Powdr Corp. buys events company, adds Copper Mountain Resort to new multi-resort ski pass
Powdr Corp. announced Tuesday, March 24, the acquisition of Human Movement Management, an active entertainment and event production company that produces running races, festivals, triathlons, obstacle races and outdoor events.
Human Movement Management (HMM) is the latest addition to Powdr’s business portfolio that includes mountain resorts, action sports camps, content production and media.
Headquartered in Park City, Utah, Powdr owns eight mountain resorts including Copper Mountain Resort. Powdr also owns Woodward, an action sports camp and progression center with a location at Copper, and the Outside Television network.
HMM was recently named one of Inc. Magazine’s 500 fastest growing companies and one of Outside Magazine’s “Best Places to Work.”
“We have always used our passion, creativity and imagination to come up with our events, and we feel like we found the perfect home with the Powdr family,” said Jeff Suffolk, HMM founder and president. “We are excited to grow our existing events, but more importantly, work with the incredible Powdr platform to develop new and unique events and programming.”
Over the last decade, HMM has produced some of the largest mass participatory events in North America. HMM currently produces more than 100 events annually, including the Dirty Girl Mud Run, The Ugly Sweater Run, The Zombie Run, Rocky Mountain Triathlon, Rocky Point Triathlon and a series of Oktoberfest festivals.
Suffolk said the acquisition will help HMM focus more on mountain-centric events and add new roles in event production and marketing.
HMM now employs about 100 employees, and its 2014 revenue was about $9.1 million, Suffolk said. Based in Louisville, Colorado, HMM will move into a new office there in two weeks.
Though skiing is still Powdr’s bread and butter, the company is branching out with mountain biking, summer activities, events and other programming at resorts that have the facilities and people to do more, said Wade Martin, president of Powdr Enterprises.
“We think it’s really important to diversify what we’re doing and really look at these properties at mountain resorts that can play a lot of different roles and do a lot of different things,” he said.
HMM’s Dirty Girl Mud Run series will make one of its 15 stops at Copper for the first time this September.
The mud run is a 5k obstacle course for women that raises funds for Bright Pink, a nonprofit that addresses ovarian and breast cancer.
HMM also will put on the Rocky Mountain Triathlon for the fifth year in a row north of Silverthorne.
THE M.A.X. PASS
Powdr also recently announced that it joined forces with Intrawest and Boyne Resorts in a campaign to battle Vail’s wildly popular Epic Pass.
The trio represent the nation’s three largest resort operators behind Vail Resorts, and they’ve united their 22 collective resorts to create the new Multi-Alpine Experience ski pass, or M.A.X. Pass.
The pass will give holders five free days at the companies’ 22 ski areas in Canada and a dozen states across the U.S., including at Copper Mountain, Winter Park and Steamboat Springs in Colorado.
At $699 for adults, the M.A.X. Pass targets the Epic Pass, the most popular season pass in the resort industry, which now costs $769 for adults. The Epic Pass gives unlimited skiing at Vail Resorts’ 11 ski areas in five states.
The M.A.X. Pass costs $499 for teens ages 13 to 17 and $249 for kids ages 6 to 12. Season pass holders at any of the three company’s resorts can add M.A.X. Pass benefits for $249.
For full-season Copper access, skiers and riders must buy Copper’s Secret Season Pass, which costs $529 for adults and includes three days each at Monarch Mountain and Taos Ski Valley, two resorts not part of the M.A.X Pass collective.
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