily Updated Nov 22, 2013 05:57PM Published Nov 21, 2013 07:51PM Copyright 2013 The VailDaily. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.