Arizona Snowbowl’s terrain, advanced snowmaking system and Forest Service-approval for future improvements were positive factors in the decision to purchase the resort, according to James Coleman of Sipapu Ski and Summer Resort and Pajarito Mountain Ski Area of New Mexico. On Oct. 29, Arizona Snowbowl announced they had entered into an agreement to sell 100 percent of the ski area to Coleman and a group of investors. The same day, Colorado’s Purgatory at Durango Mountain Resort made a similar announcement that they, too, had agreed to sell to Coleman. The separate transactions created a group of four resorts that now form the largest mountain collective in the Southwest.
“Arizona Snowbowl is uniquely positioned for tremendous growth,” said Coleman, managing partner, in an exclusive interview. “Their state-of-the-art snowmaking system, approved improvements, including new high-speed lifts, incredible terrain and proximity to key metropolitan areas such as Phoenix, Tucson and Las Vegas made the decision for our investment group to purchase Arizona Snowbowl a natural one.”
“We will always cherish our relationships with our season pass holders, employees and local skiers,” said J. R. Murray, who will remain as general manager of the Arizona resort. “Arizona Snowbowl will now have the marketing power of a larger group of four southwest ski areas. The marketing efforts will reach from Western Texas to Southern California. For Flagstaff, that means increased visitation to the area. It will help extend one-day trips to two- and three-day trips for people who stay in hotel rooms, dine at local restaurants and buy at local retail outlets. That means jobs.”
Murray points out that they were fortunate to have a buyer that has similar goals, as opposed to a large conglomerate that owns large ski areas. “Coleman is a skier and brings the enthusiasm of the sport to the business. That might not have been true if we were purchased by a larger corporation,” Murray said.
Coleman got involved in ski resorts 15 years ago when he bought the ski area at Sipapu near Taos, New Mexico. Since then, Coleman has doubled the terrain and visits have quadrupled. With a focus on making skiing and boarding affordable and available to everyone, the entrepreneur has transformed Sipapu Ski and Summer Resort into the fastest growing ski area in New Mexico. Coleman lives in Durango and has offices there and in Austin, Texas. He and his wife have two high-school-aged children, including a son who is a successful competitor on the local ski team at Purgatory at Durango Mountain Resort.
“This means a great deal for Snowbowl and the surrounding community,” said Jason Stratton, director of sales and marketing at Arizona Snowbowl. “We’re excited about the new energy and the new capital that comes along with an owner like James Coleman.”
“We’re blessed to have our previous owners, Eric Borowski and partners, who laid an amazing foundation of snowmaking for the resort. This is a natural progression for snowmaking and improvements,” Stratton continued. “The master plan has been approved for new chairlifts and increased terrain, and now with the infusion of new ownership and new capital, we’ll see those already approved upgrades become a reality sooner than later. In the master plan, snowmaking came in phases; we hope with this new partnership we will complete the master plan.”
Although no timeline had yet been set for improvements as this article went to print, Murray notes that the new team recognized that reducing lift lines was an important goal. Expanding summertime operations could include mountain biking and tubing. The purchase of the ski area includes Ski Lift Lodge on Highway 180 and private property in Fort Valley.
“We’ve met with the employees… we’ve had conversations with leadership and overall, the feeling is of tremendous excitement,” said Stacey Glaser, director of ski area marketing for the group. “These are men and women who are skiers and have been in the ski industry. They are really excited about this opportunity, especially since all are so close to each other.”
“To our most loyal customers, existing benefits will stay the same with one addition, our passes will include unlimited skiing and riding at Sipapu and Pajarito,” said Stratton. Discounts at Purgatory will remain the same, 50 percent off with some blackout dates. Arizona Snowbowl averages 500 employees each season and plans to open on “White Friday” Nov. 28. FBN
Arizona Snowbowl
Pajarito Mountain Ski Area, Los Alamos, New Mexico
Purgatory at Durango Mountain Resort
Sipapu Ski and Summer Resort, 20 miles southeast of Taos, New Mexico
By Stacey Wittig
Flagstaff Business News
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