You folks in Keystone know it as well as anyone—a campfire is the ultimate destination for warmth in all its forms. It’s a place to share tales and experiences, where camaraderie and understanding are ignited. The campfire is where friendships are forged and memories are made, making it a unique symbol of togetherness and unity.

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When the stewards of a coveted parcel of land invited us to your community to share their vision, we were intrigued. There, at the base of the mountain at Keystone Resort, they dreamed of a brand and experience model that would honor that beloved ethos of the campfire. They wanted our help in creating it, and we couldn’t say no.

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You know the place. It’s a distinctive location, long used as an easy-access parking lot for that often underrated, under-the-radar ski resort. A site for brown-bagging, tail-gating, and story swapping from days on the mountain. An access point where the community could begin and end an epic ski day in one footprint. A place for kindred spirits to gather.

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The development team—led by locals—wanted a brand that would embody this notion of a community destination. At the same time, they sought to elevate the profile of Keystone by building upon what it’s known for, in the Rockies and beyond. They envisioned a destination that would bring people to your town at an unprecedented level, sparking new experiences and expanding the sense of togetherness that you cherish.

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As you know well, the lineage of Keystone is a recreational one. It’s not one of those historic silver-mining western towns with iconic Main Streets, nor was it founded by a local folk hero who pioneered the west. It’s always been a more informal locale where people come to seek adventure, enjoy the natural surroundings, and forge enduring friendships.

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Because of these differences—and with many parties weighing in—unearthing a brand name for the project wasn’t easy. We aimed to capture the essence of community inclusiveness that you’ve always embraced, along with the collective notion of warmth, hospitality and conversation. And today, we’re proud to have authored and launched a category-defining new luxury hospitality brand that embodies this spirit: Kindred.

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Upon its completion—as soon as next year’s ski season—Kindred will be one of the most distinct and dynamic footprints in all of the west, with 95 luxury residences, a 107-room hotel, a conference center, adventure clubs, and three new restaurants. All with the gondola of the mountain essentially launching from their terrace. 

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Yes, we’re proud to have helped incept a brand that is finding tremendous momentum and belief in the project, and consequently, the bright future of Keystone. Nearly 70% of the units are already under contract, while teams with concrete and cranes are hard at work completing this new epicenter and hub of activity. It will be both a spectacular addition to your hometown and a vital economic engine.

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But that’s where the story really begins, not where it ends. The brand we’ve created is built to endure. It’s designed to walk a fine line—represent an incredible mountain-based luxury hospitality brand today, and think beyond the peaks of the Rockies by squinting at what could be in the future. 

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We believe the concept of Kindred is an indelible one that will travel well. Our experience among you in Keystone has deepened our appreciation for bringing together like-minded spirits to share stories and experiences—wherever that next collective campfire might be.

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Thanks for the hospitality, and we look forward to swapping stories with you next season by the fire.

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Indelibly yours,

Jeff, Thom, Matt and Mike

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