Vail Resorts and Disabled Wintersport Australia came together to launch the Epic Australia Adaptive Pass. The pass will be sold for the 2022-23 ski season.
The ski industry giant has structured this new pass around its Be Inclusive value, which was added to the company’s set of core values in 2021. These core values work to align the company’s values with its business operations, which was why Vail Resorts executives felt it was necessary to publicly add Be Inclusive to its existing set of values.
Vail Resorts launched the adaptive pass option a few years ago intending to make its mountains more accessible for all skiers and snowboarders. The Epic Adaptive Pass is a discounted Epic Season Pass sold at specific resorts to people with permanent disabilities. The Epic Australia Adaptive Pass is the newest addition to the product line of season passes.
The Epic Australia Pass is a discounted Epic Australia Pass that encourages skiers and snowboarders from all walks of life to come to ski all of Vail Resorts’ Australia locations. Chief Marketing Officer Ryan Bennett says that the Epic Australia Adaptive Pass will hopefully make each skier’s experience at these mountains more accessible for all.
“We are committed to making experience at our Australian resorts more accessible for all guests,” Bennett told Snow Industry News. “The launch of the Epic Australia Adaptive Pass represents continued progress on our journey to bring incredible value and access to Australian skiers and riders by recognizing the different needs and barriers of our guests.”
The idea to partner with the non-profit organization Disabled Wintersport Australia came from the goal to provide the opportunity for all riders to ski every location Vail Resorts has to offer. Disabled Wintersport Australia is a non-profit organization that focuses on providing resources to impaired skiers and riders to give everyone the chance to participate in skiing or snowboarding.
Executives from both Disabled Wintersport America and Vail Resorts realized that their values were aligned. Each company wants to create an inclusive environment so all can enjoy winter sports that both organizations care so deeply about.
Disabled Wintersport Australia’s CEO Jenni Cole said the Epic Australia Pass should show other businesses the good that comes from aligning business operations with core values.
“This Epic Australia Adaptive Pass is another example of how values-driven organizations can work together to realise products and services that meet the needs of people of all abilities,” Cole said.
The Epic Adaptive Pass gives people with permanent disabilities access to a majority of locations in North America. In partnership with Disabled Wintersport Australia, the Epic Australia Adaptive Pass will give people living in Australia with permanent disabilities a more accommodating experience at the following locations: