Owner of Whistler Blackcomb ski resort sued in U.S. class action over ski pass prices

A class-action lawsuit has been filed in a Denver court against Vail Resorts and Alterra, the owners of Whistler Blackcomb and other major North American ski resorts. The suit alleges that the companies intentionally inflated single-day lift ticket prices – reaching over US$300 – to incentivize skiers to purchase more expensive multi-day “mega” passes, like the Epic and Ikon passes. Plaintiffs argue this practice violates U.S. antitrust laws and limits competition.

The lawsuit claims that the price of these mega-passes has risen faster than inflation, and that the companies’ dominance in the market forces smaller, independent ski hills to discount aggressively to compete. This, in turn, leads to larger crowds and longer lift lines at the larger resorts. The suit further contends that consumers are coerced into buying the mega-passes, believing they are getting a good deal, when in reality they are being forced into a more expensive option.

Vail Resorts has responded, stating the claims are without merit and that the Epic pass was created to make skiing more accessible by lowering the cost of season passes. The case is ongoing, and the allegations have not yet been proven in court.

(Source：The Province)