Epic Pass Lowers Prices for Gen Z to Make Hitting the Slopes Easier for Young Skiers and Snowboarders
Rhea-AI Summary
Vail Resorts (NYSE:MTN) lowered 2026/27 Epic Pass pricing to improve access for young skiers and snowboarders.
Key moves include a 20% discount for ages 13–30, Epic Pass launch at $869, Epic Local at $649, up to $220 savings, 10 half-price Epic Friend Tickets for early buyers, and up to $175 off for 2025/26 lift-ticket visitors. Passes are non-refundable except via Epic Coverage.
Positive
- Gen Z pricing: 20% discount for ages 13–30
- Epic Pass launch price: $869
- Epic Local launch price: $649
- Lift-ticket loyalty: up to $175 off for 2025/26 visitors
- Early-buyer perk: 10 Epic Friend Tickets at 50% off
- On-mountain dining: 20% off for 2026/27 Pass Holders
Negative
- Passes are non-refundable except through Epic Coverage
Key Figures
Market Reality Check
Peers on Argus
MTN was down 0.66% while key resort/casino peers like CZR, RRR, MLCO, HGV, and BYD were all positive (up between 0.30% and 5.17%), pointing to stock-specific weakness rather than a sector-wide move.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 13 | Earnings call timing | Neutral | +2.5% | Set date and time for fiscal Q2 2026 earnings release and call. |
| Jan 15 | Season metrics update | Negative | -2.4% | Reported lower skier visits, weaker revenues, and cut Resort EBITDA outlook. |
| Dec 18 | New dining offerings | Positive | -1.4% | Announced new Colorado mountain dining concepts and Epic Pass F&B discounts. |
| Dec 16 | Anniversary events | Positive | -1.2% | Outlined Heavenly’s 70th anniversary season-long events and advance ticket savings. |
| Dec 10 | Q1 results & plan | Positive | +9.3% | Reported Q1 2026 results, reaffirmed guidance, detailed 2026 capex and capital returns. |
Recent history shows MTN reacting positively to fundamental/financial updates but often diverging on experiential or promotional news, with several marketing/event announcements seeing negative next-day returns despite upbeat content.
Over the last few months, MTN has mixed operational and marketing updates. On Dec 10, 2025, Q1 fiscal 2026 results, reaffirmed guidance, and a capital plan with dividends and buybacks saw a 9.32% gain. By contrast, multiple positive experiential announcements in December about new dining concepts and Heavenly’s 70th anniversary events were followed by modest declines. The January 15, 2026 season metrics update highlighted weaker visits and revenues and the stock fell 2.41%. Today’s Gen Z pricing push fits the theme of demand and access initiatives.
Market Pulse Summary
This announcement highlights MTN’s push to improve accessibility for younger guests through a 20% Gen Z discount on Epic and Epic Local Passes, added savings for prior lift-ticket buyers, and enhanced social benefits via Epic Friend Tickets. Recent history shows the stock reacting more strongly to core financial and season-metric updates than to experiential news. Investors may watch how these pricing changes affect pass sales, visit trends, and future guidance relative to prior updates.
AI-generated analysis. Not financial advice.
- New pricing for 13- to 30-year-olds offers a
20% discount off full-price Epic & Epic Local Passes - Season-long Pass Holders who buy early get 10 Epic Friend Tickets for half-off lift tickets
- Skiers and snowboarders who visited on a lift ticket this season can save up to
$175
"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," said Rob Katz, CEO of Vail Resorts. "We know that young travelers, especially Gen Z, are prioritizing experiences when deciding how to spend their time and money – and we hope to make skiing and snowboarding an easy decision for them."
To celebrate the social side of skiing, Epic Friend Tickets are back for a second season. Eligible 2026/27 season-long Epic Pass Holders who purchase early will get 10 Epic Friend Tickets. These
For guests ready to make the jump from a lift ticket to a Pass, Vail Resorts is offering another incredible way to save. Eligible skiers and riders who visited any of the company's 37 North American resorts with a lift ticket during the 2025/26 season can save up to
Epic Pass and Epic Local Pass provide season-long access to dozens of world-class resorts and regional favorites, including Vail Mountain, Whistler Blackcomb, Park City Mountain,
Visit epicpass.com to compare all 2026/27 Pass options, including local and regional Passes. Passes are non-refundable except through Epic Coverage.
IMAGES are available for media use here.
About Vail Resorts, Inc. (NYSE: MTN)
Vail Resorts is a network of the best destination and close-to-home ski resorts in the world including Vail Mountain,
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SOURCE Vail Resorts
FAQ
What new Epic Pass pricing did Vail Resorts (MTN) announce on March 3, 2026?
How much can eligible 2025/26 lift-ticket visitors save on a 2026/27 Epic Pass (MTN)?
What are Epic Friend Tickets and who gets them with MTN Epic Passes?
What additional benefits do 2026/27 Epic Pass Holders receive from Vail Resorts (MTN)?
Are 2026/27 Epic Pass purchases refundable for MTN buyers?
