POWDR Corp Rebrands


Powdr Corp is finally climbing out from wreckage of the implosion that rocked Park City, Utah in 2014. The sale to Vail Resorts forever changed the course of ski history in Utah and the Powdr path. The former owners of the iconic Utah ski area are rebranding themselves after the epic loss. Powdr Corp is now an “experiential adventure lifestyle company.”

“The new POWDR brand image more accurately and authentically represents who POWDR is today,” explained John Cumming, founder and CEO. “Our company has gone through a significant transformation and diversification over the years, and we’re excited to have our brand identity aligned with our growth and the company we are now.”

POWDR’s adventure lifestyle platform includes a diverse portfolio of “experiential” businesses like the Woodward sports action camps in California, Colorado and soon Utah. They also run the Gorgoza Tubing Park in Park City, several mountain resorts including Copper Mountain and Killington, Outside TV for media production and distribution, and Human Movement Management for festival and event activations.

Turning Lemons Into Lemonade

“Any company hoping to have a long track record of success needs to evolve to remain relevant in today’s fast changing marketplace,” continued Cumming. “We’re not only jazzed about the new POWDR image, we’re thrilled with the transformation the company has undertaken, and pleased to offer experiences that are in line with today’s adventure lifestyle seeking customer.”

More recent examples of POWDR’s transformation include several major acquisition announcements made last June, such as the expansion of Woodward with plans for Woodward Park City, Woodward Hard Rock Hotel & Casino in Riviera Maya, Mexico; and Woodward Hard Rock Hotel & Casino in Punta Cana, Dominican Republic; the purchase of Adventure Outfitter Sun Country Tours based in central Oregon; and the purchase of Eldora Mountain Resort in Colorado. Visit www.POWDR.com for a peek at the rebrand.


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