Since the 1970s, several companies have attempted to mine molybdenum on Mount Emmons (called the "Red Lady") near Crested Butte. In 1977 W Mitchell was elected mayor of Crested Butte and led a campaign which stopped AMAX (now Freeport-McMoRan) from building a billion-dollar molybdenum mine on Mount Emmons. Because of his battle against the anticipated environmental impact, Mitchell is known as the man who "saved a mountain". The same year, 1977, saw the formation of the High Country Citizens' Alliance (HCCA), an environmental organization dedicated to protecting natural resources within the Upper Gunnison River Valley.