Vail Resorts is cutting the price of its flagship pass for younger skiers and snowboarders, introducing a 20% discount for guests ages 13 to 30 as the company tries to keep Gen Z engaged in an increasingly expensive sport. “We introduced new pricing for skiers and riders ages 13 to 30 at 20% l ess than standard pricing, providing a more accessible pathway for the next generation of skiers who are the future of our sport,” CEO Rob Katz said Monday during a quarterly earnings call. The price of the Epic Pass has climbed in recent years from $841 in 2022 to $1,051 for the 2025-26 season. Katz said that while those increases have largely held across the business, they have disproportionately affected one particular group: Gen Z skiers and riders.  “When we look back over a number of years, we saw growth in a lot of different segments of our pass business, but the area that we were showing the most struggles was in this age group,” Katz said. “Those ages 18 to 30 tend to be more price sensitive and likely were more impacted by the price increases we took over the past four years.” The discounted rate for younger skiers will take effect in pass sales for the 2026-27 season, in anticipation of another price increase in next season’s passes. The 2026-27 Epic Pass is currently on sale for $1,089, a 3.6% price increase from this season, but smaller than the roughly 7% annual increases seen in recent years.  But beginning next season, Vail Resorts will also pass through about 3% in sales and lift taxes to consumers, pushing the total cost of the $1,089 pass to around $1,120 at checkout, effectively 7% more than the 2025-26 pass.  Katz said the Gen Z-focused pricing can be seen less as a new discount and more as a correction after several years of price hikes that hit younger skiers earlier in their careers hardest. “We do think it’s critical that we keep the engagement of these folks in the sport for the future,” he said. “They ski quite a bit. But if pricing gets too high, they just may not engage overall in the sport or engage as much.” The discounted pass is meant to lower that barrier and keep younger skiers connected to the mountains during the early years of adulthood, when disposable income is typically lower. “Folks in their 20s have less disposable income than folks in their 40s, 50s and 60s,” Katz said. “But that doesn’t mean they’re not highly valuable to our model and to the business.” Even with the lower prices, the company thinks the strategy will grow revenue, given that once lifts are running, adding more skiers doesn’t dramatically increase operating costs. “When you raise price, you have to realize some people are not going to keep paying those prices,” he added. “So we’re constantly optimizing it to make sure we’re setting the right price.” Along with the pricing change, Vail Resorts launched a marketing campaign called Epic Passion with the aim of reaching younger audiences. The campaign leans heavily on social media and influencer-driven content. The strategy reflects how Gen Z discovers ski culture today, said Katz, through short-form video, social media and shared experiences with friends. To reinforce that social side of the sport, Epic Pass holders who purchase early will again receive 10 Epic Friend Tickets, launched this past season, which provide 50% off lift tickets for friends and family. “Epic Friend ticket redemption rates are up over the legacy pass holder benefit tickets and showing growth in visitation,” Katz said. The Gen Z discount is part of a broader pricing strategy Vail Resorts has been refining across lift tickets and passes, increasingly segmenting customers by behavior, age and visit patterns. “It isn’t one price that fits everybody,” Katz said. While younger generations face rising costs across housing, travel and recreation, if lift access becomes too expensive during those years, the industry risks losing future lifelong skiers, Katz said. The company sees Gen Z as essential to the sport’s future. “The future of the sport depends on the next generation of skiers and riders,” he said. The post Vail Resorts cuts Epic Pass prices for Gen Z skiers appeared first on Park Record. ...read more read less