Snow drought grips ski industry as resorts turn to Gen Z skiers, new activities to fill lifts

There is a fresh incentive for members of Gen Z to hit the slopes at Vail Resorts in Colorado going forward. 

After a record low snowfall total this winter, Vail Resorts is slashing prices on its Epic Pass by 20% for skiers and snowboarders between 13 and 30. The move is a push to attract a younger generation.

The U.S. ski industry has found it difficult to attract younger skiers as the sport's costs continue to rise.

Data from the National Ski Areas Association shows the median age of skiers and snowboarders in the United States reached 37 during the 2023-24 season. 

That represents a two-year increase from the previous season.

In Utah, the average skier or snowboarder is even older. A December report from the Kem C. Gardner Policy Institute at the University of Utah found the average age is 48.

"The live DJs and concert series, the Rockstar Energy Open and Ullr Fest at Breckenridge" all help diversify a ski vacation, the spokesperson suggested.

Recently, Katz talked to Donner - who lives in Aspen - on the "Epic by Nature" podcast for her perspective.

"Within the next month … I will ski every Epic Pass resort in the Northern Hemisphere," the 26-year-old skier told Fox News Digital.

"It's been quite the undertaking," the travel influencer said.

They include Vail, Whistler Blackcomb, Park City and Breckenridge - all owned and operated by Vail Resorts.

"I've always wanted the sport to feel less exclusive, fun and approachable," Donner said.

The two biggest deterrents for Gen Z in her mind are cost and the intimidation factor, she said.

Trying to build a future for his resorts, Katz is adopting a new approach.

"For many Gen Z skiers, their relationship with skiing may not start on the bunny hill," he said on the podcast - noting that many young skiers and snowboarders are learning about skiing on TikTok, Instagram, YouTube and Reddit.

This highlights "the importance of our advanced commitment strategies," he said. 

The Epic Pass will be $869 for "young adult" skiers and snowboarders ages 13 to 30, with unlimited access to Vail Resorts.

The pass will run $1,089 for adults, a 3.6% increase over the previous season's unlimited access price.

Katz also said, "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."