PRIMA is Vail Resorts’ most exclusive and comprehensive reservations and concierge program, dedicated to making trip-planning effortless and elevating each guest’s experience as never before.  The program is dedicated to creating one perfect vacation after another, each visit replete with unforgettable moments to treasure for a lifetime.

Personalized Service – An invitation to PRIMA provides you with a dedicated Concierge, backed by all of the resources of Vail Resorts and endowed with intimate local knowledge.  Your PRIMA Concierge will make trip-planning effortless while designing an itinerary that will elevate your experience to new heights. Having one contact for your Vail Resorts vacation, takes the hassle out of securing the ideal accommodations, determining the best options for lift products and ski instruction, and reserving your space among the most popular restaurants.

Unparalleled Convenience –  Well before arriving to your mountain destination, enjoy peace of mind and focus on creating new memories with the convenience PRIMA offers.  Skip the lines and enjoy the ease of:

Your rental car or private transportation meet you on the tarmac

Lift tickets hand-delivered to your accommodations

Pre-stocked refrigerator with groceries

In-house equipment fittings

Exclusive Benefits and Preferred Access – Your PRIMA status, in addition to your distinctive black PRIMA pass, gives you access to a world of wonder.  Your family will enjoy unique advantages like:

Preferred access to the most popular events and sought-after restaurants

First Tracks events, access to our mountains before the general public

Complimentary access to exclusive mountain club experiences

Promotional offers at participating retail stores

With PRIMA, be prepared to experience your favorite Vail Resorts mountain destination as never before.


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