Epic Pass Lowers Prices for Gen Z, Making Hitting the Slopes at Whistler Blackcomb Easier for Young Skiers and Snowboarders
MWN-AI** Summary
In a significant effort to promote accessibility in skiing and snowboarding, Vail Resorts has introduced a new pricing structure for its Epic Pass aimed at Gen Z and young adults aged 13 to 30. Offered at a 20% discount from the standard rate, the 2026/27 Epic Pass is now priced at $869 USD, while the Epic Local Pass is available for $649 USD. This pricing change allows young skiers and snowboarders to save up to $220 USD, making hitting the slopes at world-renowned destinations like Whistler Blackcomb more affordable.
Vail Resorts CEO Rob Katz highlighted the importance of attracting younger generations to the sport, stating, “The future of the sport depends on the next generation of skiers and riders.” The company recognizes that Gen Z values experiences over material goods, aiming to make skiing and snowboarding an attractive option for young travelers.
In addition to discounted passes, the Epic Friend Tickets promotion allows early pass holders to access 10 half-priced lift tickets, reinforcing the social aspect of skiing. Eligible pass holders can also benefit from additional savings of up to $175 USD based on previous lift ticket purchases, potentially lowering the Epic Pass price to as low as $694 USD and the Epic Local Pass to $474 USD.
With access to numerous ski resorts across North America and curated routes for exploring, the Epic Pass encourages adventurous experiences. It also comes with perks like discounts on dining and lodging, as well as unique events and entertainment, setting the stage for a vibrant ski culture. Vail Resorts aims to provide unforgettable experiences and foster community among skiers and snowboarders, solidifying its position as a leader in the ski industry.
MWN-AI** Analysis
The recent decision by Vail Resorts to lower pricing for their Epic Pass for the Gen Z demographic marks a strategic pivot aimed at enhancing accessibility for young skiers and snowboarders, particularly at the iconic Whistler Blackcomb resort. With a notable 20% discount on the Epic and Epic Local Passes for those aged 13 to 30, Vail Resorts is keenly addressing the financial constraints often faced by younger consumers, fostering a Next Generation of skiing enthusiasts.
From a market perspective, the appeal of this initiative cannot be understated. As Gen Z prioritizes experiential purchases over material goods, an affordable skiing option will likely enhance participation rates among this age group. Estimates suggest savings of up to $220 USD could encourage young travelers to choose skiing as a favored winter activity. Furthermore, this demographic is more inclined to share experiences on social media, potentially attracting a wider audience to the slopes as they showcase their adventures.
Additionally, the ability to purchase Epic Friend Tickets at 50% off allows pass holders to bring friends, amplifying social engagement and loyalty. For those who have skied with lift tickets during the past season, an additional discount up to $175 USD feels like a compelling call to action to make the jump from day passes to season-long investments, turning casual visitors into loyal members of the ski community.
As market analysts, we recommend that stakeholders closely monitor Vail Resorts’ financial performance over the next few seasons following this pricing strategy. Benchmarking against competitor resorts and evaluating customer retention could provide insights into the long-term effects of this initiative. Ultimately, positioning Vail Resorts as a leader in youth-oriented skiing could yield significant dividends in both customer loyalty and brand equity as winter sports continue to evolve and diversify.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Canada NewsWire
- New pricing for 13- to 30-year-olds offers a 20% discount off full-price Epic & Epic Local Passes
- Season-long Pass Holders who buy early get 10 Epic Friend Tickets for half-off lift tickets
- Skiers and snowboarders who visited on a lift ticket this season can save up to $175 USD on a 2026/27 Epic Pass
BROOMFIELD, Colo., March 3, 2026 /CNW/ -- In a major step to shape the future of skiing and snowboarding, Vail Resorts is doubling down on accessibility with new pricing for Gen Z and young travelers visiting Whistler Blackcomb and other legendary resorts across the world. Skiers and riders, ages 13 to 30, can now purchase the 2026/27 Epic Pass and Epic Local Pass for 20% less than standard pricing. Teens and young adults can score up to $220 USD in savings, with Epic Pass launching at $869 USD and Epic Local Pass at $649 USD. All Passes for next season are on sale now at the lowest price of the year.
"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," said Rob Katz, CEO of Vail Resorts. "We know that young travelers, especially Gen Z, are prioritizing experiences when deciding how to spend their time and money – and we hope to make skiing and snowboarding an easy decision for them."
To celebrate the social side of skiing, Epic Friend Tickets are back for a second season. Eligible 2026/27 season-long Epic Pass Holders who purchase early will get 10 Epic Friend Tickets. These 50%-off lift tickets are a popular way for Epic Pass Holders to share their passion for the mountains with friends and family all season long. Epic Pass Holders can also use Epic Friend Tickets for 25% off child lift ticket prices.
For guests ready to make the jump from a lift ticket to a Pass, Vail Resorts is offering another incredible way to save. Eligible skiers and riders who visited any of the company's 37 North American resorts with a lift ticket during the 2025/26 season can save up to $175 USD off the price of select Epic Pass products as well as the Whistler Blackcomb Unlimited Season Pass. With the new pricing, that means teens and young travelers (ages 13–30) could lock in an Epic Pass for as low as $694 USD or an Epic Local Pass for just $474 USD.
Epic Pass and Epic Local Pass provide season-long access to Whistler Blackcomb, plus dozens of world-class resorts and regional favorites, including Vail Mountain, Park City Mountain, Breckenridge, Heavenly, Northstar, Stowe, Mount Snow, Hunter and more. Lock in a Pass to uncover the hidden gems of Whistler Blackcomb with Wonder Routes – a curated network of trails, waypoints and stops to take in the best mountain views, enjoy mellow blue runs, explore glade stashes, sample the alpine or hit every après spot. In addition to legendary skiing and riding, each season many of Vail Resorts' destinations, including Whistler Blackcomb, host unforgettable live music experiences on mountain, with renowned DJs and artists. Plus, Vail Resorts is introducing a new wave of food and beverage experiences across its destinations, delivering elevated offerings and Instagrammable moments that reflect the energy and character of each resort.
Guests with a 2026/27 Epic Pass receive Epic Mountain Rewards, which include 20% off on-mountain dining, making it easy for Pass Holders to explore dining experiences as memorable as the mountains themselves. The Whistler Blackcomb Unlimited Season Pass and EDGE Card include great perks such as savings on lodging, shopping, and group lessons and camps.
Visit epicpass.com or whistlerblackcomb.com to compare all 2026/27 Pass options. Passes are non-refundable except through Epic Coverage.
IMAGES are available for media use here.
About Vail Resorts, Inc. (NYSE: MTN)
Vail Resorts is a network of the best destination and close-to-home ski resorts in the world including Vail Mountain, Breckenridge, Park City Mountain, Whistler Blackcomb, Stowe, and 32 additional resorts across North America; Andermatt-Sedrun and Crans-Montana Mountain Resort in Switzerland; and Perisher, Hotham, and Falls Creek in Australia – all available on the company's industry-changing Epic Pass. We are passionate about providing an Experience of a Lifetime to our team members and guests, and our EpicPromise is to reach a zero net operating footprint by 2030, support our employees and communities, and broaden engagement in our sport. Our company owns and/or manages a collection of elegant hotels under the RockResorts brand, a portfolio of vacation rentals, condominiums and branded hotels located in close proximity to our mountain destinations, as well as the Grand Teton Lodge Company in Jackson Hole, Wyo. Vail Resorts Retail operates more than 250 retail and rental locations across North America. Learn more about our company at www.VailResorts.com, or discover our resorts and Pass options at www.EpicPass.com.
SOURCE Vail Resorts
View original content to download multimedia: http://www.newswire.ca/en/releases/archive/March2026/03/c6504.html
FAQ**
How will the new pricing strategy for Gen Z affect Vail Resorts Inc. (MTN)'s revenue and customer acquisition at Whistler Blackcomb in the long term?
What market research led Vail Resorts Inc. (MTN) to offer a 20% discount on Epic Passes for ages 13 to 30, and how does it compare to competitors’ pricing strategies?
How does Vail Resorts Inc. (MTN) plan to measure the impact of the Epic Friend Tickets on customer engagement and overall sales for the 2026/27 season?
What initiatives is Vail Resorts Inc. (MTN) implementing to ensure the experiences and offerings at Whistler Blackcomb appeal to Gen Z’s preferences for social and immersive activities?
**MWN-AI FAQ is based on asking OpenAI questions about Vail Resorts Inc. (NYSE: MTN).
NASDAQ: MTN
MTN Trading
-0.79% G/L:
$135.555 Last:
367,530 Volume:
$136.62 Open:
