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Vail Resorts centralizing marketing roles as part of restructuring

Roughly 60 marketing roles eliminated across company’s resorts—including five at WB
Broomfield, Colo., where Vail Resorts' head office is located.

Vail Resorts has announced that it will be eliminating around 60 marketing positions at its roster of resorts as part of a restructuring that will centralize marketing efforts at its Colorado home base.

In a statement Thursday, Oct. 1, Whistler Blackcomb’s parent company said the changes are “the final step of a restructuring of our resort marketing organization. Resort brand strategy will be centralized in our corporate offices in Broomfield, Colorado, to create closer alignment to our data and insights and to grow our world-class brands. Our resort marketing activation staff will combine with our resort communications teams based locally to bring to life each unique brand.

“Our resort leadership teams will continue to be very engaged in owning, promoting and protecting the brand identity for each resort, and will remain fully connected with our local communities to maintain the strong partnerships that will continue to help drive our collective success.”

The restructuring will result in the creation of 22 new marketing roles based in Broomfield and, with the addition of the resort-based communications roles, there are a total of 65 open positions at the company.

At Whistler Blackcomb, five marketing positions have been eliminated, while one new in-resort role has been created. Impacted staff are eligible to apply for the new position.*

 “We fully recognize that change can be challenging for those involved, and we are committed to supporting our employees through this transition,” Vail Resorts’ statement continued.

*An earlier version of this article incorrectly stated that Whistler Blackcomb's new marketing position would be based in Broomfield, Colo. It will be based in Whistler.