SALT LAKE CITY – Deer Valley Resort announced Friday they had entered into an agreement to purchase Solitude Mountain Resort.
According to a press release, Deer Valley will begin operating the resort on May 1 of 2015, and snowboarders partial to Solitude need not fear, as the release states snowboarding will continue at Solitude.
“Solitude is an incredible resort and provided a huge opportunity for us to expand our offerings right here in Utah,” stated Bob Wheaton, president and general manager of Deer Valley Resort, in the press release. “Solitude is in unique position with their widely varied terrain that attracts both local and destination skiers. We are ecstatic to be able to add the resort to the Deer Valley® family.”
The release states operations will continue at Solitude as normal for the 2014-2015 ski season, but Deer Valley staff will be working alongside Solitude staff to: “evaluate resort operations and gain knowledge about the Solitude brand and culture. Deer Valley will then take full ownership of Solitude Mountain Resort on May 1, 2015.”
The release included an FAQ section, which is reproduced below. Among the questions addressed is snowboarding at Solitude, as Deer Valley is only open to skiers. Other topics include employment changes and the connection Solitude has with Brighton.
Why did Deer Valley Resort enter into an agreement to purchase Solitude Mountain Resort?
Deer Valley recognized a great opportunity to expand within the Utah market by adding Solitude Mountain Resort to the Deer Valley family. Solitude is an incredible resort, with both family friendly and expert terrain, and we are sincerely excited to begin working with the staff.
Amount Paid? Assets acquired?
This is a private acquisition.
How will this purchase change the experience at Solitude?
It will be business as usual, run by the DeSeelhorst family, at Solitude for the upcoming 2014-15 season. Deer Valley recognizes Solitude’s unique position in both the local and destination markets and acknowledges that we have much to learn about the current operation and brand position. Consequently, we will have select Deer Valley staff work hand in hand with Solitude staff this winter to share knowledge.
Does current Solitude staff need to worry about their employment?
Deer Valley does not anticipate any major changes in staffing at Solitude at this time.
Will snowboarding still be available at Solitude? How about the Brighton connection?
Deer Valley plans to continue allowing snowboarding at Solitude and keep the Brighton connection in place.
What about One Wasatch? Now that Deer Valley intends to own Solitude does a connection from Big Cottonwood Canyon to Deer Valley, instead of Park City Mountain Resort, make more sense?
One Wasatch has been analyzed over the years and the present lift alignment recently released by Ski Utah seems to make the most sense.
Will it become a mini-Deer Valley?
Although Deer Valley will bring some of our service oriented and operational philosophies to the resort we do not plan to rebrand Solitude as another Deer Valley.
Will the name change?
At most, Deer Valley would make a small adjustment to the name to let current guests and potential visitors know the resort is now part of the Deer Valley family. We believe there is a lot of awareness and brand equity in the Solitude name.
Will there be a reciprocal arrangement for skiing benefits between Solitude and Deer Valley Resort?
Deer Valley Resort and Solitude Mountain Resort full season pass holders will receive four ski days at each respective resort. Deer Valley midweek pass holders will be given two passes valid, Monday through Friday, at Solitude for the coming season. Holiday restrictions will apply: December 24, 2014 – January 2, 2015; January 17 – 19, 2015 and February 14 – 16, 2015.
Will Solitude be added to the Wasatch Benefit program?
Deer Valley anticipates the Wasatch Benefit program will remain as announced in September with shared lift privileges for select season pass holders between Alta, Deer Valley and Snowbird.
Will lift ticket, locals and season pass prices increase dramatically due to the purchase of Solitude by Deer Valley?
There will be no changes to the lift and season pass rates announced by Solitude for the 2014-15 season. Moving forward, Deer Valley Resort will analyze past resort performance, operational expenses and projected revenue potential prior to setting rates.
Will Deer Valley bring more capital and marketing investments to Solitude?
Deer Valley will take the next six months to analyze operational and marketing/brand opportunities prior to announcing any capital investments. In addition, Deer Valley will begin promoting the great experience and resort jewel Solitude currently is in spring of 2015.
Does Deer Valley plan on buying any more resorts?
Although Deer Valley is not actively pursuing purchasing another resort, we have always been open to analyzing opportunities that may be a good fit for Deer Valley.
Did Deer Valley purchase Solitude in response to Vail Resorts’ purchase of Park City Mountain Resort and Ian Cumming’s purchase of Snowbird? Absolutely not. Deer Valley has entertained many opportunities to purchase resorts over the years and in the end, those opportunities did not make good business sense. Solitude came to us at the right time and for the right reasons including: the location in Big Cottonwood Canyon, Utah; past business practice and performance; and great awareness in the local market.”