Longtime Mammoth Resorts leader Rusty Gregory has been named Alterra Mountain Company’s chief executive officer. Gregory has been a member of Alterra’s board of directors since the company’s inception in August 2017. His 40-year ski industry career began as a lift operator at Mammoth Mountain, Calif., where he rose through the ranks to become an owner and the company’s chairman and CEO for more than 20 years.
Gregory will focus on establishing the newly-formed company’s culture and developing the growth, operating, and guest service strategies for its mountain destinations across North America, while leading its more than 20,000 employees.
“I’m thrilled to be leading the Alterra Mountain Company team in its formative years at such a pivotal time in the mountain destination industry. This is truly the opportunity of a lifetime: to work with so many highly respected industry leaders and some of the most iconic mountain destinations in North America,” said Gregory. “Together we will create a highly performing enterprise by focusing on what’s important—our guests, our employees, and our mountain communities. We will build our business by enhancing and enriching the lives and experiences of each.”
“Since the formation of Alterra Mountain Company, Rusty has served as a Senior Strategic Advisor and has been instrumental in creating its vision and direction. He has played a crucial role in the creation and collaboration of the Ikon Pass,” said Eric Resnick, CEO of KSL Capital Partners. “He is a natural fit to lead Alterra Mountain Company into the future as well as execute on our promise to innovate while enhancing the unique nature of each of our destinations.”
Gregory has experience in all facets of the ski industry and resort business, from lift maintenance and construction supervisor, to ski instructor, heli-ski guide, director of human resources, and chief administrative officer. He founded and operated Mammoth Heli-Ski in the 1980s and Mammoth Land and Development Company in the 1990s before becaming an owner of Mammoth in 1996. In September 2014, Gregory led the acquisition of Big Bear Mountain Resort, and created Mammoth Resorts.
“We are happy to welcome Rusty to the helm of Alterra Mountain Company and look forward to our continued collaboration,” added Bill Crown, Alterra board member and partner of Henry Crown and Company. “We thank Bryan Traficanti for his service and leadership as interim chief executive officer and are pleased to have his continued guidance as a board member.”
Gregory will be based at Alterra’s headquarters in Denver, Co. Bryan Traficanti, interim CEO, will return to KSL Capital Partners, LLC as head of asset management and remain an Alterra board member.