SAM Magazine—Broomfield, Colo., Mar. 2, 2023—Longtime resort leader Bill Rock will become president of Vail Resorts' mountain division on May 1, replacing current division president James O'Donnell, who is leaving the company on March 3.

Until Rock assumes his new role, the company's COOs of the West, Rockies, and East divisions will report to CEO Kirsten Lynch.

Rock currently serves as executive vice president of VR’s mountain division. He has been with the company for 13 years, and has nearly 30 years of experience in the mountain resort industry. Rock brings a wealth of operational experience to his new role.

"Bill has a long, successful track record in the ski industry, spanning nearly three decades, and a deep understanding of operational excellence," said Lynch. "Bill has led multiple resorts, entire regions, and some of the most transformative projects in our company's history, and I am confident he will be successful as the president of our mountain division." 

Rock joined Vail Resorts in 2010 as chief operating officer of Northstar California Resort, where he went on to oversee operations of the company's three Lake Tahoe resorts. In 2015, he was named chief operating officer of Park City Mountain, Utah, where he led the integration of Park City Mountain and Canyons Resort. In 2019, Rock became senior vice president of the company's mountain division, with oversight of six destination resorts in the Rockies region. In 2021, he was promoted to executive vice president with expanded responsibilities.

Rock started his career in the ski industry in 1996 and is an Army Veteran who served as an officer in the 82nd Airborne Division. 

"I want to extend my gratitude to James for his leadership and contributions to Vail Resorts during his 22 years at our company," said Lynch. "He drove measurable success across many businesses and has been deeply committed to developing great leaders across Vail Resorts. We wish him all the best in his future endeavors." 

O'Donnell, who was appointed president of the company's mountain division in 2021, had previously served as COO of the company's hospitality division and as executive vice president of hospitality, retail and real estate.