Epic Pass Cuts Prices for Gen Z Skiers

The new pricing sets the full Epic Pass at $869 and the Epic Local Pass at $649 for those aged 13 to 30, a potential savings of up to $220. This move comes as Vail Resorts also offers up to $175 off for skiers and snowboarders who purchased a lift ticket during the 2025/26 season, creating a potential Epic Pass price as low as $694 for this demographic. The push to attract younger skiers is a direct response to a significant demographic shift in the industry. The median age of U.S. ski area visitors has risen from 28 to 35 since the 2005-06 season. During that same period, the share of visitors aged 18 to 24 dropped from 12.4% to 8.1%. This focus on Gen Z is critical, as data shows 70% of skiers and snowboarders start before the age of 17. However, Gen Z's participation has plateaued, and as a group, they lag behind the share of skier visits that millennials represented 15 years ago by a full 10 percentage points. Vail's main competitor, the Ikon Pass, has long offered tiered pricing for young adults. For the 2025-2026 season, the full Ikon Pass for skiers aged 13 to 22 is priced at $1,179, with the Ikon Base Pass at $819 for the same age group. The strategy is not just about a single season's sales; it's a long-term play. Despite a recent 3% decline in skier visits at its North American resorts, Vail Resorts saw its net income grow by 21% to $280 million in fiscal 2025, signaling a focus on revenue per visitor. To further encourage pass holders to bring new people to the sport, Vail is reintroducing "Epic Friend Tickets." Pass holders who buy early receive 10 tickets that offer a 50% discount on single-day lift tickets for friends and family.