Vail Resorts Unveils Major Discount Initiative for Lift Tickets, Encouraging Early Planning for Skiers

Vail Resorts' New Lift Ticket Discount Initiative

In an exciting development aimed at making skiing and snowboarding more accessible to the masses, Vail Resorts has unveiled a significant discount initiative for lift tickets. Ski and ride enthusiasts can expect to save an average of over 30% on lift tickets at 12 of Vail Resorts' top destinations, provided they purchase at least four weeks in advance. This announcement reinforces Vail Resorts' commitment to enhancing the ski experience while promoting increased participation in winter sports.

Details of the Discount

The new initiative applies to an impressive range of locations, including popular resorts such as Vail Mountain, Beaver Creek, Breckenridge, Park City Mountain, and Whistler Blackcomb. Guests planning their ski trips can potentially save over $100 per lift ticket, depending on availability and selected dates. The program kicks off from January 5, 2026, with lift tickets now available for purchase through Vail Resorts' websites.

Rob Katz, CEO of Vail Resorts, emphasized the company's intent in introducing this discount. He stated, “Up until this season, there were two ways to save on lift access at our mountain resorts”. According to Katz, historically, savings came either through the purchase of the Epic Pass or through a minimum seven-day advance online ticket purchase. The new discount seeks to bridge the gap for guests who may not plan their ski trips well in advance but still wish to enjoy discounted lift access.

Additional Incentives

In addition to the immediate savings on lift tickets, Vail Resorts has also rolled out a unique way for guests to apply their lift ticket costs towards future ski passes. Specifically, guests can receive a discount of up to $175 towards next season's Epic Pass, serving as a memorable incentive for those venturing onto the slopes.

Last year, Vail Resorts introduced the Epic Friend Ticket, providing half-off lift tickets for friends accompanying season-long Epic Pass holders. This initiative complements the new early-bird discount and encourages a social skiing experience.

Commitment to Accessibility

The launch of the lift ticket discount not only reflects a strategic marketing decision but aligns with Vail Resorts’ broader goals of enhancing accessibility in winter sports. Nearly 75% of visitors to Vail's resorts come with season-long passes, while around 25% opt for one-off lift tickets. This change aims to cater to more casual skiers who may hesitate to commit to a full season pass but can benefit from substantial savings on individual day tickets.

Vail Resorts is also committed to enriching the entire guest experience beyond just ticket pricing. The organization is focused on several enhancements within the resorts, emphasizing ease of booking, quality dining options on the slopes, events to celebrate the unique characteristics of each resort, and enhanced gear rental services. Additionally, the introduction of real-time lift-wait transparency is expected to improve customer experience dramatically.

Conclusion

Vail Resorts’ latest discount initiative is a strategic move to make skiing more financially accessible, thus encouraging wider participation in winter sports. As the ski season approaches, this initiative is expected to attract both seasoned enthusiasts and newcomers to the slopes, reinforcing Vail Resorts’ dedication to transforming the skiing experience. The ongoing investments in infrastructure, customer service, and pricing strategies are in line with their mission to provide an Experience of a Lifetime for all who visit their resorts.

For more information on the new pricing structure and additional offers available for the upcoming ski season, head to www.VailResorts.com and www.EpicPass.com.