Utah Ski Resort Plans to Integrate Art Into Its Expansive Grounds

Powder Mountain, Utah, is transforming its slopes into an open-air art museum, featuring works from renowned artists like Jenny Holzer, Paul McCarthy, James Turrell, Arthur Jafa, and Nancy Holt.

Powder Mountain’s Chief Creative Officer, Alex Zhang, has been integral to this transformation. Zhang, who has been visiting and skiing at Powder Mountain for the last decade, has always cherished the Ogden Valley and its specific mountain. His connection with the place deepened even after moving to New York. This connection led him back when Reed Hastings purchased Powder Mountain.

Facing financial difficulties, the team brainstormed ways to save the soul of Powder Mountain while making it financially viable. They considered common models, like incorporating Epic or Ikon pass holders or adding more restaurants and hotels. However, they ultimately decided on a more boutique and unique approach.

The new vision involves targeting a specific demographic rather than appealing to the masses. By focusing on creating something niche, Zhang and the team believe they can attract individuals more strongly interested in the unique blend of skiing and art. Above all, they aim to preserve the local ski resort’s tradition and heritage that everyone loves.

The idea evolved into imagining a ski resort designed by artists. Throughout history, art has played a significant role in shaping the identity of places, and Powder Mountain aims to follow this legacy. Zhang referenced Aspen as an inspiration, a mountain town known for its strong artistic and architectural influence. While the goal isn’t to replicate Aspen, the aim is to create a rustic, artistic, and artisanal experience in the mountains.

The crux of this idea is the open-air art museum. According to Zhang, this concept integrates art into the skiing experience in a way that enhances rather than detracts from it. Skiers won’t have to dodge sculptures, but they will encounter art thoughtfully incorporated into the landscape.

For instance, Powder Mountain’s extensive skiable terrain is seen as the museum, with the art seamlessly blending into the environment. Zhang highlighted the area’s aspen groves and backcountry-style skiing areas as potential sites for art installations. These installations will blend into the landscape, making visitors take a second look.

One of the first commissioned works is by EJ Hill. As the resort adds two new lifts—Lightning Ridge and Timberline—Hill’s art will be incorporated. Known for his “amusement aesthetics,” Hill recontextualizes traditional amusement rides, manipulating roller coasters and ferris wheels. He aims to elevate the typically mundane ski lift experience, transforming it into something sculptural.

Working with Skytrack, the main lift manufacturer, Hill and the team selected vibrant colors and incorporated vintage carousel horses into the lift terminals. These lifts will function like sculptures, adding an artistic element to the skiing experience.

While this artistic endeavor is exciting, skiers might wonder about its impact on lift prices. Zhang assured that the art museum is funded by a nonprofit foundation, distinct from the resort’s operations. Reed Hastings’ family is philanthropically contributing to this foundation, ensuring that lift ticket prices will not increase to fund the art installations.

Even for the most dedicated powder hounds, it’s hard to argue against such an innovative and enriching project.

Source: POWDER