Emma FAQs

Emma is your Epic Mountain Assistant, debuting for the 2018-19 winter season. She is the world’s first digital mountain assistant, and has the passion and first-hand experience guests would expect from someone who’s lived and worked in the mountains her entire life. She knows the resorts like the back of her glove — and can’t wait to put every adventure in the hands of our guests.
Guests will interact with Emma simply by texting her at the number 77477. Emma uses artificial intelligence (AI) and natural language processing (NLP) to answer a wide range of guests’ questions about their ski vacation. As Emma interacts with guests, her knowledge base and insight will continue to expand through both human and machine learning.
Emma will be able to assist with the following topics: mountain information, mountain conditions, lift line wait times, lessons, wayfinding, rentals, lift access, parking, season passes, resort in-town activities, on-mountain activities, weather, forecasts, and more.
Emma will be available to guests at Keystone starting November 8th. Guests can text Emma at 77477. Emma will launch to eight other resorts later this season.
Guests will be able to access Emma from anywhere in the United States and Canada. She will be available first at Keystone Resort starting November 8th and will debut at eight other resorts later this season. Emma will provide information specifically for nine of Vail Resorts’ mountains – including Vail, Beaver Creek, Breckenridge, and Keystone in Colorado; Park City in Utah; Heavenly, Northstar and Kirkwood in Tahoe, and Whistler Blackcomb in Canada.
You can text Emma 24 hours a day, 7 days a week during the winter season at the number 77477.
If Emma cannot answer a question, she’ll seamlessly forward guests to a live agent for further assistance.
No. Emma can be accessed simply by texting the number 77477.
Emma will tell guests where and how to purchase lift tickets or other products, such as season passes, lessons, rentals, and more. When ready to purchase, she will provide a pathway to purchase on their mobile device or hand them off to a customer service representative.
Emma will only be available in English for the 2018-19 season.
The privacy of our guests is of paramount importance and no personal information will be shared or made public.
Absolutely! Our resorts’ teams, including our guest service ambassadors, are the cornerstone for sharing each resort’s unique attributes, as well as for offering tailored information that helps our guests to enjoy exceptional experiences. Emma is the latest among many of the Company’s service innovations that help to enhance access to resort information. Emma is meant to complement the incredible, personalized services that will continue to be offered by our mountain resort teams, which include our Mountain Information Ambassadors.
In its launch during the 2018-19 winter season, Emma will first be available at Keystone starting November 8th. Later this season she will be available at nine of Vail Resorts’ mountains – including Vail, Beaver Creek, Breckenridge, and Keystone in Colorado; Park City in Utah; Heavenly, Northstar and Kirkwood in Tahoe, and Whistler Blackcomb in Canada. In the future, Emma may be available at other Vail Resorts owned and operated resorts including Stowe, Perisher, Mt. Brighton, Afton Alps and Wilmot. Emma does not offer information for non-Vail Resorts owned and operated resorts including Arapahoe Basin, Telluride, RCR Resorts, Hakuba Valley, or European partner resorts.
Message and data rates will apply to text Emma. Guests should check with their mobile service carriers to confirm messaging plans.
Emma will be text-based at launch. Guests will be able to access Emma however they access their texting - manually via mobile phone, or via wearables, such as an Apple Watch. Future generations of Emma may include integration with Facebook Messenger, voice assistants like Alexa, wearable technology notifications, and Vail Resorts’ groundbreaking EpicMix mobile application.
Emma will ask a series of questions to ensure she provides guests with information that is most relevant to them and the resort they want to know about.
Upon texting Emma for the first time, guests will be opted in to her services.
Yes, Emma will be able to answer questions about guests’ full vacation experience at nine of Vail Resorts’ mountains. She will get smarter the more people use her, answering questions about a large breadth of topics, including owned and operated properties as well as locations Vail Resorts does not own within the resort.
Emma’s information is sourced from internal proprietary data, external trusted data sources, and curated from the breadth of knowledge our employees and mountain experts hold.
The first generation of Emma will focus on the in-resort experience. She will be able to seamlessly direct guests to book tickets, ski school, lodging, and more.
Emma is currently focused on offering guests on-demand information on everything they need for the winter season. She may expand her knowledge to our summer operations in later seasons.