New Gen Z Discount Added for Vail Resorts' Epic Pass

If you’re a member of Gen Z, now, probably, would be a good time to consider an Epic Pass.

The ski industry giant Vail Resorts announced in a press release Tuesday morning that the Epic Pass, which provides access to more than 90 ski resorts in North America and around the world, was on sale for the upcoming 2026-27 season with a new pricing category for teens and young adults aged 13 to 30—or current Gen Z skiers.

The category’s discount is sizable, trimming 20% off next winter’s full Epic Pass starting price of $1,089.

It also applies to the Epic Local Pass, which has some limited resort access and, with the discount, costs $649. The regularly priced Epic Local Pass costs $809.

Like other multi-mountain passes, the Epic Pass’s price starts low and slowly increases with time as winter approaches. 

“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, in the 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,” he continued.

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In the release, Vail Resorts also highlighted its lift ticket-to-ski pass discount. Through it, those who qualify and have bought a lift ticket at one of the company’s 37 North American resorts can apply up to $175 of that cost towards a new Epic Pass. Combined with the teens and young adults discount, that could make an Epic Pass cost as little as $649.

The new deal arrives amid a challenging ski season for resorts across the West. Despite a period of widespread and intense snowfall in February, the snowpack in many western states remains well below the median. As of early January, the lack of snow had caused Vail Resorts’ visitation and revenue to drop compared to the year before, according to an investor release. 

While the restructured teen and young adult pricing seems poised to give the company a boost during a winter that’s seen fewer powder days than usual, over email, a spokesperson for Vail Resorts said the initiative wasn’t related to the snow conditions. They also suggested that they plan to keep the pricing structure in place beyond the 2026-27 season.

“Our plan is to make that a pricing tier going forward,” they wrote. “This new pricing tier is designed to lower barriers to entry to skiing and riding, encourage more frequent participation, and help build a lifelong connection to the mountains.”

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