Vail Resorts Lowers Lift Ticket Prices for Skiers and Riders Who Plan a Month Ahead
Vail Resorts (NYSE:MTN) introduced a new lift ticket discount averaging over 30% at 12 destination resorts for guests who buy tickets four or more weeks in advance for the 2025/26 season.
Sentiment and the balance of points
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Rhea-AI Summary
Vail Resorts (NYSE:MTN) introduced a new lift ticket discount averaging over 30% at 12 destination resorts for guests who buy tickets four or more weeks in advance for the 2025/26 season. Eligible mountains include Vail Mountain, Park City Mountain, Breckenridge, Whistler Blackcomb and others, with some days offering savings of $100+ per ticket. The first eligible day for the new savings is January 5, 2026, and lift tickets are available now across the company’s 37 North American resort websites. Guests can apply up to $175 of a lift ticket purchase toward an Epic Pass for the 2026/27 season; Epic Friend Tickets remain a separate, non-combinable discount.
The program targets non–season-pass guests to increase accessibility and drive advance online sales.
Positive
- Discount average of over 30% at 12 destination resorts
- Some guests can save $100+ per lift ticket depending on day and resort
- Guests can apply up to $175 of lift-ticket cost toward a 2026/27 Epic Pass
- First eligible discounted day is January 5, 2026
- Lift tickets for all resorts are available now on 37 North American resort websites
Negative
- Epic Friend Ticket discount cannot be combined with the new advance-purchase discount
- Epic Day Passes are off sale for the 2025/26 winter season
Details
News Market Reaction – MTN
On Dec 9, the day this news came out, MTN closed 1.06% above the previous close.
Data tracked by StockTitan Argus for the Dec 9 session.
Key Figures
- Advance-purchase discount
- over 30%
- Average lift ticket discount at 12 destination resorts for 2025/26 season
- Participating resorts
- 12 resorts
- Top destination resorts offering new advance-purchase discount
- Per-ticket savings
- $100 or more
- Potential savings per lift ticket at large destination mountains
- Pass credit cap
- $175
- Maximum lift ticket spend applicable toward next season’s Epic Pass
- Season-pass visitation
- Nearly 75%
- Share of visitation from season-long Epic Pass or Epic Day Pass
- Lift-ticket visitation
- ~25%
- Share of visitation from guests purchasing a lift ticket
- Window-ticket visitation
- Less than 2%
- Visitation share from guests buying at the ticket window
- Epic 1–7 Day discount
- up to 65% off
- Discount vs. lift tickets when Epic 1–7 Day Passes bought pre-season
Historical Context
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Named new EVP & Chief Revenue Officer with extensive retail experience.
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Announced fiscal Q1 2026 earnings release and conference call schedule.
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Promoted Epic Pass off-sale date and highlighted holiday offers and discounts.
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Uber Ski launch with ability to purchase Epic products in the Uber app.
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Introduced Epic Friend Tickets and emphasized broad season-long pass benefits.
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
AI-generated analysis. How Rhea-AI works. Not financial advice.
- New lift ticket discount averages over
30% at 12 top destination resorts - Guests can save
$100 Breckenridge , Whistler Blackcomb and more - Up to
$175
IMAGES are available for media use here.
"Up until this season, there were two ways to save on lift access at our mountain resorts – you could either purchase an Epic Pass or Epic Day Pass pre-season for a huge value, or save a smaller amount on lift tickets by purchasing online at least seven days in advance – our goal is to fill that gap," said Vail Resorts CEO Rob Katz. "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."
The new lift ticket discount will be available for skiers and riders who plan to visit Vail Mountain,
Today's announcement follows the company's debut of Epic Friend Tickets earlier this year, which provide friends of season-long Epic Pass Holders with half off lift tickets to celebrate the social side of skiing. The Epic Friend Ticket discount is off window pricing and cannot be combined with this new discount.
As an additional step to make skiing and riding more accessible, Vail Resorts guests with a lift ticket this season can turn their ticket in for savings on an Epic Pass for next season. Epic Friends can use the total cost paid, and all other lift ticket purchasers can apply up to
Nearly
Today's announcement underscores Vail Resorts' commitment to reimagining every step of the guest experience. Alongside making the sport more accessible, the company is focused on a series of enhancements – from simplifying how you book your trip to transforming how you get your gear. This season, resorts will also be celebrating what makes each of them unique—and guests can look forward to more events, enhanced dining options on the mountain, a new connected Ski & Ride School experience, and continued improvements to on-mountain flow through investments in new lifts and real-time lift-wait transparency.
*With the 2026/27 Epic Pass Lift Ticket Promotion, guests who were not a season Pass Holder in the 2025/26 North American winter season and purchased and scanned a lift ticket in 2025/26 at one of our owned and operated North American Resorts can apply the purchase price of the qualifying lift ticket, up to
**Epic Day Passes are currently off sale for the 2025/26 winter season. The prices above were the prices of an Epic 1-Day Pass with access to Vail Mountain when it went off sale December 4, 2025. Epic Day Passes also come with Epic Mountain Rewards for
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,
Learn more about our company at www.VailResorts.com, or discover our resorts and pass options at www.EpicPass.com. Please contact Vail Resorts Communications at news@vailresorts.com for more information.
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SOURCE Vail Resorts
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