From Lifts to Livestreams: Meet Skiing’s Next Generation
Our sport is at the beginning of a generational handoff—for the first time, a cohort of new skiers and riders are arriving to the mountains fully fluent in a digital world where community and identity are often built first online and reinforced later in person. As Vail Resorts launches new young adult pricing for our 2026/27 Epic Pass products, CEO Rob Katz sits down with content creator Grace Donner to hear how Gen Z skiers and riders are engaging in the sport differently, redefining how people get introduced to it, and changing the way it grows.
The skinny
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