Vail Resorts offers 20% Epic Pass discount for Gen Z skiers

The company aims to draw young skiers and snowboarders to the mountains amid warm, dry conditions.

Published on Mar. 4, 2026

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Vail Resorts announced that skiers and riders ages 13-30 will get a 20% discount on Epic Passes for the 2026-27 season, bringing the full Epic Pass to $869 and the Epic Local Pass to $649. The company says it's responsible for creating a more accessible pathway for the next generation of skiers and riders as the sport's future depends on them.

Why it matters

The move comes after Vail Resorts reported a 20% drop in skier visits at the beginning of the 2025-26 season, along with declines in ski school and food revenue. Attracting younger skiers is crucial for the industry as it faces challenges from climate change and changing consumer preferences.

The details

The Epic Pass grants unlimited access to Vail, Keystone, Breckenridge, Beaver Creek and Crested Butte, along with seven days at Telluride. The local pass grants 10 days each at Vail and Beaver Creek during non-peak dates, as well as unlimited access at Keystone, Breckenridge and Beaver Creek. Both passes also provide access to a range of other resorts across the country and world.

  • The Epic Pass is now on sale for the 2026-27 season.
  • The 20% discount for skiers and riders ages 13-30 was announced on March 4, 2026.

The players

Vail Resorts

A major ski resort operator that owns and operates several popular ski destinations in Colorado and across the United States.

Rob Katz

The CEO of Vail Resorts, who said the company has a responsibility to create a more accessible pathway for the next generation of skiers and riders.

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What they’re saying

“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, CEO, Vail Resorts (koaa.com)

What’s next

The rival Ikon Pass, sold by Alterra, is not yet on sale for the 2026-27 season.

The takeaway

Vail Resorts is making a concerted effort to attract younger skiers and snowboarders to the mountains, recognizing the importance of the next generation to the future of the sport amid challenges like climate change and shifting consumer preferences.