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Alenka Mali has been purchasing a Whistler Blackcomb pass for 11 seasons and spends a couple days every week on the slopes.
When she heard that people between the ages of 13 and 30 can receive a discount on the Vail Resorts’ Epic Pass, it was welcome news.
“Anything that we can save is a bonus,” said Mali.
The 26-year-old falls into the Gen Z generation that Vail Resorts is hoping to entice with a 20 per cent discount, amounting to about $300 in savings.
Dane Gergovich, a spokesperson for Vail Resorts — the American company that took over Whistler Blackcomb in 2016 — said Gen Z represents the future of the ski industry.
“We want to make sure that they continue to have access to our mountains, and so this discount helps give them access to those mountains and the experiences,” Gergovich said.
The pass is now roughly $300 cheaper for Gen Z visitors and locals to purchase. The discount is across Vail Resorts, and the pass includes access to all of their owned and operated mountain.
“It’s about the experiences — especially with this demographic, Gen Z craves connection,” Gergovich said.
The median age of winter sports participants is continuing to show a gradual aging trend, according to the U.S.-based National Ski Areas Association.
Last winter season, the association says the U.S. median age was 38 years old, up from 37 the previous year.
Vail Resorts said the lack of Gen Z riders and skiers at Whistler Blackcomb is the reason for the discount.
“We understand that the cost of skiing and riding can be expensive,” Gergovich said.
Gen Z are money conscious
Eddie Ning, an associate professor at the University of British Columbia’s Sauder School of Business, said the Gen Z generation is more money-conscious than other generations.
“They are more conscious about the money they’re spending,” Ning said. “They’re generally drawn to skiing and related activities, but price [is] potentially an obstacle.”
Gen Z is proving to be more financially engaged than the previous generations and diving into investing earlier through RRSPs and TFSAs, according to Statistics Canada and a TD Bank survey, often thanks to finance becoming more digestible through influencers.
Targeting a specific age demographic is not a common tactic, he explains.
“It’s rare to see something that’s so explicit,” Ning said.
Research that Ning has conducted shows that Gen Z people prioritize experiences over possessions.
“We have more than six million Gen Z [people] in Canada,” Ning said.
“It’s already a large group and it’s only going to be growing in their economic power and purchasing power as they age.”
Impact off the mountain
Eric Griffith grew up in Whistler and learned to ski at a young age.
“Getting that opportunity to ski from a young age, not everyone gets to do that,” Griffith said.
He is the chair of the Restaurant Association of Whistler and also owns and operates both Alta Bistro and Alpha Cafe.
“I think it’s great because we got to get the younger demographic skiing and snowboarding, and make it accessible.”
Griffith said there are Spirit Passes through the Whistler Chamber of Commerce that allows some of his employees to have a discounted rate.
“We care deeply about the town. We care deeply about the mountain culture. But we’re also very invested in how people feel when they come here,” Griffith said.
Minister of Tourism, Arts, Culture and Sports Anne Kang said the discounted pass for youth and younger adults is encouraging to see.
“British Columbia’s mountain resorts play a vital role in supporting local economies and bring important benefits to rural communities and local businesses by drawing visitors from around the world,” Kang said.
During the 2023 and 2024 seasons, B.C.’s ski sector contributed nearly $1.5 billion to the province’s GDP and supported almost 16,000 jobs, according to the ministry.
“Whistler Blackcomb and ski areas throughout the province play a key role in making B.C. a world‑class destination for people of all ages,” Kang said.
