Powdr Corp. has hired action-sports veteran Wade Martin, who created the Dew Tour, to get greater returns from the company's collection of ski areas, action sports camps sports and a television network.
Martin will become president of Powdr Enterprises, a new subsidiary that will focus on developing events, sponsorships, strategic alliances and licensing prospects for Powdr's nine ski areas, including Park City Mountain Resort, its four Woodward Camps and Outside Television.
The company will begin operations this spring, based in Park City, said Powdr spokeswoman Krista Parry.
"Over the last 20 years we have built a unique and valuable collection of resorts, action sports camps and a niche television network," Powdr Corp Chief Executive John Cumming said Monday in a news release. "Powdr Enterprises will help us leverage the network we've built and strengthen all of our brands into the future."
The company picked Martin to lead the integration effort "because that's the type of thing he's done his whole career," Parry said. "He understands what we can do to get nine ski resorts and four action camps working in ways that benefit each other."
Martin joined NBC Sports in 2003 as general manager of action sports. Two years later, he attracted numerous corporate supporters (such as Mountain Dew) and launched the Dew Tour, the first series of professional events for athletes in skateboarding and BMX riding.
The success of that venture led to the development of a Winter Dew Tour and a competition in China. Both the summer and winter Dew Tours have been held in Utah.
When NBC began working with MTV Networks to broadcast these action-sports events, Martin became president and CEO of their joint venture Alli, the Alliance of Action Sports. Its portfolio has grown to include the Redbull Signature Series, which features everything from mountain biking to snowboard racing, and the AMA Pro Motocross Championship.
In all, Alli has managed a half dozen properties and more than 90 events, generating more than 200 hours annually of original content material broadcast across numerous media platforms.
Martin said he is eager to work with Powdr Corp.'s "amazing group of properties and brands [and] to bring innovative partnerships, events and media together to create new businesses and revenue streams while strengthening the company as a whole."
The Park City-based company owns Park City Mountain Resort and Gorgoza tubing park in Utah, eight other ski resorts in California, Colorado, Nevada, Oregon and Vermont, and Woodward camps for action-sports training in California, Colorado and Pennsylvania.