Steamboat Ski Area’s parent company partners with Protect Our Winters, Clif Bar |

Steamboat Ski Area’s parent company partners with Protect Our Winters, Clif Bar

STEAMBOAT SPRINGS — The parent company of Steamboat Ski Area has partnered with an environmental group to the tune of $50,000.

It is the newest partnership announced by Alterra Mountain Company, which formed in 2017 after the acquisition of Steamboat and 11 other ski destinations.

Those who purchase Alterra's new Ikon Pass will receive a one-year membership to the non-profit Protect Our Winters organization, or POW, which usually costs $50. POW was founded in 2007 by professional snowboarder Jeremy Jones.

As part of the partnership with POW, members get subscriptions to POW newsletters and 20-percent off POW merchandise.

While the price and details about the Ikon Pass have not been announced yet, it will offer skiing at 23 destinations in the United States and Canada.

Alterra has given $25,000 to POW to create the Ikon Pass Fund endowment, which will support POW's goals of setting an economy-wide price on carbon, transitioning to a clean-energy economy by investing in solar energy and utilizing innovative transit solutions to minimize greenhouse gas emissions.

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"The Ikon Pass Fund is a proactive response that helps connect snow sports enthusiasts to their passion in the midst of a changing climate," POW Executive Director Mario Molina said in a news release.

Additionally, Alterra is giving POW $25,000 to make Alterra a Summit Level Member.

"It's a natural partnership between the Ikon Pass and Protect Our Winters, and we are proud to collaborate on tackling climate change together, an issue that has a profound impact on our industry and community," Alterra Chief Marketing Officer Erik Forsell said in a news release.

Last week, Alterra also announced its first corporate partnership.

Clif Bar will be the official energy bar for all 12 of Alterra's ski destinations with the exception of Deer Valley in Utah.

Clif Bar products will be sold at Alterra's food and beverage operations.

Clif Bar will also have the opportunity to promote its brand on trail maps, signage, terrain park features and will host sampling events, including at Steamboat's Springalicious events.

While Clif Bar is the official energy bar for Alterra, the company in late January named U.S. Ski Team member Mikaela Shiffrin as the official ambassador who will help the company launch its Ikon Pass.

The agreement also made Shiffrin an investor.

The Colorado native won the gold medal in the slalom in the 2014 Winter Olympics and has so far won the gold in the giant slalom during the 2018 Winter Olympics.

To reach Matt Stensland, call 970-871-4247, email or follow him on Twitter @SBTStensland.

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