Skiing is often romanticized as an experience of freedom, marked by cold air, stunning mountain views, and the graceful carving of skis on fresh snow. However, the reality for many involves crowded resorts, long lift lines, and skied-off trails. This has led some to seek alternative, more exclusive ways to enjoy the slopes.
Crowded ski resorts are driving some skiers to seek more exclusive options.
The Rise of Private Ski Clubs
Much like private aviation caters to ultra-high-net-worth individuals, private ski clubs are emerging as a way for the wealthiest to avoid crowded resorts and maintain their privacy. These clubs offer a sanctuary from the masses, providing uncrowded slopes and fresh powder that can last for days.
Private ski clubs offer a unique experience:
- No lift lines
- Pristine powder
- Anonymity
- Exclusive amenities
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Exclusive Clubs and Their Appeal
Each private ski club has its own distinct character, attracting different segments of the ultra-rich. For example, shy celebrities might prefer the secluded log homes of Montana’s Yellowstone Club, while tech elites from Los Angeles and San Francisco can be chauffeured in Rivian courtesy cars at Powder Haven in Utah.
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To join these clubs often requires a significant investment, including millions of dollars in real estate, hefty initiation fees, and annual dues. Some clubs even conduct multi-generational personality vetting to ensure compatibility among members.
Examples of exclusive ski clubs:
- Yellowstone Club (Montana): Known for its fortress-like log homes and attracting celebrities.
- Hermitage Club (Vermont): Popular among Westchester moms, offering exclusive dining and valet services.
- Powder Haven (Utah): Caters to the tech crowd with Rivian courtesy cars and a focus on art and community.
- Wasatch Peaks Ranch: Considered the next big thing in private skiing, with lots starting at around $10 million.
Powder Mountain: A Case Study
Powder Mountain in Utah, recently acquired by Netflix founder Reed Hastings, exemplifies the private ski club experience. Hastings was driven to Powder Mountain after his home mountain of Park City became overcrowded following its acquisition by "the Vail empire."
Since the acquisition, half of Powder Mountain's chair lifts and lodges are exclusively for club members. The club offers amenities such as the Skylodge, a set of cozy yurts, and unique artistic installations throughout the mountain.
Trail map of Powder Mountain highlighting the vastness of the skiable terrain.
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Key features of Powder Mountain under Reed Hastings' ownership:
- 5,000 acres of slopes exclusively for members and their guests.
- 5,200 acres open to the public.
- Unique amenities like the Skylodge and artistic installations.
- A focus on community and long-term enjoyment.
The Broader Trend of Privatization
The rise of private ski clubs reflects a broader trend of privatization in the leisure industry. As public resorts become more crowded and expensive, the ultra-rich are seeking exclusive alternatives that offer privacy, luxury, and a sense of community.
This trend is not entirely new. In 1970, Sports Illustrated noted the emergence of private ski clubs as a solution to crowded slopes. Today, these clubs are more exclusive and luxurious than ever before.
JD Vance and the 'Ski in Jeans' Insult
In the political sphere, even leisure activities can become a point of contention. News of Vice President Vance’s visit to Vermont leaked on Reddit, prompting backlash online from those who see the inn’s acceptance of MAGA business as a political statement. Several commenters threatened to protest during Vance’s visit. Others defended the inn, saying any type of negative campaign would only hurt a local business.
During one such incident, Vice President JD Vance faced protests during a family ski vacation at Sugarbush. The protesters, known for being the crankiest libs in the nation, greeted him with a sign that read: "VANCE SKIS IN JEANS," one of the Northeast’s coldest insults.
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This humorous jab underscores the intersection of politics, personal style, and public perception. It also highlights the increasing scrutiny faced by public figures, even during their private time.
A Glimpse at Vance's Casual Style
While the "ski in jeans" comment was meant as an insult, it also offers a glimpse into Vance's more relaxed personal style. Far from the formal attire often associated with political figures, Vance has been seen in casual ensembles during his downtime.
For instance, during a Thanksgiving celebration with his family, Vance wore a blue golf shirt, slim gray jeans, and dark blue sneakers. Similarly, on a fishing trip with his son, he sported a zip-up hoodie, blue jeans, fishing boots, and a camo baseball cap. This preference for casual attire contrasts sharply with the more formal style of figures like Donald Trump.
JD Vance in casual attire during a public appearance.
The Future of Skiing
As the demand for exclusive experiences continues to grow, private ski clubs are likely to become even more popular among the ultra-rich. These clubs offer a unique combination of privacy, luxury, and community that is increasingly difficult to find at public resorts.
While skiing in America is becoming more like elite golf and racquet clubs, the rise of private ski resorts may also offer some benefits to the public. By catering to the wealthiest skiers, these clubs can help alleviate crowding at public resorts and potentially fund improvements to public ski areas.
Ultimately, the future of skiing will likely involve a mix of public and private options, catering to a wide range of budgets and preferences.