Wisconsin Ski Area Re-Brands to Original 1980s Name
Despite Wisconsin's relatively-flat topography, the state is home to more than 30 ski areas that are enjoyed by thousands of passionate midwest skiers.
The Rock Snowpark, a small but popular ski area located in the suburbs of Milwaukee, announced on August 14, 2024 that they're re-branding, but there's a catch. The ski area is reverting back to it's original name, Crystal Ridge Ski Area.
Photo: Indy Pass Media Kit/Crystal Ridge Ski Area
Crystal Ridge was opened by John Kaishian in 1987. According to Ski Area Management (SAM), the ski area changed hands in 2012 and was renamed The Rock Snowpark. In 2017, the co-owners of fellow Badger State ski area Little Switzerland, Rick and Mike Schmitz, took over The Rock's ski operations. The name change comes at the behest of the Schmitz brothers and ownership as their, "team felt it was time to get back to the name that started it all."
The name change is effective immediately and includes a new Crystal Ridge logo, re-designed website, updated trail signage, and new merchandise that will be available during the Winter '24/'25 season.
Crystal Ridge Ski Area
Crystal Ridge general manager Riley May spoke with SAM about the name change:
“I think what Kaishian built here in Franklin and Milwaukee County is something this community should be proud of. We want to honor that name as well as give it some new life. Crystal Ridge captures that ‘ski-hill-feel’ better than the previous name. It also allows us to have one cohesive name and branding for both winter and summer business (wedding and events).”
Photo: Crystal Ridge Ski Area
Photo: Indy Pass Media Kit/Crystal Ridge Ski Area
I spent four years of my adult skiing life in Madison, Wisconsin, and while I never ventured to Crystal Ridge, (it was called The Rock Snowpark when I lived there, of course) I can certainly speak to the passion of midwestern skiers.
It is borderline unbelievable how stoked Wisconsinites are to ski the same 200-400 foot vertical runs over and over and over again. Sure, it's all they have, but one could certainly imagine that repeating a 10-second run only to have to hop back into a lift line could be a deterrent. Not in Wisconsin. Those folks love skiing, and I love them for it.
Crystal Ridge has an excellent ring to it, but there are at least two concerns with the name -- there's already Crystal Mountain in Michigan and Crystal Mountain Resort in Washington. Crystal Ridge shouldn't have to worry about any confusion with the popular ski resort outside of Seattle, but two ski areas with similar names in near-neighboring states might pose a challenge.
Crystal Ridge Ski Area, Wisconsin Stats/Info:
Crystal Ridge Ski Area, Wisconsin.
Vertical: 230 ft.
Skiable Terrain: 50 ac.
Average Snowfall: 40 in.
Lifts: 5
Trails: 6
Snowmaking: YES
Night Skiing: YES
Mega-Pass: Indy Pass
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