SAM Magazine—Park City, Utah, Oct. 18, 2016—In an effort to solidify its identity, Powdr has undergone a company-wide rebrand that spotlights its transformation into an experiential adventure lifestyle organization with a diverse portfolio.

“The new Powdr brand image more accurately and authentically represents who POWDR is today,” explained John Cumming, founder and CEO. “Our company has gone through a significant transformation and diversification over the years, and we're excited to have our brand identity aligned with our growth and the company we are now.”

Powdr has been adding a variety of businesses to its balance sheet, including the expansion of Woodward with plans for Woodward Park City, Woodward Hard Rock Hotel & Casino in Riviera Maya, Mexico; and Woodward Hard Rock Hotel & Casino in Punta Cana, Dominican Republic; as well as the purchase of adventure outfitter Sun Country Tours, based in central Oregon. The company also recently acquired Eldora Mountain Resort in Colorado, its eighth ski area.

According to the rebrand announcement, “Key to the rebranding was cementing the company's vision and mission; making clear the company's renewed business commitments; and spotlighting Powdr's focus on impactful and enduring growth, family first experiences on and off the mountains, and forward-facing sustainability efforts.”

“Any company hoping to have a long track record of success needs to evolve to remain relevant in today's fast changing marketplace,” said Cumming.

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