Biggest Ski Resort Expansion In 15 Years Hits East Coast

Like many skiers who grew up in New York City, I spent some formative years on the slopes at Hunter Mountain. While not as big as the Vermont, New Hampshire and Maine resorts that dominate eastern skiing, Hunter has the golden rule of real estate going for it: location, location and location. At under two and a half hours from midtown (without traffic: the Daily News got there in 2:22), it’s less than half the time behind the wheel of the Vermont resorts, the next closest, and is appreciably bigger than any of the other mountains closer to the city. The News calls it, “The granddaddy of all the nearby ski-areas.”

But it is about the get even bigger. The $9 million Hunter North project is underway and will open for the coming season, and the mountain’s owner, Peak Resorts, claims it is the largest ski area expansion in the East in the past 15 years. Hunter North will add five all new trails, but perhaps more importantly, four large gladed areas in between them. Overall this increases skiable area by 25%, but it increases glade skiing at Hunter by a whopping 800%. All five new trails have snowmaking, as do 100% of the existing 58.

The new trails will be serviced in three and a half minutes by a new high speed 6-pack chair, and while Hunter has always been known for being good at moving people around the mountain, this will make it the only mountain in New York State (which has a surprisingly large number of ski resorts and twice hosted the Winter Olympic Games, once more than Utah, Colorado, Wyoming, Idaho, Montana, Vermont, New Hampshire and Maine combined) with two 6-packs. To better access the new lift and area, Hunter North is also getting its own all new entrance, parking lots and satellite base lodge.


Compared to industry giants Vail Resorts and Alterra Mountain Company, Peak Resorts is a small player, but they are big in the Northeast, where half of the company’s 14 resorts are located. The best known of these is Mount Snow, one of Vermont’s major destination ski resorts, and like Hunter, known for being the closest and most accessible in the Green Mountain State to the New York metro area, over a full hour closer than most competitors. Peak Resorts is spending another $22 million on its new flagship Carinthia Base Lodge at Mount Snow, where it anchors the East’s top terrain park. Built 10-years ago, the Carinthia park area was and still is pretty revolutionary in the world of skiing and snowboarding, with nine terrain parks including a super pipe spread across its own 100-acre mountain face. The new 42,000-square foot lodge is five-times the size of the one it is replacing – just the heated deck is bigger than the entire old lodge. It features a new coffee bar, two real bars, a large modern multi-station cafeteria, a sit-down restaurant, retail, rental shop, and ski patrol office. This comes on the heels of last season’s $30 million snow making upgrade, giving Mt. Snow some of the most reliable conditions in the east.

Like it’s bigger competitors, Peak Resorts has created its own multi-mountain season pass product,the Peak Pass (read all about this great trend in the ski industry here). It offers unlimited skiing and riding at seven northeastern mountains in Pennsylvania, New York, New Hampshire and Vermont, the biggest of which are Mt. Snow, Hunter and Attitash and Wildcat in NH. There are several iterations of the pass, but notably their Drifter model redefines the notion of a youth pass by offering a substantial discount on the all access, no blackout option for everyone under 30 at $399. Those 30 and over fork over $829 (reduced to $599 until 10/19/18) but get some additional benefits like lodging discounts and free skiing at the company’s Midwestern resorts. By comparison, in the Northeast, Vail Resorts’ national industry leading Epic Pass includes Stowe and Okemo in Vermont and Mount Sunapee in New Hampshire, while Alterra’s Ikon Pass includes Maine’s two biggies, Sunday River and Sugarloaf; Vermont’s Sugarbush, Stratton and Killington, New Hampshire’s Loon and Quebec’s Tremblant.


Written by: Larry Olmsted

Follow On Twitter @TravelFoodGuy

VF Corp. CEO Steve Rendle Talks Company’s ‘Purpose-Led Journey’

The leader of one of the largest outdoor and active lifestyle corporations said diversity and inclusion should be priorities that are equal to shareholder value in today’s business model—for both his company and the industry as a whole.

Steve Rendle, chairman and CEO of VF Corp.—parent of such iconic brands as The North Face, Vans, Smartwool, Altra, High Sierra, Timberland, Icebreaker and others—told attendees of last week’s Camber Outdoors Thought Leader Keynote Breakfast that the company is fully committed to improving hiring practices to ensure an inclusive workforce.

In his speech, “Equity in the Outdoors: Powering a Movement,” Rendle outlined VF’s journey that the company began last year to elevate its mission of achieving more than merely growing the bottom line.

“We are striving to become a purpose-led, performance-driven corporation,” Rendle said. “Historically, VF has been a strong business operator. Yes, we acquire brands and help them achieve their full potential to grow, but really what sits at the heart of VF is our business discipline, our operational discipline and how we think about driving value for shareholders.”

As a company with $12 billion in annual revenue and a broad portfolio, VF is in position to reach across the outdoor and active lifestyle marketplaces and truly make a difference, Rendle said. This is something VF’s leadership has been discussing since he joined the team a little more than a year ago.

“What’s different today is not that we weren’t purpose-led in the past, but today I stand here to tell you that a couple of months ago at a meeting we made a commitment to put purpose on par with performance and to drive all of our decisions not as an ‘either-or’ but as an ‘and.’”

Rendle outlined the ways that VF is working to achieve this goal, which begins with the company looking at what customers demand from the outdoor and active lifestyle brands they choose to do business with.

“Often I ask, ‘what’s that common thread that’s helped VF grow over the last 119 years?’” he said. “I will tell you; it’s a willingness to transform and evolve as we pay attention to what’s going on in the consumer apparel and outdoor marketplace. It’s that passion and understanding of what it means to run a powerful business that’s connected to where consumers are going that’s guided our growth over the years.”

Rendle, who has shared some of these ideas on recent earnings calls, then apologized to other CEOs in the room before telling them (with a laugh): “We intend to be the first place that people want to work in this industry.”

VF is poised to take a leadership role in this industry, he added, because the outdoors world fosters this type of corporate stewardship.

“We power movements of sustainable and active lifestyles for the betterment of people and our planet,” Rendle said. “This will shape how we think about all of the decisions we make, but more importantly it brings the ‘why’ to the ‘how’ and the ‘what’ of our strategy. That’s what was lacking for all these years, the definition of ‘why.’”

Rue Mapp

Before Rendle took the stage, Rue Mapp, CEO and founder of Outdoor Afro as well as a board member of the Outdoor Industry Association, spoke to the breakfast crowd about the efforts now underway to connect more people to the outdoors.

While there has been a lot of success in this endeavor, “we still have more urgent work to do,” Mapp said. “So I ask you these questions: What is your real commitment? What are you willing to give up, to share? How are you willing to step aside and give space to the ones you’re trying to reach? And who are you willing to mentor?”

She closed with a poignant African proverb that sums up the industry’s need for the necessity of inclusion and collaboration to further efforts of engaging more people: “If you want to fast, go alone; if you want to go far, go together.”

A common theme that both Rendle and Mapp touched on was the impact that Ann Krcik had not only on them but on so many throughout the industry. Krcik, who co-founded Camber Outdoors—then known as Outdoor Industries Women’s Coalition (OIWC)—left a lasting legacy for the lives she touched in the outdoor industry on a personal and professional level.

“She believed in our mission,” Mapp said, “and gave us space to be great.”

“Her spirit and her passion sit inside of each one of us,” Rendle said. “Much of what our journey is about, her fingerprints are all over this.”



SGB Media

Written by: Eric Smith, 

How Stüssy Foresaw the Future of Fashion

We preview a new book about the revolutionary brand and explore its influence on fashion, and why it was so ahead of its time

When looking at pictures of Stüssy t-shirts and campaigns, it’s often hard to distinguish what’s from the past and what’s current. The handwriting is the same, literally. In Shawn Stüssy’s inimitable scrawl, the brand has a rich visual language, one that feels slightly nostalgic – created long before the days of Photoshop, but still relevant.

That relevancy is explored in Stüssy’s latest book, released in collaboration with London publishing house IDEA, which looks at the Californian brand’s t-shirts, spanning from the early 80s up until present day. Under the guidance of stylist Alastair McKimm and Ryan Willms (the founder and former Editor-in-Chief of Inventorymagazine who works with Stüssy on special projects), it does an excellent job of further blurring the lines between old and new, as old yellowed t-shirts are shot by contemporary photographers such as Alasdair McLellan, as if to hammer home the point that it doesn’t really matter. What matters is that Stüssy remains as intriguing and exciting as it ever was. But how did it get here; from hawking hand-shaped surfboards by the beach to becoming one of the most influential fashion brands in existence?

While Shawn Stüssy started out making surfboards – and still does to this day, having exited his eponymous brand in 1996 – it was ultimately his t-shirts that thrust his work into the spotlight. It was a time where there were few ways of identifying yourself as being different, according to Chris Gibbs, owner of Los Angeles streetwear store Union (which also once shared a retail space with Stüssy’s): “Before street wear (sic) you often would wear something from your favourite team or band or sports brand. Or take it step further a lot of kids would wear clothing from brands that didn’t represent them at all,” Gibbs said. Stüssy – arguably the first of its ilk – was the antidote to that, deftly blending skate and surf, hip-hop, punk and club culture. It came about as a combination of Stüssy’s inherent fascination with underground subcultures, and a happy accident – he first printed t-shirts with his iconic writing style as a promotional tool to help sell his surfboards.


While the brand was not an overnight success, by the end of the 80s it had come to be adopted on both coasts of the US, with knowing nods being exchanged between strangers wearing one of the brand’s pieces. The curatorial aspect to Stüssy’s designs was key, often using t-shirts as a canvas to deliver an eclectic mix of graphics and counter-cultural cues. That in itself was a radical act – at that point, no brand had ever considered appealing to the otherness of teenagers. Now, it accounts for a whole sub-genre of fashion design, seeping into the work of everyone from Raf Simons to Neek Lurk of cult internet brand Anti Social Social Club. (Lurk also works for Stüssy, maintaining a job at the company despite the meteoric rise of his label).

But arguably Stüssy’s most powerful and lasting act came in its decision to begin subverting the logos of other brands. When, in the middle of that 80s, Stüssy created an interlocking ‘S’ emblem in homage to Chanel, it inadvertently spawned a whole new mode of t-shirt design. It might not having been the first to riff on the iconography of other brands, but it certainly pushed the idea into the consciousness of the fashion mainstream. Without it, there would be no DHL by Vetements, no Gosha-does-Hilfiger, and no Palace spin on the Versace Medusa head.


It was not simply Shawn Stüssy’s visionary design outlook which endures today, the brand – under the guidance of its founder – also pre-empted “influencer marketing”. Except, rather than #sponsored #ad bloggers, he created a global network of friends and confidants – a mixture of DJs, club kids and sharp dressers – who would ultimately spread the word about Stüssy in their respective cities of Tokyo, New York and London. This loose group of affiliates was dubbed the International Stüssy Tribe (IST) and, like Stüssy’s Chanel-homage, continues to influence fashion to this day. Arguably one of the biggest talking points in fashion of the last year, the Louis Vuitton x Supreme collaboration, can be traced back to Michael Koppelman, owner of London’s Gimme5 and an original IST member. Not only did he help establish Stüssy in the UK, he did the same for Supreme, as well as giving a start in fashion to a young designer by the name of Kim Jones. Hiroshi Fujiwara, another original recent collaborator of Jones’ at Louis Vuitton was another key Tribe member.

“I think that Stüssy was definitely a pioneer in creating a community with subcultures around the world,” says Willms when asked about the unique nature of the International Stüssy Tribe. “I met Lono Brazil in Paris two years ago, he’s a 50 year old music producer and model and he threw the original Stüssy party in Tokyo. Through that connection I’ve got to hang out with him, photograph him for other jobs, listened to his music and learnt about Chicago house, and met other people in his community. So the reverberation from these interconnected subcultures around the world have been echoing for nearly 40 years now, bringing an unlikely group of people together to create something really special.”


The irony of it all is that when Mr Stüssy departed his brand, he cited creative differences. In a 2013 interview with Acclaim Magazine, he said of his departure: “I saw the next phase that wasn’t a skateboard or surfboard company. A.P.C. was just happening, and you’ve watched agnès b. all those years, COMME des GARÇONS, and Yohji, so I would come back with this vision of the next phase, of evolution, and it was what it was and nobody else wanted it to go any further.” Now, those kinds of brands – the kind that show at Paris Fashion Week and are stocked in Dover Street Market – are selling variations on ideas that Stüssy created, collaborating with his former Tribe peers, and then marketing them to us in a manner that he pioneered.

While Stüssy’s rise has not been without its challenging moments – it has skirted dangerously close to becoming an American “mall brand” at points – it remains sought after. For any label to continue to command the attention of swathes of kids, nearly four decades after it first printed its logo onto a blank t-shirt, is a remarkable feat. Throughout those years it has also brought together a bevy of top-class photographers – Ari Marcopoulos, Juergen Teller, Willy Vanderperre and Tyrone Lebon all feature in this book – whilst continuing to influence brands at both ends of the fashion spectrum. An IDEA Book About T-Shirts By Stüssy is an immersive look at this specific kind of genre-blending brilliance – it’s also a template for others looking to catch up.

An IDEA Book About T-Shirts By Stüssy is available exclusively via IDEA and its partner stores and also at Stüssy stores from August 25.


Written by: Calum Gordon

Running Rebrand: Fleet Feet Refreshes Logo, Drops ‘Sports’ From Name

Fleet Feet decided that the company’s longtime logo could no longer keep pace in today’s fast-moving business landscape, so at last week’s franchise conference in Minneapolis, the company’s leadership team unveiled a brand refresh that signals a new leg in the retailer’s journey.

“We’re a brand 42 years in the making—or as we like to say, 42 years of a lot of sleepless nights,” Fleet Feet CEO Joey Pointer told SGB.

Those many sleepless nights yielded a rebranding campaign that includes a few new features. The most prominent is the addition of a “torch” image placed in between “Fleet” and “Feet” in the company’s logo.

“The base of the logo symbolizes the spark of inspiration provided by Fleet Feet to runners, while the top portion represents the flames of commitment fanned by the brand through its staff, gear and programs,” the company said in a press release.

The logo also drops the word “Sports” from the company’s name. Pointer, who spoke with SGB at the franchise conference last week (read the SGB Executive Q&A), said this allows local franchises to better incorporate their hometown in store signage and marketing efforts, so “Fleet Feet Memphis” or “Fleet Feet Austin” (whose store sign is pictured above) instead of the more generic “Fleet Feet Sports.”

Besides, he added, customers rarely used the “Sports” when mentioning the store name and associates rarely used it when answering the phone. “And the city name is important to us since the stores are locally owned and operated,” Pointer added.

On top of that, removing “Sports” makes the stores more inclusive to customers who are shopping for products beyond the realm of sports, such as casual wear. At the same time, he said, “We want to own the sport of running and be sort of the authoritative leader. Any surface, any distance, any level, whether that’s cross country, track and field, trail, a growing sport and, of course, the road, where we’ve really dominated over the last 40 years.”

The refresh will be at the heart of the brand’s new digital campaign, “Let’s Go,” which Fleet Feet will roll out across social media over the next several months. The company even made a video to showcase the campaign:

Though Carrboro, NC-based Fleet Feet debuted the logo—which looks like an “F,” giving it a dual purpose—to stores and vendors last week, the company didn’t unveil the rebranding to the general public until Tuesday.

The logo changes, which also feature new fonts and color schemes, better capture the spirit of the 42-year-old retailer, Pointer said. Still, the move wasn’t without risk. While he wanted to bring an iconic image to Fleet Feet’s logo in the way that Starbucks and Lululemon are easily identified by their siren and stylized A, respectively, he understood that changing a company’s look and feel is laden with pitfalls.

“I lost the most amount of sleep over changing that mark,” Pointer said. “I didn’t want to be the guy that invented new Coke and it was a complete fiasco.”

The updated logo is being rolled out on and the brand’s national social media accounts. Stores will adopt a rolling change starting Tuesday for all digital assets, with printed assets following behind over the next several months. The new logo also will be incorporated in some co-branding efforts, including a shoe with Brooks and an insole with Superfeet, in addition to private label footwear and apparel.

“For over 30 years, our previous logo worked because of the effort our owners and staff put into giving it meaning through their actions in their communities,” said Brent Hollowell, vice president of marketing and vendor management for Fleet Feet. “This new logo builds upon those actions while modernizing and strengthening it for use digitally, on private label gear and apparel and out in the community.”

Fleet Feet, whose footprint now includes 176 locations in 37 states, continues to honor the company’s storied past while also moving forward. The company last year rebranded its running groups as Fleet Feet Running Clubs as a nod to their former name. And a new collaboration with Brooks will also pay tribute to the house where Fleet Feet was founded in Sacramento, as well as the colors and styles of the 70s.

But while the old logo and branding position served the company well for 30 years, “times have changed,” Pointer added. “We live in a digitally native society, and it just wasn’t the right logo for that. As we talked about our brand and our essence, Fleet Feet is all about inspiring and empowering. I could list story after story of how, over the last 42 years, that’s our brand truth; that’s our essence.”

“When you overlay our vision to inspire the runner and our mission of empowering anyone who runs, that is fundamental.”

Photos and video courtesy Fleet Feet



Eric Smith

SGB Online


étendant ainsi sa famille de destinations et les expériences qu’elle offre dans cet état

DENVER (Colorado),  – Alterra Mountain Company a annoncé aujourd’hui qu’elle a conclu un accord visant l’achat de la station Solitude Mountain située dans l’Utah, ce qui porterait à 13 le total des destinations de la société ouvertes à l’année en Amérique du Nord, y compris le plus grand centre d’héliski au monde.

« Entretenant déjà une relation étroite avec la station Deer Valley, Alterra Mountain Company s’est dit que Solitude Mountain représenterait un ajout à la fois naturel et formidable à sa famille de destinations. Nous sommes particulièrement heureux d’étendre notre portée dans l’Utah et d’offrir une expérience de ski et de planche à neige supplémentaire dans un état reconnu pour sa grande passion pour la neige et la montagne », a déclaré Rusty Gregory, chef de la direction d’Alterra Mountain Company.

La station Solitude Mountain se trouve à seulement 55 kilomètres de l’aéroport international de Salt Lake City (SLC) et à moins d’une heure de la station Deer Valley, dans le célèbre Big Cottonwood Canyon. La montagne propose aux skieurs et aux planchistes 77 pistes, trois cuvettes alpines et un dénivelé de 619 mètres (2 030 pieds), répartis sur 1 200 acres, et ce, en plus de certains des sous-bois les plus impressionnants du pays. En outre, son village pittoresque offre des hébergements de type « skis aux pieds » ainsi que des activités à l’année pour les visiteurs de tous âges.

« En rejoignant l’impressionnant groupe de destinations d’Alterra Mountain Company, la station Solitude Mountain se met en position de force pour continuer à développer et à renforcer sa marque et sa culture, a affirmé Kim Mayhew, directrice générale. Nous sommes enthousiasmés par les occasions que cette transaction créera pour nos clients, notre personnel et la communauté de Big Cottonwood Canyon. »

La transaction, qui devrait être conclue d’ici la fin du troisième trimestre de 2018, est assujettie à certaines conditions, y compris des approbations réglementaires. Les termes de la transaction n’ont pas été divulgués. De plus amples détails, dont ceux sur l’inclusion à l’Ikon Pass, seront publiés une fois que tout sera terminé.

Les stations d’Alterra Mountain Company proposent aux visiteurs à la recherche d’aventure, de liberté et de plaisir en plein air des conditions de ski et de planche à neige exceptionnelles, en plus de diverses activités toutes saisons. La famille de destinations récréatives s’étend sur cinq états américains et sur trois provinces canadiennes : Steamboat et Winter Park Resort au Colorado, Squaw Valley Alpine Meadows, Mammoth Mountain, June Mountain et Big Bear Mountain Resort en Californie, Stratton au Vermont, Snowshoe en Virginie-Occidentale, Tremblant au Québec, Blue Mountain en Ontario, Deer Valley dans l’Utah et CMH Heli-Skiing & Summer Adventures en Colombie-Britannique. Alterra Mountain Company a été créée lorsque des sociétés affiliées de KSL Capital Partners, propriétaires de Squaw Valley Alpine Meadows, et de Henry Crown and Company ont acheté Intrawest, Mammoth Resorts et Deer Valley Resort en 2017.

L’entreprise a comme principe de laisser les dirigeants des différentes destinations faire preuve de détermination, de créativité et d’audace dans le but de conserver le caractère authentique de chaque montagne. Reconnaissant la valeur inestimable de la culture unique de chacune des communautés, Alterra Mountain Company a pour objectif de préserver et de soutenir ses deux ressources les plus importantes : les montagnes ainsi que les gens qui y vivent et qui s’y amusent.

En janvier 2018, Alterra Mountain Company a introduit l’Ikon Pass pour l’hiver 2018-2019, la nouvelle norme en matière d’abonnement de ski saisonnier. Cette passe offre aux skieurs et aux planchistes un accès à 26 destinations montagneuses en Amérique du Nord, dont 12 appartenant à Alterra Mountain Company et 14 exploitées par des sociétés partenaires.

À propos d’Alterra Mountain Company Alterra Mountain Company regroupe 12 destinations emblématiques ouvertes à longueur d’année, dont le plus grand centre d’héliski au monde, en plus d’offrir l’Ikon Pass, le nouveau standard en matière d’abonnement de ski saisonnier. La société détient et exploite un éventail de commerces de loisirs, d’hôtellerie, de développement immobilier, de restauration et de vente au détail. Établie à Denver, au Colorado, et offrant des destinations aux quatre coins du continent, l’entreprise est ancrée dans l’esprit de la montagne et unie par une passion pour l’aventure en plein air. La famille de destinations récréatives Alterra Mountain Company s’étend sur cinq états américains et sur trois provinces canadiennes : Steamboat et Winter Park Resort au Colorado, Squaw Valley Alpine Meadows, Mammoth Mountain, June Mountain et Big Bear Mountain Resort en Californie, Stratton au Vermont, Snowshoe en Virginie-Occidentale, Tremblant au Québec, Blue Mountain en Ontario, Deer Valley dans l’Utah et CMH Heli-Skiing & Summer Adventures en Colombie-Britannique. La société mise sur le caractère unique et l’authenticité de chaque destination et célèbre les aventures légendaires et les souvenirs durables qu’elle apporte à tous ses hôtes. Alterra Mountain Company est également propriétaire d’Honua Kai Resort and Spa à Hawaii. Pour obtenir de plus amples renseignements, visitez le

À propos de la station Solitude Mountain La station Solitude Mountain est un endroit pur, authentique et immaculé. Que vous soyez un skieur ou un planchiste débutant ou expert, vous passerez certainement une journée parfaite à la montagne. Située à Big Cottonwood Canyon, dans l’Utah, cette destination recevant des chutes de neige annuelles atteignant jusqu’à 1270 centimètres (500 pouces) propose huit télésièges, 65 pistes et trois cuvettes alpines répartis sur plus de 1 200 acres de terrain.

À propos de l’Ikon Pass L’Ikon Pass constitue le nouveau standard en matière d’abonnement de ski saisonnier puisqu’il donne accès aux montagnes les plus emblématiques d’Amérique du Nord, permettant ainsi de vivre des aventures hivernales authentiques et mémorables. Offerte par Alterra Mountain Company, l’Ikon Pass permet de découvrir une multitude de destinations aux pentes réputées, notamment Aspen Snowmass, Steamboat, Winter Park Resort, Copper Mountain et Eldora au Colorado, Squaw Valley Alpine Meadows, Mammoth Mountain, June Mountain et Big Bear Mountain Resort en Californie, Jackson Hole Mountain Resort au Wyoming, Big Sky au Montana, Stratton, Killington et Sugarbush Resort dans le Vermont, Snowshoe en Virginie-Occidentale, Tremblant au Québec et Blue Mountain en Ontario, au Canada, SkiBig3 en Alberta, au Canada, Revelstoke Mountain Resort en Colombie-Britannique, au Canada, Sunday River et Sugarloaf dans le Maine, Loon Mountain dans le New Hampshire, Deer Valley Resort, Alta et Snowbird dans l’Utah. Des offres spéciales sont également offertes au CMH Heli-Skiing & Summer Adventures, le plus grand centre d’héliski au monde. Pour obtenir de plus amples renseignements sur l’Ikon Pass, visitez le



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