Set The Rumors To Rest - Squaw & Alpine Merge - Transworld Business

For years, rumors have circulated about linking the two North Lake Tahoe resorts-Alpine Meadows and Squaw Valley. The rumor mill can finally be put to rest as the two iconic mountains have merge under KSL Capital Partners, creating a winter wonderland of over 6000 acres of terrain. The merger was "truly forged in snow" says president and CEO of Squaw Valley, Andy Wirth.  Last winter, Wirth and JMA Ventures (the company who owned Alpine) president and CEO, Todd Chapman, discussed a partnership on the KT-22 chair lift between towers 10 and 11. By the time the two reached the top of the mountain, the decision had been made: Squaw and Alpine would join forces. "We promised transformative times, and that's what we're doing," explains Wirth, who joined the Squaw team last summer. The contracts were not officially completed until last night at 10:20 PST, but based on Wirth's excitement over the phone, there is no doubt this merger will bring remarkable things for the area.

Squaw's infamous KT-22 chair where the big merger went down

The announcement will generate more of, well…everything. "It's a classic case of synergy," says Wirth.  The creative nature of combining two iconic resorts will bring terrain park innovation, quality riding, more terrain, and an overall healthy addition to the Northern California ski destination.

Wirth explains his hopes in drawing snow fanatics to the area "Plenty of skiers and snowboarders from across North America travel to fine resorts in Colorado, Utah, and Wyoming to chase the snow in the Rockies. Our hope is that the merger will drive more destination skiers to this area, similar to the other Rockies resorts." Alpine and Squaw are a quick 10-minute drive apart, and also share a ridge-line. The two resorts currently do not connect via ways of snow or chair lift, but plans show hope in connecting the mountains at some point in the future. "Our focus right now is to provide a seamless transition without interrupting the customer experience. We also want to maintain a good friendship and neighbor to Troy Caldwell." Caldwell and his wife own the land separating the resorts, and according to Wirth, have been in conversation with both mountains about eventually linking the two. In fact, rumor is Caldwell and his wife have been building a chair lift over the past decade preparing for the day the two mountains would connect. Impressive.

When asked about the success this merger will bring to profits, Wirth laughed, "Prior to this announcement, we've seen a 10% increase in season pass sales compared to last year. I'm pretty confident the merger will bring a considerable gain to our resorts. It's already carrying positive variances, and the local community has shown overwhelming support." Season pass holders can purchase the Tahoe Super Pass starting at $439 for adults, or an unrestricted adult pass available for $799.

As we caught up with Wirth today in a phone interview, he had to apologize for the sound of construction echoing throughout the village where he sat. Although the news of the merger is at the forefront, it will "not un-feather the $50 million Squaw Valley renaissance plan" the mountain has implemented, promises Wirth. For the 2011-12 season, the renaissance plan will include extensive terrain park innovation through a partnership with Snow Park Technologies (SPT), a renovated village area with concept stores from Oakley, The North Face, and Salomon, and a "world-class snowboard shop" set to open in 2012.

The partnership between Squaw and Snow Park Technologies will extend to Alpine for the 2011-12 season.

"SPT had already been working on things for Alpine going into the announcement [of the merger]," says Wirth. "Right now, SPT is designing and implementing the best plan to position Alpine's terrain park for this upcoming season." The relationship with SPT reveals efforts in strengthening the snowboarding community in the area. "We're furthering our position within snowboarding. This merger is just the start."

SPT built this cubed halfpipe last spring for Squaw

It's important to note, the two mountains will remain individual in their unique characteristics. Wirth was emphatic about servicing the separate personalities of each resort,

"You get to choose this path. You can subjugate great brands and great resorts, or you cant.  In this case it's more appropriate to focus on what makes each mountain unique, and why the customer buys from one mountain over the other. We're choosing to foster each brand individually."

KSL Capital Partners will maintain ownership over both mountains, and Wirth will assume the position of president and CEO, while Todd Chapman and JMA Ventures will remain an active role in decision-making.

The merger is currently under contract, and set to close within 30 to 40 days depending on conversations with the US Forest Service, according to Wirth.  Chapman and Wirth are already in the works for a celebratory bash to commemorate the merger with staff, locals, and anyone else willing to make the trip to the area.

Opening day is right around the corner, and with over 800″ of snow last year, Squaw and Alpine are in for a good winter.
Season Pass Options

The companies announced an all new dual mountain season pass and six day card.  The all new Tahoe Super Pass will be available starting at $439 for adults, with the unrestricted adult pass available for $799, providing unlimited skiing and riding at both resorts for winter 2011-12. Also, the all new Tahoe Super Six is available for $399 for adults and provides six unrestricted days of skiing and riding for the 2011-12 season. Both the Tahoe Super Pass and the Tahoe Super Six are immediately available for sale and additional information can be found at www.squaw.com or by contacting the Squaw Valley Resort & Activity Sales Department at 1-800-403-0206.

Squaw Valley and Alpine Meadows also offer significant added value for all of their existing passholders (Gold, Silver and Bronze passes at Squaw, and Unfiltered, Slightly Filtered and Filtered passes at Alpine Meadows) for winter 2011-12.  All of these passes previously purchased at Squaw or Alpine for winter 2011-12 will become valid for skiing and riding at both mountain resorts.  Respective day of week and date restrictions will apply for previously purchased season passes. Those who previously purchased both a Squaw and Alpine pass or who have other questions regarding their existing pass can call 1-800-403-0206 or visit www.squaw.com

About Squaw Valley
Host of the 1960 Winter Olympics, Squaw Valley is internationally renowned for its legendary terrain that spans over 3,600 skiable acres, six peaks and 30 lifts. From the expansive mountaintop beginner area to unrivaled expert steeps, trees and bowls, the resort offers terrain for all abilities. Off the mountain, families relax around the cozy village fire pits or stroll the pedestrian-friendly streets to enjoy a host of restaurants, boutiques, specialty wine shops and art galleries.  This winter, guests can enjoy new dining experiences, a new day lodge, vastly improved facilities at the base and on mountain and a new snowsports school as part of the resort's $50 million renaissance.
Click here to view the Squaw Valley Trail Map.

About Alpine Meadows
Ranked as a top winter resort by SKI Magazine, Alpine Meadows is known for its abundant and varied skiable terrain, family-friendly atmosphere, and innovative children's ski and snowboard programs. Alpine's seven powder bowls, summit-to-base groomed slopes, and authentic hospitality have long been the resort's reputed attributes among the local community and visitors alike. Alpine Meadows offers skiers and riders access to more than 100 trails across 2,400 skiable acres serviced by 14 lifts.  With its high annual snowfall, the resort boasts one of Tahoe's longest skiing and boarding seasons, which this past season, along with Squaw Valley, ran through July 4th.

28 Sep, 2011

--
Source: http://news.google.com/news/url?sa=t&fd=R&usg=AFQjCNEGzOFhCinkAj9fgN4D7kC7Hpit_A&url=http://business.transworld.net/73835/news/set-the-rumors-to-rest-squaw-alpine-merge/
~
Manage subscription | Powered by rssforward.com