What Purgatory Resort does

Purgatory Resort is a privately held, year-round destination mountain resort founded in 1965 and located in the San Juan Mountains of Durango, Colorado. The resort operates with 501-1,000 employees, generating revenue across winter ski operations (skiing, snowboarding, snowcat skiing via San Juan Untracked), summer activities (mountain biking, Inferno Mountain Coaster, alpine slide, scenic chairlift, treasure panning, UTV/RZR tours, Twilight Lake access), and full-service lodging, dining, equipment rentals, lessons (including adaptive sports and Snowburners/Dev Team youth programs), childcare, transportation, and retail. The resort anchors the Power Pass season pass network, providing reciprocal access to 12 total resorts across Arizona, Utah, Nevada, New Mexico, Texas, Oregon, and Chile.

The core product is the Power Pass, an annual subscription season pass priced flat for four consecutive years (2023/2024 through 2026/2027) and supported by a passholder portal, payment plan, and passholder benefits program. Supporting technology includes a mobile application (available on Apple App Store and Google Play) providing real-time mountain reports, trail maps, live webcams, and push notifications for powder alerts and offers, plus an e-commerce storefront at store.purgatory.ski for direct ticket and lodging transactions. On-site ticket offices, the downtown Purgatory Sports retail/rental location, and a phone reservation line (970-385-2100) complete the omnichannel fulfillment infrastructure.

The business model is direct-to-consumer, with revenue streams spanning recurring subscriptions (Power Pass, Power Kids Pass, lodging rental program), transactional sales (lift tickets, summer activity tickets, lessons, dining, retail, events), and usage-based rentals (winter gear, mountain bikes). Primary customer segments include individual outdoor enthusiasts, families with children, learning skiers/riders, expert/backcountry enthusiasts, and corporate groups. Marketing is conducted via the company website (purgatory.ski), the Purgspective blog, email/SMS powder alerts, community events including the annual Snowdown festival, and cross-promotion across the Power Pass partner network. The resort partners with Fort Lewis College, Durango Mountain Master Association, Durango & Southwest Colorado tourism, and Rapid Image Photography for community engagement and ancillary services.

Name

Purgatory Resort

Legal name

Purgatory Resort

Website

https://purgatoryresort.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Purgatory Resort is a private year-round destination mountain resort in Durango, Colorado, offering skiing, snowboarding, mountain biking, and family activities. It anchors the multi-resort Power Pass network spanning 12 properties across the US and Chile.

Ownership category

akta.pro rank

Product category

Ski Resort and Mountain Recreation

NAICS

Skiing Facilities (71392), Recreational Goods Rental (532284), Recreational and Vacation Camps (except Campgrounds) (721214)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Ski & Mountain Full-Service Hotels (THAGAAAJ)

akta.pro secondary industries

Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities) (THAAAAAK), Guided Backcountry & Off-Piste Services (Ski Touring, Splitboarding, Heli/Cat Skiing) (THAAAJAD), Mountain & Ski Luxury Resorts (THAGACAB)

Keywords

• Ski resort operations
• Season pass programs
• Mountain recreation services
• Snowcat skiing experiences
• Mountain bike park

Headquarters

HQ city

Durango

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Lift Tickets and Day Passes: Revenue from daily ski/snowboard lift ticket sales, including various ticket tiers and add-ons
2. Season Passes (Power Pass): Annual and seasonal pass sales providing unlimited access to the resort and reciprocal benefits at Power Pass partner resorts
3. Equipment Rentals: Winter gear rentals including skis, snowboards, poles, and helmets; summer mountain bike rentals
4. Lodging: On-mountain and nearby lodging accommodations, including rental program for properties
5. Dining: Food and beverage services throughout the resort
6. Summer Activities: Summer mountain activities including scenic chairlift rides, mountain coaster, alpine slide, treasure panning, UTV tours, and twilight lake access
7. Bike Park: Mountain biking lift-accessed park with tickets and passes for biking season
8. Ski and Snowboard Lessons: Group and private lessons for children, youth, and adults including specialized programs like Snowburners, Dev Team, and adaptive sports
9. Retail and Merchandise: On-site shopping at Purgatory Sports retail locations including downtown location
10. Childcare: Childcare services for resort guests
11. Transportation and Shuttle: Shuttle services for guests to and from the resort
12. Events and Groups: Corporate events, weddings, and group bookings including special dining experiences like snowcat skiing dinner excursions

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Purgatory Resort operates a year-round destination mountain recreation resort in the San Juan Mountains of southwest Colorado. The company sells lift tickets, multi-resort Power Pass season passes, ski and snowboard lessons (including adaptive sports), equipment rentals, on-mountain lodging, dining, summer activities (mountain coaster, alpine slide, mountain biking, scenic chairlift, treasure panning, UTV/RZR tours), childcare, transportation, and group/wedding/corporate event services. It is anchored by the Power Pass season pass network that grants reciprocal access to 11 partner resorts across the US and Chile.

Product overview

Purgatory Resort is a destination ski resort located in the San Juan Mountains of southwest Colorado, offering a unified resort experience centered on skiing and snowboarding during winter and mountain biking, hiking, and family activities during summer. The core product is the Power Pass season pass system, which provides access to Purgatory Resort and a network of 11 partner resorts across the US and Chile. The resort's portfolio includes lift tickets and season passes, snowcat skiing (San Juan Untracked), ski and snowboard lessons including adaptive sports programs, equipment rentals, on-mountain lodging, a mountain coaster, alpine slide, and a summer bike park. The resort operates year-round with a mobile app providing real-time mountain reports and trail maps.

Differentiator

Problem solved

Functional benefit

Brands

• Purgspective: Blog featuring operational updates and inside scoops about Purgatory Resort.
• Power Pass
• Purgatory Sports

Products and services

• Power Pass Season Pass Multi-resort annual season pass providing unlimited access to Purgatory Resort plus reciprocal access to 11 partner resorts across the US (Arizona Snowbowl, Brian Head, Lee Canyon, Nordic Valley, Pajarito, Sandia Peak, Sipapu, Spider Mountain Bike Park, Willamette Pass) and Chile (La Parva, Valle Nevado).
• Power Kids Season Pass Children's annual season pass program providing discounted access for young skiers and riders, designed to support family participation in mountain recreation.
• Day Lift Tickets Single-day lift access tickets for skiing and snowboarding with tiered pricing by age group, sold online and at the on-site ticket office.
• San Juan Untracked Snowcat Skiing Guided snowcat skiing and snowboarding experience providing access to untracked backcountry-style terrain in the San Juan Mountains, targeted at advanced riders seeking fresh tracks and reduced crowds.
• Inferno Mountain Coaster Year-round mountain coaster attraction at Purgatory Resort offering a gravity-driven alpine ride experience for resort guests and visitors.
• Alpine Slide Summer sliding activity providing downhill amusement on a raised track at the resort, sold as an individual activity ticket.
• Mountain Bike Park Lift-served mountain biking park including the Shangri-La trail and other bike park routes, with day tickets and bike park season passes available for the summer season.
• Summer Activities Warm-weather activity offerings including scenic chairlift rides, treasure panning, twilight lake access, and UTV/RZR rentals and tours, operated 7 days a week.
• Ski and Snowboard Lessons Group and private ski and snowboard instruction for children, youth, and adults, including specialized programs such as Snowburners, Dev Team, Adult Clinics, and the Junior Instructor Program.
• Adaptive Sports Program Specialized ski and snowboard programs making mountain recreation accessible to guests with disabilities through adaptive instruction and equipment.
• Equipment Rentals Rental services for skis, snowboards, poles, helmets, and other winter gear, plus mountain bike rentals in summer, with usage-based pricing at the resort and the Purgatory Sports downtown location.
• Lodging and Rental Program On-mountain lodging accommodations including standard rooms, suites, and vacation rentals, with a rental program for properties and seasonal lodging deals.
• Childcare Services Childcare services provided to resort guests to support family vacations and enable parents to participate in adult ski, snowboard, or mountain biking activities.
• Transportation and Shuttle Services Shuttle and transportation services for resort guests traveling to and from Purgatory Resort, coordinated through the resort dispatch team.
• Groups, Weddings, and Corporate Events Coordinated group event offerings including corporate retreats, weddings, team building activities, and special dining experiences such as snowcat skiing dinner excursions.
• Resort Dining Food and beverage services operated across the resort including on-mountain dining outlets available to guests and visitors.
• Purgatory Sports Retail On-site retail shopping at Purgatory Sports locations including a downtown Durango store, offering merchandise and equipment sales.

Quantifiable outcome

• Power Pass provides access to 12 resorts total including Purgatory and 11 partner properties
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Arizona SnowbowlcoreStrategic or Co-development PartnerPower Pass partner resort in Flagstaff, AZ featuring the all-new Arizona Gondola, Grand Canyon views, and the southwest's largest beginner terrain.
• Brian Head ResortcoreStrategic or Co-development PartnerPower Pass partner in Brian Head, UT known for 'Greatest Snow on Earth' and red rock views, receiving over 360 inches of snow annually with Utah's highest base elevation.
• La ParvacoreStrategic or Co-development PartnerPower Pass partner in Santiago, Chile nestled in the Andes at 2,750 meters altitude, interconnected with Valle Nevado, offering world-class terrain and 200,000+ acres of heli-skiing.
• Lee CanyoncoreStrategic or Co-development PartnerPower Pass partner less than an hour from the Las Vegas Strip, offering 445 acres of lift-served and hike-to terrain.
• Nordic Valley Ski ResortcoreStrategic or Co-development PartnerPower Pass partner in Eden, UT in the Wasatch Mountains north of Salt Lake City, known for ski school programs and rapidly-expanding terrain.
• Pajarito Mountain Ski ResortcoreStrategic or Co-development PartnerPower Pass partner in Los Alamos, NM with impeccable fall line, unique history, incredible bump runs, and no lift lines.
• Sandia Peak Ski AreacoreStrategic or Co-development PartnerPower Pass partner in the Sandia Mountains 45 minutes from Albuquerque, NM with diverse terrain across 35 trails and 1,700 feet of vertical.
• Sipapu Ski and Summer ResortcoreStrategic or Co-development PartnerPower Pass partner in Taos County, NM known as the first ski area to open in the state each year, offering family-friendly vibe and excellent tree skiing.
• Spider Mountain Bike ParkcoreStrategic or Co-development PartnerPower Pass partner in Burnet, TX, the nation's first and only year-round, lift-served bike park located on Lake Buchanan.
• Valle NevadocoreStrategic or Co-development PartnerPower Pass partner in the Andes 37 miles from Santiago, Chile, the largest ski area in the Americas with highest quality snow in the region.
• Willamette Pass ResortcoreStrategic or Co-development PartnerPower Pass partner in Crescent Lake, OR with legendary steeps and first 6-person high speed detachable chairlift, receiving average of 430+ inches of snowfall.
• Fort Lewis CollegeminorStrategic or Co-development PartnerEducational partnership with Fort Lewis College in Durango, CO for community engagement and student programs.
• Durango Mountain Master AssociationminorStrategic or Co-development PartnerPartnership with local property owners association for resort area coordination and community relations.
• Durango & Southwest ColoradominorGTM or Marketing PartnerLocal tourism partnership with Durango visitor bureau for destination marketing and visitor referrals.
• Rapid Image PhotographyminorGTM or Marketing PartnerOfficial photography partner providing professional photo services for resort guests and events.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Telluride Ski Resort: Destination ski resort in southwest Colorado with similar terrain mix, full lodging operation, and comparable scale to Purgatory. Comparable year-round resort experience with both winter and summer activities, positioned as a Colorado destination alternative.
• Steamboat Springs Resort: Family-oriented Colorado ski resort operated by Vail Resorts with full lodging, lessons, and rental operations. Comparable destination resort model with multi-season programming and family-focused product positioning.
• Crested Butte Mountain Resort: Colorado destination ski resort operated by Elevator Ventures (formerly Triple Peaks) with comparable lodging, F&B, and lesson programming. Similar positioning as a destination mountain resort for families and intermediate skiers.
• Wolf Creek Ski Area: Independent Colorado ski resort known for high snowfall and local/regional customer base. Comparable mid-sized resort operations in southern Colorado with similar terrain mix and family-friendly positioning.
• Arizona Snowbowl: Power Pass partner resort in Flagstaff, AZ with the Arizona Gondola and large beginner terrain. Directly comparable through the multi-resort season pass bundle and similar mid-market positioning to Purgatory.
• Brian Head Resort: Power Pass partner resort in southern Utah with a similar family-friendly ski and summer operation. Comparable mid-sized destination resort tied directly into Purgatory's season pass value proposition.
• Sandia Peak Ski Area: Power Pass partner ski area near Albuquerque, NM with 35 trails and 1,700 feet of vertical. Comparable regional southwestern ski operation directly participating in Purgatory's network.
• Lee Canyon: Power Pass partner resort about an hour from Las Vegas with 445 acres of lift-served and hike-to terrain. Comparable mid-sized destination resort serving drive-to and regional visitors, directly connected through the Power Pass product.

Broad incumbents

• Vail Resorts: Industry-leading operator of destination ski resorts in Colorado and globally with the Epic Pass spanning 60+ resorts. Broad incumbent providing competition on season pass scope, amenities, and real estate, against which Purgatory's Power Pass is positioned.
• Alterra Mountain Company: Owner of the Ikon Pass spanning 50+ resorts worldwide and a major multi-resort operator. Broad incumbent whose consolidated pass product competes with Power Pass for multi-resort destination skier dollars.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/skipurg

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Purgatory Resort