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In a move that clearly fits into the motto “doing good by doing well,” Ikon Pass parent company Alterra Mountain Co. has created a brand-new nonprofit foundation aimed toward pulling up members and businesses in the mountain communities that are home to their ski resorts.
To kick things off, Alterra has donated a generous $2.6 million. Additional funds will come from donations.
Also Read: Outdoor Brands Give Back
“If this last year has taught us anything, it’s that the most important thing we can do as individuals and companies is help support those who help us,” said Rusty Gregory, Alterra Mountain Co. CEO in a recent press release. “Our employees, vendors, guests and neighbors create the very spirit of the mountains that draw visitors from all over the world. The Alterra Mountain Company Community Foundation was established to offer some support to those in need and help them thrive.”
The funds will be available by grant to qualifying individuals and businesses who live and do business in and around the 15 mountain communities where Alterra has ski resorts. The aim right now is helping people who need emergency funds and are undergoing hardships at the hands of the pandemic, natural disasters, other illness or critical circumstance. Grant applications are being accepted here.
Alterra is following in the path of other ski companies that feel it’s their corporate responsibility to give back to their communities. POWDR Corp. introduced its Play it Forward program in 2019. The catalyst behind the program was the desire to support the various mountain communities in which the company’s resorts are located.
“We are grateful to be a part of our communities, and we believe they are ecosystems that work only if we help and support each other,” says John Cumming, POWDR founder and chairman. “When it comes to our mission to ‘enhance people’s lives,’ we desire to do that for everyone, and being able to do so starts with a thriving mountain community ready to deliver the adventure lifestyle for future generations.”
POWDR Corp set up a Play It Forward fund at each of its resorts and gifted each with an initial $250,000. The initiative has donated over $3 million so far. Read more and get involved in the company’s efforts here.
Vail Resorts has similar programs under its EpicPromise umbrella, with a few key differences. One is aimed toward assisting its employees experiencing hardship and another grants funds to nonprofits in its mountain communities that focus on helping at-risk youth, fulfilling critical needs in the resort towns, and addressing environmental sustainability.
Like Alterra’s foundation, all of Vail’s EpicPromise grant recipients are chosen by community members who live, work, and play in the mountain towns where Vail’s ski resorts are located. The program debuted in January 2016 and has given over $20 million to employees and non-profits to date. Find more info here.