SEXY BEACH

“So,” we asked in a Tuesday meeting with senior resort management held in the clocktower in Mammoth Mountain’s Main Lodge, “Is this project in the Ms or the Bs?” 

Newly minted COO (Chief Operating Officer) of Alterra Resorts Mark Brownlie (see related story about Brownlie’s promotion on the jump page) reacted with a quizzical look. 

“Millions or Billions?” 

Brownlie and MMSA Vice-President of Real Estate Development Tom Hodges then danced around the question before arriving at something like “Hundreds of Ms, approaching a B.” 

But what’s being contemplated isn’t just a massive investment of dollars. The Main Lodge redevelopment seeks to create a uniquely Californian, “21st century guest experience.” 

And what is more uniquely Californian than an expansive beach filled with beautiful people?  

Except our beach will have mountain views. 

Alterra’s vision for the Main Lodge area (the land trade to obtain two parcels and approximately 36 acres was formally approved in March, 2020 just as the pandemic hit) is depicted in a drawing published on page ten. 

And the most striking part of what will be is what won’t be. Namely, Main Lodge will be torn down. 

And in its place will be … 

nothing. Just 1,500-feet of “ski beachfront” extending from the edge of the footprint of Main Lodge well past Discovery Chair. 

A new Skier Services building will be built next to where Main Lodge stands now. 

And another mini-Village featuring a five-star flag hotel will be built on the other side of the road, replacing the Mammoth Mountain Inn. 

Alterra submitted a formal application to the Town of Mammoth Lakes this week, the next phase in a redevelopment effort that began 22 years ago. 

This will trigger both CEQA (California Environmental Quality Act) and NEPA (National Environmental Policy Act) review. 

The 36-acres, which will be ultimately be governed by a specific plan and require modification to the Town of Mammoth Lakes General Plan, is all currently disturbed – no pristine wilderness here. 

Brownlie did confirm that Alterra hopes to more than double the bed base which currently exists (approximately 220 rooms) at Main Lodge. 

What he’s most excited about is the rare opportunity to reimagine a truly iconic place and make it even better. 

“The key is to not look at it as an operator, but as a guest, and this is our chance to put the guest services and the amenities in all the right places, and build on Dave McCoy’s legacy.”