REI offers “adventure concierge” service at Copper
Copper Mountain always feels different somehow. The experience begins at the Copper Mountain exit off Interstate 70, with the familiar view of twin 13,000-foot pinnacles 5 miles to the south, Crystal Peak and Pacific Peak.
With that comes the promise of an even better view of those graceful majestic summits from the top of Copper Mountain, one of my favorite panoramas in all of Colorado skiing. Whenever I see Crystal and Pacific, recalling sweet memories of climbing them, I feel like I’m coming home.
The folks who run Copper know a lot of Coloradans feel that way about this place, and they have sought to reinforce it by rebranding of the resort, “Raised on Colorado.” And for those of us who see the mountains as an opportunity for adventure rather than an excuse for gourmet dining and luxury shopping, Copper has a very cool addition this year.
Copper has formed a partnership with REI, which opened an Adventure Station in Camp Hale Outfitters at the Center Village. It is staffed daily from 7:30 a.m. to 5:30 p.m. by REI personnel who offer information about recreational opportunities in the area, and they will conduct classes on the mountain in various outdoor pursuits. It is similar in concept to the Outdoor Recreation Information Center in REI’s Denver flagship store at Confluence Park.
“We have this in a few of our flagship store locations, and it’s meant to be kind of an adventure concierge,” said Jason Lane, who is REI’s outdoor programs manager and is based at the co-op’s Seattle headquarters. “You might want to learn how to build a
snow cave or how to do winter camping or winter survival. We can show you where to go and how to do it on your own if you so choose. Or, we can sign you up for one of our guided programs, where we actually instruct.”
There is a collection of maps and guide books for adventure-minded visitors to peruse. They can tell you about Mayflower Gulch, a few miles south near Pacific Peak, which is one of the most beautiful and family-friendly backcountry ski tours in the central mountains of Colorado. They can fill you in on backcountry options at Vail Pass, 5 miles to the north. If you need gear, you can rent snowshoes and fat-tire bikes.
Over the winter, REI personnel will conduct a variety of guided onmountain experiences at Copper, including snowshoe ascents of the mountain, classes in making snow caves, winter camping and survival skills. REI will operate the Adventure Station in the summer, too.
It’s a savvy fit for Copper, which is owned by Utah-based Powdr Corp. Powdr is family-owned and led by chief executive John Cumming, who cofounded Mountain Hardwear. Before that, Cumming was a big-mountain guide for Rainier Mountaineering Inc., one of the world’s most respected mountaineering operations. RMI was founded by Lou Whittaker, whose twin brother, Jim, ran the first REI retail store in 1955 and became the first American to climb Mount Everest in 1963.
There is no retail at REI’s Copper Mountain station, but there is a new REI store in nearby Dillon that opened last spring. Visitors to the Adventure Station can identify items they want to buy at a computer station there, make the purchase and put it on hold for pickup at the Dillon store.
With its Raised on Colorado brand, Copper wants to be perceived as a locals mountain, not only by Front Range skiers and riders but also by destination visitors who want to play where the locals do. For this season, Copper renovated and expanded the old Endo’s restaurant at the base area at a cost of $1.5 million, partnering with Denver’s 10 Barrel Brewing Company, which collaborated on the beer selection and menu.The new restaurant, the Tenmile Tavern, is one of three redone restaurants in the Center Village.
“From a ski industry perspective, we’re not turning over millennials and getting them into skiing as we would like to,” said Copper Mountain spokeswoman Taylor Prather. “Especially with what’s going on in Denver, there is such a huge population explosion. We’d like to create programs and experiences that attract them, at least get the new Denver up here, and then they can decide what they want to do.”
Maybe that means riding Copper’s new mountain coaster after learning to ski or ride at Copper’s revamped beginner area, where there is a new lift that will transform the beginner experience. Or it could be discovering the alpine world through REI.
“Our mission is to inspire, educate and outfit people for a lifetime of adventure and stewardship,” Lane said. “That’s exactly what we’re doing here. We think of this as our base camp to get out there. We’ll meet up here, we’ll get started, we’ll talk about the day — or help you plan your day — and then let’s get outside.”