Skiers ditch pricey resorts for cheaper, quieter mountain escapes
Skiers are turning away from expensive, crowded resorts and seeking cheaper alternatives. Many now prefer smaller, independent mountains where lift tickets cost far less than at major corporate-owned destinations. The shift comes as dynamic pricing pushes single-day passes at top resorts beyond £300, making skiing unaffordable for some without seasons passes.
Evan Glassman, a long-time skier at Deer Valley in Utah, switched to Solitude Mountain Resort and Brighton Resort this season. The change came after realizing a single-day ticket at Deer Valley could reach around £270, while Brighton charged about £110. Both resorts, along with Deer Valley, are on the Ikon Pass, which reduces daily costs for pass holders.
Solitude offers unlimited access on the Ikon Pass, whereas Deer Valley and Brighton allow only seven days. Glassman now finds skiing at the smaller resorts more relaxing, as he no longer feels pressured to justify the high expense.
The trend isn't limited to Utah. Adam and Lacey Cohen, from Boston, recently dropped the Epic Pass for the Indy Pass, which grants access to independent resorts like Bridger Bowl in Montana, Saddleback Mountain in Maine, and Bolton Valley in Vermont. These smaller mountains have raised prices by just 20-30% since 2019, compared to the 40% hike seen at corporate resorts like Vail and Beaver Creek.
Dynamic pricing has widened the gap between big-name resorts and independent ones. While Vail's peak-day tickets climbed from around £130 in 2019 to over £175 by 2025, smaller resorts like Mt. Rose Ski Tahoe in Nevada and Grand Targhee in Wyoming have kept increases modest. The result is a growing divide, with season passes becoming the only affordable way for many to ski regularly.
The rising cost of lift tickets is pushing skiers toward independent resorts with lower prices and fewer crowds. Pass systems like Ikon and Indy now dominate the market, making skiing more accessible for those who commit to a season pass. Without one, however, many find the sport increasingly out of reach at major destinations.
