The New York Times: In Aspen’s Shadow, Snowmass Builds an Identity of Its Own

Developers hope to keep travelers entertained enough to stay in their own newly expanded ski town rather than head to its nearby, more glamorous rival.

As the largest of the four ski areas owned by Aspen Skiing Company, Snowmass has always been the crowd-pleaser in terms of terrain among the portfolio, which includes Aspen Mountain in the town of Aspen, 9 miles away, and, between them, Aspen Highlands and Buttermilk. But Snowmass lacked a central base village that was diverting enough to keep travelers entertained in the area during post-ski-lift hours. Continue Reading

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