Photo: Vail Resorts
It’s been a rough year for Vail Resorts. In an attempt to bolster flagging attendance, the company has announced a discount aimed at Gen Z customers.
Vail Resorts made the announcement via a press release Tuesday. Skiers and riders between the ages of 13 and 30 will get a 20 percent discount on the 2026-2027 Epic Pass and Epic Local Pass. Though that does save up to $220, the passes still have a hefty price tag with an Epic Pass starting at $869 and Epic Local Pass at $649.
“The future of the sport depends on the next generation of skiers and riders, and it is our responsibility to create a more accessible pathway for them well into young adulthood,” said Vail Resorts CEO Rob Katz. “We know that young travelers, especially Gen Z, are prioritizing experiences when deciding how to spend their time and money – and we hope to make skiing and snowboarding an easy decision for them.”
The announcement comes on the heels of Vail Resorts releasing an update to investors that detailed a tough ski season, compared to the previous year. Total lift revenue was down 1.8 percent compared to the previous year, ski school revenue was down 14.9 percent, dining revenue was down 15.9 percent and retail/rental revenue was down six percent. At the time, Katz placed the blame on the weather, saying “We experienced one of the worst early season snowfalls in the western U.S. in over 30 years, which limited our ability to open terrain and negatively impacted visitation and ancillary spending for both local and destination guests during the period.”
