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Story summary
- Vail Resorts reduced the Epic Pass price for ages 13–30 by 20%, setting young-adult price at $869 and adult at $1,089.
- The move targets Gen Z as skiing faces challenges attracting younger audiences.
- Vail Resorts Chief Executive Officer Rob Katz emphasizes accessibility and notes the median skier age is 37.
- Influencer Grace Donner cites cost and intimidation as barriers for Gen Z.
