Powder Mountain in Utah is embarking on a transformative journey to become an open-air art museum, integrating works from renowned artists such as Jenny Holzer, Paul McCarthy, James Turrell, Arthur Jafa, and Nancy Holt into its slopes.
In a recent interview, Powder Mountain’s Chief Creative Officer, Alex Zhang, elaborated on the project’s impact on skiers and the innovative approach being implemented. Zhang, who has had a long-standing relationship with Powder Mountain, reflected on his deep affection for the Ogden Valley and the ski resort. After moving to New York, Zhang’s connection to the mountain continued, leading to a pivotal moment when Reed Hastings acquired Powder Mountain.
Hastings’ purchase prompted a reevaluation of the resort’s financial model, which had struggled as an independent local entity. Zhang and his team explored various options to revitalize Powder Mountain, including partnerships with major ski pass holders and expansions to increase visitor volume. Ultimately, they chose a boutique approach, focusing on a unique artistic vision.
“Our goal is to attract a specific demographic by creating something niche rather than catering to the masses,” Zhang explained. The team aims to preserve the resort’s local traditions while infusing it with artistic elements that enhance its identity. Zhang drew parallels to Aspen, Colorado, which evolved from a mountain town financed by a wealthy patron into a renowned cultural destination through innovative architecture and art.
While Powder Mountain will not mimic Aspen’s high-profile allure, the vision is to cultivate a more rustic, artistic environment where artists contribute their creativity to the mountain. Zhang emphasized that the open-air museum concept is unprecedented, aiming to integrate art seamlessly into the skiing experience without disrupting it.
Skiers will encounter art in a way that complements rather than distracts from their experience. “Powder Mountain’s vast terrain allows us to thoughtfully incorporate art that enhances the skiing experience,” Zhang noted. The plan includes situating artworks in less-traveled areas, such as aspen groves, blending them into the landscape to create moments of surprise.
One example is the current installation by artist EJ Hill, known for his amusement aesthetics. Hill is reimagining traditional ski lift experiences to be more sculptural and engaging. Zhang highlighted that the goal is to make every aspect of the mountain, including the lifts, an artistic experience.
As Powder Mountain evolves, it promises to offer a unique fusion of skiing and art, potentially attracting visitors who seek both recreational and cultural enrichment. The project aims to create a distinctive space where art and nature converge, enhancing the experience for both skiers and art enthusiasts.
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