Arts & Entertainment

Ski, party, repeat! Snowbombing festival arrives April 6 to 10

 | September 3, 2016
Snowbombing Festival in Austria -
Snowbombing Festival in Austria –

Snowbombing festival arrives April 6 to 10

Around 3000 festival-goers will descend on Sun Peaks to ski, party and repeat for the upcoming Coors Light Snowbombing Festival in
April 2017.

Known as Europe’s largest and most popular snow and music festival, the multi-award winning event infuses a snow sports vacation with global headliners and DJs. For over 17 years, the festival has drawn up to 10,000 fans a year from across Europe to Mayrhofen, Austria. Festival organizers said they are now ready to replicate the experience in North America and have chosen to premiere it in Sun Peaks.

Snowbombing organizers zeroed in on Sun Peaks because of its ski area, village, geographic location, and existing relationship with Coors Light, as well as the resort’s current
marketing goals.

“We are looking to help Sun Peaks in a similar capacity (as Mayrhofen), by helping them gain access to a new market of skier and snowboarder, and also help underpin them as one of Canada’s most exciting and forward thinking resorts, whilst bringing business to the resort in a historically low-week of the season,” said Alexander Bennett of Broadwick Live by email.

Organizers plan to use the terrain and village to host a multitude of venues including sky-high mountain shacks, mystical forests stages, trail-side pool parties, road-block street carnivals, cozy alpine lodges and medieval barns. There will also be ski and snowboard competitions, DJ battles and more.

Brooke Madley, events manager for Sun Peaks Resort LLP (SPR), travelled to Austria last year to get a sense of the festival and saw mostly young professionals from the United Kingdom travelling to the event. Come April, they’re expecting a slightly younger demographic from Western Canada and the northern parts of the western U.S. to attend.

Madley said she appreciated the event’s production value and guest experience.

“The vibe in the community and on the mountain was buzzing with excitement as people were dancing in their ski boots on the slopes and in the streets,” Madley said. “I was blown away with the high level of artist talent and music production.”

She added the hotel and restaurant owners she visited were happy with the amount of business brought in by the festival and it was one of their busiest weeks of the year.

Volunteers who Madley met were mainly local residents there to support the festival as well as enjoy the shows.

Ticket numbers will be scaled down for the first year of the Sun Peaks festival so organizers and the resort can learn and grow in the future.

Aidan Kelly, chief marketing officer for SPR, said the festival fits well with the natural growth of the resort and is similar to events like the Dew Am Tour in 2015, but it will be larger than past events.

Despite the difference between Snowbombing and more family-focused events previously hosted by Sun Peaks, Kelly said the community response has been positive and residents are enthusiastic about the new event.

“We pride ourselves on the family oriented nature of Sun Peaks and look forward to contining to grow that well into the future while at the same time exploring new event opportunities to appeal to a wider market and demographic,” Kelly said.

He added the timing of the event was carefully considered and placed near the end of the ski season when it’s generally quiet to give the festival the ability to have Sun Peaks to itself.

The 2017 Canadian lineup will be released this fall along slide full event and package details with pricing including accommodation and festival tickets.