January 22, 2007
ROSSLAND, B.C. - (News Release) - Red Mountain Resort, a leading destination for mountain adventurers, today officially announced the launch of The Mountain Project, a new platform for the development of products for outdoor disciples and for redefining what it means to live within one of nature's greatest playgrounds. The Mountain Project (TMP) brings a never-before-realized synergy between Red Mountain Resort, local residents from the nearby town of Rossland and outdoor industry leaders. In essence, TMP turns the people of Rossland (pop. 3,800) and visitors of Red Mountain Resort into a unique focus group for equipment innovation and the sustainability of one of North America's most authentic mountain communities.
Conceived to foster dialogue and incubate community among outdoor athletes of all types, TMP represents numerous firsts for the resort industry, mountain locals and the leading forces in outdoor lifestyle equipment. The conduit between these groups will be TMP's headquarters at the base of Red Mountain. As epicenter for nearly all mountain-based initiatives, TMP's home base will also house the Mountain Works product test lab, of which K2 and Gore will be the first charter members.
"This sort of synergy The Mountain Project will create between equipment manufacturers, local town residents and a world-class resort is something that has never existed before in outdoor recreation. Our ability to use K2's successful external development group philosophy, enhanced by the 3,800 outdoor enthusiasts at one of North America's premiere mountains, is something that will give K2's family of brands a continued edge in developing advanced and forward thinking products for the outdoor industry," said Anthony DeRocco, global vice president of marketing for K2 Sports. "As a leader in winter outdoor equipment, K2 is looking forward to working with the dedicated people in Rossland and at Red Mountain Resort in preserving, promoting and developing products for the mountain lifestyle."
As the leader in technical fabrics for the outdoor market, Gore also sees the immense opportunity presented by TMP.
"This is a great opportunity to evaluate new Gore product concepts at a site that has the potential to become North America's foremost outdoor testing laboratory. Working with The Mountain Project will allow us to continue to focus on our 'reference set' - core mountain enthusiasts who live and breath the outdoor lifestyle. These are Gore's core consumers who test our products to the limit everyday," stated Steve Shuster, brand manager for GORE- TEX® and WINDSTOPPER® products.
More than just a laboratory for the development of new products, TMP also will serve as a launch pad for the preservation and regeneration of the mountain lifestyle. Too often the words "resort" and "development" evoke a negative connotation in the minds of outdoor enthusiasts. TMP will bring together multiple aspects of mountain life, not just skiing and snowboarding, into a single, integrated environment.
Another goal for TMP will be to help preserve, and in some cases bring back, cultural aspects of mountain living that makes mountain communities such as Red Mountain Resort appealing to patrons of outdoor lifestyles. Notable activities for TMP in 2007-2008 include contemporary woodcarving by master Swiss artists, a "Red is Green" series of sustainable energy demonstrations, K2's popular "Couloirs to Bars" film and photography events, as well as athlete favored backcountry freeride ski, snowboard and bike events.
"As an active skier for over 40 years, I've seen the resort industry's focus shift from a celebration of skiing and mountain culture to the commercialization of the ski experience with a pervasive sameness centered on the 'village' as the epicenter of mountain living. With more than 110 years of skiing history, Red Mountain Resort intends to preserve and promote the "endangered speecies" of mountain culture and lifestyle for like minded people who seek the simple and honest experience that they grew up to enjoy," said Howard Katkov, CEO of Red Mountain Resort. "The Mountain Project and partners such as Gore and K2 will help champion the preservation and advancement of mountain culture. Our collective goal at Red Mountain Resort through The Mountain Project is to create an institute of learning for generations to come that respects and honors the tradition of mountain culture and alpine living."
TMP's headquarters will also play host to the Red Mountain Guides Office. The Red Mountain Guiding Service will provide skiers and riders with a level of mountain knowledge and experience that is rare in the modern resort industry. Whether you are seeking your first off-piste powder turns or looking for a multi-day backcountry tour, the Red Mountain Guiding Service is at your disposal with a selection of programs.
Further announcements regarding additional partners and TMP related activities will come in the next few weeks.
About Red Mountain Resort
Located in British Columbia's Kootenay Rockies, Red Mountain Resort is North America's premiere destination for authentic outdoor adventure. As Western Canada's oldest ski resort, a winter visit to Red includes access to world-class terrain spanning 2,900 vertical feet, incredible tree skiing, easy-to-access backcountry and wide opened groomed runs. When the snow melts, the adventure at Red continues with epic hiking, cycling of all types and fresh water fishing.
Ranked by Forbes Traveler as one of the top ten ski resorts in North America, Red's slopeside accommodations are only 2.5 hours from Spokane International Airport and just a ten minute drive over the US/Canadian border. More information about Red Mountain is available at http://www.redresort.com.