Vail Resorts announced a new advance‑purchase lift‑ticket discount that averages more than 30% off at 12 of its flagship resorts for guests who buy tickets four or more weeks in advance. The program applies to Vail Mountain, Beaver Creek, Breckenridge, Keystone, Crested Butte, Park City Mountain, Whistler Blackcomb, Heavenly, Northstar, Stowe, Okemo, and Mount Snow for the 2025/26 season, with the first eligible day for savings on January 5, 2026.
The discount is designed to fill the gap between the company’s Epic Pass and the existing online advance‑purchase discount, which previously required a minimum of seven days’ notice. By extending the advance window to four weeks, Vail aims to attract guests who decide to ski later in the season while still offering a substantial price incentive. Depending on the day and resort, the discount can save guests over $100 per lift ticket; for example, at Vail Mountain, a peak‑day ticket that normally costs $299 can be purchased for $229 under the new program, compared with $259 for a week‑ahead purchase and $335 for a day‑of purchase.
The initiative is part of a broader strategy to make skiing more accessible and to smooth revenue streams throughout the season. By encouraging early bookings, Vail can better forecast demand, manage capacity, and reduce the risk of last‑minute price hikes. The program also includes a conversion incentive: up to $175 of the lift‑ticket cost can be applied toward a 2026‑27 Epic Pass, positioning the discount as a pipeline for future pass sales. This aligns with the company’s recent launch of Epic Friend Tickets, which offered 50% off lift tickets for friends of Epic Pass holders and further broadened the pass‑holder ecosystem.
Vail’s Q4 2025 earnings, released on September 29, 2025, missed analyst expectations, with revenue of $271.3 million versus an estimate of $272.9 million and an EPS of –$5.08 versus –$4.75. The miss was attributed to weaker-than‑expected demand in the U.S. market and higher operating costs. The new discount program is a proactive response to that performance, aiming to increase early‑season visitation and offset the impact of the earnings miss by driving additional ticket sales and future pass revenue.
Management emphasized that the program reflects Vail’s commitment to “making the sport more accessible for guests who aren’t thinking about skiing until winter arrives.” CEO Rob Katz noted that the discount will “help us capture a broader customer base while still maintaining the premium value of our Epic Pass.” The company’s strategy signals confidence in its pricing power and a focus on long‑term customer acquisition.
The discount program is a significant operational change that could influence Vail’s revenue mix and customer acquisition strategy. While it is not an earnings release, the initiative is material enough to warrant coverage for investors monitoring pricing strategy and revenue growth.
The program’s launch follows the company’s broader push to diversify revenue streams and strengthen its competitive position in a market where pass sales have been declining in volume but increasing in price. By offering a compelling early‑booking discount, Vail seeks to attract price‑sensitive skiers who might otherwise forego a season pass, thereby expanding its customer base and potentially boosting future pass sales.
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