Granite Peak Parent Company Acquires Additional Ski Resorts
Wausau Driver and Review
Charles Skinner, Jr., owner of Granite Peak in Wausau, has acquired two historic ski areas in the Upper Peninsula, as well as restaurants, a hotel and other service buildings from Art Dumke, according to a press release.
The purchase includes the Indianhead and Blackjack ski areas.
The resort name will change to a new resort brand, Snowriver Mountain Resort, and the Blackjack and Indianhead base areas will be named after the two rivers that flow through the resort, Black River Basin (Blackjack) and Jackson Creek Summit ( Indianhead).
“There are two motivating factors for the upcoming name changes,” Skinner said, in a prepared statement. “The first is a sensitivity to Native American culture. And the second is to eliminate confusion because the name Big Snow is used by another ski operation. We also believe the name changes help signal a new era of capital investment at Snowriver.
Indianhead was UP’s first ski area Skinner praised staff and former owners for their work combining two ski areas into one and improving operations.
“Our team is thrilled to welcome resort staff to our family of resorts,” said SKinner.
Snowriver will continue to offer a single lift ticket for the entire resort and provide shuttle service until a lift is built.
With the acquisition, Skinner and his daughter Charlotte Skinner have created a cross-company management team called Midwest Family Ski Resorts, which will manage the properties they own. Charlotte, who has an MBA from Columbia University and a background in finance at public technology companies, will assume the role of chief of staff and chief financial officer and will report to her father, the president and chief executive officer. (chief executive officer).
Jim Vick, current General Manager and Chief Marketing Officer at Lutsen, will assume the role of Head of Ski Area. Vick will ensure excellence in grooming, snow quality and terrain variety across the resorts. Greg Fisher, current Managing Director and Chief Marketing Officer at Granite Peak, has been named Chief Marketing Officer. Fisher will direct all marketing, communications and publicity for the properties. Vick and Fisher will retain their general manager roles and will be based at Lutsen Mountains and Granite Peak respectively.
Additionally, Amanda Plummer has been named Chief Data Officer (based in Lutsen) and Caitlin Eisch has been promoted to Chief Employee Experience Officer. Several other key managers have also been appointed to cross-company positions.
“In adding the Michigan station to our team, we identified programming, policy and leadership efficiencies. Additionally, elevating veterans from each property will help our business perform better for our customers and employees,” said Chief of Staff Charlotte Skinner.
One of the first tasks for the new multi-mountain team will be to transition the new property to a new POS system as well as pass structure. The Legendary Midwest Family Ski Resorts Pass, which includes unlimited skiing and riding to Granite Peak and the Lutsen Mountains, will now include Snowriver Mountain Resort for the 22-23 season. Sales of the product have been halted at all properties as stations transition to this new product. Legendary Pass sales are set to resume on September 9 with the option to upgrade to Legendary Pass before the fall pre-season pass sale ends.