Industry News
Après-skiing has been around since the 1950s and consists of many different activities people do after they are done skiing or riding for the day. It can be grabbing drinks at your favorite local bar, sitting by the fire and relaxing, or hitting your favorite nightclub until the wee hours of the morning. The thing about après-skiing is that most people already have a plan established long before they are done skiing. It has been a part of the ski culture for a long time and many it can be the highlight of their ski trip.
Eric Weiner founded The Wild Honey Pie in 2009 and held an après-ski event at Hunter Mountain, New York this past weekend. It was the first of its kind by The Wild Honey Pie since 2015 and something that Weiner would like to continue and grow. The Wild Honey Pie is a music blog-turned-creative agency that breaks down the barrier between artists and fans through brand-funded experiences. Their partners include New Belgium, Solo Stove, La Colombe Coffee, Beam Suntory, Olipop, and more, and spans projects such as Dinner Parties, music video production, Pizza Parties, and pop-ups focused around the intersection of music and food.
The climate and warmer weather are something that everyone is paying attention to especially those who work or play in the snow sport industry. Ski resorts are now faced with operating with fewer days during the season which makes it challenging for them to make enough money to stay open. Finding other activities to attract guests to the mountain besides just skiing and riding is something that a lot of resorts are looking into. Some off-season activities that are popular at mountain resorts already are mountain biking, beer feasts, wine feasts, and concerts. “We are doing something different that could be a new model of what winter events look like,” Weiner said.
The Wild Honey Pie après-ski event is unique because it attracts guests to the mountain for different experiences and vibes. The “On The Mountain” party at Hunter Mountain focused on great food, music, and wellness. The company brought in chefs from Los Angeles and Austin who prepared dishes ranging from a Swiss-alpine menu to vegan tacos. The music lineup was impressive and featured multiple bands throughout the weekend. It gave fans the unique opportunity to hang out and meet the artists and musicians either on the slopes or during après. “It is a way to really break down the barrier between artist and fan and bring people together,” Weiner said. It is a great experience for the fans and an opportunity for them to meet the members of the bands or performers.
Adding wellness to the agenda for an après-ski event was a nice touch that more resorts should look into.“I’m shocked more resorts aren’t leaning more into wellness, I feel all these resorts should have a big spa at the mountain, that seems like a no-brainer to me,” Weiner said. Wellness activities at the event consisted of massage therapy, a sound bath, restorative yoga, and somatic breathwork. Most larger resorts do have some sort of spa center on the mountain, but not a lot of resorts bring wellness activities to the guests. It is a great way to relax and restore your mind and body after a long day on the slopes.
The Wild Honey Pie is based out of the Hudson Valley, New York, and has produced other events in cities like New York, Los Angeles, Seattle, and Denver. The main theme is focused on brand-funded experiences with great food, wellness, and stunning music that brings people together. “Everything we are doing is about building community and bringing people together,” Weiner said. A ski resort is a great place to hold an event like this because there are so many different people on the mountain from all different backgrounds. “We’re giving a person an excuse to meet their next best friend,” Weiner said.
The après-ski event was the first one at Hunter Mountain since 2015 and first impressions were very positive by the resort and guests. “The Hunter Mountain team had a great experience and so did our guests at On the Mountain and we enjoy working with The Wild Honey Pie and they are great resort partners,” Joe Healy, Communications Manager for Vermont and New York, Vail Resorts said. Planning similar events in the future by The Wild Honey Pie is something Weiner was optimistic about. “The story has not yet been written and the future is uncertain, but we want to bring back On The Mountain,” Weiner said. However, it would not be surprising to see another après-ski event like this one presented by The Wild Honey Pie in the future.
