New tag line, logo for “time to shine”

Winter Park Resort for years operated not unlike a mountain fortress, content to live on its own, with or without the nearby towns of Grand County.

But that is changing. The resort, under its new owner, along with the nearby towns of Winter Park, Fraser and Tabernash have launched a combined logo and tag line: Colorado Unfiltered.

“Our community got together and said we need a plan,” said Jimmy Lahrman, mayor of the town of Winter Park, at a press event to discuss the new campaign.

That year-long process resulted in a decision to work more together on promoting the area, which has lagged behind many of Colorado’s other ski communities.

Alterra Mountain Co. took over as operator of the resort, which is owned by the city of Denver, in April 2017 when it acquired Intrawest in a $1.5 billion deal that also gave it control of Steamboat Ski Resort.

Alterra spent $21 million on a new gondola and lift upgrades, part of a larger package of $30 million in investments in the resort. It also rolled out a new Ikon Pass designed to rival Vail’s Epic Pass and bring new visitors into member resorts, including Winter Park.

Veteran developer Buz Koelbel and former cable entrepreneur Bob Fanch, along with others, have invested millions in the area, which is driving a transformation of the communities surrounding the resort.

“Winter Park is a golden opportunity. It is Winter Park’s time to shine,” said Charlie Johnson, owner of Cooper Creek Square and the nearby ice rink.

Bus service, taken for granted in communities such as Vail and Breckenridge, used to be a seasonal affair in Winter Park run by the resort. But two years ago, Grand County voters approved higher sales taxes to create a more consistent link between the towns and resort.

Colorado Unfiltered is designed to evoke a sense of place, absent the pretense and need to impress sometimes associated with the state’s best known and most expensive ski areas. It is also designed to evoke a sense of adventure tied closely to the land and the recreational opportunities it provides.