Epic vs. Ikon: How Passes Redefined Skiing

In the last twenty years, two major companies have transformed the ski industry from a local activity into a worldwide subscription-based business. Vail Resorts and Alterra, through innovative season passes like the Epic Pass and Ikon Pass, have successfully engaged customers before the winter season begins. This strategy enables resorts to secure early investments for crucial upgrades such as new lifts, enhanced snowmaking capabilities, and technological advancements.

The widespread adoption of these passes has significantly reshaped the ski resort business, leading to a more consolidated market. However, this transformation has not been without its drawbacks. Increased visitor numbers at popular destinations have become a common concern, alongside growing discontent from both resort workers and local communities affected by the changes.

While these pass programs have driven considerable growth and accessibility, a growing number of independent ski mountains are actively choosing to remain outside this dominant model. They are seeking alternative strategies to preserve their unique character and manage visitor experiences differently, as the industry continues its evolution.