Ski resorts in US slash costs, add entertainment to attract Gen Z and fill slopes
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There’s a new forward-looking incentive for members of Generation Z to hit the slopes at Vail Resorts in Colorado.
Following record-low snowfall this winter, Vail Resorts is dropping Epic Pass prices by 20% for skiers and snowboarders ages 13 to 30. This move is aimed at attracting the attention of the 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 path for them into young adulthood,” Vail Resorts CEO Rob Katz said in a statement. he said.
THE SKIER’S JOKE BACKGROUNDED, LEAVING HIS SKI DANGLING 25 FEET IN THE AIR WHILE THE TWIN WAS ARRESTED IN A GREAT WAY.
“We know that younger travelers, especially Gen Z, prioritize experiences when deciding how to spend their time and money, and we hope to make skiing and snowboarding an easy decision for them,” Katz added.
The U.S. ski industry is struggling to attract young skiers as the sport’s costs continue to rise.
Some Gen Z skiers now see skiing and snowboarding as a social experience, not just a sport, and resorts are offering more activities to attract them. (iStock)
Data from the National Ski Areas Association shows that the average age of skiers and snowboarders in the United States has reached 37 by the 2023-24 season.
This 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 revealed that the average age is 48.
Moreover, Vail Mountain had the lowest snow mass in recent years this winter. Wall StreetJournal and other outlets.
Colorado native Grace Donner tries to ski at every resort owned or operated by Epic Pass. (Grace Donner)
Some Gen Z skiers, including travel influencer Grace Donner, see skiing and snowboarding as a social experience, not just a sport.
“This season, we saw the opportunity to delve deeper into the personalities of our resorts through new events, contests and experiences,” a Vail Resorts spokesperson told Fox News Digital.
“Live DJs and concert series, Rockstar Energy Open and Ullr Fest in Breckenridge” all help diversify ski holidays, the spokesman suggested.
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Recently, Katz talked about his perspective with Donner, who lives in Aspen, on the “Epic by Nature” podcast.
“For the healthy growth and development of our sport, [it needs to include] Everybody,” Katz said on the March 3 episode. “We have to meet this generation where they are.”
Donner said he wants to make skiing less scary for others of his generation. (Grace Donner)
Donner, known for his ski content on TikTok and Instagram, is on a mission to ski all 42 Epic Pass resorts before the season ends.
Speaking to Fox News Digital, the 26-year-old skier said, “I will be skiing at all Epic Pass facilities in the Northern Hemisphere within the next month.”
“It was quite a challenge.”
“We’re at 37 sites right now, I think it’s crazy to say that out loud,” he told Katz when the episode was taped.
“It was quite a challenge,” the travel influencer said.
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The 42 Epic Pass properties are located in North America, Australia and Europe.
These include Vail, Whistler Blackcomb, Park City and Breckenridge, which are owned and operated by Vail Resorts.
Some Generation Z skiers see skiing as a social experience, not just a sport. (Grace Donner)
“I always wanted sports to be less exclusive, fun and approachable,” Donner said.
He said the two biggest deterrents for Generation Z are cost and intimidation.
” initial cost of trying skiing “The first time is too much,” Donner said. “It’s hard for people to be interested in making the leap if the sport already feels exclusive.”
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Trying to build a future for resorts, Katz is taking a new approach.
“For many Gen Z skiers, their relationship with skiing may not have started at the bunny hill,” he said in the podcast, noting that many young skiers and snowboarders are learning to ski through TikTok, Instagram, YouTube and Reddit.
The average age of skiers and snowboarders in the United States reached 37 in the 2023-24 season, data shows. (iStock)
“The Rockies are the largest driver of resort revenue for the company, and so poor weather had an outsized negative impact on our results this year,” Katz said.
This underscores “the importance of our advanced engagement strategies,” he said.
“Our hope is to make the sport more accessible to 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 be $1,089 for adults; This represents a 3.6% increase over the previous season’s unlimited access price.
The company said an unlimited pass for children ages 5 to 12 will cost $555.
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Katz also said, “While we will always give our pass holders the best deal, our hope with this new discount is to make the sport more accessible to our guests who may not consider skiing and snowboarding until winter arrives.”
