Overview Alterra Mountain Company owns 19 year-round mountain destinations in the United States and Canada, from Mammoth and Palisades Tahoe to Steamboat, Deer Valley and Tremblant, and it owns the Ikon Pass, which opens more than 60 destinations worldwide on one pass. The portfolio also runs two helicopter-skiing operations in British Columbia, CMH and Mike Wiegele, and Alterra says it includes the world's largest heli-ski operation. Affiliates of KSL Capital Partners and Henry Crown and Company formed the company in January 2018 with 12 destinations; it launched Ikon Pass the same year with 23, and is based in Denver. Alterra counts more than $1 billion invested in capital improvements across its mountains. On site A partner works inside the mountains themselves: base-area and on-mountain branding, event integrations, lodges, retail, dining, hotel and spa, and the Ikon Pass app. In 2025 Paramount+ brought its interactive The Lodge experience back to the mountains, at Palisades Tahoe from February 28 to March 2 and at Steamboat from March 21 to 25, with giveaways, photo opportunities and custom drinks built around its series and films. Chase set up a Sapphire Lounge on the snow, Red Bull stood its inflatable arch over a crowd of skiers, and Athletic Brewing stacked its non-alcoholic cans on a base-area bar next to a pretzel deal. Audience Alterra's 2024-25 guest database puts 61% of its guests in a handful of big markets - New York, Los Angeles, San Francisco, Chicago, Boston, Washington, Dallas, Atlanta, Seattle, Denver, Salt Lake City and others - traveling to the mountains and staying an average of 4.6 days. A 2024 Finch Brands study of Alterra passholders found them 5.1 times as likely as the average U.S. adult to try a new product, 2.4 times as likely to agree that sponsorships add to a brand's social relevance and 2.2 times as likely to tell people about a brand they had an experience with. Brand presence Partnerships are sold at four scales: enterprise-wide across the portfolio, multi-destination, single-destination, and Ikon Pass integrations tied to Peak Perks. Sixteen brands hold portfolio-wide official-partner titles, from Coca-Cola as official beverage to Shift4 as official payment partner, and individual mountains sign local partners of their own alongside them. The deck's menu runs from sampling, sweepstakes and loyalty rewards to content, athlete and influencer support, IP licensing and data partnerships.