On Oct. 28, Powdr Enterprises, the sports marketing and entertainment division of Powdr, announced a strategic brand partnership with Michigan-based Boyne Resorts. This alliance brings together the corporate partnership rights of the two largest privately owned and operated companies in the mountain sports industry to provide brand partners an unparalleled platform to reach mountain sports and active lifestyle consumers through the combined reach and influence of 19 authentic mountain resorts across North America.
Managed by Powdr Enterprises, the alliance provides brand partners the opportunity to integrate marketing and communications programs, events/activation, and content/media.
The portfolio of resorts is geographically attractive, representing strong regional offerings in the Mountain West (Copper Mountain, Big Sky Resort, Las Vegas Ski and Snowboard Resort, Brighton Resort, and Gorgoza Park), the Pacific Northwest (The Summit at Snoqualmie, Crystal Mountain, Cypress Mountain, Mt. Bachelor, Boreal Mountain and Soda Springs), the Northeast (Sunday River, Sugarloaf, Loon Mountain, Killington, and Pico Mountain), and the Midwest (Boyne Highlands and Boyne Mountain).
“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. Now, with the diversity of this alliance, we can deliver a very attractive demographic with unmatched scale and reach.”
The combined exposure opportunities of the two resort companies will allow brand partners to connect with over 7 million people who visit the resorts annually and over 200,000 spectators who attend the more than 200 events hosted at the resorts each year. In addition, partners have access to an audience of more than 10 million people who engage with the Powdr and Boyne resorts monthly across a variety of marketing and communications channels.
“Our decision to partner with Powdr Enterprises has quickly proven to be the right choice,” said Stephen Kircher, president of Boyne Resorts’ eastern operations. “We considered a few options to achieve the boost into the corporate partnerships arena we were seeking and are excited about the possibilities they can tap with this combined portfolio.”
The Powdr-Boyne partnership comes on the heels of Powdr Enterprises’ acquisition of the Emmy Award-winning television series “World of Adventure,” which airs on NBC, NBCSN, and Outside Television and showcases the best in mountain and adventure sports. The series is part of Powdr Enterprises’ “brand solutions,” as it provides the opportunity to co-create premium, branded content with turnkey distribution across multiple platforms, and is an amplifier for the Powdr-Boyne offering.