Vail Resorts has announced a 20% price reduction on Epic Pass products for skiers and riders aged 13-30, bringing the 2026-27 Epic Pass down to $869 and Epic Local Pass to $649. The move comes as the ski industry grapples with participation rates among younger demographics.
Vail Resorts Cuts Pass Pricing for Younger Skiers
Vail Resorts has introduced age-based pricing for its Epic Pass products, offering a 20% discount to skiers and riders aged 13 to 30 for the 2026-27 season. The pricing puts a full Epic Pass at $869 and an Epic Local Pass at $649 for this demographic, representing savings of up to $220 compared to standard adult pricing.
The announcement comes as ski resorts across North America continue to face challenges attracting and retaining younger participants. According to industry data, skiing and snowboarding participation among younger age groups has been relatively flat over the past decade, with cost frequently cited as a primary barrier to entry and continued participation.
The pricing structure applies to what Vail describes as 'Gen Z and young travellers,' though the 13-30 age bracket extends well beyond the typical Gen Z definition (those born roughly between 1997 and 2012). It's worth noting that someone turning 31 during the season would presumably need to pay full price, though Vail hasn't clarified the specifics of age verification or cutoff dates.
For context, the discounted Epic Pass at $869 is still a significant outlay for most people in this age bracket. The Epic Local Pass at $649 is more digestible, though it comes with the usual restrictions—limited access to headline resorts during peak periods and blackout dates that often align with when younger skiers can actually get time off.
Vail is also continuing its Epic Friend Tickets programme, which gives early-purchasing pass holders 10 tickets to sell to mates at 50% off lift ticket prices. This is actually one of the more practical features they've introduced in recent years, given that convincing friends to drop $200-plus on a single day is increasingly difficult. The tickets can also be used for 25% off children's tickets, which seems oddly positioned for the 13-30 demographic but may appeal to young parents.
There's an additional discount available for anyone who bought a lift ticket at any Vail resort during the 2024-25 season—up to $175 off select pass products. Stack that with the age-based discount, and you're looking at an Epic Pass for $694 or Epic Local for $474. That's genuinely competitive pricing, though it requires you to have already spent money at a Vail resort this season, which feels like rewarding existing customers rather than bringing new people into the sport.
The announcement includes the usual mention of 'dozens of world-class resorts,' though the quality and character of Vail's portfolio varies considerably. You're getting access to genuinely excellent terrain at places like Whistler Blackcomb and Vail itself, but you're also getting a lot of mid-tier regional hills that fill out the numbers.
Vail's CEO Rob Katz frames this as creating 'a more accessible pathway' for young adults, which is partially accurate but conveniently ignores that Vail's own pricing strategies over the past decade have contributed to making skiing less accessible overall. Day ticket prices at Vail resorts have climbed to eye-watering levels—often $250-plus at headline properties—which makes the season pass model look attractive by comparison, but doesn't actually address the broader affordability crisis in skiing.
The focus on 'experiences' and mentions of on-mountain concerts and 'Instagrammable moments' in the announcement reads like corporate strategy bingo. Yes, younger skiers want experiences, but mostly they want affordable access to good snow and terrain without feeling gouged at every turn. The 20% dining discount for pass holders is something, though on-mountain food pricing at Vail resorts remains notably high even with the discount.
What Vail has worked out—and it's a sound business strategy—is that locking younger skiers into their ecosystem early creates long-term customers. The question is whether a 20% discount on already-premium pricing actually addresses the barriers keeping young people out of skiing, or whether it's simply making Vail's product slightly more competitive against Ikon Pass and regional alternatives.
The pricing takes effect immediately as part of Vail's early-season pass sales, which run through early April before prices increase. All passes are non-refundable unless you purchase Epic Coverage insurance, which adds another $50-100 to the total cost. For anyone in the target age range who's already committed to skiing and can access Vail resorts regularly, the maths works. Whether it actually brings new people into the sport or just shuffles existing skiers between pass products remains to be seen.
