The family-owned ski resort, Trollhaugen, has carved out a niche as a late-night destination in Dresser, Wisconsin, thriving despite a general decline in nightlife options around the Twin Cities. While many bars and entertainment venues have reduced hours due to labor costs and changing consumer habits, Trollhaugen remains a beacon for night skiers and snowboarders, operating until 3 a.m. on Saturday mornings.
Owner James Rochford, known as Jim Jr., notes that this late-night model has created a unique opportunity for the resort, allowing it to offer an “extra day of skiing and snowboarding.” Over the past two decades, Trollhaugen has become renowned for its vibrant late-night atmosphere, selling out its “Late Night Fridays” events, which draw over 1,000 tickets and generate more than $30,000 in revenue each evening.
Key Factors Behind Trollhaugen’s Success
Trollhaugen’s strategic location just an hour northeast of Minneapolis–St. Paul has played a critical role in attracting large crowds. With most ski resorts in the metro area closing by 10 p.m., Trollhaugen fills a significant gap in the market. The only competitor offering late-night skiing, Powder Ridge in Kimball, closes at 1 a.m., leaving Trollhaugen with a distinct advantage.
Despite a decrease in late-night options for younger demographics, Trollhaugen offers a welcoming atmosphere with food and drink available at its lodge, stuga, and snack bar during the early morning hours. Live music from local bands enhances the experience, encouraging visitors to socialize and enjoy the vibrant environment. “They’re going to come out to hang out with friends,” Rochford explains. “Skiing and snowboarding are kind of almost the secondary activity you do while you’re hanging out with your friends.”
The Evolution of Late Night Fridays
The concept of late-night skiing at Trollhaugen dates back to the 1970s, when it was introduced as a promotional event. After a hiatus, it was revived in 2002 as “Late Nite Fridays.” That initial season saw an average of only 50 late-night skiers, but attendance doubled the following year after Rochford refined the program. Initially priced at around $15 to attract college students, ticket prices have since increased to $25, with ski rentals costing an additional $35.
Rochford states that they no longer target a specific demographic for Friday nights, as the customer base has diversified. Most tickets sell out a day or two before the event, and the parking lot often fills by 9 p.m., just as “Late Night Fridays” begin. The resort opts not to expand the parking area to maintain a pleasant experience on the slopes, as increased crowding could lead to lengthy wait times.
On a recent Friday night, the peak wait time for the lift was just 10 minutes at 11 p.m., a testament to the efficient operation and popularity of Trollhaugen as a late-night ski destination. As the nightlife landscape continues to shift, Trollhaugen stands out as a successful model, catering to those seeking adventure and camaraderie under the stars.
