Skiing: America’s pastime turned corporate cash cow – The Vermont Cynic

Skiing is becoming increasingly dominated by massive corporations.
Millions of Americans hit the slopes every year, and each year the monopolistic industry that controls the mountains squeezes more and more money out of individuals just trying to have a fun time, according to a Sep. 2025 the Times article.
Vail’s monopoly encompasses much of the East and West Coast, including some well-known ski destinations in Vermont like Stowe, Okemo and Mount Snow. 
As someone who grew up skiing and chose UVM because of its easy access to some of the best mountains on the East Coast, I find the rising dominance of corporate skiing to be not only an annoyance but an existential threat.
No one likes getting priced out of their favorite hobby by some douchebag CEO who raises prices on a whim.
But you don’t just have to hear it from me, a concerned skiing enthusiast. Residents of ski towns, ski patrol and local businesses have all felt the burden when corporations like Vail come to town.
Since the 1990s, as skiing became increasingly corporatized, companies like Vail and its primary competitor, Alterra, have come to dominate the market, according to the Marriner S. Eccles Institute for Economics and Quantitative Analysis.
Corporate consolidation has naturally left little competition for Vail, which has allowed it to dramatically raise ticket prices tenfold at some resorts, according to a March 2025 article by TownLift.
Not only has Vail increased prices, but they have also expanded into Vail-owned hotels and restaurants, making visitors more likely to eat, shop, or stay at Vail-owned businesses, according to a Jan. 2025 Sierra Nevada Ally article.
Vail keeps pumping up prices and squeezing every loose dime out of the average American, with only one benefit that keeps them coming back. It’s rather simple: the Epic Pass.
The Epic Pass starts at a hefty $1,089 for the season, granting pass-holders unlimited access to the 42 Vail-owned resorts and additional access to 90 global destinations run by partner resorts around North America, Oceania, Europe and Asia, according to a March 6 Snow Brains article.
While privately owned resorts either struggle or are forced to sell, Vail pulls in money without even trying. With Vail’s market dominance, private resorts are unable to compete.
Still, I don’t blame people who buy the Epic Pass. If you could get access to pretty much all the best resorts in America for $1,000, it is clear why people take this offer. Yet, each purchase feeds directly into Vail’s wallet.
Unfortunately, combating bureaucracy takes time and money. With the profits Vail pulls in every season, there does not seem to be any sign of them slowing down any time soon.
We may not be able to stick it to the man and tear down Vail’s reign of tyranny over skiing, but each one of us has a choice: a choice not to let Vail drain your bank account with the Epic Pass.
​Change will not occur immediately, as nothing big ever happens in one night. But every cent matters.
Next season, skip the trip to Colorado or Utah. Skip shelling out thousands of dollars to wait in a five-hour line to do only one run. Next season, ski local and buy local. While Smugglers Notch has conceded, many great ski destinations remain, such as Bolton Valley. So next year, go local and save your wallet from being drained dry.
The University of Vermont's Independent Voice Since 1883

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