Skiing costs an arm and a leg, but after a season of slumping sales, Vail is now willing to let customers keep at least one limb.
What happened: Vail Resorts, the company behind 37 North American ski resorts including B.C.’s Whistler Blackcomb, is looking to win back casual skiers. A new deal, called Epic Friend Tickets, offers its season pass holders up to 10 single-day lift tickets for guests at a 50% discount.
- A discounted ticket will also be credited towards that guest buying a future season pass, which currently costs over US$1,000.
Why it’s happening: About 2.3 million skiers paid for Vail’s 2024-25 Epic Pass, but the high price tag alienated potential newcomers. Facing the choice of forking over $1,000 for the season pass or $300 for a single-day lift ticket (plus an $18 chalet poutine), more casual skiers skipped the slopes altogether.
- Even with interest in skiing hitting an all-time high, sales for the Epic Pass actually declined last year for the first time since it was created in 2008.
Why it matters: Vail is acknowledging that its business model of swanky, subscription-based skiing might’ve gone a little too far. While the season pass has given resorts guaranteed revenue, it’s also handcuffed their growth by pricing out most casual skiers.—LA