Alterra Mountain Company has acquired Sugarbush.
They now own 14 destinations in the U.S.A and 27 world wide.
I skied at Sugarbush for one year.
My family rented a condo close to the mountain and we bought season passes.
The terrain is top notch, especially for the east coast.
One thing, however, makes Sugarbush stand out from other mountains.
The second you get to the mountain, you get a skiers feel.
I don’t know how to describe it other than ‘homey.’
The customer service is spectacular, which is needed when skiing with your middle-aged mother.
The staff was incredible, always putting the customer before themselves and making sure the skier/snowboarder was satisfied.
It didn’t feel like it was a tourist destination.
There was a mutual respect for everyone at Sugarbush.
If you made it to the mountain, you were apart of the family.
Very few mountains nowadays have that feel, especially with big names buying up the land.
The previous owner of Sugarbush sent out an email to everyone on the sugarbush emailing list announcing the acquisition.
Why is this a big deal?
It is an example of what is to come.
Sugarbush was not only known for their rad terrain, but also remaining family owned.
Major companies are controlling more and more of the industry.
One of my main issues with this whole ordeal is the feel of the mountain.
Link to Alterra’s news story
https://www.alterramtnco.com/news/2019/11/13/sugarbush-acquisition
Link to Sugarbush’s news story
https://www.sugarbush.com/blog/wins-word/changing-but-not-saying-goodbye/
