Startup raises $2M to put digital displays on chairlifts

Photo courtesy of Alpine Media Technology.

Freddie Peyerl has big plans for this upcoming ski season: he wants 16 more ski resorts around North America to install his iPad-like displays on chairlifts and gondolas.

Freddie Peyerl

Peyerl’s Centennial startup, Alpine Media Technology, raised $1.6 million in the last 45 days. That brings the company’s venture capital haul to $3.2 million since 2017. And Peyerl said he wants to expand from 100 digital screens to 1,000 next year.

He said he’s hiring two new sales people to help win business from ski mountains around the country and Canada. The company has nine employees.

The digital displays rotate between advertisements and mountain information like lift line wait times. Peyerl said he had the displays in four ski resorts last season: Winter Park, Steamboat, Shawnee Peak and Wachusett Mountain (the latter two in New England).

chair lift screens

The displays are currently available in Winter Park, Steamboat, Shawnee Peak and Wachusett Mountain. (Alpine)

“The thing we’re most excited about is the guest communication. We are able to push messages like information about events, which lifts are closed and which runs are opening up,” Peyerl said.

The company makes money selling 5 percent of the screen space to advertisers. Peyerl said he’s sold to companies like Denver’s Kokopelli Packrafts and a Steamboat emergency room. The ski resorts to not pay Alpine Media Technology.

The displays used to have to be recharged every evening, but Peyerl said this winter he will be using a recharging process in which the screens get more juice each time they run through the bottom of the lift through the “bullwheel.”

Peyerl said that as a lifelong skier, he’s being careful not to tarnish the natural element customers are looking for at ski mountains.

“We appreciate that it’s a space people go to get away. At the same time, skiers bring their own devices, and they’re looking for the information we’re providing.”

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