EPIC discounts from Vail Resorts for 2021-22 Season
Epic Passes discounted 20% for next season
Vail Resorts had teased a major announcements for weeks and today’s press release did not disappoint! They have reduced prices by 20% across their entire portfolio of passes compared to this seasons rates.
The Epic Local Pass will be available for $583 (down from $729 last season) and the full Epic Pass will be sold for $783 (down from $979 last season). This rollback takes prices back down to the levels of the 2015/16 season when the Epic Pass offered access to only 11 U.S. resorts compared to today’s more than 70 resorts worldwide. Passes are available on sale now at EpicPass.com
Statement from Vail Resorts about their decision to reduce rates:
“The new prices announced today not only provide value to existing skiers and riders, but we also believe they will contribute to the growth and vitality of our sport as we bring new people and higher engagement into the industry, which we think is imperative,” said Katz. “We also believe these lower prices will benefit our financial results based on new learnings from the past few years. First, since we launched the Epic Day Pass two years ago, we have seen a material number of guests purchase a pass who were not previously known to us as customers, especially guests who typically skied less days in a season. Second, people who switched from purchasing lift tickets to passes then actually skied more frequently, purchased more ski school and rentals, and were more likely to visit our resorts the following year. Finally, based on the pass credits from last year, we have much better insight on how to profitably drive renewal rates in the program, particularly for newer pass holders, where we see dramatic increases in loyalty if we can keep them in the program for their first few years.”
Will this make next season Epic?
This is a huge and potentially industry-shaking announcement. But is cheaper better? Some would say yes, however others that already think the mountains are overcrowded would disagree. This lower price point may (and should) lead to more pass purchases which could result in more skiers on the slopes, skiers waiting in the lift lines, and cars sitting in mountain traffic.
As more of the country opens up to other activities, will there still be such a hunger to ski? Will newbies and those that have lapsed be flocking to the mountains in such numbers? I suppose that remains to be seen.