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Dec 10, 2021

Boyne Highlands Resort Announces its 2030 Transformational Journey

Unveils Brand Refresh - The Highlands at Harbor Springs

HARBOR SPRINGS, Mich. (December 10, 2021) – Back in the early 1960s, when founder Everett Kircher first set his eyes on the defunct Harbor Highlands ski area known today as Boyne Highlands, he knew it was a special place worthy of a grand vision.  His dream was for a large year-round resort with all the accompaniments.  Kircher got to work creating a place with attention to detail worthy of Walt Disney himself and an escape from the everyday with the charm of northern hospitality and the thrills of the Midwest’s best skiing, Lower Michigan’s highest vertical drop, and the world’s first triple chairlifts.  In those early years, Kircher would settle for nothing less than the best skiing experience, golf course design, elevated dining, and accommodations.

Now the resort’s leadership team is reinvigorating this original vision of four-season grandeur with enrichments for the twenty-first century guest with an array of dramatic new enhancements to the resort’s amenities.   

 Resort President and General Manager, Mike Chumbler, announced the resort’s impassioned 2030 Transformational Journey at a recent unveiling event, and laid out a series of projects defined under first steps, and short-, mid-, and long-term plans.

 Among the first steps is the momentous rollout of a brand refresh with new name and logo design for the state’s largest ski resort. The beloved and commonly used moniker, The Highlands, was chosen to strengthen the resort’s individualized identity and a modifier of ‘At Harbor Springs’ to fortify its community connection.  

 “This is a historic and monumental day in our resort’s history as Boyne Highlands becomes The Highlands and builds on our amazing foundation and embarks on this next chapter,” said Chumbler.

“We’re are also part of an extraordinary community, and we’re proud to showcase that in our new brand,” he added.

“The investments in the coming decade will assuredly set The Highlands apart in the Midwest and lure more widespread visitation to the resort and region throughout the year.”  

In mapping for the resort’s future, five pillars were identified to guide the Journey - distinction in hospitality, an environment of wellbeing, four-season innovation, community partnership, and a sustainable focus.

The resort has already completed a number of additional first steps throughout 2021, including opening northern Michigan’s only Trackman Range, a 30-bay set-up that enables golfers to practice distance control, shot-shaping and more using tour-proven swing and ball-flight tracking, analysis, and entertainment technology; as well as 87 new refined and elegant Main Lodge accommodations; RFID technology; continued snowmaking investments and advancements; and the makeover of Donald Ross Memorial’s Hole No. 1 to a very accurate facsimile of the famed No. 6 hole at Seminole Golf Club in Florida.  

Future Project Highlights Include:

The Main Lodge Elevation Continues
Future phases of the hotel currently known as the Main Lodge will continue making over every aspect of the iconic slopeside hotel, including the modernization of additional guest rooms and the hotel’s Tower lobbies.  Plans also call for the addition of a uniquely European-inspired multi-level experiential spa and pool complex with indoor and outdoor elements connecting to the natural landscape; a refashioning of the lobby with expanded reception area and bar; expanded Café providing curated on-the-go food and drink refreshments, plus retail; gaming room featuring golf simulator, bowling alley, and arcade games; and a farm-to-table signature restaurant.

Enriched Culinary Experiences
Several new culinary destinations are outlined in the Journey including a new restaurant situated idyllically between The Heather golf course and the Main Lodge.  The yet to be named restaurant features traditional English countryside architecture melded with modern style, and will serve a fusion of steakhouse and Asian in an environment designed to bring people together.  Also included is Slope 63, an après venue reimaged in the Day Lodge, and a Speakeasy, harkening to the bygone era of northern Michigan’s infamous clubs.

Latest in Lift and Snowmaking Technology
Building on the legacy of innovations at The Highlands, major lift upgrades and continued snowmaking enhancements will be pivotal throughout the 2030 Journey.   The first lift priority will be a substantial upgrade to the southern end of the slopes and upgrading the day skier portal experience. 

Additional projects included in the full plan include a new Discovery Center arrival experience, the continued reinvention of the Donald Ross Memorial, a new short course located behind the Main Lodge, expanded hiking and biking trail systems, state-of-the-art conference center, and an equestrian facility.

“As we carry out our Transformational Journey, The Highlands will rise once again to become the Grande Dame of Midwest resorts with a nurtured sense of charm and place, elevated guest services, and four-seasons of curated experiences, all with an enduring commitment to protecting our environment,” said Stephen Kircher, president and CEO of Boyne Resorts.

For more details on the 2030 Transformational Journey, visit highlandsfuture.com.

About The Highlands
The Highlands offers an idyllic setting in charming Harbor Springs, Mich.  The resort is a family-owned destination providing the ultimate northern Michigan experience served with heartfelt hospitality.  For over 58 years, The Highlands has enriched the moment for vacationing guests with its all-season allure.  The Highlands is a member of the Boyne Resorts family of resorts and attractions.  To learn more, visit highlandsharborsprings.com.

 

Media Contact: Erin Ernst, director of communications