Alterra Mountain Company Plans to Invest Nearly Half a Billion Dollars in Transformational Changes in the Year Ahead Investments to Focus on Enhancing the Guest and Employee Experience Today, Alterra Mountain Company, the world’s premier mountain operating company, announces a nearly $500 million capital investment program focused on enhancing the guest and employee experience across its portfolio of destinations over the next year. The announcement follows last year’s significant milestone when the company completed more than $1 billion […] Industry News SnowBrains | March 21, 2023 1 Comment
Alterra Mountain Co. Ordered to Pay $18 Million to Ikon Pass Holders for Closing Resorts Due to COVID The pandemic cut the ski season short in March 2020. You were there—you remember. Parent company of the Ikon Pass, Alterra Mountain Company, shut down its mountains across the nation as state-mandated lockdowns became the new norm. However, Ikon Pass holders were unhappy and, in April 2020, filed a case to recoup the cost of the lost days skiing. In […] Industry News SnowBrains | February 14, 2023 3 Comments
Alterra Mountain Company and Ikon Pass Celebrate Mikaela Shiffrin’s Historic World Cup Record Denver, Colorado, January 24, 2023 – On January 24, 2023, world champion alpine skier and Ikon Pass ambassador, Mikaela Shiffrin, became the new all-time women’s World Cup record holder with 83 wins. To celebrate, Alterra Mountain Company has committed to add recreational ski racing courses to its mountain destinations over the next year in partnership with Mikaela, U.S. Ski and […] Industry News SnowBrains | January 24, 2023 1 Comment
Alterra Mountain Company Adds Snow Valley Mountain Resort in Southern California to Its Family of Destinations Snow Valley will Join Big Bear Mountain Resort, Creating a Three-Mountain Destination for the Ultimate Ski & Ride Experience Alterra Mountain Company has closed on the purchase of Snow Valley Mountain Resort, adding another beloved Southern California destination to its portfolio of iconic year-round destinations. Snow Valley will join the operations of Big Bear Mountain Resort in Big Bear Lake, […] Industry News SnowBrains | January 20, 2023 3 Comments
Alterra Mountain Company Taps Mashgin for Faster Self-Checkout at On-Mountain Casual Dining Facilities The computer vision-powered self-checkout technology will be available at four Alterra resorts starting the ski season 2022/23 Mashgin, the world’s fastest touchless self-checkout system, and Alterra Mountain Company, owners of 15 North American mountain destinations, announce the first deployment of computer vision-powered self-checkout terminals at a ski destination. Mashgin and Alterra have partnered to speed up the checkout experience at […] Industry News SnowBrains | January 10, 2023 2 Comments
Alterra Mountain Company Announces Acquisition of Ski Butlers Acquisition Will Fuel the Expansion of the Global Leader in Ski and Snowboard Rental Delivery Today Alterra Mountain Company announced it has acquired Ski Butlers, a leading ski equipment rental and delivery service based in Utah. Ski Butlers will remain a standalone business with ongoing operations in 50 worldwide ski destinations while maintaining its current staff and leadership. The acquisition […] SnowBrains | September 8, 2022 1 Comment
Alterra Mountain Company Elevates Its Commitment to Social Responsibility The Company has Appointed New Executive Heads of its Sustainability, DEI, and Community Foundation Efforts Alterra Mountain Company has renewed its commitment to responsible stewardship of the mountains it operates with a significant expansion of its Social Responsibility team. With an equal focus on three pillars – Sustainability, Diversity, Equity, & Inclusion, and Community – Alterra Mountain Company is committed […] Industry News SnowBrains | August 15, 2022 0 Comments
Alterra Mountain Company Names New President & COO of Deer Valley Resort, UT Denver, Colorado, July 13, 2022 – Alterra Mountain Company announced today that Todd Bennett has been selected as President & Chief Operating Officer of Deer Valley Resort in Utah, effective August 1, 2022. A hospitality and ski industry veteran, Todd’s career has focused on elevating the guest experience through his extensive and unique experience at The Walt Disney Company, Vail Mountain, and through the creation of the outdoor publishing […] Industry News SnowBrains | July 13, 2022 0 Comments