Did Vail and Alterra Ruin Skiing… or Rescue It

Most people believe that the rise of mega passes like the Epic and Ikon destroyed the soul of skiing and snowboarding, but what if that idea misses the bigger picture? For years, the industry has faced a looming problem: an aging participant base and a shrinking number of new riders entering the sport. Decades ago, publications and industry leaders warned that if younger or more diverse groups didn’t take to the slopes, the ski industry could face a slow decline. Then came corporate consolidation and the introduction of the mega passes—moves many criticized as corporate overreach, but which, in truth, breathed new life into an industry struggling to remain sustainable. By lowering the financial barrier to access multiple resorts, these passes enabled more people—especially newcomers and families—to experience skiing and snowboarding without being tied to a single, expensive destination. What critics label as corporate control may, in fact, be what kept the mountains alive.

These changes also reshaped who we see on the slopes. The new diversity—social, cultural, and economic—isn’t a threat to the sport’s legacy but a sign of its survival. More people are discovering skiing and snowboarding because they can now explore new mountains, plan trips with confidence, and stretch their dollars further. Yes, the lift lines may be longer, and the hills more crowded, but those same crowds represent growth, renewal, and the next generation of riders. Without them, the sport would risk fading into the luxury pastimes of a dwindling few. The real story isn’t about what was lost—it’s about what was gained: the continuity of a culture that still brings people together on snow-covered hills across North America. This video challenges the narrative that corporate consolidation ruined skiing and snowboarding and instead shows how it helped them endure.