Let The Kids Ride Free
A disruptive campaign to reignite the soul of winter sports.
For nearly two decades, a core belief has simmered beneath the surface of my passion for snowboarding, and one I’ve spoken of to anyone who would listen: the future of winter sports hinges on accessibility, and the key to that future lies with the kids. Snowboarding has always been an expensive proposition, initially due to the cost of gear. While that has long since been resolved with a glut of affordable product available, the rising cost of resort access negates the benefit. And so it’s finally time for a bold, industry-wide initiative, a fundamental reset to reverse the trend towards elitism and cultivate a lifelong love of sliding sideways. That initiative is simple, yet revolutionary: Let The Kids Ride Free.
The Long-Term Vision: Cultivating Lifelong Riders
Envision future winters where every kid aged 15 and under in the United States receives free lift tickets and season passes at any ski resort. This isn’t just a feel-good moment; it’s a strategic investment in the sport’s enduring never-ending, a bet that a free experience today creates a paying customer for life. By removing the financial barrier, we integrate snowboarding into the very fabric of their lives.
This strategy directly addresses a recognized demographic gap where teenagers often drop out of recreational sports. By eliminating the primary cost, we provide a powerful incentive to stay engaged during these crucial years. Then comes the pivotal age of 16. Driver’s license in hand, with access to a car and the burgeoning discretionary income from a part-time job in pocket – for a teenager who has spent their youth freely reveling in the mountains, the decision to continue riding isn’t a question of affordability; it’s an ingrained part of their identity.
The Immediate Impact: Revitalizing the Mountain Experience
Beyond the long-term gain, “Let The Kids Ride Free” promises an immediate and powerful return: the return of families to the mountains. Think about it: the single largest deterrent for families considering a shred trip is the exorbitant cost of lift tickets. Eliminate that, and suddenly a winter getaway becomes a far more attractive and frequent possibility.
This translates directly into increased spending at resorts. While a kid’s pass itself is free, the resort benefits from significant indirect revenue. That kid on the mountain will still spend (by parental patronage) money on food, drinks, gear rentals, and lessons. Critically, they don’t come alone. They bring friends and family, who will all be paying customers. The free pass acts as a brilliant “loss leader” to drive revenue in other, high-margin areas of the resort. A free pass program also energizes the entire resort, bringing a youthful, vibrant atmosphere that makes the entire destination more authentic and alive.
Beyond the Financial: The Health and Wellness of Snowboarding
The benefits of this campaign extend far beyond the bottom line. Snowboarding is not just a recreational activity; it’s a profound tool for physical and mental well-being that can enrich a young person’s life in measurable ways.
A day on the mountain is a full-body workout disguised as fun. Snowboarding is an excellent form of cardiovascular exercise that burns a significant number of calories, strengthens core muscles, and dramatically improves balance and coordination. The constant shifting of weight and muscle engagement builds core stability, and the weight-bearing impact on the legs and hips strengthens bones and joints, a crucial benefit for lifelong health.
The mental and emotional benefits are perhaps even more profound. Being in the mountains, surrounded by nature, is a proven way to reduce stress and anxiety. The physical exertion releases endorphins and dopamine, providing a natural high that can lift mood and boost self-esteem. As a progressive, skill-based sport, snowboarding also instills a powerful sense of accomplishment, resilience, and confidence. It teaches a person to fall, get up, and try again, a lesson that extends far beyond the hill.
A Necessary Counter to the “Money Grab”
To understand the urgency of this initiative, we must acknowledge the glaring, unavoidable truth: the staggering increase in lift ticket prices over the last two decades. What was once an accessible family activity has become increasingly exclusive. A single-day ticket at a major resort can now exceed $250-$300, a price hike that far outpaces inflation. This surge is inextricably linked to the rise of the “mega pass” (Epic / Ikon). While marketed as a “good deal”, an editorial from Boardistan six years ago astutely labeled it a “money grab,” designed to secure upfront cash and offload the risk of poor conditions onto the consumer. The artificially inflated single-day ticket price is a key tactic, making the mega pass appear to be a bargain while often costing the average rider a higher per-day rate.
The Problem with Half-Measures: Why Isolated “Kids Free” Programs Aren’t Enough
It’s worth acknowledging that various “Kids Free” programs already exist at a mitt-full of resorts across the country. These initiatives are admirable and demonstrate a recognition of the problem. However, they’re not entirely effective in their isolated occurrence. They’re a scattered patchwork of good intentions, each with its own confusing rules and restrictions that maintain the core financial barrier.
Consider the following examples: some programs require lodging purchases (Keystone, Aspen Snowmass), some require a parent’s pass purchase (Steamboat, Copper Mountain), and many have very narrow age limits (Epic Pass for kids 4 and under, and Epic SchoolKids for K-5 students). These programs are not truly “free” but are a perk tied to a significant and expensive purchase by a parent. The sheer number of different, conflicting deals creates a confusing maze for families and prevents the kind of unified momentum needed to fundamentally shift the culture.
A Different Path: The Indy Pass
In contrast to the corporate behemoths driving the mega-pass trend, a compelling alternative exists: the Indy Pass. This pass champions variety and discovery, offering affordable access to a network of over 250 independent resorts. By limiting pass sales, the Indy Pass delivers on its promise of lesser crowds and a more authentic mountain experience, directly supporting the heart and soul of the sport. Its popularity and frequent sell-out status prove the demand for this alternative model is strong.
Honoring Our Roots: The Lost Art of Clipping a Ticket
Let’s not forget the rebellious spirit that defined early snowboarding. Before RFID gates, clipping a ticket was a common practice: a rider done for the day would pass their valid ticket to a friend for a few extra runs. It was a simple act of defiance against high costs, a testament to the communal ethos of the sport.
The irony is stark. Today, the introduction of RFID passes has made this act not just impossible, but a criminal offense. Law enforcement agencies in Lake Tahoe, as reported last winter, have even been tasked with cracking down on pass fraud, with offenders facing felony charges for “theft of services.” What was once a wink and a nod between riders is now a matter for the criminal justice system, highlighting how far removed the modern, corporatized sport has become from its free-spirited origins. “Let The Kids Ride Free” makes such measures obsolete by addressing the root cause: prohibitive costs.
A Unified Effort and Existing Efforts
For “Let The Kids Ride Free” to be truly transformative, it needs to be adopted industry-wide. A phased rollout, perhaps starting in states like Utah and Colorado with established governing entities such as Ski Utah and Colorado Ski Country USA, would allow for data collection and demonstrable results.
The spirit of increasing access to winter sports is already alive and well, spearheaded by dynamic non-profit organizations:
Share Winter Foundation: This foundation is actively “fueling the next generation of winter sports participants” by providing funding and support to youth programs nationwide.
SOS Outreach: This organization goes beyond just providing access. Through a multi-year mentorship program using snowboarding (and skiing) as a platform, they build character and develop leadership skills in underserved youth.
A Call to the Brands: Securing a Future Consumer
This movement is not just for resorts and non-profits; it’s a vital call to action for the brands that form the very foundation of our sport’s identity. For too long, the industry has focused on capturing market share from an existing rider base, riding along on an upward trend of participatory growth that’s fallen off, but “Let The Kids Ride Free” is a direct, data-driven strategy for growing that base. By helping to put more kids on the hill, brands can cultivate a lifelong consumer from a young age. This isn’t just about selling a first board; it’s about building a generational brand loyalty that will drive sales of hardgoods, apparel, and accessories for decades to come. Brands that champion this initiative will not only be seen as authentic leaders in the community but will be making a smart, long-term investment in their own bottom line.
A Bold Move for the Giants: Why Epic and Ikon Could Lead
The “Let The Kids Ride Free” campaign is an opportunity for Epic and Ikon leadership to counter the negative perceptions of their pass practices and, in a single move, position themselves as the saviors of the sport. This is a chance to turn a PR problem into a powerful, benevolent, and deeply strategic business decision.
By outright adopting a universal “Let The Kids Ride Free” program, Epic and Ikon could engineer a massive PR victory and address a core business problem: a demographic gap where younger generations are not entering the sport. It’s an intelligent bet that a free experience today creates a paying customer for life.
The Gauntlet Has Been Thrown Down
When I’d been embedded at TransWorld SNOWboarding, the mission of the magazine had been to grow and promote the sport of snowboarding. That holds fast for me today. Even before then, we as tribe were evangelizing to skiers on the chair, inviting them to the dark side. Inclusivity from a cultural and socio-economic standpoint gets a greater diversity on the hill, each bringing our own uniqueness to play and progression.
As co-founder of thatsnowboardingblog, the agenda is on continuum, and I call-out the leadership at Snowsports Industries America, at Vail, Alterra, and Powdr, the influence of brand congolemerates and those remaining independent factors, the few media magnates to collectively and collaboratively adapt and align to this innovative initiative, throwing down the gauntlet, to accept the challenge-as-opportunity to do something much more solution-oriented and savvy than what’s seemingly been or being done. Stop dragging your boots, lamenting lagging numbers, talking about “hmm, what could we do …” and start making a move en masse, taking meritable action. Duty now for the future. LTKRF is it.
Interesting but not too realistic. There are lots of smaller ski areas that have much lower lift ticket prices . Those expensive lift tickets at most of the prime mountains are the result of supply and demand, the very high cost of infrastructure, operating costs, and short prime business windows. Get the kids involved at one of your local "feeder" areas that exist in almost every skiing state . The prices are much more family and kid oriented.
Making the world a better place!
Good solutions, good writing, strong Spirit.