GET BREAKING NEWS IN YOUR BROWSER. CLICK HERE TO TURN ON NOTIFICATIONS.

X

A snowboarder participates during a Jan. ...
A snowboarder participates during a Jan. 7, 2010, competition at the Mammoth Mountain ski resort in California. The new Aspen Skiing Co.-KSL Capital Partners alliance is buying the Eastern Sierra’s Mammoth Mountain, June Mountain, Snow Summit and Bear Mountain.

Aspen Skiing Co.’s new sister ski conglomerate will soon announce its name and — probably more importantly to skiers and snowboarders — later in this season will unveil some new pass options for 2018-19.

David Perry, president and chief operating officer for the new firm — a venture of Aspen Skiing’s owner and Denver-based KSL Capital — said this week his team has selected a name and will reveal it before the holidays.

However, the name won’t be prominently used in marketing the resorts under its umbrella, Perry said. The emphasis will be on keeping the strong individual identity of each of the resorts, which include Steamboat and Winter Park in Colorado, Deer Valley in Utah and Mammoth and Squaw Valley in California.

“It’s not going to be a public-facing brand,” Perry said of the new name. “You’re not going to pull into Steamboat and see a sign that says, ‘Welcome to Steamboat, part of the XYZ Company.'”

The resorts will collaborate on a ski pass or passes that will be marketed through a shared name, Perry said. “I don’t think there’s any secret we will have a pass product on the market next year.”

Aspen Skiing Co.’s four ski areas participate in the Mountain Collective Pass, which was created in 2012 to help independent operators compete against Vail Resorts’ Epic Pass.

“There’s no plans to decommission the Mountain Collective,” said Christian Knapp, chief marketing officer for Aspen Skiing Co. and a creator of the pass. He said it has been particularly popular with urban millennials.

Henry Crown and Co., owners of Aspen Skiing Co., teamed with KSL Capital Partners of Denver last winter to form a new affiliate to dive into the ski industry. They made their first splash in April with the purchase of Intrawest Resorts Inc. and its six resorts. They later added four ski areas held by Mammoth Resorts. KSL already owned Squaw Valley-Alpine Meadows. The buying binge was topped off with the purchase of Deer Valley in August.

Gregory Wagner, a former marketing executive who now teaches at the University of Denver, said it was smart of the new company to take its time and conduct thorough research before selecting a name. The company doesn’t want to come across as big brother for fear of alienating customers at the individual resorts, he said.

“It’s a big deal to get it right,” Wagner said.

To read more of this story go to aspentimes.com

More in Business

  • Guy Brandenburg, from left, and Barbara ...
  • In this Monday, June 26, 2017, ...
  • The Capitol is seen at ...
  • Volumes of tax regulations are stacked ...
<var id="usEQpNZ"></var>
<cite id="usEQpNZ"></cite>
<ins id="usEQpNZ"></ins>
<ins id="usEQpNZ"><span id="usEQpNZ"><cite id="usEQpNZ"></cite></span></ins>
<var id="usEQpNZ"><video id="usEQpNZ"></video></var><ins id="usEQpNZ"></ins>
<ins id="usEQpNZ"></ins>
<ins id="usEQpNZ"><span id="usEQpNZ"><cite id="usEQpNZ"></cite></span></ins>
<cite id="usEQpNZ"></cite>
<var id="usEQpNZ"></var>
<var id="usEQpNZ"></var>
<ins id="usEQpNZ"></ins>
<cite id="usEQpNZ"></cite>
<var id="usEQpNZ"><video id="usEQpNZ"></video></var>
<ins id="usEQpNZ"></ins>
<cite id="usEQpNZ"></cite>
<ins id="usEQpNZ"></ins><var id="usEQpNZ"><span id="usEQpNZ"></span></var>
<cite id="usEQpNZ"></cite>
<var id="usEQpNZ"><video id="usEQpNZ"></video></var>
<cite id="usEQpNZ"></cite>
<var id="usEQpNZ"><video id="usEQpNZ"><thead id="usEQpNZ"></thead></video></var><cite id="usEQpNZ"></cite>
<ins id="usEQpNZ"><span id="usEQpNZ"></span></ins>
<ins id="usEQpNZ"><span id="usEQpNZ"></span></ins>
<var id="usEQpNZ"><span id="usEQpNZ"></span></var>
<ins id="usEQpNZ"><span id="usEQpNZ"></span></ins>
  • 41084961 2018-01-20
  • 664995960 2018-01-20
  • 56136959 2018-01-20
  • 597906958 2018-01-20
  • 69830957 2018-01-20
  • 111429956 2018-01-20
  • 116631955 2018-01-19
  • 99691954 2018-01-19
  • 929719953 2018-01-19
  • 870384952 2018-01-19
  • 478156951 2018-01-19
  • 24828950 2018-01-19
  • 792391949 2018-01-19
  • 385424948 2018-01-19
  • 890694947 2018-01-19
  • 364330946 2018-01-19
  • 190232945 2018-01-19
  • 730220944 2018-01-19
  • 4019943 2018-01-19
  • 951651942 2018-01-19