A bit of Colorado has come to Livingston County.
Vail Resorts Inc., based in Broomfield, Colo., is the new owner of Mt. Brighton -- a man-made ski and snowboard hill that opened in 1961 and rises a punky 250 feet (versus 3,300 feet at Vail).
Changes are ahead, according to an Associated Press report in Crain's Detroit Business:
Vail Resorts plans to upgrade snowmaking, parking, terrain parks, racing programs, dining and entertainment options, and instruction programs. . . . It also will review the potential for adding more summer activities [in addition to the current golf course.]
The Michigan acquisition was announced along with Vail's purchase of Afton Alps (350 feet) in Hastings, Minn., southeast of Minneapolis. AP says the Colorado firm spent $20 million on the Midwest sites, which give it "access to urban markets ripe with beginning skiers and snowboarders, as well as those who like to travel."
Mt. Brighton patrons will be offered season pass and lodging deals at Vail Resorts' seven areas in the Rockies, according to the coverage.
"More people in the Midwest take a trip somewhere else to ski than any other market," CEO Rob Katz of Vail Resorts said. "By having a local presence and really making a better connection with people, we can do better a job getting them to come to our resorts over other resorts. . . . It's a terrific way to get closer to where the customer lives."
