Epic & Ikon Re-Shape Skiing

20th January 2026

Last modified on January 25th, 2026

Vail Resorts, under CEO Rob Katz, and Alterra, led by CEO Jared Smith, have used season passes such as the Epic Pass and Ikon Pass to lock in customers before the snow falls.

The model has brought bigger crowds and a backlash from workers and locals.

Bloomberg’s Scarlet Fu examines how Epic and Ikon reshaped the ski industry and why some mountains are choosing to stay independent.