For decades, ski resorts have operated on a familiar rhythm: a few short months of peak activity in winter followed by a long seasonal slumber. But as climate patterns shift, guest expectations evolve and economic pressure mounts, that model is changing. Fast.

Today, the most forward-thinking resorts aren’t just surviving - they’re thriving - by embracing an “always on” mindset. They’re turning downtime into prime time. One of the strongest recent examples? Solitude Mountain Resort’s bold multi-year transformation into a true four-season destination.

In 2023, the Utah-based Alterra Mountain Company's  Solitude Mountain Resort, opened the first-ever bike park in the Cottonwood Canyons. It launched modestly: four trails and just three days a week. But this wasn’t a stunt or a side project. It was the start of a strategic long-term vision to make Solitude a summer staple, not just a winter wonderland.

Fast forward to 2025 and that vision is in full motion.

Thanks to the persistence of the Solitude Bike Park Trail Crew and their trail building partners at Gravity Logic Inc., the park now operates full-time in summer. And this year, Solitude was selected to host a Pro Downhill Series event, drawing professional riders from across the US including elite athletes from Winter Park Resort's renowned Trestle Bike Park.

It’s a major milestone and a masterclass in adaptive leadership for ski area operators everywhere.

The new reality: 90 days isn’t enough anymore

For many ski resorts, the operational runway is short: 90 days of snow, revenue and high-intensity demand. That model leaves little room for error and even less margin for weather-dependent setbacks.

The solution isn’t to squeeze more from winter alone. It’s to expand the season entirely.

Solitude’s leadership understood that early. Instead of viewing the off-season as a downtime, they treated it like a growth window. By developing mountain biking infrastructure, tapping into the growing demand for lift-accessed trail riding and fostering event partnerships, they’ve unlocked a new revenue stream and revitalized summer visitation.

And it’s not just about the money. It's about community engagement, year-round employment, brand visibility and long-term resilience.

From passion project to pro-level venue

What makes Solitude’s approach stand out is its deliberate pacing and clear vision.

They didn’t rush to open 20 trails or promise the biggest park overnight. Instead, they started small, proved demand, listened to riders and iterated. Every trail was built with intention. Every expansion backed by data and feedback.

That strategy paid off this year when Solitude was tapped to host a Pro Downhill Series event, a prestigious nod from the wider mountain biking community that their trail network isn’t just “good for a ski resort,” it’s elite.

These kinds of events bring more than just athletes. They generate regional tourism, boost local business and create new brand advocates. And they elevate the mountain’s visibility in the summer sports market right when most competitors go quiet.

Lessons for other resorts

Solitude’s success offers a blueprint for other resorts navigating shorter winters and seeking long-term sustainability:

1. Start with a strategic bet

Solitude didn’t build trails for fun - they built them with a clear hypothesis: that high-quality purpose-built mountain biking experiences could drive summer demand. And they were right.

What are the equivalent bets at your mountain? It might be downhill biking, but it could also be festivals, alpine coasters, disc golf or guided hikes. The key is to pick something that fits your terrain, your team and your guests and commit to doing it well.

2. Think like a product team

Don’t just offer activities—design experiences. Solitude’s trails weren’t slapped together. They partnered with Gravity Logic Inc., known for building world-class bike parks. Every detail was built with the end rider in mind.

The same approach works for non-bike offerings. Whether it’s a wine and hike series or yoga on the summit, design it with care. Build, test, learn and improve. Treat summer like product development, not just operations.

3. Create momentum through events

Landing a Pro Downhill Series event didn’t happen by accident. Solitude positioned itself as a credible rider-approved venue first and the event followed.

Events are powerful accelerators. They drive press, social content, partnerships and off-season foot traffic. Even if you’re not ready for national competitions, start local: host a community ride, a music night or a family mountain adventure day. Build momentum.

4. Empower your team

Commenters on Solitude’s original LinkedIn post praised the strong leadership and dedicated team. Vision is one thing. Execution is another. Solitude’s Bike Park Crew was the glue that made it happen.

If you’re building new offerings, involve your team early. Let them own it. Train them, celebrate them and give them the credit they deserve. Culture is your secret weapon in year-round activation.

The future is multi-season

As Big Bear Mountain Resort gears up to host Nationals, it’s clear that the momentum isn’t slowing down. More ski areas are realizing that their terrain doesn’t lose value when the snow melts—it just takes a different form.

Solitude has proven that with focus, discipline and creative thinking, a winter resort can become a year-round destination. Not by chance but by choice.

So the question isn’t whether you can activate your mountain in the off-season.

It’s whether you’re ready to lead the way.

Take action

• Audit your terrain: what non-winter opportunities are being left untapped?
• Talk to your team: what ideas are they excited to build or run?
• Start small but smart: launch one activation that aligns with your brand and test the response
• Engage your community: locals are your first guests and best promoters. Bring them in early
• Set a long-term vision: Solitude didn’t get here in one summer. But they knew where they were going

The mountains don’t hibernate anymore. Neither should your business.