One of the best things James Coleman did upon purchasing Purgatory at Durango Mountain Resort in February 2015 had nothing, and everything, to do with making money. He changed its name back to Purgatory. A skier first, Coleman’s decision seized upon a name that really could not have been improved upon. It is a brilliant brand embedded in the local culture that is likely to attract curious skiers seeking a challenge and a healthy dose of suffering a full day on Purgatory’s slopes can deliver.
Coleman wasted no time in making the investments he pledged not only in Purgatory, but also Hesperus Ski Area, which he brought into his family of resorts in 2016. Smartly, he was able to expand offerings to those who buy his all-season pass, and develop skiers to feed Purgatory and his other areas in New Mexico and Arizona.
In Coleman’s family of ski areas, there is something for everyone and increasingly more activities year-round. We are lucky to have James, his investor group and family as the new owners.
Coleman’s investments in new lifts and expanded terrain and snowmaking at Purgatory are paying off, and are planned through the 2017-18 season. Next year, Hesperus will see increased lighting and expanded terrain for night skiing, a new yurt, rental shop and re-opened rope tow.
Capital improvements have been critical, but of course, the weather has also played a big part in the last few successful ski seasons. Twenty-two feet of snow this winter allowed Purgatory to stay open through last weekend and offer free skiing for all to celebrate a fantastic season.
Coleman’s investments in a new retail and rental shop on North Main Avenue contributed to a 14 percent increase in sales taxes in January, in contrast to other parts of town that saw decreases from the prior year. With tourism representing 30 percent of our local economy, we thank the Coleman family for everything they have done, still plan to do, and we hope they keep it up.
