Alenka Mali, a long-time Whistler Blackcomb pass holder, frequents the slopes weekly over the 11 seasons she’s been purchasing the pass. The news of a discount on Vail Resorts’ Epic Pass for individuals aged 13 to 30 was warmly received by Mali, who expressed appreciation for any savings. Falling within the Gen Z generation, Mali stands to benefit from the 20% discount, translating to approximately $300 in savings.
Vail Resorts, the company that acquired Whistler Blackcomb in 2016, aims to attract the younger demographic, considering them the future of the ski industry. Dane Gergovich, a Vail Resorts spokesperson, emphasized the importance of ensuring continued access to the mountains for Gen Z individuals through the discounted pass, which now offers around $300 off for both visitors and locals. The pass grants access to all mountains owned and operated by Vail Resorts, emphasizing the value of experiences for Gen Z participants.
According to the U.S.-based National Ski Areas Association, the median age of winter sports enthusiasts is on a gradual rise, reaching 38 years old last winter season. Vail Resorts justified the discount at Whistler Blackcomb due to the lack of Gen Z skiers and snowboarders, acknowledging the potential financial barrier to entry for this age group.
Eddie Ning, an associate professor at the University of British Columbia’s Sauder School of Business, highlighted Gen Z’s financial consciousness compared to other generations, citing price as a potential obstacle in their engagement with skiing and related activities. Ning’s research indicates that Gen Z individuals prioritize experiences over material possessions, with their economic and purchasing power expected to grow as they age.
Local perspectives, such as that of Eric Griffith, a Whistler native and business owner, underscore the importance of introducing younger demographics to skiing and snowboarding. Griffith, who chairs the Restaurant Association of Whistler and owns two establishments, values accessibility for youth and emphasizes the positive impact on the local community and mountain culture.
Minister of Tourism, Arts, Culture, and Sports Anne Kang commended Vail’s initiative in offering discounted passes to youth and young adults, recognizing the role of British Columbia’s mountain resorts in supporting local economies and businesses. The ski sector in B.C. significantly contributes to the province’s GDP and job market, making it a renowned destination for individuals of all ages.
In summary, the discounted pass for Gen Z individuals not only benefits the younger demographic but also contributes to the vitality of the ski industry in British Columbia, showcasing the value of engaging with and supporting the next generation of winter sports enthusiasts.