Let It Snow!

WORDS BY HEIDI JOHANNSON PHOTOGRAPHY BY HAMISH BIRT & VIRGINNIA LAJEUNESSE

With luck, it might even snow for us.

- HARUKI MURAKAMI

When the Sawmill restaurant on Gateway Blvd had run its course back in 2014, it took a passion for powder and a keen eye for business to envision another life for this chalet‑esque structure. New owners of Sundance Ski and Snowboard, Alexandra Messinis and Jim Hillman were determined to carve out their own tracks when it came to the future of

Sundance Ski and Snowboard, a favourite of snow sport enthusiasts since 1975. As Messinis explains, “It was an exciting time and opportunity to be a part of the progression of the business. We had big aspirations and moved online immediately. We were fully integrated, a first in the industry.” But as much as there was a need for advancement into the world of e‑commerce, these two partners knew the value of decades’ long experience in the snow business. Previous owner, Vern Mark agreed to stay on as part of the team ‑ an irreplaceable face and fitter at the store. “He knows everyone! People travel here from everywhere to get their boots fit by Vern!”

Offering high-end apparel to ski and snowboard sales, Sundance Ski and Snowboard offers exceptional and knowledgeable expertise when it comes to the right gear for those perfect snowy days. But you’d better rip on in there as their season is already well underway. “Since Covid, October has become our busiest month! It’s changed our industry for the better. It’s made everyone appreciate everything Alberta has to offer, including getting people outside. It's cool to see people staying closer to home and enjoying what we have to offer - from our Edmonton River Valley to our incredible mountains!"

Guess what else has snowballed at Sundance? The addition

of a travel component. From helicopter skiing to cat-skiing trips into remote locations, they’ve travelled as far away as Japan. Swelling in popularity, backcountry skiing caters to beginners and experts. So if you’ve never been on powder, Messinis has some sage advice. “It’s now safer and easier to get started at any age. Our local ski areas are conducive to learning. They’ve done a really great job. From magic carpets to tubing, just get outside. But try your hand at the mountains, don’t be discouraged. Marmot Basin has a green run that’s three kilometres long. It’s an opportunity to learn. Progression happens quickly when you’re in the mountains.”

And what about this underground, intense ski community that seems to be thriving in our province? “It’s all about meeting great people who are passionate about snow powder. It’s amazing how happy we are to go freeze ourselves in -30 degree weather. We look at it as the entire experience. Getting to your destination, chair lifts, and of course we can all get behind Apres-ski! Everyone just inevitably forgets about the pain and looks forward to charcuterie boards and hot toddies! We’re just very fortunate to have world class skiing in Alberta.”

www.sundanceskishop.com

When the Sawmill restaurant on Gateway Blvd had run its course back in 2014, it took a passion for powder and a keen eye for business to envision another life for this chalet‐esque structure. New owners of Sundance Ski and Snowboard, Alexandra Messinis and Jim Hillman were determined to carve out their own tracks when it came to the future of Sundance Ski and Snowboard, a favourite of snow sport enthusiasts since 1975. As Messinis explains, “It was an exciting time and opportunity to be a part of the progression of the business. We had big aspirations and moved online immediately. We were fully integrated, a first in the industry.” But as much as there was a need for advancement into the world of e-commerce, these two partners knew the value of decades’ long experience in the snow business. Previous owner, Vern Mark agreed to stay on as part of the team - an irreplaceable face and fitter at the store. “He knows everyone! People travel here from everywhere to get their boots fit by Vern!”