Today marks a new era for the Alterra Mountain Company. The ski industry giant announced that Rusty Gregory will be stepping down as CEO, and Jared Smith, the current President, will be taking his place. Rusty Gregory is stepping down in August but will remain on the board of directors as the Vice-Chairman. Jared Smith joined Alterra in 2021 and previously worked at Live Nation Entertainment/Ticketmaster for more than fifteen years. The official press release from the Alterra Mountain Company is below.
ALTERRA MOUNTAIN COMPANY ANNOUNCES CEO TRANSITION
Current President Jared Smith to be appointed CEO; Current CEO, Rusty Gregory, to become Vice Chairman of the Board
Denver, CO, May 25, 2022 — Today, Alterra Mountain Company announced that Jared Smith, the company’s President, will be promoted to Chief Executive Officer, effective August 1, 2022. At that time, Rusty Gregory, the company’s current Chief Executive Officer, will step back from day-to-day operations to become Vice Chairman of the Board.
Smith joined Alterra Mountain Company in June of 2021, tasked with operating and further developing the company’s Resort Division. Over the last year, he has focused on identifying opportunities for growth and efficiency of the operations as well as developing plans to better utilize data and technology to advance the guest experience. Smith joined Alterra Mountain Company after more than 15 years at Live Nation Entertainment where he served as President and Global Chairman of Ticketmaster. While overseeing the world’s largest ticket marketplace and the global market leader in live event technology and services, he led the company through a reinvention of its approach to client, artist, and fan engagement and transformed its sales, support, product, and technology organizations. Smith will continue to be based out of Alterra Mountain Company’s headquarters in Denver, Colorado.
“Jared has contributed a great deal to the success of the Resort Division in his time as President. He has refined our strategies, successfully motivated his people and, along with his teams, produced extraordinary results in his first year with the company,” said Rusty Gregory. “He is a natural leader, an experienced executive with the drive required to turn our ambitious vision for the future into action.”
“It’s an incredible opportunity to lead Alterra Mountain Company and continue to build on the impressive foundation that has been established by Rusty Gregory, our ownership group, and the thousands of employees who operate our business at a high level every day,” said Jared Smith, President, Alterra Mountain Company. “Over the last year, I’ve watched our exceptional team thrive and I am incredibly excited to continue that momentum as we look to our future.”
Rusty Gregory’s career in the ski industry began in lift operations at California’s Mammoth Mountain where he would rise to become an owner of the company and its Chairman and CEO. As one of the original investors in Alterra Mountain Company when it was formed in 2017, he was appointed to the Board that same year and named Chief Executive Officer in 2018. He has been instrumental in establishing the company’s culture, the acquisition of additional mountain resorts, developing the operating strategies of all 15 Alterra Mountain Company resorts across North America, and introducing the Ikon Pass. As Vice-Chairman, Rusty will act as Senior Strategic Advisor and continue to be a Director and shareholder of Alterra Mountain Company.
“I’m very proud of the team we’ve built and the work we’ve done together over the past five years to establish and grow Alterra Mountain Company into a successful enterprise that is having a positive impact on the ski industry I’ve loved being part of for over 40 years,” said Gregory. “One of my most important responsibilities as CEO has been to recruit and prepare a successor to run the company once I step down. I am confident that Jared is the right person at exactly the right time to lead the company and our teams in the pursuit of innovation and growth opportunities that lay ahead.”
About Alterra Mountain Company
Alterra Mountain Company is a family of 15 iconic year-round destinations, including the world’s largest heli-ski operation, offering the Ikon Pass, the premier season pass across the globe. The company owns and operates a range of recreation, hospitality, real estate development, food and beverage, retail and service businesses. Headquartered in Denver, Colorado, with destinations located throughout North America, Alterra Mountain Company is rooted in the spirit of the mountains and united by a passion for outdoor adventure. Alterra Mountain Company’s family of diverse playgrounds spans six U.S. states and three Canadian provinces: Steamboat and Winter Park in Colorado; Palisades Tahoe, Mammoth Mountain, June Mountain and Big Bear Mountain Resort in California; Stratton and Sugarbush Resort in Vermont; Snowshoe in West Virginia; Tremblant in Quebec, Blue Mountain in Ontario; Crystal Mountain in Washington; Deer Valley Resort and Solitude Mountain Resort in Utah; and CMH Heli-Skiing & Summer Adventures in British Columbia. Also included in the portfolio is Alpine Aerotech, a worldwide helicopter support and maintenance service center in British Columbia, Canada. Alterra Mountain Company honors each destination’s unique character and authenticity and celebrates the legendary adventures and enduring memories they bring to everyone. For more information, please visit www.alterramtnco.com.
About Ikon Pass
Ikon Pass welcomes skiers and riders to a community of inspiring mountain destinations and the people who live and play among them across the Americas, Europe, Australia, New Zealand, and Japan. Brought to you by Alterra Mountain Company, the Ikon Pass unlocks adventure at iconic and unique destinations including Aspen Snowmass, Steamboat, Winter Park, Copper Mountain Resort, Arapahoe Basin, and Eldora Mountain Resort in Colorado; Palisades Tahoe, Mammoth Mountain, June Mountain and Big Bear Mountain Resort in California; Jackson Hole Mountain Resort in Wyoming; Big Sky Resort in Montana; Stratton, Sugarbush Resort, and Killington in Vermont; Windham Mountain in New York; Snowshoe in West Virginia; The Highlands and Boyne Mountain in Michigan; Crystal Mountain and The Summit at Snoqualmie in Washington; Mt. Bachelor in Oregon; Sun Valley and Schweitzer in Idaho; Tremblant in Quebec and Blue Mountain in Ontario, Canada; SkiBig3 in Alberta, Canada; Revelstoke Mountain Resort, RED Mountain, and Cypress Mountain in British Columbia, Canada; Sunday River and Sugarloaf in Maine; Loon Mountain in New Hampshire; Taos Ski Valley, New Mexico; Deer Valley Resort, Solitude Mountain Resort, Brighton Resort, Alta Ski Area, Snowbird and Snowbasin in Utah; Chamonix Mont-Blanc Valley in France, Dolomiti Superski in Italy, Kitzbühel in Austria, Zermatt in Switzerland; Thredbo and Mt Buller in Australia; Coronet Peak, The Remarkables, Mt Hutt in New Zealand; Niseko United in Japan, and Valle Nevado in Chile. Special offers are available at CMH Heli-Skiing & Summer Adventures, the world’s largest heli-skiing, and heli-accessed hiking operation. For more information, please visit www.ikonpass.com. Image Credits: Alterra Mountain Company, Tremblant, Sugarbush Resort