Worst Department

The Challenge: The Mountain Safety Team was Keystone’s lowest performing department, plagued by abysmal guest service scores, dangerously low employee morale (30%), and poor retention (40%). This operational and cultural failure posed a critical risk to guest and employee wellness and safety. The solution required an internal cultural rebrand to transform the team into professional, service-oriented educators supported by branded assets for guests.

Solution

Culture Transformation Strategy: Developed and implemented a tailored leadership and internal branding program to transform the team’s culture and reputation.

✔ Diagnostics & Analysis: Conducted in-depth research to identify root causes across morale, personality dynamics, and key guest service failures.

✔ Service Design & Training: Created and delivered a comprehensive, branded three-part training system for staff and management focused on communication, leadership, and advanced guest service skills.

✔ Internal Brand Redefinition: Strategically shifted the department’s internal brand from “enforcers” to “professional educators,” using branded materials to reinforce their new identity of professionalism and guest advocacy.

Measurable Impact

✔ Employee Morale Increased from 30% to 90%, leading to dramatically better engagement and job satisfaction.

✔ Retention Rates Rose from 40% to 85%, drastically reducing recruitment and training expenditures.

✔ Guest Service Scores Peaked, transforming the department’s reputation for friendliness, professionalism, and education.

✔ Program success was approved to be adopted by other Vail Resorts mountains and additional Keystone departments, proving scalability and effectiveness.