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December 14, 2011
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Vail Resorts touts success of EpicMix

BROOMFIELD, Colorado - The second generation of Vail Resorts' EpicMix program has already resulted in more than 280,000 posts on Facebook and Twitter, exceeding the total number of social posts from all of last season ,with more than half of this year's posts including photos.

Based on Facebook's estimate of 130 friends per account holder, EpicMix has already generated more than 36 million social impressions this season. Additionally, guest activations are already up by just under 40 percent only 5 percent of the way through the season.

On Tuesday, Vail Resorts announced three new additions to EpicMix. More enhancements are expected to be added later this season.

• The Mountain Remix collage is launching today on the EpicMix online site allowing guests to combine their on-mountain EpicMix professional photos with their stats, such as days skied and vertical feet with their favorite digital pins they've earned, along with other selected information like snow totals, into a single picture file or "jpeg" creating a collage.

• EpicMix photographers will be able to capture action photos of guests at select locations on the slopes at all six mountains - Vail, Beaver Creek, Breckenridge, Keystone, Heavenly and Northstar. Guests will ski or ride in marked areas to an EpicMix photographer, who will capture the action and then scan the guests' RF-enabled lift ticket or pass. The photos will then be automatically delivered to their EpicMix account to share with friends and family or can be incorporated into a Remix collage.

• All EpicMix photos are available to guests for free to share on Facebook and Twitter. Guests can also purchase a high-resolution image for download for $19.95. Vail Resorts will be limiting the availability of high-resolution images for guest download to 30 days from the date the photo is taken. Low resolution images for sharing on social sites will not be subject to the 30-day expiration.

The app and online site allow guests to share stories, achievements and photos without interrupting their on-mountain skiing and snowboarding experience. Instead of manual check-ins, the RF-enabled pass or ticket allows for automatic check-ins at each lift at all six resorts, which then tracks the vertical feet and rewards guests for accomplishments like riding every lift in one day to earn the Conqueror pin. The RF-enabled pass or lift ticket is also scanned by EpicMix photographers for immediate delivery of on-mountain photos for sharing with friends and family.

"We've been overwhelmed by our guests' enthusiasm and engagement with EpicMix so far this season. We knew that photos were one of the most powerful ways that people remember and share their special moments and vacations and we're seeing that translated into our guests' adoption rate and engagement with EpicMix Photo. We're giving people a way to tell their own story in their own words, with their own stats and now with their own professional photos," said Rob Katz, chairman and chief executive officer of Vail Resorts. "In many ways, this is the 'holy grail' of social media. We have provided our guests a tool they love that allows them to easily share the amazing experiences they have at our resorts with friends and family. EpicMix isn't just another ski or travel app, it's become an integration of your ski day and vacation experience that enhances your on-mountain enjoyment by providing an additional digital layer that's easy, convenient and fun."

EpicMix is available to all Vail Resorts guests who purchase any lift ticket or season pass this year. Almost every ticket and pass will be enabled with RF technology and allow guests to participate in EpicMix and the new photo functionality.

Once guests get their RF-enabled pass or lift ticket, they can simply log on to www.epicmixphoto.comand activate their EpicMix accounts. They can then download the free EpicMix mobile app for the iPhone, Android or other smart phone.

For more information and to watch a video of EpicMix, visit www.epicmixphoto.com.


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The Summit Daily Updated Dec 14, 2011 06:17PM Published Dec 14, 2011 03:08PM Copyright 2011 The Summit Daily. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.