Snowmass is a Colorado ski town that has undergone extensive development over the past decade. For years, snowmass was often compared to his neighbor, Aspen.
If you spend plenty of time in Snowmas Village, Colorado, your family’s Philosopher should be featured.
“Snowmass was Aspen’s second sleepy cousin,” former Snowmass ski patrolman Beau Bedford told Business Insider.
“Snowmass was Aspen’s sister, and now we are ourselves,” said Sarah Stokey Sanchez, Public Relations Manager for Snowmass Tourism.
For decades, the town of Snowmass was rarely mentioned without mentioning its flashy neighbour, Aspen. Now, with the help of $1 billion in development and a new, luxurious experience, Snowmass is ready to abandon his brother’s title and go on to center stage.
A view of the buildings that make up the Snowmass Base Village in Colorado. Monica Humphreys/Business Insider
Shiny new development
It is a ski town with a familiar name, hidden in the Colorado Rocky Mountains, about three and a half hours drive west of Denver. Aspen has long portrayed wealthy visitors. The neighborhood is called the billionaire Mountain and is eager to share the latest celebrity spots.
Fifteen minutes away is the village of Snowmass, and for years it has been a quiet town with two main areas. Snowmass Mall was the heart of a ski destination, with a two-storey home with cafes, restaurants and a road to the slopes. Nearby there is a centre that serves residents, with grocery stores, post offices and business offices.
There were few shops, few luxury hotels, and even more upscale options. There were not many resorts so skiers didn’t eat, sleep or stay in town. Instead, Snowmass was largely unknown.
“I remember going to Snowmass and thinking, ‘What is that?’ ” Jeff Buffheister, who grew up in Colorado, CEO of the Aspenskiing Company, told BI.
That began to change in 1999 when the Aspenski Company purchased about 11 acres in Snowmass and proposed plans for Snowmass Base Village, a town’s area focused on tourists with accommodation, residential and commercial spaces.
This project was a difficult battle. Some locals supported the development, while others opposed it and worried about its size. Between 2004 (when the plan was approved) and 2016, development changed its hands and construction was stagnant due to the recession.
In December 2016, East West Partners, KSL Capital Partners, and Aspen Skiing Company ultimately aimed to complete the $1 billion development.
Almost ten years later, the end was in sight.
Snowmass Base Village replica and Andignion. Monica Humphreys/Business Insider
The base village features nine residential complexes, spotlight hotels, shops, restaurants, community centres and public plazas. The final piece is Stratos, a two-building, 89-unit residential complex that will end in 2027.
The area feels modern, especially compared to Aspen’s historic Victorian homes and mountain chalets.
“I’ve seen people go from the ski area to the resort,” Susan Cross, who has been living in the area for 30 years and manages Snowmas Mountain, told BI.
Development completely changed snowmass, and as it grew, Snowmass targeted new visitors. Wealthy tourists are looking for a luxurious vacation.
Competing with Aspen’s luxurious reputation
Snowmass has long been set up to welcome the aspen overflow.
But now, Snowmass has a real estate advantage. Its development is newer and has fresh amenities. And although they come at a higher price, they are still more affordable than aspen. The average square feet for Snowmass costs $2,000 compared to $2,300 aspen.
Andy Gunion, managing partner at East West Partners, said there was demand.
When Silk residences opened in Base Village in 2024, 91% of the homes sold out at an average of $2,700 per square foot in the first two weeks, with most buyers being second home owners and investors.
The final condo complex of Stratos, Stratos and Snowmass Base lists two-bedroom condos starting at $2.85 million. Its incredible product, Sky Chalet, costs $30 million and covers the entire floor. As of mid-March, approximately 75% of the property had sold out.
A lift skier outside the Viceroy of Snowmass, Colorado. Monica Humphreys/Business Insider
Beyond real estate, the development of Base Village also includes newer retail shopping and restaurants.
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Kenichi, a long-standing sushi staple in Aspen, opened its Snowmass location in 2021. I sit in the lobby at the Latin restaurant Viceroy Hotel. Dinner at Aurum Food and Wine includes steak, lamb, fish and wine lists, with bottles reaching $1,800.
Snowmass is elevating the dining game, but it’s not on par with Aspen, featuring Michelin-starred Bosq and around 130 other bars and restaurants.
“Snowmass has always been a sleepy town,” Cross said. “We don’t have a number of restaurants Aspen.”
The same applies to shopping. Aspen has Prada, Gucci, Ralph Lauren and Valentino, while Snowmass has Gorsucci, who has high-end ski gear.
However, Gnion and others argue that the goal is not to become aspen.
“We don’t have a scale. We can never compete with it, we’re not trying to,” Gunion said. “We are trying to create this fun, family-friendly village that is more connected to the mountains.”
Entrance to Snowmass Base Village. Monica Humphreys/Business Insider
Is growth welcome?
Bedford, who moved to Snowmass in 1968 at the age of 21, said it was about “gender, drugs, rock and roll” in the area.
In 1971, the Eagles were playing in a small Aspen club. Singer John Denver moved to Aspen and became a friend of his family. The winter was full of ski powder days and in the summer I played softball.
Aspen was known, but that was not the case with Snowmass.
“God, Snowmass was very small,” Bedford said. “Everyone was very tight.”
For many locals, that inexperience was a plus. That meant cheaper lift tickets, less traffic and lower real estate prices.
When Melblumenthal first visited Snowmass about 35 years ago, the area had a “small town charm.” Now he fears that its charm is fading.
Blumental, who split the time between Snowmass, California and Santa Monica, initially supported the Bass Village plan.
“In the beginning, I was sure it was necessary to compete economically as a resort,” he said, adding that when I changed developers, I began to lose faith in the project.
Despite living across the street, he rarely visits the area and said it appears to be a trend among the residents. He also worries about how Snowmass will balance visitors and their communities as the development attracts more people from outside of town.
Julia Teizen, Snowmass Tourism Director, told BI that was her main focus. She sees not only growth, but sustainable growth.
“Where is the room to grow? And how do we want to grow? Not just for more,” she said.
Today, Snowmass has approximately 3,000 residents per year. With that number of balloons each winter, attracting more tourists and part-time residents presents a challenge.
“Transportation, crowds, parking, housing and childcare are all followed by the surrounding ski towns,” Buchheister said.
Snowmas Mountain skier. Monica Humphreys/Business Insider
Standing alone as a snowmass
Besides seducing wealthy travelers in fine dining and luxury hotels, Snowmass is also targeting sets of travelers who can’t aspen.
Of the nearby ski mountains, snowmass is the largest and has plenty of ski-out accommodation for ski-in. The resort features 20 lifts, 98 trails and 3,342 acres of skiing. By comparison, Aspen Mountain has 8 Elents, 104 trails and 828 acres for intermediate and professional skiers.
Snowmass is available for beginners at Green Run and Bunny Hills. There is a tube area and an alpine coaster. The town has an ice skating rink and childcare facilities.
Plus, a family-friendly lodge – for example, Viceroy is a ski-out with condominium amenities such as a kitchen, multiple bedrooms and living rooms, but has gained the recognition of snowmass as a family-friendly ski resort.
Stookey Sanchez said the town has a relaxed atmosphere with high-end amenities.
Aprés can take a picture of a beer vs Aspen champagne shower at the elk camp while drinking a margarita at Venga Venga
Eleven212 or Cloud Nine. Dinner may include fur coats and designer dresses, but visitors are inevitable when they arrive in Kenichi in sweatpants and crocodiles.
“I think that’s what brings our wealthy customers. “They want to be with the locals and do what they do. They want a $12 sandwich, and it doesn’t have to be a luxury and flashy meal all the time.”
Snowmass is increasing its luxury products, but most people agreed that Aspen will remain the famous name. I hope that snowmass will also be one.
“The two places need each other,” Gunion said. “I don’t think Aspen will be successful in winter without snowmen. We need mountains like this.”
“It was a long trajectory, but it definitely happens where Snowmass stands on its own,” Ideal said.
