Vail Resorts really wants a new breed of skiers – Gen Zers.
Earlier today the company announced a 20% discount on 2026-2027 Epic Passes, but only for skiers and riders between 13 and 30 years old. A full Epic for that age group will cost $869 and the Epic Local Pass will cost $649, even if you’ve had an Epic Pass before.
That is close to the price Vail announced in the post-pandemic season, when a full Epic was $783 for everyone.
Older generations (31 and up) next season will pay $1,089. That is 3.6% more than this season – one of the smallest increases in recent years – and only the second time in history the full Epic has opened at over $1,000. The Epic Local next winter is $809.
“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,” CEO Rob Katz said in a release. “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.”
But wait, says Katz, there’s more! Vail is doubling down on discounts for people who are curious about skiing but never fully commit: If you bought a lift ticket anywhere in the world at a Vail-owned property this season, you could slash up to $175 off a season pass next winter.
So, doing the math, that makes a full Gen Z Epic Pass $694, cheaper than even the post-pandemic season. Older never-evers can get a full Epic for $914.
This is Vail’s latest attempt to make skiing young, hip and profitable again. This winter they debuted “Instagrammable” food at several mountains, like the hot dog tower at Breckenridge, plus a new collab with Frisco favorite Outer Range Brewing.
All you older, faithful Epic Passers are getting a little love too, but only if you share the love. Buy your pass early and you’ll get 10 Epic Friend tickets, good for a half-priced day ticket all season. This winter you only got six.
The 2026-2027 Ikon Pass is not yet on sale.
Preview image via Vail Resorts at Keystone… NOT from this season.