As nightlife in the Twin Cities continues to diminish, Trollhaugen in Dresser, Wisconsin, has emerged as a beacon for late-night revelers. The family-owned ski and snowboard resort operates its slopes until 3 a.m. on Saturday mornings, attracting skiers and snowboarders eager for an extended experience after dark. This unique offering has helped the resort build a loyal following over the past two decades.
According to owner James Rochford, known as Jim Jr., the late-night operation transforms weekends for many. “It opens up a whole extra day of skiing and snowboarding,” he noted. The Rochford family has owned Trollhaugen since 1967, and the late-night sessions have become a staple, generating over $30,000 in revenue each Friday night, with ticket sales often exceeding 1,000 tickets for their popular “Late Night Fridays.”
Why Trollhaugen Stands Out
The resort’s proximity to Minneapolis–St. Paul is a significant factor in its success. Most other ski resorts within the metro area close by 10 p.m., leaving a void that Trollhaugen has capitalized on. The only nearby competitor for late-night skiing is Powder Ridge in Kimball, which closes at 1 a.m.
Shifts in nightlife preferences among individuals under 40 have contributed to reduced options in the region. In contrast, Trollhaugen thrives by offering food and drinks inside its lodge, stuga, and snack bar late into the night. Live music from local bands adds to the vibrant atmosphere, allowing visitors to socialize with friends while enjoying the slopes. “They’re going to come out to hang out with friends at the lodge,” Rochford explained, “Skiing and snowboarding are kind of almost the secondary activity you do while you’re hanging out with your friends.”
A Rich History of Late-Night Skiing
Rochford has been part of Trollhaugen since his teenage years. His grandfather purchased the resort in 1967, and late-night skiing began as a promotion in the 1970s. After a hiatus, the late-night sessions returned in 2002, rebranded as “Late Nite Fridays.” The initial turnout was modest, with around 50 late-night skiers, but attendance doubled the following season after adjustments were made.
In its early days, tickets were priced at approximately $15 to encourage participation, targeting college students rather than the family demographic that Trollhaugen typically attracts. Now, prices have risen to $25 for Late Night Fridays, with equipment rentals costing an additional $35. Remarkably, about two-thirds of attendees bring their own gear.
Weeks often see tickets for Late Night Fridays sell out a day or two in advance, according to Marsha Hovey, Trollhaugen’s marketing director. The parking lot fills up quickly, typically nearing capacity by 9 p.m., the start time for Friday night events. Despite the demand, Rochford has opted not to expand the parking area to avoid overcrowding on the slopes. “You’d be getting up on the lift maybe once every 30 minutes, and no one wants that,” he remarked. On a recent Friday, peak wait times reached only 10 minutes at 11 p.m., a testament to the resort’s efficiency and popularity.
With its commitment to providing a unique late-night experience, Trollhaugen remains a standout in the ski industry, adapting to changing consumer habits while retaining a loyal customer base. As other venues reduce their hours, this Wisconsin resort continues to thrive after dark, proving that a passion for winter sports and social gatherings can keep the spirit of nightlife alive.
