Epic Pass Targets Gen Z Skiers

Vail Resorts' new Gen Z pricing sets the 2026/27 Epic Pass at $869 and the Epic Local Pass at $649 for those aged 13 to 30. This represents a significant saving of up to $220 compared to the full adult price of $1,089 for a full Epic Pass and $809 for the Epic Local. The move comes as the ski industry grapples with an aging customer base and the high cost of entry for newcomers. With single-day lift tickets at premier resorts like Vail sometimes costing more than $300, a season pass is often the only financially viable option for frequent skiers. This discount aims to make the sport more accessible to a younger generation. This strategy targets a generation known for prioritizing spending on experiences over material goods. Studies show that Gen Z and Millennials are driving a resurgence in winter sports travel, making them a key demographic for the future of the industry. Vail Resorts CEO Rob Katz stated, "The future of the sport depends on the next generation of skiers and riders." The Epic Pass's main competitor, the Ikon Pass, also offers discounts for younger consumers, with specific pricing for young adults up to age 22 and college students. For the 2025-26 season, an adult Ikon Base Pass was priced around $909. This highlights a broader industry trend of trying to secure loyalty from a younger audience. To further entice pass holders, Vail is continuing its "Epic Friend Tickets" program, offering 10 half-price lift tickets for friends and family of those who purchase their passes early. Additionally, first-time pass buyers who purchased a lift ticket in the 2025/26 season can apply up to $175 of that cost toward their new pass.