"That probably hit folks who were earlier in their career, so to speak, harder. The discount would provide a more accessible pathway for the next generation of skiers who are the future of our sport. Katz said the discounts would help appeal to a demographic that is more price sensitive, adding that Vail had seen growth in other areas but that they were having the most struggles with this age group."
"We can't only focus on those already skiing and riding, or the older generations, because then we won't grow. The effort was also being supported by a new marketing campaign, utilizing social media and influencers, that leans into the emotional connection skiers and riders, particularly Gen Z, have with the sport."
Vail Resorts, operating 42 resorts globally, reported a nearly 12% decline in visitors this season and lowered its 2026 outlook citing historically poor weather conditions. The company announced a 20% discount on Epic Passes for ages 13 to 30 to attract price-sensitive Gen Z skiers. CEO Rob Katz emphasized this demographic represents the future of skiing, noting that recent price increases over four years disproportionately affected younger, early-career individuals. The initiative includes a new marketing campaign leveraging social media and influencers to emphasize the emotional connection Gen Z has with skiing. Katz stressed the importance of growing beyond existing skiers and older generations to ensure long-term industry growth.
Read at Business Insider
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