Ski Resorts Slash US Costs, Add Entertainment to Attract Gen Z and Fill the Slopes
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There’s a new motivation for Gen Z members to hit the slopes at Vail Resorts in Colorado going forward.
After record low snowfall this winter, Vail Resorts is reducing prices on its Epic Pass by 20% for skiers and snowboarders between the 13th and 30th. The move is a push to attract the younger generation.
“The future of this sport depends on the next generation of skiers and riders, and it’s our responsibility to make it accessible for them as they get older,” said Rob Katz, CEO of Vail Resorts, in a statement.
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“We know that young travelers, especially Gen Z, prioritize experience when deciding how to spend their time and money – and we hope that skiing and snowboarding is an easy choice for them,” added Katz.
The US ski industry has struggled to attract younger skiers as the cost of the sport continues to rise.
Some Gen Z skiers now view skiing and snowboarding as a hobby, not just a sport – and resorts are including more activities to attract them. (Stock)
Data from the National Ski Areas Association shows the average age of skiers and snowboarders in the United States reached 37 for the 2023-24 season.
That’s a two-year increase over last season.
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In Utah, the average skier or snowboarder is even older. A December report from the Kem C. Gardner Policy Institute at the University of Utah found that the average age is 48.
On top of that, Vail Mountain had its lowest snowpack in years this winter, as noted by the Wall Street Journal and other outlets.
Grace Donner from Colorado tries to ski every resort owned or operated by Epic Pass. (Grace Donner)
Some Gen Z skiers — including tour promoter Grace Donner — view skiing and snowboarding as a hobby, not just a sport.
“This season, we saw an opportunity to lean into the depth of character of our resorts with new events, contests and experiences,” a Vail Resorts spokesperson told Fox News Digital.
“Live DJs and a concert series, the Rockstar Energy Open and Ullr Fest in Breckenridge” all help differentiate ski vacations, the spokesperson suggested.
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Recently, Katz spoke with Donner — who lives in Aspen — on the “Epic by Nature” podcast about his idea.
“For our sport to grow and develop in a healthy way, [it needs to include] everyone,” Katz said in the March 3 episode. “We have to meet this generation where they are.”
Donner said he wants to make skiing fearless for others of his generation. (Grace Donner)
Known for his ski content on TikTok and Instagram, Donner is on a mission to ski 42 Epic Pass hotels before the end of the season.
“Within the next month … I will be skiing every Epic Pass resort in the Northern Hemisphere,” the 26-year-old skier told Fox News Digital.
“It was a lot of work.”
“Right now we’re at 37 resorts, I believe, which is crazy to say the least,” Katz told the taping of the episode.
“It’s been a lot of work,” said the tourism promoter.
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The 42 Epic Pass resorts are located in North America, Australia and Europe.
They include Vail, Whistler Blackcomb, Park City and Breckenridge – all owned and operated by Vail Resorts.
Some Gen Z skiers view skiing as a hobby, not just a sport. (Grace Donner)
“I always wanted this game to feel casual, fun and accessible,” Donner said.
Gen Z’s two biggest obstacles in his mind are cost and intimidation, he said.
“The initial cost of trying skiing for the first time is huge,” Donner said. “When a game already feels special, it’s hard to get people interested in taking that leap.”
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Trying to shape the future of his resorts, Katz is taking a new approach.
“For many Gen Z skiers, their relationship with skiing may not start on the rabbit hole,” he said on the podcast — noting that many young skiers and snowboarders learn about skiing on TikTok, Instagram, YouTube and Reddit.
Data shows the average age of skiers and snowboarders in the United States reached 37 in the 2023-24 season. (Stock)
“The Rockies are the leading resort revenue generator for the company, and as a result, bad weather has had a significant negative impact on our results this year,” Katz said.
This highlights “the importance of our advanced commitment strategies,” he said.
“Our hope is to make this sport more accessible to tourists.”
The Epic Pass will be $869 for “junior” skiers and skiers ages 13 to 30, with unlimited access to Vail Resorts.
The pass will run $1,089 for adults, which is a 3.6% increase over last season’s unlimited access price.
An unlimited pass for children ages five to 12 will cost $555, the company said.
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Katz also said, “While we will always offer the best value to our passholders, with this new discount, our hope is to make the sport more accessible to guests who don’t think about skiing until winter.”
