A PYMNTS Company

Vail, Alterra Face Antitrust Suit Alleging Ski Pass Pricing Scheme

By  |  August 6, 2026
AI regulators

Vail Resorts Inc. and Alterra Mountain Co. have been sued in a proposed federal class action that accuses the two dominant U.S. ski resort operators of using anticompetitive pricing practices to inflate the cost of skiing and steer consumers toward purchasing multi-resort season passes, according to Reuters.

    Get the Full Story

    Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content — no additional logins required.

    yesSubscribe to our daily newsletter, PYMNTS Today.

    By completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our Privacy Policy and Terms and Conditions.

    The lawsuit, filed in the U.S. District Court for the District of Colorado, alleges the companies violated U.S. antitrust law by setting unusually high prices for single-day lift tickets while tying access to multiple destinations through their flagship season-pass products. According to Reuters, the plaintiffs contend the strategy pressured skiers and snowboarders into buying higher-priced passes rather than individual lift tickets.

    Reuters reported that the case was brought by four plaintiffs—three from Colorado and one from Massachusetts—who are seeking to represent a nationwide class of consumers who purchased certain lift tickets since 2022. The complaint requests unspecified monetary damages as well as a court order ending the alleged bundling practices.

    According to Reuters, the lawsuit argues that decades of acquisitions, mergers and partnership agreements have left Vail and Alterra as the two dominant operators in the U.S. ski resort market, giving them the ability to influence pricing across much of the industry. The plaintiffs allege that market concentration has reduced competition and contributed to higher costs for consumers.

    Reuters reported that the complaint cites increases in the companies’ flagship pass prices since the 2021-22 ski season, stating that Vail’s Epic Pass has risen about 37% to $1,089, while Alterra’s Ikon Pass has increased roughly 40% to $1,399.

    Vail rejected the allegations, telling Reuters that the claims lack merit. The company said its Epic Pass, introduced in 2008, was designed to expand access to skiing by reducing season-pass costs and noted that it has introduced lower-priced pass options in recent years. Reuters reported that Alterra declined to comment on the lawsuit.

    The case is Goloja v. Vail Resorts Inc., pending in federal court in Colorado.

    Source: Reuters