RENO, Nev.—The Lake Tahoe-area ski resort that hosted the 1960 Winter Olympics is planning a $50 million upgrade.
Squaw Valley USA is taking proposals to improve its mountain from Vancouver, Canada-based Ecosign Mountain Planners, Ltd., International Alpine Design of Avon, Colo., and the Salt Lake City-based SE Group.
Squaw Valley CEO Andy Wirth told the Reno Gazette-Journal a decision on which company will win the contract will be made Feb. 1. Wirth says the improvements will be made over the next three to five years, including plans to make the resort more friendly to beginner and intermediate skiers.
“We want to significantly broaden the appeal to the family destination skier,” Wirth said. “Right now, we do it very well, but we want to shoot for excellence.”
He says the changes to the resort could include new or relocated ski lifts, regraded ski runs and new restaurants.
“The only thing changing here is everything,” said Wirth. “We want to make sure we have the best of the best. This is an incredible piece of rock on which we operate.”
KSL Capital Partners, the investment firm which owns the resort, is also exploring options for real estate development near the resort’s base. Four companies are competing to lead that effort, with a decision on which one will get the job expected late in February.
Bob Roberts, executive director of the California Ski Industry Association, said KSL’s experience managing resorts like Vail Mountain Lodge in Colorado and San Diego’s Hotel Del Coronado will help make Squaw Valley a more prominent destination resort. Roberts said a rejuvenated Squaw Valley could increasingly draw midweek visitors from around the country rather than weekend drive-in customers, Roberts said.
“That’s always been our Achilles heel” for Lake Tahoe resorts, Roberts said. “To do that, you’ve got to have the right kind of destination product.”
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Information from: Reno Gazette-Journal,
