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Vail resorts CEO turns to Gen Z skiers, offers new activities to fill lifts
Posted on 3/22/26 at 11:29 am
Posted on 3/22/26 at 11:29 am
quote:
There is a fresh incentive for members of Gen Z to hit the slopes at Vail Resorts in Colorado going forward. After a record low snowfall total this winter, Vail Resorts is slashing prices on its Epic Pass by 20% for skiers and snowboarders between 13 and 30. The move is a push to attract a younger generation. "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," Rob Katz, CEO of Vail Resorts, said in a statement.
https://www.foxnews.com/travel/snow-drought-grips-ski-industry-resorts-turn-gen-z-skiers-new-activities-fill-lifts?utm_source=Newswav&utm_medium=Website
16
Posted on 3/22/26 at 11:32 am to loogaroo
They’re gonna have to wait until the Gen Z’s grandparents start dying off for inheritance to pay for lift tickets and lodging
Posted on 3/22/26 at 11:32 am to loogaroo
Epic passes used to be like $400 a year which was very reasonable. I usually ski 10 days a year or so which made it practical
Now its approaching $1000. Plus the crazy costs of everything else on mountain.
Skiing isnt like Disney where people will go no matter what you charge. They are starting to price people out of skiing at the mega resorts
Now its approaching $1000. Plus the crazy costs of everything else on mountain.
Skiing isnt like Disney where people will go no matter what you charge. They are starting to price people out of skiing at the mega resorts
Posted on 3/22/26 at 11:33 am to loogaroo
Lower prices leads to more customers- Breaking News at 10
Posted on 3/22/26 at 11:33 am to loogaroo
quote:
"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," Rob Katz, CEO of Vail Resorts
lol. They've raised prices by 100%+, but then they're going to drop that price by 20%?
Posted on 3/22/26 at 11:34 am to Lawyered
That CEO isn’t very popular. It’s cheaper to ski in Europe for an American family. That’s including airfare.
Posted on 3/22/26 at 11:36 am to loogaroo
Looks to me like age discrimination. That’s just what we need. More dumbass Gen Zers shooting Instagram reels while flying down the mountain crashing into normal skiers just trying to get their turns in. I hope the ski industry collapses. Those corporations did it to themselves.
Posted on 3/22/26 at 11:37 am to loogaroo
CEO jacks up rates, sees record low turnout, wonders where folks are, and then jacks up rates again.
Bold strategy, cotton.
Bold strategy, cotton.
Posted on 3/22/26 at 11:38 am to Cosmo
quote:
They are starting to price people out of skiing at the mega resorts
They want to sell passes vs day lift tickets so they aren’t so reliant on the weather, but I think it backfired.
I don’t know what would fix the crowding.
Posted on 3/22/26 at 11:40 am to loogaroo
Aspen / Snowmass is $264 for single day lift ticket.
Posted on 3/22/26 at 11:42 am to Stat M Repairman
Breck is $321
Posted on 3/22/26 at 11:43 am to NYNolaguy1
quote:
CEO jacks up rates, sees record low turnout, wonders where folks are, and then jacks up rates again.
It’s the Chicago economic logic. We’re going to raise hotel taxes on tourists to fund tourism marketing campaigns in hopes of bringing in more tourists.
Posted on 3/22/26 at 11:44 am to loogaroo
They need to sell more alcohol
Posted on 3/22/26 at 11:45 am to Lawyered
You know what happens next..
Loading Twitter/X Embed...
If tweet fails to load, click here.Posted on 3/22/26 at 11:45 am to Lawyered
DP
This post was edited on 3/22/26 at 11:46 am
Posted on 3/22/26 at 11:50 am to CR4090
I’ll never go to a big epic resort again. It’s amazing how much cheaper we can do a family vacation at Whitefish vs park city or breck. We saved over 50%
Posted on 3/22/26 at 12:07 pm to loogaroo
Spent $850 for 3 days of lift tickets this year. Not to mention $20-25 for a burger at lunch. They’ve jumped the shark
Posted on 3/22/26 at 12:15 pm to loogaroo
quote:
That CEO isn’t very popular. It’s cheaper to ski in Europe for an American family. That’s including airfare.
Im taking my family to Japan for a ski trip in a couple of winters. It will be half the price and there's access to onsens and other attractions. Most of the guides speak English too since Aussies go there so much.
Posted on 3/22/26 at 12:16 pm to loogaroo
This is the same generation that grew up with participation trophies, so it makes sense to me why they don’t wanna ski or do anything competitive
Posted on 3/22/26 at 12:17 pm to lsupride87
quote:
Whitefish
I’ve got to check that place out before too many people find out.
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