Industry News
Vail Resorts has set a new benchmark for U.S. ski ticket prices, with single-day peak rates at Vail Mountain and Beaver Creek reaching $356 for the 2025-26 season. This is the highest ever for an American ski resort, as reported by The Storm Skiing Journal and Podcast. Four additional Vail-owned mountains will surpass the $300 mark this winter: Park City ($351), Northstar ($328), Breckenridge ($321), and Heavenly ($305). Several others will top $200, including Keystone ($292), Crested Butte ($239), Stowe ($235), Kirkwood ($222), and Okemo ($219).
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Regular skiers at these resorts are almost certainly not paying those peak-day prices, since those rates are not intended for everyday visitors. This type of pricing creates a stark contrast between those who plan and those who arrive unprepared. Walk-up rates have become a penalty fee for spontaneity, with resorts relying on high walk-up prices and dynamic pricing models that encourage advance commitment.
For years, Vail has leaned heavily on advance-purchase passes, raising window rates to record levels while discouraging last-minute ticket buyers. This winter, however, the company is rolling out a new in-season discount: the “Epic Friends” program. Epic Pass holders will be able to offer up to 10 (or six, depending on purchase date) 50-percent-off vouchers to friends, valid on any day of the season. It is noteworthy that Epic Friends discounts are conditional on that the pass holder skis the same day.
“Skiers and snowboarders know this sport is magic; a passion you can’t help but pass on,” Vail Resorts CEO Rob Katz said in a news release. “If you ski or ride, chances are someone brought you into the sport, and we want to make it easier for you to pay it forward. Epic Friend Tickets are the next step on our nearly two-decade-long journey to find ways to make skiing more accessible to more people.”
“We will always give the best deal to our pass holders who commit to skiing with us ahead of the season,” Katz continued. “That said, we know not everyone can plan ahead, so if you don’t have an Epic Pass, the next best thing is knowing someone who does.”
The program has another twist with discounted lift tickets purchased through Epic Friends can be applied as a down payment on a 2026-27 Epic Pass. This feature not only softens the impact of high single-day prices but also incentivizes occasional skiers to convert into season pass holders. While the Epic Day Pass remains a better value in most scenarios, the addition of in-season half-off tickets offers more flexibility than in past years, particularly during early season periods when the friends discount may even undercut Epic Day rates.
Vail’s record-setting ticket prices demonstrate the widening gap between advance planners and those who prefer spontaneity on the slopes. However, at its core, Vail’s pricing strategy seems less about selling day tickets and more about steering skiers toward season passes. Record-high walk-up rates paired with new in-season discounts like Epic Friends create a clear incentive to commit in advance. By allowing discounted tickets to roll into future pass purchases, Vail is not just softening the sting of peak prices but actively funneling occasional visitors into its pass holder base. The message is unmistakable that the real deal isn’t at the ticket window, it’s in buying a pass.
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