Introducing: Alterra Mountain Company

Alterra_Logo_Primary_Black

Combine altitude and terrain and you get a portmanteau called Alterra.  Starting today, it’s the new name for the affiliate of KSL Capital Partners and Henry Crown and Company (owner of Aspen Skiing Company) that brought 12 major mountain resorts under one umbrella last year.  Based in Denver, Alterra now rivals Vail Resorts in scale but promises each of its resorts will retain an independent character.  “Alterra Mountain Company is made up of unique mountain destinations, each with a personality and spirit that has delighted visitors for generations,” said David Perry, President and COO of the company in a release.  “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.”  Alterra’s dozen resorts operate a combined 196 lifts while Vail has 228 across its 13 North American resorts.

Hopefully you’ll be reading about Alterra often on this blog in the coming years as the group makes lift investments across its mountains.  They include Steamboat and Winter Park in Colorado; Squaw Valley, Alpine Meadows, Mammoth Mountain, June Mountain, Bear Mountain and Snow Summit in California; Stratton, Vermont; Snowshoe, West Virginia; Deer Valley, Utah and Tremblant and Blue Mountain in Canada.

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6 thoughts on “Introducing: Alterra Mountain Company

  1. Thomas Jett January 11, 2018 / 11:17 am

    Do we have any idea when Alterra is going to announce new lifts? Mammoth hasn’t had a new installation since 2011, and is in dire need of more capacity.

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    • Peter Landsman January 11, 2018 / 4:04 pm

      I doubt we’ll see sone big announcement like Vail does each December but rather each resort will announce its own projects when it makes sense. Unfortunately almost all of the Alterra resorts are in regions facing very challenging weather so far this season. On the positive side, the tax bill allowing companies to write off capital investments in the first year may help.

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  2. Collin January 11, 2018 / 1:05 pm

    Hopefully they keep the Max Pass resorts on Max Pass.

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    • Ryan Murphy January 11, 2018 / 2:17 pm

      I’d be shocked if Max Pass and Mtn Collective both don’t see major changes next year. Shame, I’ve had both, and they’re great passes.

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    • Collin January 11, 2018 / 3:20 pm

      They already confirmed that the Aspen resorts will stay on Mountain Collective. But they said nothing about the non-Aspen Mountain Collective resorts or the former Intrawest Max Pass resorts.

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  3. Henry Rodgers January 11, 2018 / 9:29 pm

    IMO This really won’t change the ski pass market that much. In fact, it will probably be net negative for just about everyone. The reason that the Epic Pass works is that Vail Resorts is very centralized, all of their areas are close together, so they are able to offer an unlimited pass to a wide audience, unlike the 5 day and 2 day passes of MAX and Mtn Collective. Alterra simply doesn’t offer that, most of their resorts are sparsely spread, and that led to their individualism spirit, which will likely mean if they do make a new pass, people will prefer a local season pass to their own place. Also, they have stated on their website (https://www.alterramtnco.com/press/) that Aspen will continue to be run by Aspen Skiing Company and NOT Alterra, meaning that will likely stay off the Alterra pass and on Mtn Collective. Alterra really isn’t that much of competition to Vail and falls more into the Boyne/Ski Resort Holdings level than the Vail level, and it’s shown in the fact that Vail’s stock has only gone up since the announcement. With the removal of more than 5 resorts from the MAX Pass next year (Alterra and possibly Crystal Mountain as well) it will hurt just about everyone, unless they can find a solution (pray for a ridiculous, yet amazing MAX Pass-Alterra partnership) that really puts them up with the Epic Pass and Vail Resorts. I do love any competition for Vail though, so pray for the best.

    Liked by 1 person

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