NewCo No More: Enter Alterra Mountain Company

NewCo No More: Enter Alterra Mountain Company

Squaw Alterra

Copyright: Ryan Dobbins (Alterra Mountain Co.)

Formerly known as NewCo., the joint venture between KSL Capital Partners and Henry Crown and Company finally has a name: Alterra Mountain Company. An amalgamation of the words altitude and terrain, the new name pays homage to "the mountains and communities that form the backbone of the company," according to a press release. 

"We are very excited to have such a great collection of mountain resorts plus CMH, the world’s largest heli-ski company in our family," David Perry, President and COO, Alterra Mountain Company told OnTheSnow. "And now that we have a new identity, it will only help in us moving forward together."

Those 12 destination mountains include:

  • 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
  • CMH Heli-Skiing & Summer Adventures in British Columbia 
Deer Valley is Alterra Mountain Company's most recent acquisition.

Deer Valley is Alterra Mountain Company's most recent acquisition.

Copyright: Ryan Dobbins (Alterra Mountain Co.)

 
As for how we can expect to see this Alterra branding show up across the properties, "The short answer is that you won't see it much," Perry remarked. "Our individual destination brands will continue to be the focus moving forward. Those brands and what they represent have tremendous value to resort guests. You won't be seeing a sign in front Steamboat that says 'an Alterra Mountain Company Destination.'" 
 
Based out of Denver in the location that used to house Intrawest, Alterra Mountain Company made a grand entrance on the ski scene last year when affiliates of KSL Capital Partners, owners of Squaw Valley Alpine Meadows, and Henry Crown and Company announced acquisitions of Intrawest, Mammoth Resorts and Deer Valley Resort.

“Alterra Mountain Company is made up of unique mountain destinations, each with a personality and spirit that has delighted visitors for generations," said Perry in a press 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. 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.” 

While what to call this new entity has indeed been a big question mark over this series of exciting announcements, the burning question remains: what will the Alterra pass look like in terms of mountains, perks and price point, and how will associated season pass products like the Rocky Mountain Super Pass be impacted? For that, the wait continues...

"In the coming months Alterra Mountain Company will announce new season pass products that will provide access to all of our existing mountains, plus many additional benefits, sure to please skiers and riders," the press release stated. 

Alterra Mountain Company, a joint venture of affiliates between KSL Capital Partners and Henry Crown and Company.

Alterra Mountain Company, a joint venture of affiliates between KSL Capital Partners and Henry Crown and Company.

Copyright: Alterra Mountain Company

The only other question left in our minds: why did Aspen all but disappear from the conversation after such strong affiliation to these acquisitions out of the gates back in April? Be it for the headlines or some deeper strategy at play, we may never know. But Perry did reiterate that "Henry Crown and Company, the parent company to Aspen Skiing Company, is an owner of Alterra Mountain Company," adding that while Aspen Skiing Company operates independently of Alterra Mountain Company, the two collaborate closely in a number of areas.

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Squaw Alterra
CMH Alterra Mountain Company
Steamboat part of Alterra Mountain Company
Deer Valley Alterra Mountain Co.

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