Back to today’s briefing

Story perspectives

Vail Resorts Slashes Epic Pass Price to Attract Gen Z

3/4/2026

50 10 Full Breakdown

Summary

Story summary

Vail Resorts announced a 20% Epic Pass discount for skiers and snowboarders 13–30, setting 2026–27 price at $869.
The move targets younger customers amid declining pass sales and a low snowfall.
Rob Katz, CEO of Vail Resorts, says Gen Z engagement is vital for the sport's future.
Lift-ticket purchasers may qualify for $175 discount.
The Epic Local Pass costs $649, with prices expected to rise as the season progresses.

1 of 1

Story summary

Vail Resorts announced a 20% Epic Pass discount for skiers and snowboarders 13–30, setting 2026–27 price at $869.
The move targets younger customers amid declining pass sales and a low snowfall.
Rob Katz, CEO of Vail Resorts, says Gen Z engagement is vital for the sport's future.
Lift-ticket purchasers may qualify for $175 discount.
The Epic Local Pass costs $649, with prices expected to rise as the season progresses.