Nightlife around the Twin Cities has diminished in recent years, but one business is defying the trend. Trollhaugen, a family-run ski and snowboard resort located in Dresser, Wisconsin, has maintained a vibrant late-night operation, drawing crowds well into the early hours. The resort has built a reputation over the past two decades for its “Late Night Fridays,” operating until 3 a.m., making it a rare destination for night owls seeking winter recreation.
Owner James Rochford, known as Jim Jr., emphasizes that the late-night model has proven successful for the Rochford family, who have owned Trollhaugen since 1967. The resort consistently sells out its late-night events, with over 1,000 tickets sold on many Fridays. These evenings generate more than $30,000 in revenue, with only rain or temperatures below five degrees posing any real threat to attendance.
Unique Appeal in a Changing Market
Trollhaugen’s strategic location approximately an hour northeast of Minneapolis–St. Paul has been instrumental in attracting visitors. Most ski resorts in the metro area cease operations by 10 p.m., leaving a significant gap in the market that Trollhaugen fills. An exception is Powder Ridge in Kimball, which remains open until 1 a.m.
As nightlife options continue to dwindle, particularly for those under 40, Trollhaugen stands out by offering a lively atmosphere with food and drink available in its lodge, stuga, and snack bar. The resort also features live music from local bands on Friday and Saturday nights, creating a social hub for friends to gather. “They’re going to come out to hang out with friends at the lodge,” Rochford explains. “Skiing and snowboarding are almost the secondary activity while they’re socializing.”
A Legacy of Late-Night Skiing
The concept of late-night skiing at Trollhaugen dates back to the 1970s, when it began as a promotional event. After a hiatus, the late-night offering was revived in 2002 as “Late Nite Fridays.” Initially, attendance was modest, averaging just 50 skiers in the first year. However, with adjustments to the program, attendance doubled the following season.
Early ticket prices were set around $15 to help build a customer base, primarily targeting college students rather than the families who typically frequent the resort. Today, ticket prices for Late Night Fridays have increased to $25, with rental equipment available for an additional $35. Approximately two-thirds of attendees bring their own gear.
The popularity of Late Night Fridays has led to tickets often selling out a day or two in advance, according to Marsha Hovey, Trollhaugen’s marketing director. The resort’s parking lot fills quickly as the 21:00 start time approaches, yet the Rochford family has opted not to expand it to avoid crowding on the slopes. “You’d be getting up on the lift maybe once every 30 minutes, and no one wants that,” Rochford notes.
During a recent Friday night, the peak wait time for lifts reached only 10 minutes, a testament to Trollhaugen’s effective management and popularity as a late-night destination across two states.
As the nightlife landscape continues to shift, Trollhaugen remains a beacon for those seeking late-night winter fun, fostering a vibrant community atmosphere while embracing its legacy of skiing.
