King Pine and Purity Spring Resort Announce New Managing Partners

One of New England’s most storied family-owned resort destinations is preparing for its next century with an ambitious slate of new investments designed to transform the guest experience at King Pine Ski Resort, Purity Spring Resort and Danforth Bay Camping & RV Resort. Major investments planned across the historic Hoyt Family businesses include a new base lodge, expanded trails, multimillion-dollar guest room renovations and new live music and event spaces.

The Hoyt Family, owners of King Pine Ski Resort, Danforth Bay Camping & RV Resort, Purity Spring Resort, and Tohkomeupog Summer Camp for Boys in Madison, New Hampshire, is ushering its 115-year-old family business into an ambitious new chapter, combining generations of family stewardship with fresh creative vision and hospitality expertise. A newly established Managing Partner structure brings together the fifth generation of Hoyt Family leadership while tapping the creative mind of an LA-based Emmy Award-winning producer to help guide the evolution and lead the long-term vision of these iconic New England properties.

Ali Hoyt and Paul “PJ” Morra join fellow managing partners Steven Hoyt and Andrew Mahoney, each having spent over 30 years of their career working in the family business. Together, they will work to ensure every decision honors the character and values the Hoyt family has cultivated for more than a century.

Paul J. Morra, a two-time Emmy Award-winning producer, joins as Managing Partner of Development, Design, and Brand. His connection to the Hoyt family and to the Mount Washington Valley runs deep: Morra began attending Tohkomeupog at age 11 and has called Madison home for decades, maintaining a family home here alongside his primary residence in Malibu, California.
In his new role, Morra will lead capital planning, master planning, and brand development across all properties, guiding renovations and creative direction to ensure every investment enhances the guest experience while preserving the character of each business.

When asked what part of his storied career best defines him, Morra quickly offered that it’s his ability to “make the impossible happen.” That’s sure to be a skill that will prove invaluable in running a successful hospitality business in New England.

As founder of Swift River Productions, he has served as a trusted creative partner for Microsoft, Adidas, the NFL, Wynn Resorts, and other global brands. In 2017, Morra and his brother Kevin Morra received a Cannes Gold Lion for their work on Cigna’s “TV Doctors of America” campaign. Leveraging both his creativity and track record for getting things done, his new role will undoubtedly lead to exciting changes for the historic Hoyt Family businesses.

Morra has big ideas for the businesses and the plans underway signal the pace and ambition he’ll bring to his role. At King Pine, they’re planning for expanded trails and a new base lodge with live music and event space targeted for completion by 2030. This winter, guests will discover new family après ski experiences, upgraded snowmaking, a refreshed tavern, new guest lockers and updated trail signage. King Pine also joins the Indy Pass as a full member this year.

The Inn at Purity Spring Resort underwent a renovation this fall, including extensive landscaping, fencing, signage and exterior paint updates. A multi-million-dollar guest room renovation is in the plans as well. At Traditions, the resort’s on-site restaurant, an interior renovation is planned for the coming year. Morra plans to touch every detail of the guest experience and improve it.
“I’m incredibly excited to help shape the future of Purity Spring Resort, King Pine, Tohkomeupog and Danforth Bay. These properties have a special history and a loyal following going back more than 115 years. Now is the time to build on that foundation with fresh energy, purpose, and improved guest amenities that create an unforgettable experience.”
“Ali grew up watching her parents (Bob & Yvonne) lead this resort. It is incredibly meaningful to see Ali stepping into the next generation of this family business in a way her dad always hoped she would. Ali is exceptionally discerning and accomplished. She brings a rare combination of strategic thinking, hospitality expertise and genuine connection to these properties. I think we complement each other extremely well. We share incredible momentum and a very clear vision for the future.”

— Paul J. Morra, Managing Partner, Development, Design and Brand

Ali Hoyt steps into the role of Managing Partner, Hospitality and Strategy, joining her cousins as the next generation of Hoyt family leadership for businesses her father, Bob Hoyt, spent his life building along with his siblings, Ted, Laura, Susie and Kathy. With Bob’s passing in 2020, Ali stepped up to ensure his vision for the family businesses continued.
A Cornell University School of Hotel Administration graduate and co-founder of Larkspur Hospitality Consulting, Hoyt brings nearly 15 years of hospitality industry expertise to her new role. She spent much of her professional career at STR, the global leader in hospitality data and benchmarking, where she led a consulting team that helped clients make informed decisions with data. She has been a member of the International Society of Hospitality Consultants for ten years and currently serves on the Board of Directors. Hoyt will focus on overall strategic direction, using data and market insights to guide decisions and shape the guest experience across all properties. She will also serve as a visible representative of the Hoyt family with guests, employees, and the broader community.

“This business has been a part of my entire life. I grew up at the resort watching my family welcome guests, expand the business and care for the property and our community. During my high school and college years, I had the opportunity to work alongside my parents and be part of the memorable experiences we create for our guests. My Dad (Bob) led with passion and pride, and he genuinely loved engaging with our guests and sharing what makes this place so special. I want to carry that spirit forward and honor his memory by making him proud of the direction we’re heading.”

“I’m excited to bring my industry experience back to our family business and help shape its future. We’re working from an incredible foundation, and it’s important to me that we honor and build on our family legacy. I’m thrilled to be working alongside my cousins and PJ to bring our collective vision to life. PJ shares our commitment to the business, our guests and our employees. His energy is contagious and he challenges us to think differently about how we’ve always done things. He is a collaborator, visionary and strategic thinker. As we work to reimagine our business, I’m honored to be doing this with my family and with PJ.”

— Ali Hoyt, Managing Partner, Hospitality and Strategy

The Managing Partner structure also includes Steven Hoyt as Managing Partner, Property Systems and Administration — overseeing infrastructure, systems, technology planning, and administrative functions — and Andrew Mahoney as Managing Partner, Recreation and Guest Experience, with continuing responsibility for Tohkomeupog Summer Camp for Boys and King Pine Ski Resort.