What Can the Industry Do to Attract More First-Time Skiers?

One of the most significant factors for first-time skiers considering getting into the sport is its high cost. The rising cost of lift tickets, rentals, and lessons can cost a family of four hundreds of dollars, which can deter people from the sport. To make skiing more affordable, the ski industry offers programs for beginners and families, helping to reduce costs and make skiing more accessible. However, there are other challenges involved as well. 

Doing anything for the first time can be intimidating and creating a nurturing culture that makes it more comfortable for beginners can make a big difference. Improving beginner experiences will increase the likelihood of turning them into loyal guests who will want to return to the mountain. This includes teaching slope safety, mountain conduct, creating a nurturing and inclusive culture, and making things easier for beginners. These are key to retaining first-time skiers and beginners, but the biggest concern is still the overall cost of skiing. 

• Related: First Look at Upcoming Daily Lift Ticket Prices Around the United States

Creating affordable beginner programs and offering discounted or free beginner packages, which include lift tickets, rentals, and lessons, can attract more people to try skiing. Most people who have never skied before won’t purchase a season pass, but including incentives in daily lift tickets for beginners or children can make a difference. Palisades Tahoe is one resort that offers a program like this for kids four and under, which allows them to ski for free. 

At Palisades Tahoe, this deal allows kids four and under to ski completely free every single day of the season. The program has no blackout dates and no restrictions. Guests can visit any ticket window to pick up a complimentary lift ticket for their children; however, these cannot be ordered online.  They are available every day, all season long, and the children must be accompanied by an adult with a valid lift ticket or pass. 

Another great example of an incentive program that ski resorts are utilizing to get more people into skiing is “intro days.” These packages vary from one resort to another, but typically include first-timers and beginner lessons, rentals, and lift passes for children or adults. The programs are specifically designed to introduce people to the sport. These introductory programs are offered by ski resorts and independent guiding companies for both alpine (downhill) and backcountry skiing. These lessons provide a safe and comfortable environment for beginners to learn skiing, often featuring lifts specifically designed for them, and instructors who specialize in teaching children and first-timers. 

The cost of daily lift tickets for the 2025-26 season has crossed over the $300 mark at some resorts. This might not only make a seasoned skier cringe but also deter a beginner or first-time skier from hitting the slopes at those prices. There are ski resorts that understand this and are offering affordable lift ticket prices, like Lee Canyon in Nevada. The resort announced this week that single-day lift tickets are now on sale for as little as $7 on select dates leading up to the November 21 season opener.

Colorado’s Purgatory Resort is offering lift tickets for the 2025-26 season that start at $9 on select dates. In addition, Purgatory’s Power Kids program will continue to provide unlimited free skiing for all kids 12 and under this season, with no purchase required and no blackout dates. Together, these programs underscore the resort’s commitment to making skiing more accessible for families and giving everyone the freedom to enjoy the mountain.

Brian Head Resort, Utah’s southernmost ski area, has set its opening date for the 2025-26 ski season on November 7, and it has affordable lift prices as well. The resort offers daily lift tickets starting from $14 to $23 for November—a 26% decrease year-on-year—with season passes available to secure the best rates early.

The ski industry is developing programs to make the sport more accessible and affordable to beginner and first-time skiers and snowboarders. While some ski resorts may have higher prices, some mountains offer great deals and packages at lower costs. Budget-conscious skiers can usually find deals by planning visits during less busy times. Snagging tickets online early, hitting the slopes midweek, or grabbing a season pass can also unlock excellent savings. Skiers who are flexible with their schedules can take advantage of lower prices, making the sport more accessible.

To keep the ski industry growing, resorts need to attract new skiers and snowboarders to the mountain. By offering and expanding programs like free kids’ tickets, discounted beginner packages, and low-cost lift tickets on select dates, the industry can attract and retain new skiers. Combining these programs with a beginner-friendly culture will enable and promote more people to enjoy the slopes, and will help secure future generations of skiers and snowboarders to come.