![[aggregator] downloaded image for imported item #54221](https://newsview.top/wp-content/uploads/2026/03/gen-z-skiers-1024x576.jpg "Snow drought grips ski industry as resorts turn to Gen Z skiers, new activities to fill lifts")
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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 amore accessible pathwayfor them well into young adulthood,” Rob Katz, CEO of Vail Resorts, said in a statement.
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“We know that young travelers, especially Gen Z, are prioritizing experiences when deciding how to spend their time and money — and we hope to makeskiing and snowboardingan easy decision for them,” Katz added.
The U.S.ski industry has found it difficult to attract younger skiers as the sport’s costs continue to rise.
Some Gen Z skiers now view skiing and snowboarding as a social experience, not just a sport — and resorts are including more activities to attract them.(iStock)
Data from the National Ski Areas Association shows the median age of skiers and snowboarders in the United States reached 37 during the 2023–24 season.
That represents a two-year increase from the previous 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 the average age is 48.
On top of that, Vail Mountain had its lowest snowpack in years this winter, as noted byThe Wall Street Journaland other outlets.
Grace Donner of Colorado is attempting to ski every resort owned or operated by Epic Pass.(Grace Donner)
Some Gen Z skiers — including travel influencer Grace Donner — view skiing and snowboardingas a social experience, not just a sport.
“This season, we saw an opportunity to lean deeper into the personalities of our resorts through new events,competitions and experiences,�
“The live DJs and concert series, the Rockstar Energy Open and Ullr Fest at Breckenridge” all help diversify a ski vacation, the spokesperson suggested.
evolve in a healthy way, [it needs to include] everyone,” Katz said on the March 3 episode.“We have to meet this generation where they’re at.”
Donner said she wants to make skiing less intimidating for others of her generation.(Grace Donner)
Known for her ski content on TikTokand Instagram, Donner is on a mission to ski 42 Epic Pass resorts before the season ends.
“Within the next month … I will ski every Epic Pass resort in the Northern Hemisphere,�
“It’s been quite the undertaking.”
“Right now we’re at 37 resorts, I believe, which iscrazy to sayout loud,” she told Katz when the episode was recorded.
“It’s been quite the undertaking,” the travel influencer said.
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 social experience, not just a sport.(Grace Donner)
“I’ve always wanted the sport to feel less exclusive, fun and approachable,” Donner said.
The two biggest deterrents for Gen Z in her mind are cost and the intimidation factor, she said.
“Theinitial cost of trying skiingfor the first time is a lot,” Donner said.“If the sport already feels exclusive, it’s hard for people to be interested in taking that leap.”
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Trying to build a future for his resorts, Katz is adopting a new approach.
“For many Gen Z skiers, their relationship with skiing may not start on the bunny hill,” he said on the podcast — noting that many young skiers and snowboarders are learning about skiing on TikTok, Instagram, YouTube and Reddit.
Data shows the median age of skiers and snowboarders in the United States reached 37 during the 2023–24 season.(iStock)
“The Rockies are the largest driver of resort revenue for the company, and as such,the poor weatherhad an outsized 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 the sport more accessible for guests.”
The Epic Pass will be $869 for “young adult” skiers and snowboarders ages 13 to 30, with unlimited access to Vail Resorts.
The pass will run $1,089 for adults, a 3.6% increase over the previous season’s unlimited access price.
An unlimited pass forchildren ages 5 to 12will cost $555, the company said.
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Katz also said, “While we will always give the best deal to our pass holders, with this new discount, our hope is to make the sport more accessible for guests who aren’t thinking about skiing and snowboarding until winter arrives.”
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