Vail Resorts Cuts Epic Pass Prices for Gen Z

This strategic price cut for the 13-to-30 age group sets the 2026/27 Epic Pass at an initial price of $869 and the Epic Local Pass at $649. The up to $220 in savings per pass is a direct appeal to a generation known for prioritizing experiences while being conscious of costs. The move comes as the ski industry faces an aging demographic. Data has shown that participation from younger generations has not kept pace with previous cohorts; Gen Z's share of skier visits is 10 percentage points behind what millennials contributed 15 years ago at the same age. Vail Resorts CEO Rob Katz explicitly stated the goal is to make skiing and snowboarding an "easy decision" for young travelers. This initiative reflects a broader understanding that Gen Z's spending power is significant, estimated at $143 billion globally, and they are more likely to spend on travel and activities than on material goods. This focus on younger consumers isn't just about one season. The industry recognizes that capturing skiers and snowboarders early is crucial for long-term vitality, as a majority of lifelong participants start before the age of 17. The new pricing also introduces a social incentive; pass holders who buy early receive 10 "Epic Friend Tickets," offering half-price lift tickets. This directly targets the social nature of Gen Z, who often travel with partners or in groups and are heavily influenced by their peers and social media. This strategy marks a significant shift, especially after several years of price increases. For the 2025/26 season, the full Epic Pass saw a 7% price hike, crossing the $1,000 mark to start at $1,051. The targeted discount for Gen Z is a clear strategic pivot to secure future market share.