Industry News
After weeks of uncertainty surrounding its future in Colorado, Alterra Mountain Company, the operator of Ikon Pass, has officially committed to moving its headquarters within Denver.
The company will relocate from its current office at Zeppelin Station in Denver’s River North Art District to the former Denver Post building at 101 W. Colfax Ave.
The move is backed by nearly $11 million in city and state incentives and a 12-year lease. Alterra plans to occupy approximately 65,000 square feet across two partial floors of the 11-story building. Construction and office improvements are expected to take about a year, with employees moving into the new headquarters in 2027.
The decision ends speculation that Alterra could move its headquarters to Salt Lake City, Utah, where it owns Deer Valley and Solitude and has a significant presence through the Ikon Pass network.
Denver and Colorado officials moved quickly to keep the company in the state, offering a package that includes a $7 million low-interest loan from the Denver Downtown Development Authority, a $1 million zero-interest state loan, a $1 million state grant, and nearly $2 million in job creation tax credits. The incentives are tied in part to future job growth. Alterra currently has roughly 275 employees at its Denver headquarters, with plans to eventually grow that number to around 400.
The commitment comes during a period of significant change for the company. Alterra laid off an undisclosed number of employees earlier this year as it looked to reduce costs and simplify its operations. The company is also searching for a new CEO following Jared Smith’s departure at the end of the 2025-26 ski season.
A New Hub for Denver’s Outdoor Industry
Alterra’s new headquarters is expected to become part of a larger Outdoor Recreation Hub in downtown Denver. The city and state hope to attract additional outdoor recreation companies, winter sports brands, and related businesses to the building.
The location also comes with a bit of ski industry symbolism. The former Denver Post building is home to its iconic moving news ticker, which Alterra plans to help reimagine. During the winter, the ticker is expected to display snow reports and ski conditions, transforming a longtime symbol of Denver journalism into something much more familiar to skiers.
For Alterra, the move represents more than a change of office space. After considering a move out of state during a major period of restructuring, the company has chosen to remain in Denver and expand its presence there for at least the next 12 years.
Denver might as well be LA who cares
Greed begets greed, crazy that it’s coming from people from Chicago, a known big mtn hot spot! Can’t make this stuff up.