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Country singer Alan Jackson’s request for a personal in-room ski and boot fitting seemed a little presumptuous to the Steamboat ski shop employees who fielded the call a decade ago. Fortuitously, manager Joe Sternberg obliged, and it was while he helped Jackson swap his cowboy boots for something a little more ski hill friendly that the proverbial lightbulb flicked on. What if he could bring Alan Jackson–like treatment to all of Steamboat? So he and a friend, Ian Prichard, started Black Tie, a company that delivers ski and boot rentals to customers’ doorsteps. They like to think of it as the Netflix of ski shops. This year, Black Tie celebrates its 10-year anniversary as the largest company of its kind in North America. Up next? Europe. blacktieskis.com