Epic Pass Lowers Prices for Gen Z to Make Hitting the Slopes Easier for Young Skiers and Snowboarders
MWN-AI** Summary
Vail Resorts is making skiing more accessible and affordable for the next generation of snow enthusiasts by introducing a significant discount on their Epic Pass options. Targeting Gen Z, those aged 13 to 30 can now purchase the 2026/27 Epic Pass and Epic Local Pass at a 20% reduction compared to standard prices, translating to savings of up to $220. This initiative aims to foster a new wave of skiers and snowboarders while addressing the trend of young adults prioritizing experiential spending.
Rob Katz, CEO of Vail Resorts, emphasized the company’s commitment to engaging the younger demographic, highlighting that the future of winter sports hinges on attracting new participants. The Epic Pass starts at $869, while the Epic Local Pass is available for $649. Additionally, early purchase incentives for season pass holders include 10 Epic Friend Tickets, allowing them to gift half-price lift tickets to friends and family throughout the season.
Moreover, anyone who skied or snowboarded at one of Vail's 37 resorts during the 2025/26 season can receive an additional discount of up to $175 off select passes, making the total price for eligible youths as low as $694 for the Epic Pass or $474 for the Epic Local Pass.
Beyond skiing, Vail Resorts is enhancing the overall experience by offering live music events and improved dining options at their resort locations. With these initiatives, Vail Resorts is not only reducing barriers for young skiers and snowboarders but also enriching their mountain experience, reinforcing their commitment to sustainability and community engagement. For more information on pass options, visit epicpass.com.
MWN-AI** Analysis
Vail Resorts' decision to lower prices for the Epic Pass and Epic Local Pass for young skiers and snowboarders (ages 13 to 30) marks a strategic move that caters directly to the preferences and financial constraints of the Gen Z demographic. With 20% discounts available, young enthusiasts can now access world-class skiing at a significantly reduced cost. This initiative not only enhances accessibility but also positions Vail as a leader in the evolving landscape of ski tourism.
As financial analysts, we see this as an excellent opportunity for both consumers and investors. For young skiers, the maximum savings of up to $220 opens a pathway to experience major resorts without prohibitive costs. The promotional measures, including the return of Epic Friend Tickets with substantial discounts, encourage social engagement around skiing, creating viral marketing potential, particularly through social media—an effective platform for reaching Gen Z.
From an investment perspective, Vail Resorts is strategically positioning itself to capture a younger audience, generating long-term loyalty that may convert today's beginner skiers into lifelong customers. The introduction of appealing amenities, such as high-energy entertainment and diverse dining experiences at resorts, aligns with Gen Z’s preference for memorable experiences over material possessions.
Moreover, fostering this demographic's interest in skiing could serve to effectively mitigate the seasonal downturns traditionally faced by winter sports financially. Young skiers are likely to engage more sustainably with the resorts, especially if Vail can sustain interest through targeted marketing and community-building initiatives.
In conclusion, Vail Resorts' price adjustments present both an opportunity for young adventurers and potential long-term growth for investors. The focus on creating accessible yet memorable experiences could strengthen the brand's market position while appealing to a new generation of skiers and snowboarders.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
- New pricing for 13- to 30-year-olds offers a 20% discount off full-price Epic & Epic Local Passes
- Season-long Pass Holders who buy early get 10 Epic Friend Tickets for half-off lift tickets
- Skiers and snowboarders who visited on a lift ticket this season can save up to $175 on a 2026/27 Epic Pass
BROOMFIELD, Colo., March 3, 2026 /PRNewswire/ -- In a major step to shape the future of skiing and snowboarding, Vail Resorts is doubling down on accessibility with new pricing for Gen Z and young travelers. Skiers and riders, ages 13 to 30, can now purchase the 2026/27 Epic Pass and Epic Local Pass for 20% less than standard pricing. Teens and young adults can score up to $220 in savings, with Epic Pass launching at $869 and Epic Local Pass at $649. All Passes for next season are on sale now at the lowest price of the year.
"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 Rob Katz, CEO of Vail Resorts. "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."
To celebrate the social side of skiing, Epic Friend Tickets are back for a second season. Eligible 2026/27 season-long Epic Pass Holders who purchase early will get 10 Epic Friend Tickets. These 50%-off lift tickets are a popular way for Pass Holders to share their passion for the mountains with friends and family all season long. Pass Holders can also use Epic Friend Tickets for 25% off child lift ticket prices.
For guests ready to make the jump from a lift ticket to a Pass, Vail Resorts is offering another incredible way to save. Eligible skiers and riders who visited any of the company's 37 North American resorts with a lift ticket during the 2025/26 season can save up to $175 off the price of select Epic Pass products. With the new pricing, that means teens and young travelers (ages 13–30) could lock in an Epic Pass for as low as $694 or an Epic Local Pass for just $474.
Epic Pass and Epic Local Pass provide season-long access to dozens of world-class resorts and regional favorites, including Vail Mountain, Whistler Blackcomb, Park City Mountain, Breckenridge, Heavenly, Northstar, Stowe, Mount Snow, Hunter and more. In addition to legendary skiing and riding, each season many of Vail Resorts' destinations host unforgettable live music experiences on mountain, with renowned DJs and artists. Plus, Vail Resorts is introducing a new wave of food and beverage experiences across its destinations, delivering elevated offerings and Instagrammable moments that reflect the energy and character of each resort. Guests with a 2026/27 Epic Pass receive 20% off on-mountain dining, making it easy for Pass Holders to explore dining experiences as memorable as the mountains themselves.
Visit epicpass.com to compare all 2026/27 Pass options, including local and regional Passes. Passes are non-refundable except through Epic Coverage.
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About Vail Resorts, Inc. (NYSE: MTN)
Vail Resorts is a network of the best destination and close-to-home ski resorts in the world including Vail Mountain, Breckenridge, Park City Mountain, Whistler Blackcomb, Stowe, and 32 additional resorts across North America; Andermatt-Sedrun and Crans-Montana Mountain Resort in Switzerland; and Perisher, Hotham, and Falls Creek in Australia – all available on the company's industry-changing Epic Pass. We are passionate about providing an Experience of a Lifetime to our team members and guests, and our EpicPromise is to reach a zero net operating footprint by 2030, support our employees and communities, and broaden engagement in our sport. Our company owns and/or manages a collection of elegant hotels under the RockResorts brand, a portfolio of vacation rentals, condominiums and branded hotels located in close proximity to our mountain destinations, as well as the Grand Teton Lodge Company in Jackson Hole, Wyo. Vail Resorts Retail operates more than 250 retail and rental locations across North America. Learn more about our company at www.VailResorts.com, or discover our resorts and Pass options at www.EpicPass.com.
SOURCE Vail Resorts
FAQ**
How is Vail Resorts Inc. (MTN) planning to further enhance accessibility for young skiers and snowboarders in the future beyond the current 20% discount for Gen Z?
In terms of marketing strategies, how does Vail Resorts Inc. (MTN) intend to attract a larger Gen Z audience to its Epic Pass offerings?
What are the expectations for sales growth in Epic Pass subscriptions among the 13-age demographic as a result of this pricing strategy from Vail Resorts Inc. (MTN)?
How might the introduction of discounted Epic Friend Tickets impact customer loyalty and engagement for Vail Resorts Inc. (MTN) among young travelers?
**MWN-AI FAQ is based on asking OpenAI questions about Vail Resorts Inc. (NYSE: MTN).
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