Alta Ski Area
Alta Ski Area is an independently-owned, skiers-only ski resort founded in 1938 in Utah's Little Cottonwood Canyon, operating 20 lifts across combined Alta-Bird terrain under a U.S. Forest Service permit and serving destination visitors, families, and powder-skiing enthusiasts via season passes, lift tickets, ski school, and summer activities.
- Company typePrivate
- Founded1938
- HeadquartersSalt Lake City, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Alta Ski Area does
Alta Ski Area is an independently-owned ski resort founded in 1938 and operating under a U.S. Forest Service special use permit on 2,500 acres of National Forest Service land at the top of Little Cottonwood Canyon in Alta, Utah, approximately 32 miles from Salt Lake City International Airport. The resort runs 20 lifts serving 256 runs across combined Alta-Bird terrain of 5,114 acres and 3,240 vertical feet, receiving an average of 543 inches of annual snowfall. Alta enforces a skiers-only policy prohibiting snowboarding, a heritage positioning that defines its brand and customer base.
The business operates ski lift infrastructure, snowmaking systems, RFID-enabled lift access gates, digital parking reservations (required Friday-Sunday and holiday periods), and an online reload system that lets passholders skip ticket windows. Revenue is generated through six streams: season passes (Adult, Senior, Military, Young Adult, Teen, Youth, 6 & Under, and the combined Alta-Bird pass with Snowbird), single and multi-day lift tickets at variable peak/off-peak pricing, the Alf Engen Ski School (private and group lessons), ski rental and retail shops, on-mountain food and beverage, and summer road/amenity fees for hiking and mountain biking access. Season pass prices for 2026-27 range from $184 (6 & Under) to $3,188 (Adult) for Alta-Bird, with optional Ikon Pass ($859) or Ikon Base Pass ($359) add-ons. Distribution is primarily direct-to-consumer via shop.alta.com and on-site ticket offices, supplemented by Mountain Collective and Ikon Pass reciprocal networks that extend global reach.
Alta is privately held by Alta Ski Lifts Company and employs 51-100 staff. The resort operates an Alta Environmental Center (established 2008) running 100% renewable energy matching, 42,924 trees planted since 1991, LEED Silver facilities, and year-round citizen-science and educational programming (birding hikes, birding on skis, community volunteer days, Birds of Prey events). Summer operations span 16+ miles of hiking trails, mountain biking, and the Albion Basin Summer Road, producing a secondary, lower-volume revenue stream and extending brand engagement beyond the ski season.
Alta Ski Area firmographics
Firmographics- Name
- Alta Ski Area
- Legal name
- Alta Ski Lifts Company
- Website
- https://alta.com
- Company type
- Private
- Founded year
- 1938
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Alta Ski Area is an independently-owned, skiers-only ski resort founded in 1938 in Utah's Little Cottonwood Canyon, operating 20 lifts across combined Alta-Bird terrain under a U.S. Forest Service permit and serving destination visitors, families, and powder-skiing enthusiasts via season passes, lift tickets, ski school, and summer activities.
- Ownership category
- akta.pro rank
Alta Ski Area industry classification
Industry- Product category
- Ski Resort Services
- NAICS
- Skiing Facilities (71392), Recreational Goods Rental (532284)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Ski Areas & Lift Operations (Independent Mountains) (THAAAJAB)
- akta.pro secondary industries
- Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities) (THAAAAAK), Ski & Mountain Full-Service Hotels (THAGAAAJ), Mountain & Alpine Lodges (THAGAIAE)
Keywords
Where Alta Ski Area is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Alta Ski Area business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Infrastructure, Personnel, Marketing or Sales, Supply Chain, Others
Revenue model
- Season Passes: Alta generates primary revenue through season pass sales including Adult, Kids, Senior, Military, and Alta-Bird combined passes with Snowbird. Passes provide unlimited skiing access with various benefits including parking reservations, partner resort discounts, and UTA transit.
- Lift Tickets: Single and multi-day lift tickets sold at variable peak/off-peak pricing. Additional ticket types include Afternoon and Late-Afternoon options, plus Beginner area tickets.
- Ski School Programs: Alf Engen Ski School generates revenue through private lessons, group lessons for kids and adults, and multi-week programs.
- Ski Rentals and Retail: Alta operates ski shops offering equipment rentals and retail merchandise with discounts for season pass holders.
- Food and Beverage: On-mountain dining at Alf's Restaurant, Collins Grill, Watson Shelter, and Albion Grill, plus partner establishments in the area.
- Summer Road Amenity Fee: Vehicle amenity fee of $12 for driving the Summer Road into Albion Basin during non-winter months.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Alta-Bird Adult Season Pass - Unlimited skiing at both Alta and Snowbird with no blackout dates |
| Subscription | Annual | Alta-Bird Senior (Ages 65+) - Unlimited skiing at Alta and Snowbird for seniors |
| Subscription | Annual | Alta-Bird Young Adult (Ages 18-25) - Young adult combined pass |
| Subscription | Annual | Alta-Bird Teen (Ages 13-17) - Teen combined pass |
| Subscription | Annual | Alta-Bird Youth (Ages 7-12) - Youth combined pass |
| Subscription | Annual | Alta-Bird Ages 6 & Under - Young child combined pass |
| Subscription | Annual | Alta-Bird Family Package - Combined pass for 2 adults and 2 youth/teen |
| Subscription | Annual | Ikon Pass Add-On - Extended access to Ikon network |
| Unit Pricing | Pay-as-you-go | Single & Multi-Day Lift Tickets - Daily skiing access |
| Unit Pricing | Pay-as-you-go | Summer Road Vehicle Fee - Access to Albion Basin during non-winter months |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Alta Ski Area product offering
Product offeringCore offering
Alta Ski Area operates a skiers-only alpine ski resort at the top of Little Cottonwood Canyon in Utah, selling lift access via daily lift tickets and annual season passes (including the combined Alta-Bird pass with neighboring Snowbird). The resort supplements lift access with the Alf Engen Ski School, ski shop rentals and retail, on-mountain dining, and summer recreation amenities such as hiking trails and the Albion Basin Summer Road.
Product overview
Alta Ski Area is an independently-owned ski resort offering a comprehensive winter recreation portfolio centered on its core skiing operations. The main offering consists of lift-accessed skiing across 2,500 acres in Little Cottonwood Canyon, supported by the Alf Engen Ski School for instruction and various season pass products (Adult, Kids, Senior, Military, and the combined Alta-Bird pass with Snowbird). Season pass holders receive extensive partner benefits including Ikon Pass add-ons, Mountain Collective 50% off discounts at 25+ global resorts, Wasatch Benefit free days at Brighton/Snowbasin/Snowbird, and UTA ski bus access. The resort also operates the Alta Environmental Center (sub-brand focused on sustainability since 2008) offering outdoor education programs including birding hikes, birding on skis, community volunteer days, and Birds of Prey events. Summer operations include 16+ miles of hiking trails, mountain biking, and access to Albion Basin via the Summer Road. The Alta-Bird pass integrates with Snowbird resort to provide combined access to 5,114 acres and 20 lifts across both mountains.
Differentiator
Problem solved
Functional benefit
Products and services
- Alta Ski Area (Ski Resort Access) Independent skiers-only ski resort at the top of Little Cottonwood Canyon, 32 miles from Salt Lake City International Airport. Provides lift-accessed skiing across 2,500 acres on National Forest Service Land for individual skiers of all skill levels seeking deep powder and traditional ski culture. Snowboarding is not permitted.
- Alf Engen Ski School Professional ski instruction service offering private lessons, adult group classes, kids multi-week programs, and camps delivered by certified instructors. For skiers of all ages and abilities seeking skill development at Alta.
- Lift Tickets Single and multi-day lift access products for skiing from all Alta lifts (9:15am-4:30pm). Includes Afternoon tickets (12:30-4:30pm), Late-Afternoon tickets (2:30-4:30pm), and Beginner area tickets including Sunnyside At 3. Peak and off-peak pricing applies on Friday-Sunday and holiday periods.
- Alta-Bird Season Pass Annual combined season pass providing unlimited skiing at both Alta and Snowbird with no blackout dates, access to 20 lifts, 256 runs, 5,114 acres, and 3,240 vertical feet of skiable terrain. Includes Wasatch Benefit (free days at Brighton and Snowbasin), Mountain Collective benefits, and optional Ikon Pass add-ons.
- Alta Ski Shops On-site ski rental and retail shops at base areas offering equipment rentals, tuning services, bindings checks, and ski waxes. A 20% discount is offered to season pass holders.
- Albion Basin Summer Road 2.5-mile dirt road providing vehicle access to Albion Basin during the summer season with a $12 amenity fee ($10 online). Provides access to Catherine's Pass and Cecret Lake trailheads, wildflower photography areas, and the Albion Basin Campground.
- Birds of Prey Events Monthly educational events featuring live hawks, owls, and eagles presented by HawkWatch International educators, teaching about raptor conservation and ecosystem roles. Scheduled June-August 2026 on third Thursdays 1-2pm.
Quantifiable outcome
- 543 inches average annual snowfall
- +4 more outcomes
Companies that use Alta Ski Area
Customer profileSegments4 records
Ideal customer profiles4 records
Alta Ski Area technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Alta Ski Area partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- U.S. Forest ServicecoreAlta operates under a special use permit granted by the United States Forest Service on 2,500 acres of National Forest Service Land. This partnership, established in 1938, requires collaboration on forest management, environmental protection, and operational oversight within the Wasatch-Cache National Forest.
- Mountain CollectivecoreAlta is a founding member of Mountain Collective, offering Alta passholders 50% off day tickets at 25+ partner resorts worldwide including Snowbird, Snowbasin, Jackson Hole, Aspen Snowmass, and international destinations.
- Ikon PasscoreIkon Pass add-on option allows qualifying Alta passholders to add access to 60+ Ikon Pass destinations globally. Ikon Base Pass add-on available at reduced pricing with blackout dates.
- Tracy AviaryminorCollaboration on the Alta Bird Monitoring Program since 2015, conducting monthly bird surveys year-round. Tracy Aviary's Conservation Biologist leads monthly Birding Hikes (summer) and Birding on Skis (winter) to document avian species and habitat.
- Bird Conservancy of the RockiesminorPartnered with Alta Environmental Center and Tracy Aviary on the Integrated Monitoring in Bird Conservation Regions (IMBCR) survey from 2015-2019 to establish baseline bird species data.
- Friends of AltaminorLocal nonprofit partner in the Alta Bird Monitoring Program and environmental stewardship initiatives, supporting conservation efforts in Little Cottonwood Canyon.
- HawkWatch InternationalminorMonthly Birds of Prey shows at Alta featuring live hawks, owls, and eagles to educate visitors about raptor conservation and ecosystem health. Programs run June-August 2026 on third Thursdays.
- Cottonwood Canyons FoundationminorPartner in Community Volunteer Days and environmental education, helping with restoration work, invasive species removal, and trail maintenance in Little Cottonwood Canyon.
- Utah Transit Authority (UTA)minorUTA Ski Bus provides free transit to Alta for qualifying season passholders. Employees receive free UTA Ski Bus and Rideshare Van access. Partnership includes Trax light rail integration.
- TreeUtahminorPartner organization in Community Volunteer Days, contributing to tree planting and environmental restoration efforts at Alta.
- Alta Community EnrichmentminorLocal nonprofit partner for community events including HawkWatch Bird of Prey shows and other educational programming at Alta.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Alta Ski Area competitors and assessment
Company assessmentDirect peers
- Snowbird: Snowbird is Alta's next-door neighbor in Little Cottonwood Canyon and joint partner on the combined Alta-Bird season pass (5,114 acres, 20 lifts). Both target serious skiers, share similar high-volume snowfall, and operate on adjacent terrain with overlapping customer bases.
- Deer Valley Resort: Deer Valley is a Utah-based, skiers-only ski resort (snowboarding prohibited) known for premium service, luxury lodging, and a curated guest experience that mirrors Alta's high-end, purist positioning. Comparable on service-tier and customer demographic, though with much stronger on-site lodging.
- Brighton Resort: Brighton is a nearby Wasatch ski area included as a Wasatch Benefit free-day partner for Alta passholders, offering night skiing and a more local, accessible profile. Operates under similar USFS permit structure and serves overlapping Salt Lake City skier demand.
- Snowbasin Resort: Snowbasin is a Utah-based independent ski area that also participates in the Wasatch Benefit and Mountain Collective networks alongside Alta, with comparable acreage and a similar independent operating model in the Wasatch range.
- Jackson Hole Mountain Resort: Jackson Hole is a Mountain Collective founding member partner with Alta, sharing a similar focus on expert terrain, deep snowfall, and a destination skier demographic. Comparable on brand cachet and purist-ski positioning.
- Taos Ski Valley: Taos is a historic, independently-operated ski area (founded 1955) with a steep, expert-focused culture and a similar purist brand identity. Recently acquired by an investor group with reinvestment capital, providing a useful comp on independent ski-area ownership transitions.
- Sun Valley Resort: Sun Valley is America's oldest destination ski resort (since 1936) with similar heritage positioning, independent operating ethos, and a destination-resort model. Comparable on brand legacy and family/destination appeal.
Broad incumbents
- Park City Mountain: Park City Mountain is the largest ski resort in the US by skiable acres, located less than an hour from Alta, and a direct competitor for destination visitors, Salt Lake City day-trippers, and passholders via its Epic Pass affiliation.
- Aspen Snowmass: Aspen Snowmass is a four-mountain destination resort system and Mountain Collective partner with Alta. While at a different price tier and with deeper lodging integration, it competes with Alta for high-end destination skier wallet share during the same season.
Emerging players
- Smugglers' Notch Resort: Smugglers' Notch is a family-owned, independent Vermont ski resort emphasizing family programming and ski school, similar in scale and independent-ownership profile to Alta but with a stronger lodging-anchored, regional orientation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
Alta Ski Area social profiles
Digital presenceAlta Ski Area compliance and trust
Trust signalCompliance1 record
Alta Ski Area financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alta Ski Area leadership team
Management profileNumber of profiles
Profiles1 record
Alta Ski Area funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alta Ski Area M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alta Ski Area
What does Alta Ski Area do?
Alta Ski Area operates a skiers-only alpine ski resort at the top of Little Cottonwood Canyon in Utah, selling lift access via daily lift tickets and annual season passes (including the combined Alta-Bird pass with neighboring Snowbird). The resort supplements lift access with the Alf Engen Ski School, ski shop rentals and retail, on-mountain dining, and summer recreation amenities such as hiking trails and the Albion Basin Summer Road.
Is Alta Ski Area a public or private company?
Alta Ski Area is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alta Ski Area founded?
Alta Ski Area was founded in 1938. It employs 51 to 100 people.
Where is Alta Ski Area based?
Alta Ski Area is headquartered in Salt Lake City, United States, in the North America region.
How does Alta Ski Area make money?
Six revenue lines are on record. Season Passes are the primary driver. The others are lift Tickets, ski School Programs, ski Rentals and Retail, food and Beverage and summer Road Amenity Fee.
Who are Alta Ski Area's main competitors?
Direct peers on record are Snowbird, Deer Valley Resort, Brighton Resort, Snowbasin Resort, Jackson Hole Mountain Resort, Taos Ski Valley and Sun Valley Resort. Broad incumbents are Park City Mountain and Aspen Snowmass. Smugglers' Notch Resort is listed as an emerging player.
Does Alta Ski Area have an API?
No public API is recorded for Alta Ski Area.
What industry is Alta Ski Area in?
Alta Ski Area's product category is Ski Resort Services. Its primary akta.pro industry code is THAAAJAB, Ski Areas & Lift Operations (Independent Mountains), with a secondary code of THAAAAAK, Winter Adventure & Mountain Resorts (Ski, Snowboard, Snow Activities). Its NAICS code is 71392 and its SIC code is 7900.