Vail Resorts Buys Hoigaard's

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SAM Magazine—Minneapolis, Minn., April 25, 2013—Vail Resorts has purchased longtime Twin Cities retailer Hoigaard’s, complementing it purchase last fall of Afton Alps.

Hoigaard’s will be part of Vail’s retail division, Specialty Sports Venture, which includes more than 175 stores in Colorado, California, Nevada and Utah, along with an online retail operation and O2GearShop in Appleton, Wis. The new store will be SSV’s first in Minnesota. Hoigaard’s has been in business for 118 years, and in the ski business since 1960. As is its custom, Specialty Sports Venture will keep the Hoigaard’s name and retain the local management and employees.

Hoigaard’s president Todd Brewer said the two companies have had a marketing relationship for several years; the store has been selling the Epic Pass, good at ski resorts in Colorado and California and now Afton Alps, as well.

Afton Alps is hoping the acquisition will help it reach a broader swath of the Twin Cities market. “Most of our visitors are from the eastern side of the cities,” said Amy Reents, former Afton Alps owner and now marketing manager. “This is a chance to grow our visits from the western side of the Twin Cities.”