Leading the way in the mountain operating industry, Alterra Mountain Company has announced a groundbreaking capital investment program, allocating nearly $500 million towards transforming its portfolio of destinations. This strategic move aims to enhance the overall experience for guests and employees alike. The investment plan comes on the heels of last year’s remarkable achievement, as Alterra completed over $1 billion in capital improvements within its first five years of operation, surpassing its initial financial commitment of $555 million.
Over the following year, Alterra will dedicate approximately $400 million to upgrades such as lifts, snowmaking, summer adventure offerings, guest amenities, and resort infrastructure. Additionally, $50 million will be allocated to employee housing, and $40 million will be invested in technology upgrades to streamline and enhance the guest experience.
Alterra Mountain Company has already demonstrated its commitment to innovation and improvement through recent transformative projects. Notably, the company opened the Base to Base Gondola at Palisades Tahoe, elevating it to the largest ski area in California. Steamboat introduced the industry-redefining Greenhorn Ranch Learning Center, while the Wild Blue Gondola, North America’s longest and fastest gondola, began its first construction phase.
Jared Smith, the President & CEO of Alterra Mountain Company, affirmed the company’s dedication to delivering exceptional guest experiences through large-scale projects. He stated, “In our first five years, Alterra Mountain Company has established itself as a proven leader in the outdoor industry, and we intend to continue to innovate by investing in large-scale projects that will deliver differentiated guest experiences.”
Elevating the Guest Experience
Alterra’s focus on catering to diverse guest preferences is reflected in its plan to revitalize base areas and enhance on-mountain amenities, including food and beverage options and skier services. Exciting developments in various destinations include:
- Steamboat: The Full Steam Ahead project, slated for completion in the winter of 2023-2024, will add 655 acres of expert terrain in Mahogany Ridge and Fish Creek Canyon, making Steamboat the second-largest ski resort in Colorado. Moreover, the Wild Blue Gondola will become North America’s longest and fastest 10-person gondola. This project represents the culmination of the company’s initial three-year, $220 million investment in Full Steam Ahead, which has already transformed Steamboat Square and introduced the Greenhorn Ranch beginners area on the mountain.
- Crystal Mountain: The upcoming winter season will witness the debut of Mountain Commons, a new 25,000 sq. ft. skier services facility. This facility will offer improved guest services, ticketing experiences, retail options, dining venues, and an expanded slope-side beach area.
- Snowshoe: Plans are underway to redesign Shaver’s Center, featuring enhanced skier services, including food and beverage options, après-ski activities, and year-round offerings.
Furthermore, Alterra Mountain Company has significant base area enhancement projects for Deer Valley Resort, Winter Park Resort, Palisades Tahoe, and Mammoth Mountain in the coming years.
Expanding Lift Capacity and Terrain
In its pursuit of providing an optimal experience for all guests, Alterra has prioritized balancing capacity and expanding lift-served beginner’s areas. The company installed six lifts in the previous winter season to improve access. This year, eight additional charges will be established or replaced at various resorts, including Steamboat, Mammoth Mountain, Winter Park Resort, Solitude Mountain Resort, and Snowshoe Mountain. Highlights of these developments include:
- Steamboat: The highly anticipated Wild Blue Gondola, upon completion, will double the out-of-base capacity, whisking skiers and riders to Sunshine Peak’s summit in just 12 minutes. The new Mahogany Ridge Express high-speed quad lift will also serve 655 acres of expert terrain, making Steamboat the second-largest ski resort in Colorado.
- Snowshoe: The Powder Monkey lift will be replaced with a fixed-grip quad charge, enhancing uphill capacity in the Basin area and improving access to the Western Territory.
- Winter Park Resort: The Pioneer Lift will be upgraded to a 6-pack configuration, incorporating a mid-station loading point to enhance return skiing.
- Mammoth Mountain: The Canyon Express lift will be upgraded from a quad to a high-speed 6-pack, resulting in a 25% increase in uphill capacity and faster reopening after adverse weather conditions.
- Solitude Mountain Resort: The Eagle Express lift will be replaced with a high-speed 6-pack ride, enhancing transportation efficiency for guests.
Expanding Beginner Terrain and Ski Racing Courses
Alterra’s commitment to introducing more guests to snow sports is evident in its significant investments in beginner terrain and ski racing facilities. The company has implemented a range of initiatives, including:
- Steamboat: The premier Greenhorn Ranch beginners area, equipped with terrain-based learning, four magic carpets, and the Greenhorn Ranch Express detachable quad lift, offers an optimal environment for novices. Additionally, improvements are being made to beginner’s areas at Deer Valley Resort, Stratton, Snowshoe, and Big Bear Mountain Resort.
- Ski Racing Infrastructure: Alterra is collaborating with renowned athlete Mikaela Shiffrin, U.S. Ski and Snowboard, and Outside Interactive, Inc., to provide free racing courses at each mountain destination. These investments aim to inspire the next generation of ski-race champions.
Enhanced Snowmaking Capabilities
Recognizing the importance of a consistent season length and superior snow quality, Alterra is implementing robust, multi-year snowmaking enhancement programs across its resorts. Substantial upgrades include Winter Park Resort, Steamboat, Palisades Tahoe, Sugarbush, Snowshoe, and Mammoth Mountain. The new systems prioritized energy efficiency and reduced water consumption, improving guest experience and reducing environmental impact.
Expanding Summer Offerings
Alterra’s commitment to offering year-round mountain adventures has expanded summer activities at its destinations. Key projects include:
- Mammoth Mountain: The revitalized Woolly’s Adventure Summit will introduce one of North America’s longest mountain coasters. Winter tubing lanes have already been expanded and improved, while plans are underway to construct a permanent base lodge with food and beverage amenities. Future phases will include the addition of a zip coaster, adventure ropes courses, and the relocation of Snowmobile Adventures.
- Winter Park: A new alpine slide will be introduced, adding to the diverse range of summer activities available.
- Crystal Mountain: The upcoming Flying Raven Adventure Course will feature an array of aerial challenges, including rope bridges, barrel crossings, and treetop ladders, providing an exhilarating experience for visitors.
Enhanced Digital Guest Technology
Alterra is committed to utilizing consumer technology to streamline the guest journey, from booking to arrival at the resorts. The company is investing significant capital to enhance its digital capabilities to achieve this. Guests can look forward to additional features in the Ikon Pass app, streamlined booking and packaging options, RFID gate technology implementation, and a more connected experience on and off the mountain.
Commitment to Employee Housing
Valuing the experience of its employees, Alterra plans to double its portfolio-wide employee housing capacity within the next five years. In 2023 alone, the company will add nearly 500 workforce housing beds, with substantial expansions at Palisades Tahoe, Stratton, Tremblant, and Winter Park Resort. Opening a premier housing facility at Winter Park Resort will provide accommodations for over 300 employees within the resort grounds. Additionally, Alterra is planning approximately 1,000 affordable workforce housing beds across Palisades Tahoe, Blue Mountain, Crystal Mountain, Sugarbush, and Deer Valley Resort.
Alterra Mountain Company’s ambitious investment plan showcases its unwavering commitment to delivering unparalleled guest experiences and creating a thriving environment for employees. Through its transformative projects, expanded offerings, and technological advancements, Alterra continues to redefine the mountain resort industry, solidifying its position as a leader in the field.
Written by: Matthew Thomas
