Vail Resorts’ Sustainability Claims Don’t Ski Straight: A Tale of Profit Over Planet with an Environmental Track Record
Apr 21
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Vail Resorts Track Record and a Faltering Epic Promise
Vail Resorts, the titan behind 42 ski resorts and the Epic Pass, markets itself as a champion of sustainability with its “Epic Promise for a Zero Footprint” by 2030—zero net emissions, waste, and habitat impact. Yet, a string of environmental mishaps, from the 2021 Gore Creek spill to the 2008 storm water runoff into Lake Tahoe at Heavenly Mountain Resort, reveals a disconnect between their green rhetoric and operational reality. With a $5.2 billion market cap and a business model built on expansion and resource-heavy snowmaking, is Vail’s stewardship just a marketing slope, or can they carve a truly sustainable path?
Vail Resort Environmental Track Record: Forming a Pattern and Raising Ethics Questions
Vail Resorts Environmental Track Record is presented here and will allow you to see for yourself the pattern that perhaps has not been given enough attention:
1. 2013 Heavenly Mountain Resort, CA — lack inspections and oversight
Fined $94,000 for environmental violations
These include: click for link
2. 2008 Heavenly Mountain Resort, stormwater runoff into Lake Tahoe
Storm water runoff with pollutants like nitrogen, phosphorus, oil, grease, and sediment were getting into the lake degrading the water quality and ecosystem.
Since 2004, Heavenly violated the stream standards four times
3. Unauthorized Wetland Impact — Vail Mnt Blue Sky Basin expansion area Road Closure
July 1999, caught violating the Clean Waters Act
Their new road construction was found to be impacting wetlands without proper permitting
4. Snowmaking and water use controversies
Concerns and issues raised around 2000s and beyond in Summit County, CO primarily Keystone, CO — concerned with drought, low flow, decimation of aquatic ecosystem & toxic abandon mine additives
5. Beaver Creek, CO: 2022 McCoy Park 250 acre expansion
(*This comes just weeks before the negligent Gore Creek spill*)
Construction waste from oil to human sewage leaked into McCoy Creek
Lack of accountability — Did not care to respond to CPHE when confronted
6. Keystone, CO: 2023 Bergman Bowl 555 acre expansion
Increased water diversions from Snake River and Clinton Reservoir for snowmaking
Construction halted in 2022 for environmental violations
Violations included:
Bulldozing through 2.5 unauthorized acres of sensitive alpine tundra to make a road (slow recovery areas — high altitude)
Damage to wetlands
7. Vail, CO: 2020 Golden Peak 68 acre expansion
Increased water consumption for snowmaking
8. 2021 Gore Creek snowmaking spill in Vail, CO
Damaged 1.5miles of Gold Medal Waters
Killed 120 fish an other aquatic life
See petition here
2022-'24 East Vail Housing Development in Bighorn Sheep Habitat (Failed)
Vail Resorts tried building housing in sheep habitat but was stopped by the town after matters went to court
Related Reading: See this list in more detail here The Truth Behind Vail Resorts' Environmental Impact
Snowmaking Claims Vs. Reality
Summit County & Vail
While the claim is: snowmaking is sustainable due to its non-consumptive use of water and high return rate to watersheds, critics argue that the practice strains local ecosystems, especially during droughts. The Snake River’s ongoing pollution and low flows, exacerbated by Keystone’s withdrawals, highlight a disconnect between industry assurances and environmental realities. Moreover, the 2021 algaecide incident, though not directly tied to Keystone, exposed vulnerabilities in Vail Resorts’ water management, fueling distrust. Climate change further complicates the issue, as resorts lean more on snowmaking to maintain appeal to guests and economic viability, potentially at the expense of long-term watershed health.
It’s clearly important to point out that taking of the water is less about where it returns to and more about stressing the aquatic ecosystem. Naturally returning water is a given — harming wildlife doesn’t need to be.
Some things to consider:
In 1999 Keystone tried getting away with no public oversight in its proposal to take more than double the water for snow making form the Snake River.
In 2000 Vail proposed a 120million gallon reservoir at 11,000ft that required a wetlands disturbance permit from USACE — suggesting Vails top concern is with having the resources at any cost
Keystone annually stocks fish to perhaps compensate for harming the ecosystem in the Snake River. They normally stock in summer before the busy season — you could only imagine this gives the illusion of a healthy stream to visiting anglers.
Trout really don’t survive in the area due to low flows and poor habitat. Keystones snowmaking is criticized for quickening river degradation in a watershed already stressed by abandoned mine pollution. Pollution thought to be exacerbated by a warming climate —concentrating the toxic minerals.
The establishment narrative—promoted by Vail Resorts and state regulators—emphasizes efficiency and compliance, but it may downplay cumulative impacts on fragile alpine environments. Independent studies, like those by University of Colorado Boulder, suggest that even regulated snowmaking can harm aquatic life when combined with mine pollution and reduced natural snowfall. Public sentiment, as seen in letters to local papers, reflects growing unease about prioritizing tourism over environmental stewardship.
Snowmaking in Summit County has been a flashpoint for controversy since the 2000s, driven by drought-induced water shortages, environmental impacts on the Snake River, and concerns about toxic pollutants. While resorts have improved efficiency and complied with regulations, tensions persist between economic interests and environmental sustainability. Ongoing climate change and public scrutiny will likely keep these issues in focus, requiring continued innovation and transparency from the ski industry.
The Business Model: Growth at All Costs
Vail Resorts thrives on scale. Owning resorts from Vail to Whistler Blackcomb and beyond, they’ve mastered a formula: acquire properties, expand terrain, and drive Epic Pass sales (over 2.3 million sold in 2023). This fuels revenue—$2.89 billion for fiscal 2024—while their stock price currently hovers around $170-130 a share this year (April '25). Expansions like Keystone’s (2023) 555-acre Bergman Bowl or Beaver Creek’s (2022) 250-acre McCoy Park add skiable acres, attracting crowds but clearing forests and fragmenting wildlife habitats — or in some cases polluting them. Snowmaking, essential for consistent seasons amid climate change, guzzles water from rivers like Colorado’s Snake and Gore Creek, with systems consuming loads of energy and stressing the aquatic ecosystem — especially during years of drought, low-flow or hazardous substance dumps. This growth-driven model, while profitable, inherently clashes with ecological limits, setting the stage for environmental missteps.
“Vail Resorts' Epic Promise is a comprehensive commitment to social responsibility and environmental stewardship. It encompasses a range of initiatives, including charitable giving, community programs, employee support, and a strong focus on achieving zero net operating impact by 2030. This includes goals of zero net emissions, zero waste to landfill, and zero net operating impact on forests and habitat.”
Environmental Incidents: A Recurring Run
Vail’s green promises falter on the ground. Reality as evidence, fantasies as promises.
’21 Gore Creek Spill
In 2021, a human error at Vail Mountain released 2 million gallons of water, some 200,000 gallons tainted with toxic algicide-treated water into Gore Creek, killing 120 fish and countless macro-invertebrates. The $275,000 settlement, with $249,000 for Ford Park restoration, was a drop in Vail’s $488 million cash bucket, yet they didn’t feel they could contribute any more to the project, leaving partners like Colorado Parks and Wildlife, Eagle Valley Trout Unlimited & the Town of Vail (local taxpayers) to fill the gap. You’d think a company touting an “Epic Promise” would have a little more to show for than just their legal financial requirement. Claiming to be stewards of the land and neighbors of the community but not picking up any extra slack for the Gore Creeks restoration raises some eyebrows.
Legal link to Vails settlement
It’s worth noting to those not wrapped up and played by legal jargon, Vail Resorts did not even admit liability to the spill. Not even admitting fault when it’s no secret what happened; goes to show how Vail is no stranger navigating the legal system to their advantage, shortchanging accountability.
Why does the Vail Corporation have such an accountability issue? Their on-mountain safety has been in question for some years too… I smell a pattern beyond environmental neglect and stewardship illusion. What do you smell?
Yes, their settlement money did kickstart the $617k project, in turn enabling the community to begin taking restoring Gore Creek more seriously — which is great and we don’t want to discredit that. However, you shouldn’t be surprised when people are wondering why they didn’t kick in a little more, especially given their history and “commitments”. I don’t think anyone is saying “thank you Vail for polluting the water and being forced into paying a settlement that allowed this restoration to happen”.
Not to discredit the good that the Epic Promise does — but keep in mind those initiatives are voluntary. Having to pay restitution on polluting a river is not a choice. When getting in hot water simply meeting legal requirements doesn’t necessarily reflect true environmental stewardship.
McCoy Park Expansion
The Gore Creek spill wasn’t the only water trouble Vail Resorts was in, in 2021.
During construction of the McCoy Park project there was found to be sediment runoff into McCoy Creek — and that’s not all. Gallons of hydraulic oil, human sewage from a porta-potty and construction waste were also found as part of the mess. All of this discharge due to careless operating procedures and lack of oversight — but it gets worse! The accountability was hard to come by too — sounds familiar.
There was no effort from Vail Resorts to correct these issues so a compliance advisory notice was issued (Nov 5) by the Water Quality Control Division of Colorado Public Health and Environment but still never got any attention from the corporation.
The division had to go to Beaver Creek VP, Douglas Lovell and tell him Vail is legally required to respond — almost as though they felt they didn’t need to… At this meeting, it was deemed 2 weeks (from the notice) was the timeframe in which Vail had to reply (by Nov 19)… They never did.
It wasn’t until nearly 2mo. later (Jan. 17) they responded to the inspection report and CO Public Health and Environmental seemed to be okay with it…
WQCD said “Those observations noted that the potential discharge of pollutants to the water of the state didn’t just include sediment, but also waste from construction materials, oil and grease, and sanitary waste from a portable toilet in the area.”
Keystone Bergman Expansion into Sensitive Tundra
After the 2021 Gore Creek spill, Keystones 2023 Bergman Bowl 555 acre expansion continues the pattern of environmental neglect and reactive response. With this project came increased water diversions from Snake River and Clinton Reservoir for snowmaking and damage to sensitive alpine tundra. The construction crew “misunderstood” as they bulldozed through 2.5 unauthorized acres of sensitive alpine tundra and impacted wetlands to build a road. This resulted in the White River National Forest Supervisor Scott Fitzwilliams issuing a cease-and-desist letter for non-compliance, halting construction and making them fix their decimating impact. It’s important to note, vegetation in the high alpine is slow to recover/grow so this really went against their Epic Promise claim of low operating impact on forest and habitats.
The penalty? Light. No fines; the only real repercussion Vail had from this one was a delay in opening the expansion — all that amounts to is lost revenue. The outcome resulted in some to call for stricter oversight of Vail’s special use permits — a reasonable suggestion.
This issue being swiftly corrected through restoration and labeling the mistake as a misunderstanding from the construction crew minimizes the severity of damaging a rare alpine tundra ecosystem and ignores Vail’s pattern of environmental lapses, including the 2021 Gore Creek spill and Keystone’s ongoing Snake River impacts. The rapid approval of the restoration plan suggests regulatory leniency, possibly due to Vail’s economic influence in Summit County.
Keystone general manager Chris Sorensen said “Our priority is preserving and caring for our natural environment,” Sorensen said in a statement. “We take our role as stewards of the environment and of National Forest Service land extremely seriously, and we will operate with that at the heart of the work we execute for the restoration plan and the full Bergman Bowl project.”
Tahoe Headaches
In 2008, Heavenly Mountain Resort’s lax stormwater management sent sediment into Lake Tahoe, threatening its pristine ecosystem. This resulted in a relative measure, a $3.2 million treatment project involving over 400 water filters in 6 vaults located underneath a parking lot.
In 2013, Heavenly also paid over $100,000 in fines for environmental violations and a lack of operational oversight. These incidents, alongside chronic water diversions for snowmaking, expose a pattern of negligence or underinvestment in environmental safeguards, undermining Vail’s “zero operating impact” goal — even before implementation in 2014.
Reactive Responses, Not Reform
Vail’s response to these mishaps follows a playbook: settle quickly, fund visible fixes, and double down on sustainability PR. After Gore Creek, they tightened snowmaking protocols and touted restoration funding, but water use remains high. Heavenly’s runoff led to drainage retrofits, yet no fines were reported, suggesting regulatory leniency. Their 100% renewable electricity claim is based on purchasing Renewable Energy Credits (RECs) through virtual agreements, rather than sourcing clean energy directly to its resorts, and their Scope 1 emissions climbed 27% from 2017 to 2023. Reforestation (239 acres since 2017) somewhat offsets expansions, but new plantings can’t replace old-growth forests’ ecological value nor does 239 acres compensate for the hundreds more taken for expansions. These reactive measures prioritize brand protection over systemic change, leaving Vail vulnerable to criticism as their DitchCarbon Score languishes at 28/100.
The Disconnect and the Path Forward
Vail’s “Epic Promise” feels like a marketing mogul when juxtaposed with their environmental track record. Their business model—expand, extract, entice—thrives on resource intensity, making zero impact a steep climb. Locals in Vail, Tahoe and other Vail Resort towns, impacted by polluted creeks and lost/harmed habitats, deserve more than negotiated settlements or PR pledges when destruction occurs. Advocacy, like petitions demanding transparency around Gore Creek, can pressure Vail to raise the bar—think above and beyond contributions to recovering from environmental damage of their doing. Or putting true preventative measures in place that completely eliminate their need for reactive responses — or in some cases, no response at all — and keep themselves out of the PR hot seat. Until Vail rethinks growth over planet, their sustainability claims will remain a slippery slope, leaving outdoor users, skiers and ecosystems to navigate the fallout.
Vail Resorts has the resources, talent, and visibility to lead the ski industry toward real sustainability. But that means turning the Epic Promise from PR into policy and from reaction into responsibility. Together, through transparency and advocacy, we can protect our forests and give our environement & the wildlife a future they deserve.
We know a word class operation can set world class examples and we’d love to see that from Vail. Are they up for it?
Thank you for reading and consider signing and sharing our petition.
https://www.change.org/VailGoreCreekPetition
Note to readers and supporters:
***This petition is to bring awareness to a perception and a revealing reality that have people concerned — with the hopes of changing the answers to future mishaps; eventually eliminating them.
This is not a smear campaign against Vail resorts to put them down, rather to bring them up. You could even think of it as brotherly love, trying to hold the other to a higher standard because you know they can do better. And we, the brother, will drive that change if need be.
Links:
Letter to the editor of Summit Daily : Vail Resorts should not expose skiers to toxic snowmaking water 2021
No public review needed for Keystone: above the law
Keystone snowmaking negligence
Independent studies on river mine pollution
Keystones Bergman Bowl expansion disrupted sensitive tundra, delaying opening
keystone construction misunderstanding leads to tundra damage
Vail Mountain blocked out of their Catagory III Expansion site due to unauthorized wetland impact
Vail wants a new 120 million gallon reservoir that will require a wetlands permit
Vail gets out of $200,000 fine — pays less than half.
Vail Resorts has almost half a billion dollars cash on hand
Vails Legal Settlement for 2021 Gore Creek Spill
Vail Daily covers the ’21 Gore Creek spill
Vail Resorts Ditch Carbon score
Vails scope 1 emissions are up
Vail re-plants 200 acres of trees but takes far more for expansions
https://coloradosun.com/2022/07/29/forest-service-keystone-bergman-bowl/
the 2008 Heavenly stormwater remediation
Lahontan ups standards for Heavenly runoff
