“A day of skiing at Vail costs more than the Louisiana Purchase,” they’ll complain. “Vail kills local businesses,” they’ll say, with no proof or explanation. There’s a steaming-at-the-ears social media community that reflexively hates everything Vail does. Vail continues to make skiing more affordable for frequent skiers Let me put that quote through the Wall-Street-analyst-to-human translator: Vail is gonna sell a shitload of Epic Passes. We expect that today’s price reductions will generate incremental pass revenue from new unit sales in fiscal 2022 that will approximately offset any pass revenue lost from the new discount, and we believe that in future years the compounding impact of retaining guests in our program will drive material increases in pass revenue.” “However, we believe the price reduction will drive incremental revenue, given our comprehensive lineup of pass products that can fit any guest’s needs, our personalized and data-driven marketing efforts, and the fact that the vast majority of all visits from our passes occur at our network of owned-and-operated resorts. “Much like in 2008 when we launched the Epic Pass, it can be counterintuitive to think that providing value to our guests by lowering prices will also drive value for our company,” said Vail CEO Rob Katz. But Vail believes sales volume will more than make up for reduced prices. The aggressive reductions run counter to the prevailing industry trend of increasing pass prices this spring, following what was a very strong 2020-21 season pass sales period. The Epic Pass is now substantially less expensive than the Ikon Pass, its primary competitor, and cheaper than many mountain’s individual passes. The price reductions continue Vail’s long habit of driving pass prices lower, an almost messianic conviction that has reduced the rates of similar products across the industry and demystified the season pass, transforming it from a niche locals product to a mountain passport for the masses. Pass types and access tiers are otherwise unchanged from the 2020-21 season. The Epic Day Pass – which can be used at any Vail resort with no blackouts – starts at $87 per day, down from $109, and a new lower access tier starts at $67 and covers 29 of the company’s 34 North American mountains.
The Northeast Value Pass drops to $479 from $599, and the Northeast Midweek Pass is down to $359 from $449. The Epic Local Pass, which adds restrictions to Vail mountain, Beaver Creek, Whistler, Park City, Stowe, Northstar, Kirkwood, and Heavenly, is $583, down from $729. The flagship Epic Pass is now just $783, down from $979 last season. Vail Resorts today released details of its 2021-22 Epic Pass suite, dropping prices by 20 percent from 2020-21 introductory rates across the portfolio.
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