Alterra Mountain Company plans to invest $207 million in capital improvements, including $111 million in resort projects at Steamboat, Deer Valley, Squaw Valley Alpine Meadows, and Mammoth Mountain; $31 million in enterprise technology systems; and $65 million in resort maintenance and planning.
“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,” said Alterra Mountain Company CEO Rusty Gregory. “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.”
Deer Valley Resort, Utah: Snow Park
Pending local government review and approval, the Snow Park Lodge and base area will undergo a complete revision, providing additional accommodations and skier services, new contemporary food and beverage and après options, and an additional ski beach.
Also, a new integrated transportation and mobility hub with multiple access poits from new parking facilities will improve the current guest arrival and mountain access experience. The project is projected to break ground in 2022.
Squaw Valley Alpine Meadows, Calif.: Base-to-Base Gondola
The highly anticipated Base-to-Base Gondola (B2B) will begin construction this summer. It will provide a connection between the Squaw Valley and Alpine Meadows bases—currently a seven-mile drive. The B2B, from Leitner-Poma of America, will have eight-passenger cabins and the capacity to move 1,400 people per hour between resort base areas with a ride time of about 16 minutes.
The $60 million B2B project includes two main terminals, two mid-stations, and additional base area improvements targeted to enhance the guest experience.
Mammoth Mountain, Calif.: Main Lodge Redevelopment
The multi-year Main Lodge redevelopment will create the “Base Camp to the Eastern Sierra,” with a new 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 club amenities and programming.
This plan is in the permitting phase and scheduled to begin construction in spring 2023.
Steamboat, Colo.: Gondola Square Redesign and Pioneer Ridge Terrain Expansion
Steamboat will begin a three-year, $135 million base area redevelopment and on-mountain terrain expansion. Steamboat’s Gondola Square will be transformed into a multi-use plaza with additional dining and après, retail, entertainment, and year-round gathering places. A reimagined guest arrival experience will eliminate cumbersome stairs and provide easy access to the mountain.
Phase I of the plaza redevelopment is expected to break ground after Steamboat closes for the 2020-21 winter season. This phase will include improvements to guest arrival and circulation. Guest enhancement amenities are expected to be completed by the start of the 2022-23 winter season.
On-mountain improvements slated for the 2021-22 season—pending additional approvals—include an additional 650 acres of advanced/expert skiable terrain in Pioneer Ridge. The new area will also include a teaching area and the first leg of the new Wild Blue gondola by Doppelmayr, providing gondola access to the newly re-developed Bashor teaching area. The additional terrain will bring the resort to 3,620 acres, making Steamboat the second largest ski area in Colorado.
Enterprise Technology Systems
Alterra Mountain Company will invest $31 million 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.
Some believe the rule of the multi resort system fails when it has to pick winners and losers. These are this years winners from Alterra, Vail Resorts is yet to announce their winners.