Finally the joint venture formed by KSL Capital Partners and Henry Crown and Company has been named as Alterra Mountain Company. Based in Denver, Alterra has now under its belt 12-mountain resorts across North America, many of which purchased last year. Until today, this new company was being called ‘NewCo’ and today their new name has come out to light.
Soon the name of their new season pass, that will compete head to head with the EPIC pass of Vail Resorts, will be named. This needs to be a sexy and catchy name as this is what their clients will be purchasing. This pass will provide access to all their mountains plus many additional benefits.
The business of the ski passes has changed the way that skiers book their holidays. The early birds offered to purchase any of the collective passes, such as the Epic Pass, the Mountain Collective, the MAXX pass, or the Magic Mountain and the WinterCard in Saas Fee, Switzerland, has created loyalty from skiers/boarders across the board, making them commit early in the season where they’ll be going, and allowing resorts getting cash flow early and securing a good sales ski season before the season even starts. Therefore, they do not depend so much in Mother Nature and some spoilt sales for too little snow.
Alterra Mountain Company was created when the affiliates of KSL Capital Partners, owners of Squaw Valley Alpine Meadows in California, and Henry Crown and Company, owners of Aspen Skiing Company, purchased Intrawest, Mammoth Resorts and Deer Valley in 2017.
David Perry, Alterra president and COO said: “Our vision at Alterra Mountain Company is to protect and enhance what makes each destination special, inviting guests back to their favorite mountain, and enticing them to visit new destinations on their bucket list. We respect and continue to learn from the pioneers and leaders that built these iconic locations and paved the way before us, as we push the boundaries and innovate for our future.”
The company explained that: “The name Alterra is a fusion of the words altitude and terrain/terra, paying homage to the mountains and communities that form the backbone of the company.”
The company wants to allow its properties to run autonomously. “At each destination, Alterra Mountain Company leaders are empowered to be decisive, creative, and bold in order to retain each mountain’s authentic character. Recognizing the innate value of the unique culture found at each of the mountain communities, Alterra Mountain Company’s goal is to preserve, sustain and support its two most important resources: the mountains and the people who live and play in them.”
Alterra Mountain Company has properties spread-out in five states and three Canadian provinces: Steamboat and Winter Park in Colorado; Squaw Valley Alpine Meadows, Mammoth Mountain, June Mountain and Big Bear Mountain Resort in California; Stratton in Vermont; Snowshoe in West Virginia; Tremblant in Quebec, Blue Mountain in Ontario; Deer Valley in Utah; and CMH Heli-Skiing & Summer Adventures in British Columbia.
More news at Alterra’s website
Featured Photo: Squaw Valley Funicular – Alterra Mountain Company
Read shortly at The-Ski-Guru the wrap up of the EMTS, where Bob Stinchcomb, Senior VP of Sales and Marketing was in a panel discussing “Think Globally, Act Nationally” with Eric Bonnel of Val Thorens Tours.
You can read the preview to EMTS here.