Powdr Enterprises, the sports marketing and entertainment division of Powdr, has announced a strategic brand partnership with Boyne Resorts. This alliance brings together the corporate partnership rights of the two largest privately-owned and operated companies in the mountain sports industry.
The goal is to provide brand partners a wide platform to reach mountain sports and active lifestyle consumers through the combined reach and influence of 19 mountain resorts across North America.
The combined offering of Powdr’s and Boyne’s resorts will be managed by Powdr Enterprises. It provides brand partners the opportunity to connect and engage with the mountain sports and active lifestyle consumers through experiential engagement on the mountains, integrated marketing and communications programs, events/activation, and content/media.
“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 more than 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 portfolio of resorts geographically represents 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 (TheSummit 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).
The Powdr-Boyne partnership comes on the heels of Powdr Enterprises’ acquisition of the Emmy Award-winning television series, World of Adventure, airing on NBC, NBCSN, and Outside Television, which showcases the best in mountain and adventure sports.