Industry News
Vail Resorts launched Epic Ascent on Tuesday, a program that turns private ski and snowboard lessons into guided experiences with concierge support. The company said the service is open for reservations at Vail Mountain and Beaver Creek for the 2026-27 season.
Every private lesson at the two Colorado resorts will automatically upgrade to Epic Ascent this winter. Each booking covers an individual or a group of up to six people at the same price. Vail Resorts said Epic Ascent will not raise private lesson prices beyond normal inflation.
What Epic Ascent includes
Guests get an instructor who tailors the day to their goals, with coaching and terrain recommendations. A dedicated concierge also helps plan the trip. The concierge can arrange:
- Dining reservations
- Mountain transportation
- Rental gear, including access to a private gear fitting lounge
- Custom ski day itineraries
Guests who prefer to stay in can have gear delivered to their lodging at no extra cost. Epic Ascent also includes skip-the-lift-line access. Guests can choose when and where their lesson begins.
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“Traditionally, a private lesson began when an instructor met a guest on the mountain,” said Bill Rock, President of Vail Resorts’ Mountain Division. He said guests are now booking “a mountain guide for a curated vacation experience.”
Vail Resorts plans to bring Epic Ascent to more resorts in 2027-28. It did not name them.
Ski & Ride School app expands to 14 resorts
Vail Resorts is also expanding connected Ski & Ride School in the My Epic app from four resorts to 14. The tool is designed for guests in group lessons. It offers digital check-in, real-time lesson updates and photos, and badges for skills and terrain. Lesson summaries track progress over time and across resorts. Parents can also follow their child’s day on the mountain.
The app will be available this winter at these resorts:
- Vail Mountain
- Beaver Creek
- Breckenridge
- Keystone
- Park City
- Crested Butte
- Heavenly
- Hunter Mountain
- Kirkwood
- Mount Snow
- Northstar
- Okemo
- Stevens Pass
- Stowe
Epic Pass prices rise after October 7
Vail Resorts said Epic Pass prices will go up after October 7. Buyers of either pass now will also receive five Epic Friend Tickets, which give 50% off adult lift tickets and 25% off child tickets.
The Epic 4-Day Pass offers savings of up to 65% compared with lift ticket prices. It starts at $223 for adults ages 13 and older and $116 for children ages 5 to 12.
Epic Pass holders also get 20% off group lessons, equipment rentals, dining, and lodging through Epic Mountain Rewards.
Typical Vail Resorts corporate hubris. Will it make it safer or better for taking a private lesson–no has there will be the same crowded slopes with idiots buzzing by all types of ski lessons. I see this as a distraction of the main problem–VR’s mismanagement of their ski areas. VR’s motto has always been it is all about the money and the high-quality experience has turned into an expensive poor-quality experience.
VR could learn from W. Edwards Deming PhD and Total Quality Management TQM. Here is a quote that fits VR perfectly for the reason in the decline of Epic Pass sales for next ski season: “the biggest cost of poor quality is when your customer buys it from someone else because they didn’t like yours.”
It’s a fine program that will help deliver value for a premium service. Vail skiers will note that one of their favorite, well established, ski shops known for excellent boot fitting has been closed to make way for Epic Ascent. Vail Sports in Vail Village has been closed.