Powdr, Boyne Resorts Form Strategic Brand Partnership

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SAM Magazine—Park City, Utah, Oct. 28, 2014—Powdr Enterprises, the sports marketing and entertainment division of Powdr, has forged a strategic brand partnership with Boyne Resorts. The two companies will pool corporate partnership rights to provide brand partners a diverse platform to reach mountain sports and active lifestyle consumers—and to raise the visibility of the two companies' resorts.

Managed by Powdr Enterprises, the combined offering of Powdr and Boyne's 19 resorts enables brand partners to engage with the mountain sports and active lifestyle consumers on the mountain as well as through integrated marketing and communications programs, events, and content/media.

The resorts and their brand partners alike will extend their reach via the “World of Adventure,” a broadcast series that showcases the best in mountain and adventure sports. The series airs on NBC, NBCSN, and Outside Television. Powdr acquired the series last December to be part of Powdr Enterprises' “brand solutions” strategy, which allows partners to co-create branded content for distribution across multiple platforms.

“We couldn't be more excited about our partnership with Boyne Resorts, as they are a company we have great respect for, and one that is aligned with our corporate partnership philosophy,” said Wade Martin, president of Powdr Enterprises. “We believe mountain resorts provide an amazing opportunity to bring together brands, events, content, and consumers in relevant ways. … We can deliver a very attractive demographic with unmatched scale and reach.”

The two companies host 7 million visits annually; more than 200,000 spectators attend the more than 200 events the resorts stage each year. In addition, millions engage with the Powdr and Boyne resorts monthly across a variety of marketing and communications channels.

The Powdr-Boyne portfolio of resorts is geographically diverse: Copper Mountain, Big Sky, Las Vegas Ski and Snowboard Resort, Brighton, and Gorgoza Park in the Mountain West; The Summit at Snoqualmie, Crystal Mountain, Cypress Mountain, Mt Bachelor, Boreal and Soda Springs on the West Coast; Sunday River, Sugarloaf, Loon Mountain, Killington, and Pico in the Northeast; and Boyne Highlands and Boyne Mountain in the Midwest.