Vail Resorts Unveils New ‘Gen Z’ Pricing for 2026-27 Epic Pass
Vail Resorts Unveils New ‘Gen Z’ Pricing for 2026-27 Epic Pass
Published : 04-Mar-2026 08:04
Vail Resorts has announced a major update to its Epic Pass pricing strategy aimed at making skiing and snowboarding more affordable for younger skiers and snowboarders.
The move introduces a new Gen Z pricing tier for the 2026-27 season, offering people aged 13-30 a significant 20% discount on full-price season passes.
Under the plan, eligible young skiers and snowboarders can purchase the full Epic Pass — which provides unlimited access to over 40 ski resorts across the planet — from $869, while the more limited Epic Local Pass is available at $649.
For anyone who has visited any of Vail's 37 North American resorts during this winter, extra savings of up to $175 are available, potentially bringing prices down to about $694 and $474 respectively.
Rob Katz, CEO of Vail Resorts, has framed the pricing change as a long-term investment in the sport's future as a way of lowering cost barriers for young travellers:
"The future of the sport depends on the next generation of skiers and riders"
In addition to discounted passes, the company is bringing back Epic Friend Tickets — 10 half-price lift tickets for early season-long pass buyers — to encourage group outings and social experiences on the mountain.
The full Epic Pass includes access to resorts including Vail Mountain, Whistler Blackcomb, Park City, Breckenridge, Heavenly and Stowe. There are also discounts available on lodging, food, beverages and other benefits.
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