Industry News
Alterra Mountain Company announces its plans to invest $207 million in capital improvements for the upcoming year, including transformational base area and on-mountain developments at Steamboat, Deer Valley Resort, Squaw Valley Alpine Meadows and Mammoth Mountain.
This year’s $207 million plan includes $111m in significant resort projects, $31m in enterprise technology systems, $65m in resort maintenance and planning to continue to support the company’s commitment to enhance the guest experience.
“This past season has proven that our guests are loyal, passionate and looking forward to the many seasons ahead, and we plan to provide them with a premier guest experience as we focus on the long-term future of our mountain destinations. Alterra Mountain Company has exceeded our initial five-year goal to invest over half a billion dollars into our destinations, in just four years. We continue to be committed to infusing meaningful capital into on-mountain enhancements, base area development, and advanced technology that will elevate the mountain experience for all who visit.”
– Rusty Gregory, CEO, Alterra Mountain Company
This year’s capital investments will focus on four major destination developments and a commitment to technology infrastructure and advancement.
Deer Valley Resort, Utah: Snow Park
The Snow Park Lodge and base area will see a complete revision to create a premier base area experience for guests arriving at Deer Valley. The new base area will provide additional accommodations and skier services, new contemporary food and beverage and après options, and an additional ski beach and upgraded mountain transportation network.
Snow Park will feature architecture and design inspired by the mountains, allowing the natural setting to flow through the new plaza, offering an array of activities and mountain views. A new expansive ski beach will offer a place for more guests to watch skiers and take in the sunset as they enjoy a quintessential Deer Valley après scene.
A new integrated transportation and mobility hub with multiple access points from new parking facilities will dramatically improve the current guest arrival and mountain access experience.
Pending local government review and approval. Snow Park is projected to break ground in 2022.
Squaw Valley Alpine Meadows, California: Base-to-Base Gondola
The state-of-the-art and highly anticipated Base-to-Base Gondola (B2B) will commence construction this summer. This base-to-base connection will take skiers and riders between the Squaw Valley and Alpine Meadows bases in approximately 16 minutes, currently a seven-mile drive. The B2B will be one of the most impactful lifts in North America with 8-passenger cabins and the capacity to move 1,400 people per hour between resort base areas. The B2B will offer access to 6,000 acres of skiing and riding for all skill levels on one smooth ride, with 360-degree iconic views.
The $60MM B2B project includes two main terminals, two mid-stations and additional base area improvements targeted to enhance the guest experience.
Mammoth Mountain, California: Main Lodge Redevelopment
The new vision for Mammoth Mountain Main Lodge area builds upon the Mammoth legacy, rooted in the history and setting of the mountain, the town, and surrounding Eastern Sierra to curate a lively new year-round gateway for those who are passionate about mountain adventure.
The Main Lodge redevelopment multi-year plan will create the “Base Camp to the Eastern Sierra,” providing the world’s best ski beach, state-of-the-art services, Adventure Concierge Center, an array of boutique dining and retail experiences, luxury lodging and a variety of residential ownership options, complete with unparalleled club amenities and programming.
This ambitious plan is in the permitting phase and scheduled to begin construction in spring 2023.
Steamboat, Colorado: Gondola Square Redesign & Pioneer Ridge Terrain Expansion
Steamboat will embark on a three-year, $135MM base area redevelopment and on-mountain terrain expansion to reinvent a premier guest experience to match the destination’s long recognized industry excellence.
Steamboat’s Gondola Square will be transformed into a multi-use, amenity-rich plaza creating an easy-to-navigate destination core, complete with additional dining and après, retail, entertainment and welcoming gathering places for guests to enjoy year-round. A reimagined guest arrival experience will eliminate cumbersome stairs and provide direct and easy access to the mountain. Guests will now be able to fully experience the fun, family atmosphere and be fully immersed in Steamboat’s western hospitality.
Phase I of the redeveloped plaza is expected to break ground following the destination’s close of the 20/21 winter season. This phase will bring immediate improvements to the guest arrival and circulation and will clear the way for guest enhancement amenities expected to be completed by the start of the 22/23 winter season.
On-mountain improvements slated for the 21/22 season, (pending additional approvals), include 650 new acres of advanced/expert skiable terrain in Pioneer Ridge. The new area will also include a world-class teaching area and the first leg of the new Big Blue gondola, providing gondola access to the newly re-developed Bashor teaching area. Steamboat’s trail map will expand by nearly 20 percent for a total of 3,620 acres, making Steamboat the second largest ski area in Colorado.
Enterprise Technology Systems
Alterra Mountain Company will invest $31MM to bolster the delivery of personalized experiences, simplify transaction processes and alleviate wait times. Priorities include Ikon Pass mobile app enhancements, expansion of mobile food ordering, upgraded destination apps and a new single sign-on that will make it easier for guests to interact with Alterra Mountain Company across all digital touchpoints.
Alterra Mountain Company’s multi-destination season pass product, the Ikon Pass, is currently on sale for the 21/22 winter season, offering skiers and riders access to 44 global mountain destinations across the Americas, Europe, Australia, New Zealand and Japan. The Ikon Pass can be purchased at www.ikonpass.com.
Wow. $207 million on crap that will do nothing to improve the skiing “experience”.
But no affordable employee housing for Squa-walpine employees?
Really?
and why not?