Broomfield, Colorado — Lift ticket prices are a common criticism of the Vail Resorts business model. They aren’t the only ones who engage in this practice (see Deer Valley and Steamboat’s lift ticket prices for next winter), but the walk-up ticket prices at places like Vail and Breckenridge can reach eye-popping rates during peak periods. With Rob Katz now back as CEO, Vail Resorts is exploring various strategies to attract more visitors beyond those who purchase Epic Passes.
Yesterday, Vail Resorts announced the new Epic Friend Tickets program. Epic Pass holders, including those with the Northeast Value Pass and Military Pass, can give their friends a lift ticket every day of the season at 50% off the walk-up price. This deal will be available at 37 Vail-owned destinations in the USA and Canada. Eligible passholders will receive between 6 and 10 Epic Friend Tickets, depending on when they buy the Epic Pass. These replace the Buddy and Ski With a Friend tickets, which were considered confusing by guests and offered lesser discounts.
“Skiers and snowboarders know this sport is magic; a passion you can’t help but pass on,” said Vail Resorts CEO Rob Katz. “If you ski or ride, chances are someone brought you into the sport, and we want to make it easier for you to pay it forward. Epic Friend Tickets are the next step on our nearly two-decade-long journey to find ways to make skiing more accessible to more people.”
For those who buy one of the Epic Friend Tickets next winter, they can apply the total paid for the ticket to an eligible 2026-27 season pass. In addition, those who bought a day ticket at a Vail Resorts property last season can apply an up to $100 discount to the 2025-26 season Epic Pass. Ultimately, one of the reasons for this announcement is to promote the Epic Pass, which is at its current price point until September 1st.
“We will always give the best deal to our Pass Holders who commit to skiing with us ahead of the season,” said Katz. “That said, we know not everyone can plan ahead, so if you don’t have an Epic Pass, the next best thing is knowing someone who does.”
Is this a good deal for these non-Epic Passholders? I think it depends on the location. While 50% off during a peak day at a destination like Park City Mountain Resort is nice, it’ll still be pretty expensive. I believe it offers the best value when you go to more regional ski resorts like Afton Alps and Seven Springs. Overall, this move is a solid step forward for Vail Resorts in their attempt to make the sports of skiing and snowboarding more accessible.
Image/Video Credits: Vail Resorts, The Storm Skiing Journal
