New Ownership Heats up Red

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Rossland, BCÂ?s classic resort gets new ownership, a new name, new on-mountain amenities Â? and thatÂ?s just the start of RedÂ?s evolution

— What has always been the ultimate destination for skiers and snowboarders in the know, Red resort in the classic ski town of Rossland, BC, now has a fresh new vision, a new Web site, and a host of new on-mountain amenities and services that provide everything today’s snowsports enthusiasts and their families need for a great mountain holiday.

Red President Howard Katkov says the recent changes are just the beginning of an exciting new evolution that’s quickly turning Red into one of North America’s premier four-season destinations. “Red reminds me of what skiing and ski towns used to be,” said Katkov. “We want to share and retain that classic feeling as we work to improve our visitor offerings.”

Katkov added that Rossland — recognized recently as one of North America’s “10 Great Adventure Towns to Live and Play” by National Geographic Adventure magazine — is an integral component to Red’s ongoing development plans. “Rossland is a huge part of what makes Red like no other destination in North America. Visitors are drawn to this place time and again,” he stated.

Rossland Mayor Les Carter commented, “Howard and his team have energized Rossland. Our City Council is impressed with the quality of vision and competence at Red, as well as with the very high degree of cooperation and good faith being shown by Red's new ownership — cooperation that extends to things that are sometimes problematic, such as cost-sharing for new utilities infrastructure.” Mayor Carter added that Red has “taken the lead in creating a fair and responsible program for financing our new reservoir and other needed water projects.”

Surrounded by wilderness and tucked comfortably in the picture-perfect Kootenay Rockies in southeastern British Columbia, Red resort currently offers 1,585 skiable acres of world-class terrain spread across two towering mountain peaks. Red has permits in place to grow to an eventual 4,200 skiable acres, which will place Red among the largest destination resorts in North America. Red’s expansion plans also include the construction of 1,400 on-mountain dwelling units and 70,000 square feet of commercial space over the next 15 years.

Along with the growth of its mountain boundaries and resort infrastructure, Red plans to improve all aspects of the customer experience at the fast-emerging though largely undiscovered British Columbia resort. Many new programs and amenities will be introduced in time for this winter’s ski, snowboard and leisure-travel season. These include:

Red Express

Beginning this season, Red is making it easier than ever for travelers to get to the resort. With the introduction of the Red Express daily shuttle service from Spokane, Wash., destination skiers and snowboarders can fly into Spokane International Airport and catch the mountain-direct shuttle. The Red Express has been created as a comfortable, convenient and affordable alternative to renting a car when traveling to Red from Spokane. The shuttle is a skier-sized, 11-passenger van outfitted with DVD and loaded with refreshments.

Terrain for Beginners and Experts

“Red has a long and storied reputation as one of the great expert destinations in the world,” said Katkov. “But we have been focused this year on expanding our beginner and intermediate offerings.” Red has increased its skiable terrain to 1,585 acres — up from its previous 1,200 acres — to accommodate a wide spectrum of skiing abilities. Katkov sees this as a concerted effort to broaden offerings to children and adults new to the sport.

Red’s world-class terrain also provides an endless number of intermediate and expert runs for skiers to discover with each descent. First-time visitors to the resort can take advantage of a free, guided tour provided by knowledgeable Red Snow Hosts.

Red Snowsports School

Because of the demand for programs that serve families with young skiers and snowboarders, the Red Snowsports School is introducing Club Red for the 2004-2005 season. Club Red is less like lessons and more like fun. “Grouping youth by age — Kinders (3-6 years), Club Red Juniors (7-12) and Club Red Freeriders (13-18) — is just one secret to providing enjoyment for the whole family,” Katkov noted. He said the Red Snowsports School also has new programs for adults from beginner to expert.

More New Stuff at Red

In addition to Red’s new services, the resort’s staff has been working to put a number of new on-mountain amenities in place. The new Red terrain park provides skiers and riders with enough rails, fun boxes and tabletop jumps to thrill skiers and riders of all abilities. The 6-acre park is 1,739 (530 meters) feet long and was designed by Jeff Patterson, one of North America’s most experienced terrain park designers.

The new 225-foot (68.58 meters) “Red Carpet” conveyor-type lift gives beginner skiers and snowboarders a chairlift-free introduction to the sport. Novices can now get up the hill by just stepping on a rolling carpet, similar to the ones at many airports.

Red’s new Welcome Centre has been added as a one-stop shop for information and services. From the moment guests arrive in the Red parking lot, helpful greeters are there to welcome guests, give assistance and even share directions to their favorite “secret” run.

A cross-country and snowshoe loop was constructed that links Red’s base area to the existing Centennial Trail, a groomed trail that winds its way approximately five kilometers (three miles) to the neighboring town of Rossland. A number of smaller, offshoot trails will also be created, providing a variety of paths that will be ideal for exploration by snowshoe.

In conjunction with its new name, Red resort has launched a new Web site, which can be found at http://www.redresort.com. The site contains up-to-date information about new developments at Red, all resort programming and area accommodations. More information on Red is also available at 1-800-663-0105.

About Red Resort

Red Resort, in southeastern British Columbia, is 10 minutes north of the Canada/U.S. border and five minutes from the community of Rossland. The resort offers an infinite number of runs that descend 2,900 vertical feet (884 meters) through best-in-the-world tree skiing and wide-open glades of untouched powder.

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Richard Kendall