For years, critics have complained about pricey multi-mountain ski passes, saying that they help make snow sports unaffordable for all but the rich.
On Tuesday, Vail Resorts, the purveyor of the Epic Pass, appeared to be listening: The company announced that it was reducing the price of the passes for the 2026-2027 season for skiers and snowboarders between the ages of 13 and 30.
The 2026-2027 pass, which went on sale on Tuesday, costs 20 percent less for members of Gen Z. The pass now costs $869 for that age group, a saving of up to $220 compared to standard pricing, according to Vail Resorts.
“The future of the sport depends on the next generation of skiers and riders, and it is our responsibility to create a more accessible pathway for them well into young adulthood,” Rob Katz, Vail’s chief executive, said in a statement.
The announcement comes after a challenging ski season for Vail.
Snow was sparse in the West, including at its ski resorts in Washington, California, Nevada, Utah and Colorado. In January, the company announced it had seen 20 percent fewer skier visits to its resorts than the season before.
The Epic Pass’s main competitor, Alterra’s Ikon Pass, has not yet announced its prices for next season. During the 2025-26 season, pass holders ages 13 to 22 paid $1,179 for an Ikon Pass.
Both passes come in less expensive versions that limit the destinations and number of days they can be used, and have blackout periods.
Despite the high prices, the popularity of skiing at U.S. resorts has remained high, with more than 60 million visitors in each of the past three seasons.
In addition to the new price for Gen Z skiers and snowboarders, Vail also announced that anyone who purchased a lift ticket at one of its resorts this season can receive up to a $175 discount on their Epic Pass for next season. A walk-up daily lift ticket at Vail can run up to $356.
“We know that young travelers, especially Gen Z, are prioritizing experiences when deciding how to spend their time and money,” Mr. Katz said. “We hope to make skiing and snowboarding an easy decision for them.”
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