Vail Resorts Launches Discount Program Ahead of Peak Season as Season Pass Sales Weaken

December 10, 2025

In advance of reporting fiscal 2026 first-quarter results, Vail Resorts, Inc. (Vail) CEO Rob Katz announced a new discount program offering an average of 30 percent off lift tickets at 12 of its top destination resorts for consumers who purchase four or more weeks in advance. The effort appears to be part of key initiatives to drive visitation during the 2025/2026 ski season.

“Up until this season, there were two ways to save on lift access at our mountain resorts – you could either purchase an Epic Pass or Epic Day Pass pre-season for a huge value, or save a smaller amount on lift tickets by purchasing online at least seven days in advance – our goal is to fill that gap,” explained Katz. “While we will always give the best deal to our Pass Holders, with this new discount, our hope is to make the sport more accessible for guests who aren’t thinking about skiing and snowboarding until winter arrives.” SGB MEDIA