Vail Resorts has introduced a 20 % discount on its 2026/27 Epic Pass and Epic Local Pass for guests aged 13‑30, lowering the standard adult Epic Pass price from $1,089 to $869 and the Epic Local Pass from $809 to $649. The discount applies to all 37 North American resorts in the Epic network and is available to new and existing pass holders who meet the age criteria.
The move follows a 2 % decline in pass unit sales for the 2025/26 season and a nearly 60 % drop in snowfall at Western North American resorts, which have pressured lift‑ticket and pass revenue. By targeting Gen Z, Vail aims to reverse the downward trend in pass sales and to build a new generation of loyal customers during a season that has seen weaker visitation due to record‑warm winter conditions.
CEO Rob Katz emphasized that “the future of the sport depends on the next generation of skiers and riders,” and the discount is part of a broader strategy to strengthen the Epic Pass’s value proposition. In addition to the pass price reduction, holders receive 20 % off on‑mountain dining and up to $175 off for those who purchased a lift ticket during the 2025‑26 season, creating a layered incentive that encourages conversion from one‑time visitors to long‑term pass holders.
The pricing shift is intended to boost pass sales and lift‑ticket visitation across the resort portfolio, while also generating ancillary revenue from dining and other on‑mountain services. By offering a substantial discount to a younger demographic, Vail seeks to counter declining unit sales, attract new customers, and position the Epic Pass as a more accessible and attractive option for the next season.
The announcement comes just before Vail’s Q2 2026 earnings release on March 9, 2026, a period when investors are closely monitoring the company’s performance amid challenging weather conditions and a competitive pricing landscape. While no immediate market reaction data is available, the discount signals Vail’s proactive approach to addressing headwinds and securing future revenue streams.
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