Premium Leisure The Highlands is a multi-season, family-owned resort with a diverse guest offering (skiing, mountain biking, golf, dinner theatre) and a large property footprint, suggesting cross-sell potential across activities, dining, lodging, and events to increase average spend per guest.

Digital Modernization Existing tech stack includes cloud services (AWS, Azure), CRM/Service Cloud, iCIMS, and analytics/tracking tools, indicating readiness for enhanced guest engagement, personalized marketing, and streamlined booking or member experiences through targeted campaigns and automation.

Strong Brand Consistent recognition in resort rankings and local sports events positions The Highlands as a premium local destination, opening opportunities for partnerships with luxury travel brands, regional tourism boards, and sponsorships that can boost visibility and drive direct bookings.

Financial Scale Revenue estimated at $100M–$250M with a 201–500 employee base signals substantial budget for enterprise solutions, partnerships, and supplier programs, including negotiated enterprise deals for technology, guest services, or hospitality operations.

Community & Events Active engagement in community events (hosting tournaments) and family-focused experiences suggests opportunities for event management technology, ticketing platforms, group sales, and sponsorship-driven marketing to expand attendance and cross-sell lodging and amenities.