Industry News
evo Hotel Hakuba Transformation and Rebrand Planned for Winter 2024-25
evo, the outdoor retail and experiences company, today announced the opening of their second evo Hotel. evo Hotel Hakuba follows the company’s first traditional hotel offering, evo Hotel Salt Lake, which debuted in 2022 in Salt Lake City, Utah.
evo is deepening its commitment to developing adventure-based experiences in Japan, which already consists of more than a dozen evoTrip travel experiences across locations including Hakuba, Niseko, and Furano, Rhythm Japan retail and rental stores, Rhythm Rides instruction and guiding, and the iconic winter brand that was born in Japan, Oyuki.
evo Hotel Hakuba will open following a renovation of the now-acquired Bergland Hotel, which was built in anticipation of the 1998 Nagano Olympics and renovated in 2012. Currently, the hotel boasts 21 guest rooms, onsens with views of Happo-One Resort and the Japanese Alps, and an on-site restaurant. evo will begin renovations in late spring 2024.
“Japan has long been a favorite for evo customers, and we are thrilled to add the new evo Hotel Hakuba to our family, giving customers even more opportunities to enjoy incredible experiences in Japan year-round. We have a deep respect and love for the Hakuba community and Japanese culture and we can’t wait to create a gathering place for all to enjoy. Now, our customers can choose to travel to evo Hotel Hakuba independently or via our loved evoTrip group travel offering and pick up the latest gear at the new Rhythm Happo for skiing, snowboarding, or biking in the summer months. We look forward to reimagining this property ahead of the 2024-25 winter season.”
– Bryce Phillips, evo founder and CEO
In addition to the new evo Hotel Hakuba, evo owns the area’s premier outdoor adventure store, Rhythm Japan, which boasts three locations in the Hakuba Valley, including the brand-new Rhythm Happo location, Rhythm Wadano, and Rhythm Summit. In addition to summer bike rental and retail, Rhythm Japan offers the area’s most extensive rental fleet of nearly 7,000 skis and snowboards from top brands, and also custom boot fitting services, accessories, and apparel. New for Winter 2023-24, Rhythm Japan is reimagining the ski boot rental fitting experience with the introduction of Volumental foot scanning technology, which consists of a fully integrated suite of 3-D scanning and data tools to optimize boot fitting. Rhythm Japan is the first retail and rental shop to offer this service in the country.
Located in the Japanese Alps on mainland Japan and averaging over 500 inches of snow each year, Hakuba is a powder mecca nestled amidst rugged peaks towering over 9,000 ft. and just a three-hour bullet train or four-hour drive from Narita (Tokyo) International Airport. The Hakuba Valley has a not-to-be-missed chic izakaya (Japanese gastropubs) and onsen scene, offers incredible food and dining experiences, and access 10 resorts with limitless terrain, all on a shared lift ticket.
Hakuba Hotel Group will continue to operate the Bergland Hotel for the 2023-24 ski and ride season. With renovations to begin in late Spring 2024, evo plans to expand the number of guest rooms and offer additional opportunities for connection through elevated dining experiences, unique food and beverage offerings that will celebrate Hakuba’s culture and community, and new spaces for travelers to gather and connect.
