Here is a sunjournal.com article I saw quoted elsewhere. Notice that nowhere is the virus and its potential impact for the 2020-2021 season mentioned.
https://www.sunjournal.com/2020/05/01/origin-to-lead-saddleback-mountain-branding-project/
Origin to Lead Saddleback Mountain Branding Project
MONTREAL — Boston-based Arctaris Impact Fund, LP, announced Friday, January 31 the official purchase of Saddleback Mountain Ski Resort for $6.5 million. The firm plans to invest $38 million into Maine’s third-largest ski area and has tapped award-winning outdoor marketing agency Origin to lead Saddleback Mountain’s rebranding.
The mountain is expected to reopen at the end of 2020. Upgrades will include a high speed detachable quad chairlift, a redesign of the lodge, significant expansion of the snowmaking system and the addition of mountain bike and fatbike trails. The company also plans to hire more than 200 full- and part-time employees.
“Saddleback’s exceptional skiing, laid back culture and beautiful natural environment has created a passionate following for generations,” said Saddleback Resort General Manager Andy Shepard. “The closing of the mountain five years ago has been a loss to New England’s skiing community, but it has also created challenges for the Rangeley community. News of Arctaris’ purchase has a lot of people very excited.”
Saddleback Mountain hired Origin in early February to develop the brand, creative assets and launch strategy. Origin’s process includes an envisioning session with key stakeholders, a deep dive into the brand’s stories and characters and a strategy to meet the organization’s long-term goals.
“Saddleback Resort has a long history of being an incredible mountain,” said Origin Principal MJ Legault. “Even as a Quebecker, I’ve heard tales of this place and have had it on my wish list—both as a brand partner and to ski—for years. We couldn’t be more excited to have the privilege to work with Saddleback in bringing the brand to life and spreading the message of its revival. Their vision for a true community-based, purposeful approach to the relaunch is inspiring.”
Origin has worked with Maine brand LL Bean and brings a deep understanding of the resort industry with branding campaigns developed for Jay Peak Resort, Squaw Valley, Taos Ski Resort, Whistler Blackcomb and several more.