US ski resorts reduce prices and enhance entertainment to draw in Gen Z and fill the slopes

Vail Resort Offers Discounts to Attract Gen Z Skiers

For members of Gen Z, there’s a fresh opportunity to enjoy winter sports at Colorado’s Vail Resort. This season, confronted with notably low snowfall, Vail Resorts is slashing Epic Pass prices by 20% for those aged 13 to 30. It’s part of their strategy to draw in younger audiences.

Rob Katz, CEO of Vail Resorts, noted, “The future of our sport hinges on the next generation of skiers and riders. We have a duty to make it easier for them to get into skiing.” He elaborated that young travelers—especially those in Gen Z—favor experiences over traditional options, and the goal is to simplify their choices regarding skiing and snowboarding.

The ski industry in the U.S. is struggling when it comes to appealing to younger skiers, largely due to the increasing costs associated with the sport.

This upcoming season is projected to see the median age of U.S. skiers and snowboarders reach 37, which is two years older than last season, according to the National Ski Areas Association. The situation in Utah is somewhat grimmer, where the average age for skiers hovers around 48.

It’s been a challenging winter for Vail with the lowest snowfall seen in recent years. This shift definitely amplifies the urgency for changes in strategy, as showcased in recent reports.

Some younger skiers, like travel influencer Grace Donner, view skiing not just as a sport but as a social experience. “This season has been a great way to delve into our resort’s character through various events and competitions,” said a Vail Resorts representative.

Upcoming events like a live DJ concert series, Uller Fest, and the Rockstar Energy Open are intended to diversify the ski experience and make it more appealing.

Katz recently discussed his views on accessibility in skiing with Donner in a podcast episode. He emphasized the importance of including everyone to fuel healthy growth in the sport. “It’s vital that we engage with this generation in ways that resonate with them,” he stated.

Donner, known for her ski content, is ambitious in her mission. She aims to ski all 42 resorts under the Epic Pass umbrella by the end of the season, highlighting her journey through her social media platforms. “It’s been an incredible journey,” she shared, “and it’s something I never imagined I’d be able to say.”

However, she also pointed out two key barriers—cost and intimidation—that deter her peers from skiing. The initial investment can feel daunting for newcomers, making it hard for them to get interested.

Katz, reflecting on the future, acknowledged that many young skiers today are finding their way through platforms like TikTok and Instagram, rather than starting at traditional beginner slopes. “Meeting them where they are is crucial,” he noted.

In light of the recent weather challenges, Katz recognized the vital aspect of accessibility within the sport. The Epic Pass for younger skiers is priced at $869, while adult passes have seen a small increase to $1,089. Children’s passes are also available for $555.